Excellence in Corporate Communications – External Stakeholders

Summary of work

Opening in Qatar, Sidra Medical and Research Center will be only the second paediatric-specific, academic hospital to be built globally in the last 100 years. As a new hospital in the Middle East, Sidra needs to build its reputation among key local, regional and international peers ahead of opening, as well as recruit the best international healthcare professionals to work in Qatar; a considerable challenge given both the global shortage of medical workers and the cautious Western attitude towards healthcare in the Middle East.

Using a targeted strategy to reach out to segmented groups of stakeholders, Ketchum was able to position Sidra as a leader in new standards of patient care. In just one year, the team created a presence for Sidra at international events while launching Sidra’s own continuing medical education Symposia Series. Profiling of Sidra’s experts in the media raised awareness of Sidra’s top tier personnel, demonstrating successful integration into the medical and local communities and an active press office implemented campaigns which actively engaged the local community on activities at Sidra.

The results, a greater awareness of Sidra and stronger international ties; over 400 pieces of coverage in just one year, significant growth in social media followers to over 24,500 and a twofold increase in Sidra’s workforce.

Judges comments

A really exciting, global initiative with fantastic results in a geopolitical environment. The strategy implementation was faultless. The campaign is sustainable and has longevity way beyond what has already been achieved. Inspirational – I wish I had worked on it!