The Brief

In 2010, MAPR was selected to take on the challenge of developing the messaging and public relations plan for launching a new children’s hospital in Denver, The Rocky Mountain Hospital for Children (RMHC).

The existing children’s hospital in Denver was a long-time sweetheart of the local and regional media, presenting MAPR with the challenge of gaining media market share.

The Work

MAPR was not only in charge of all public relations and marketing activities surrounding the grand opening of RMHC, but we also established and managed the hospital’s social media accounts, helped position doctors as thought leaders and quotable sources for media, helped situate the hospital’s specialty services and completed a communications program around the hospital’s proprietary concussion protocol. 

The Results

Despite being the new hospital in town, MAPR secured far more regional coverage than the well-established competition, including media coverage on all major regional TV networks, a front-page article in the Denver Post, and a cover story in HealthLeaders magazine, establishing brand awareness for our client where and when it mattered most. With MAPR’s help, RMHC was able to establish their state-of-the-art specialty services, including the Center for Maternal/Fetal Health, Mothers’ Milk Bank and Rocky Mountain Youth Sports Medicine Institute. In addition, the work we did with HealthONE and RMHC surrounding concussion management and the Jake Snakenberg Youth Sports Concussion Act helped position the hospital as a national leader in concussion treatment and prevention.

In just six months, MAPR’s campaign helped the Rocky Mountain Hospital for Children achieve more than one quarter of the media market share.