1. Corporate Communication and Reputation Audit
Mark Lichtle

2. Company Profile
 Founded in 1915
 Located in Michigan
 Not-for-profit corporation
 Privately held
 System Make-up
 Medical Centers and Medical Group
 5 Hospital Facilities
 Over 24,000 employees as of 2011

3. 2011 Award Recipient
Malcolm Baldrige National Quality Award

4. Mission and Vision
 Mission
 “To improve people’s lives through
excellence in the science and art of health
care and healing.”
 Vision
 “Transforming lives and communities
through health and wellness – one person at
a time.”

5. Values
 Each Patient First
 Respect for People
 High Performance
 Learning and Continuous Improvement
 A Social Conscience

6. Company Website, SEC Filings,
Social Media Channels
 Consistent image and  Interaction with postings
brand promotion regularly
 Facebook and Twitter  Positive comments from
have consistent posts appointments and
 Encourage participation procedures
 Inspire healthy lifestyles  Common for posts to
 CSR receive a “like”
 Care for people  Employee postings show
 Care for the community camaraderie
Company Perception Actual Perception
www.henryford.com

7. Company Website & Social
Media

8. Magazine Rankings of
Reputation, Brand, and CSR
High Performing
12 Specialties
5th of 25 in Michigan
Top Integrated Health System
#1 in Michigan
#11 Nationally

9. Media Coverage of HFHS
 Fairly regular news coverage
 Top Stories (recent)
 2011 Malcolm Baldrige Award
 Merger with Beaumont Health
 Frequency (since January 2011)
 Newspaper = 1,261
 Magazines/Journals = 56

10. Focus and Tone

11. Dr. Kimberlydawn Wisdom
Senior VP of Community Health and Equity and
Chief Wellness Officer
Nancy Schlichting
CEO, Henry Ford Health System

12. Actionable
Recommendations

13. More Corporate Social
Responsibility
 More CSR programs
 Community
 Environment
○ Space planning
○ Carbon footprint
 Environmental sustainability
 Human consumption
 Energy Use

14. Increased Use of Social Media
 More personal blogs
 High level management
 Physicians
 Entry-level employees
 Solicit feedback on Facebook and blogs