Posts Tagged ‘allspire’

Karen Kessler to discuss the branding of healthcare group at PRSA conference

Tuesday, September 30th, 2014

karenkesslerheadshot (1)Karen Kessler

President of Evergreen Partners Inc. and Chairman of AllSpire Health Partners

PRSA International Conference 2014┬áSession Name: “Communicating in a world of mergers, takeovers, partnerships and alliances”

Twenty-five years ago, I was approached to join the Board of Directors of my local community hospital. The board was seeking to diversify and they thought having one female board member might do the trick.

Two decades later, I have now served for six years as Chair of the Board of a two billion dollar healthcare system. Along the way, the community has diversified, the hospital has merged, the Board has changed and the industry transformed. It has been quite a journey and the future looks no less exciting.

When I was a young practitioner of public relations and investor relations, my skill set was not often sought out in healthcare. The industry was so heavily regulated that aside from the infrequent but alarming medical missteps, the role of the communications department was to promote the golf outings and coordinate the service line brochures.

I want to emphasize how vital a strong and innovative communications effort is to the healthcare system of today and tomorrow. In 2013 alone, 98 hospital and health system combinations were announced and during the first quarter of 2014, healthcare M&A total deal value amounts to $12.3 billion dollars.

The success of these megadeals is crucially dependent on a thorough and strategic communication plan. In my session, I will take you through the process of how I branded AllSpire, the largest health care consortium in the country, as well as the hurdles and insights along the way.