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Case Study: Gov. JFL Hospital


Governor Juan F. Luis Hospital



  • Gov. Juan F. Luis Hospital is the sole-safety net of the St. Croix, US Virgin Islands.  Over the last few years the government run hospital has experienced a number of severe challenges including a financial emergency declared in 2011, staffing cuts, and insurance and reimbursement challenges.  In need for a comprehensive crisis management and communications plan for both internal and external audiences.


A multi-layered communication strategy with the goal to be transparent with the community and hospital personnel and to regain trust.

  • Upfront’s & Hello Everyone: L2L wrote a series of open letters to staff & community outlining challenges and corrective steps being taken
  • Crisis Management: L2L created a Crisis Managment plan and media trained personnel to effectively address sensitive situations including salary reduction and layoffs.
  • Public Relations & Media Tours: Press releases, media advisories and interviews to share urgent news.
  • Town Hall Meetings: To generate community ‘conversations’ and group solution planning.
  • Social Media: A strategic plan to launch and leverage social media effectively.
  • Branding: L2L created a new brand image including new logo and all pertinent pieces that reflected a new chapter in the hospital’s history.
  • Event Planning & Fundraising: Orchestrated participation in several key local events and also the 1st Annual Women & Children’s Caribbean Conference which raised over $50K with a Cardiac Symposium slated for Feb. 2013.


A work-in-progress:

  • A single minded audacious goal: “To be the most patient-family centered health system in the Caribbean by 2020”.
  • Planning and identifying areas of revenue growth
  • Improving ROI
  • Organizing and removing barriers to innovation, transformation and high performance
  • Business navigator and deployment
  • Effective communications and marketing plans