Central Administration reduces reputational fall-out when takes over bungled response from School of Medicine and its Hospital
Situation:
A world-renowned neuroscientist decided to ignore the FDA and the university’s own IRB (Institutional Review Board) and conducted unsanctioned experiments on human patients. While patients did provide consent, all three died after complications relating to fecal matter being injected into their brains. The Medical Center’s internal review concluded no wrongdoing. BMCG was brought in to assess reputational risk and guide communications strategy after significant media coverage and criticism fueled by multiple lawsuits put intense focus on the broader administration.
Actions / Recommendations:
Developed reputational risk assessment on various options available to President, after having interviewed all major decision-makers, hospital CEO, CMO, Dean of Medicine etc.
Worked with core crisis team to reach agreement on recommendations, which included suspending hospital privileges, encouraging leadership changes at School of Medicine etc.
Developed supporting communications strategy and detailed plan, messaging etc.
Results:
Risk assessment clarified impacts and consequences of potential decision points and led to agreement on clear strategy where none existed previously. Stakeholder-centric communication plan was developed to position tough decisions as the best for the future of medical school and associated hospital.
