Project Summary

A February 2017 Seattle Times investigative report on the Swedish Neuroscience Institute (SNI)
surfaced internal anger, shook confidence in Swedish’s integrity, spurred two major leadership
changes and exacerbated confusion about Swedish’s role in relationship to that of its parent,
Providence St. Joseph Health.

Challenge

Nyhus developed a communications plan that ensured both institutions took responsibility, increased accessibility and transparency, and began to educate and even inspire key stakeholders, internal staff, caregivers, and patients and families. Our focus has been on authentic examples of leadership and innovation at Providence, and on stories that exemplify Swedish’s commitment to quality of care.

Through the execution of the plan, Nyhus set out to re-establish Swedish as the most trusted name in quality, high-value, compassionate health-care delivery, while clarifying Providence’s identity as a broader parent network of 111,000 individuals serving 12 million people across seven states. Together, this caregiving institution and its policy-focused parent are making a positive impact on thousands of individuals and families.

Results

This remains a work in progress, but feedback to date suggests that we have begun to create clarity for two organizations whose relationship and identities were confusing, conflated and at risk. Through integrated communications and robust print and digital campaigns, Swedish and Providence St. Joseph Health are reinforcing their respective roles and underscoring their successes with real stories.

Over time, consistent language and action will restore trust, grow awareness and instill confidence that each institution is living up to its unique responsibility in pursuit of improved health for everyone in our communities, especially for those who are poor and vulnerable.