St. Joseph's Medical Center Expansion

St. Joseph's Medical
Center Expansion

PLACEHOLDER

CASE STUDY

Challenge

St. Joseph’s Medical Center (SJMC), a cornerstone of the community for over a century, recognized the necessity to evolve and expand its services in response to a changing healthcare landscape and a growing population. As SJMC prepared for a major expansion project, it anticipated potential opposition from community members and local stakeholders. To navigate these challenges effectively, it was essential to develop a robust municipal and community engagement strategy that would articulate the center’s vision while addressing concerns and building support.

Solution

To foster community support and secure municipal approval for the expansion, SJMC implemented a comprehensive outreach and engagement program built on three key narratives:

Heritage: Highlighting SJMC’s 100-year history of serving the community.
Evolution: Emphasizing the need for SJMC to adapt to the changing healthcare landscape.
Commitment to high-quality care: Ensuring that the expansion would provide high-quality, affordable healthcare for future generations as a trusted not-for-profit provider.

Community Engagement Initiatives

Workshops: SJMC hosted seven community workshops between 2021 and 2023, offering both in-person and virtual participation with translation services in Spanish and Tagalog.
Social media campaign: Paid ads in multiple languages were used to boost awareness and encourage attendance at town hall meetings, particularly during a series of events in October 2022.
Email outreach: An external email list of over 250 community stakeholders was established, complemented by 19 external and 8 internal email updates throughout the outreach program.
Mailers: A targeted mailer was sent to more than 15,000 households and businesses in early April 2023, featuring information in English, Spanish, and Tagalog.
Website development: A dedicated landing page for the expansion project was created, housing all relevant materials, including updates, FAQs, and downloadable resources in multiple languages.

Collaboration with Stakeholders

As public hearings approached, SJMC proactively negotiated with potential opposition groups. This collaborative approach helped to alleviate concerns, leading to consensus and unanimous approvals from key local governing bodies, including the Stockton Cultural Heritage Board, the Stockton Planning Commission and the Stockton City Council.

Key Initiatives & Results

2.8 million

views of digital ads among target audience.

>3,200

signed petitions urging lawmakers to increase the housing supply.

3

major newspapers called for increased housing supply during End-of-Session campaign.

Results

The strategic community engagement initiative successfully cultivated support for SJMC’s expansion project, resulting in:

Unanimous Approvals: Secured approvals from all relevant municipal bodies, ensuring the project could move forward without significant opposition.
Increased Community Awareness: The outreach efforts significantly raised awareness about the expansion, fostering a more informed and engaged community.
Strengthened Relationships: By engaging diverse community stakeholders and addressing their concerns, SJMC strengthened its relationships within the community, enhancing its reputation as a trusted healthcare provider.

Overall, the concerted efforts of SJMC not only facilitated the expansion project but also reinforced its long-standing commitment to serving the community’s evolving healthcare needs for generations to come.