Helping a hospital handle a media crisis

One year after the University Medical Centre Utrecht (UMC Utrecht) experienced a major media crisis after a medical trial involving tube-delivered probiotic bacteria seemed to have gone terribly wrong, we helped the hospital contain a follow-up crisis after the release of a critical government report on the case.

Working with various key players within the hospital, we helped in setting the strategy, drafting press releases and extensive management responses, media-training trial experts and managers, and letting various departments of the hospital operate as one team.

We were able to manage a measured response to the report and make sure that, unlike the first time, publicity did not blow the issues out of proportion.

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