Case Study
University of Tennessee Medical Center


The University of Tennessee Medical Center is an academic healthcare system that sought a public relations strategy that would bring attention to their efforts in research and healthcare. The hospital wanted a plan that could highlight its services for the public and potential patients and also showcase its expertise for trade publications and other medical professionals.



After researching best practices for healthcare promotion, Ackermann developed a strategy to increase brand awareness and position University of Tennessee Medical Center as a leader within the industry with emphasis on research. 

Ackermann created a thought leadership plan where physicians and other experts at UTMC were given a platform to share their expertise with those in the medical community. This kind of promotion highlights the research leadership the medical center possesses while simultaneously providing routine hospital practices in an outstanding manner.



UTMC’s thought leader program has proven successful for several years. Sharing research and expertise with the public and medical community have garnered a vast amount of praise and attention by the media. Modern Healthcare and Becker’s have covered the medical center in many instances, and physician and researcher attendance at conferences and events have brought forth further attention from the medical community nationwide.