The University of Tennessee Medical Center was looking to establish media and industry positioning as a regional and national Thought Leader. Through research initiatives, unparalleled patient care and expertise across a wide variety of services, it was important that the organization be recognized for its achievements in a way that honored the individuals behind the successes, as well as recognizing the Medical Center as an institution of both higher learning and care. Ackermann was chosen as the firm to represent UT Medical Center in this national effort.
Ackermann recommended execution of a regional and national public relations campaign, highlighting the physicians at the University of Tennessee Medical Center, as well as the programs, initiatives and research tied to the organization. The primary goal was to increase the quality of media coverage for the organization, and develop a long-term pipeline of media angles and stories for the organization and its physicians. An additional goal of the Thought Leader program was the implementation of the Health Information Center, a health literacy resource for the region. Ackermann launched the ongoing Health Literacy Initiative for UT Medical Center in conjunction with the opening of a nationally unique Health Information Center. In addition, Ackermann laid the groundwork in claiming a regional and national Thought Leader position with media targets, developing relationships with outlets that resulted in robust coverage of UT Medical Center. National media coverage goals were exceeded, as UT Medical Center created a News Service division, becoming a preeminent source of health information for regional media. Most recently, UT Medical Center was featured in an in-depth CNN piece highlighting UT Medical Center’s research and practice on opioid-dependent mothers through pregnancy.