Rx2000 Institute – Minneapolis, Minnesota
“Preventing Y2K Crisis in Healthcare”
Situation
Nearly every mortal on the planet had heard about the Y2K computer problem… yet Y2K had special implications for healthcare, when a Y2K malfunction could have meant life or death. Recognizing the healthcare industry in general was not prepared or coordinated in its Y2K compliance efforts, Rx2000 Solutions Institute was formed in 1996 as a clearinghouse and consulting group for healthcare-related Y2K preparation.
PR Action
Rx2000 hired Hanser & Associates to embark on a plan of concentrated media placement tactics to create national press activity involving Rx2000. Hanser & Associates also carried out promotional support activities for a series of nationwide meetings, including a “mock trial” during which a medical Y2K lawsuit was “litigated” before audiences.
Result
Through testimony prepared for delivery at U.S. Senate hearings and story placements in national media such as The Wall Street Journal, The New York Times, The Washington Post, CNN and Time, Hanser & Associates positioned Rx2000 Solutions Institute as a leading national authority on Y2K in healthcare. Specifically, the campaign enlarged the national discussion on Y2K and pharmaceuticals, and on embedded systems in medical devices.