Plans began with a carefully implemented effort to obtain balanced stories-as early as September 1999-about the difficult financial situation and the possibility that Mercy Hospital-Detroit may close. This was followed with a series of editorial board meeting with Detroit's two dailies, the weekly business newsmagazine, and African-American weekly. Similar meetings were later held with community leaders and the Detroit City Council. The generally fair and favorable editorials and news coverage resulting from the meetings helped educate Mercy's key audiences and would later help them understand the reasons for closing.
Media coverage reached a crescendo in January 2000 and continued through March 2001, including NBC Nightly News and several national trades. A total of 10,000 letters. Were mailed to residents' homes within three eastside ZIP codes. All audiences received the news of Mercy Hospital-Detroit's closing and, although disappointed that Detroit's east side would lose an acute care hospital, they were generally understanding of the situation.
Excluding a regulatory requirement to place a "Public Notice" advertisement in local newspapers, no other form of advertising was used to reach the audiences