From Vision to Visibility: Managing the Launch of a National Healthcare Transparency Platform

When a national advocacy group set out to expose harmful practices in healthcare institutions, they envisioned a searchable, public-facing database that would inform and empower parents, patients, and decision-makers. To bring this vision to life, they partnered with FLEX as project managers to lead the development, design, and launch of what became a high-impact digital database

FLEX coordinated between the client’s internal teams, an external website vendor, a specialized research firm, media vendors, and our own communications experts. Our custom timeline aligned research delivery, content approvals, and site development—all with a focus on hitting a targeted launch date. Alongside logistical leadership, FLEX created the brand identity for the database itself, designing collateral and visuals that would reinforce credibility for stakeholders. 

To ensure the platform reached its intended audience, we developed a comprehensive communications and marketing strategy. This included a large-scale digital rollout complemented by traditional tactics like billboards and digital signage in major cities where awareness would matter most. We targeted specific demographic groups—especially parents and hospital board members—ensuring the campaign would resonate with those most likely to act on the information provided. 

Despite having a national focus, we launched microcampaigns in cities that were home to institutions featured in the database, including Philadelphia, Minneapolis, and Hartford. By tailoring messaging, ad creative, and calls to action for each locality, we boosted engagement and public awareness. 

FLEX ensured that the campaign extended well beyond launch day. We managed internal teams and assets, coordinating across departments to help craft and lead email campaigns to core audiences; led the development of spin-off video and podcast materials, and aligned team members, internal stakeholders, and external vendors around a sustained, multi-pronged campaign. 

The results underscored the success of the strategy: more than 328,000 page views and more than 151,000 visits to the database website from October to December.  The campaign generated nearly 5 million paid impressions, reaching over 2.2 million people—including nearly 1.9 million impressions directed specifically at hospital board members responsible for oversight at high-risk institutions.

Through focused branding, precise digital targeting, and cohesive project management, FLEX helped transform a policy concern into a powerful public accountability tool. The campaign didn’t just raise awareness—it equipped people with the information they needed to take action.

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