ABOUT

OhioHealth is a network of 12 hospitals and 200+ additional services spanning 47 Ohio counties.OhioHealth recognized it needed to do a better job recruiting qualified diverse partners and educating its 42,000 employees about the value of inclusion consistently across all departments.

Baker Creative was engaged to tell the right Diversity, Equity and Inclusion (DE&I) narrative to inspire leaders in the C-suite, healthcare staff and internal teams to improve their commitment to working with diverse partners.

The approach:
Our research and interviews illustrated the real challenge it was for diverse firms to break into large corporations. We identified key audiences and our insights revealed:
• Target audiences were not aware of the diverse options in local communities to invite to the Request For Proposal (RFP) process.
• Audiences needed to consider opening up opportunities to other outside qualified partners to save more money and drive competition.

Many audiences were not aware of the impact of diverse companies.

Baker Creative focused on the emotional storytelling that makes partnering with new diverse partners so rewarding. We recommended that OhioHealth consider partnering with new diverse companies/suppliers for an economic stimulus in the local community. OhioHealth key leadership signed a commitment to the Central Ohio Hospital Council to establish and build business relationships with qualified diverse suppliers to positively impact patient care, community relations and social economics in the community.

The results:
Baker Creative told a clear story about the benefit and economic impact as they related to OhioHealth’s mission, vision, value and commitment to diversity initiatives. This set the foundation for OhioHealth to tell its story in a relevant way to show how the brand gave a hand up to new diverse suppliers to positively impact patient care, the partners personally, community relations and social economics.

Our compelling content educated, shifted perceptions and motivated our audiences, creating new jobs by providing larger contracts for smaller diverse firms to add more staffing and provide more economic stimulus locally.

Several years in a row, OhioHealth has exceeded its milestone goal of $35 million to $42 million in diverse spending and intends to increase its goal to $50 million in the next few years.