Rx for a Troubled Healthcare Company

Client	HCA (formerly Columbia/HCA)
Situation	In early 1997, Columbia/HCA faced an escalating crisis as government investigators launched serious charges against their hospitals and their business practices. After a federal raid on a hospital in Texas, the board of directors replaced the incumbent CEO with Dr. Thomas Frist, Jr., a former CEO, founder, and major shareholder. Shortly before Dr. Frist's announcement as CEO, HCA hired Atkinson to develop and implement a plan for announcing the company's new leadership and improving its reputation and communications. Atkinson worked closely with the new leadership team to manage the initial announcement. As the scope of the crisis grew, Atkinson helped identify a national public relations partner, Burson-Marsteller.
Strategies & Tactics	Managed the announcement of the new CEO, including strategy, timeline and materials to communicate with all internal audiences, physicians, healthcare industry, investors, and local communities with Columbia/HCA facilities Coached management for media interviews Developed comprehensive communication plan that re-engineered the company's communication philosophy and practices Assisted staff with strategies for implementation of media, internal, and external communications
Results	HCA immediately received high marks from its constituencies for its focus on communications and willingness to address the problems The company's reputation and credibility began to improve immediately, and today the company is once again considered one of the leading for-profit healthcare companies in the world HCA is highly regarded for its commitment to ethics and values