Memorial Healthcare

Putting a community hospital on a national stage

Improving Memorial's regional and national brand perception, building trust, and emerging stronger from crisis with a comprehensive communications program.


Articles annually

Including coverage in national and regional publications such as CNN, Benzinga, Crain’s Detroit Business, MLive, Detroit Free Press, and Becker’s Hospital Review. 

Increase in coverage

Our media relations efforts led to a dramatic increase in press coverage: Nearly twice as many clips, year-over-year, for the same 6-month period.

Increase in overall share-of-voice

Airfoil helped Memorial Healthcare dramatically increase SOV in the healthcare space, based on annual program benchmarks.

Comprehensive healthcare communications

Memorial Healthcare, an independent Mid-Michigan hospital and healthcare system, partnered with Airfoil to improve its brand perception in the local community and expand the reach of its growing Neurology department.

Through multiple years of partnership, Airfoil has helped to positively increase perceptions of the brand through quality- and safety-focused integrated campaigns.

Our work has helped Memorial garner national media opportunities for its experts, and navigate external and internal communications at every stage of the global COVID-19 pandemic.

Corporate feature storytelling

Airfoil worked with the Memorial executive team to coordinate briefings and tours for the senior healthcare reporter at Crain’s Detroit Business, an aspirational target outlet for Memorial. Our work resulted in two feature stories that were syndicated in Modern Healthcare, a national publication. In 24 hours, the articles drove 21-percent of traffic for the weekly edition of Crain’s Detroit Business, and one of them was the most-viewed story.

MEMORIAL Media Logos

Driving national exposure

Memorial’s Institute for Neurosciences is recognized as a center of excellence, and it conducted clinical trials for a new Alzheimer’s treatment. Before the treatment reached the FDA for a decision on approvals, Airfoil predicted the resources reporters would need to cover the historic breakthrough. Less than 24 hours after the FDA announced its approval, Airfoil had secured interviews with CNN, Axios, Reuters and The Washington Post. Memorial leaders were quoted in national articles alongside Stanford, Vanderbilt, and Cleveland Clinic spokespeople.

MEMORIAL CNN Screen Grab Alzheimers

Crisis communications through a global pandemic

Before the first cases of COVID-19 were identified in the U.S., Memorial Healthcare turned to Airfoil to help guide its communications strategy and planning at every stage. This included critical messaging development, market and trend insight gathering and analysis, and executional management of internal and external communications.

MEMORIAL Crisis Comms Visual

Serving the community during COVID-19

As part of Airfoil’s crisis communications plan, we developed extensive messaging, launched a frequently updated COVID-19 resource page, and provided media and crisis communications training to executives. We recalibrated our team to quickly address constantly evolving needs, implementing daily social listening and news briefings to keep client executives informed about local and national developments. Despite the devastating impact of the COVID-19 crisis, Memorial Healthcare emerged as a leader in the community and the state due to its proactive, transparent, and empathic leadership.


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