Case study: Plymouth Health - Alvarado Hospital Medical Center Acquisition Media Relations

Cook & Schmid was hired for media relations counsel by Plymouth Health, a Los Angeles-based physician-owned company formed specifically to acquire Alvarado Hospital from Tenet Health.  As part of Tenet’s settlement of several issues with the federal government, the company agreed to close or sell Alvarado Hospital.  Tenet recommended Cook & Schmid to Plymouth, based on their satisfaction with the firm’s previous work, its knowledge of the health care community and its ties to opinion leaders and elected officials in the region.  Cook & Schmid drafted all media materials, coordinated the announcement with Tenet Health, conducted media training for Plymouth managers, secured participation of elected officials and health care industry opinion leaders (including supportive statements from representatives of the California Medical Association, the California Nurses Association, the San Diego County Medical Association, and the California Hospital Association, among others).  Coverage of Plymouth’s announcement of its definitive agreement to purchase the hospital was overwhelmingly positive, with back-to-back coverage in the San Diego Union-Tribune, including a front page, top of the fold story with photos.  Cook & Schmid continues to counsel Plymouth as it assumes ownership of the hospital.