University of Louisville Health Care
“The Man With No Face” Story Coverage
Disciplines: Publicity
Objectives:
- Generate positive press coverage of highly unusual medical procedure performed by U of L Health Care specialists.
- Create additional support for the organization’s growing reputation for
innovative health care. - Direct media coverage toward the science and expertise needed to rebuild the patient’s face using surgery and prosthetics, while avoiding the potential sensationalism over his unusual appearance.
- Safeguard the patient’s dignity and manage potential media inquiries.
Strategies:
- Secured USA Today as the major print media and CNN as the major broadcast media for exclusive initial coverage.
- Created a comprehensive press kit for release to all other media on the day the patient received his artificial face, which included the following elements:
- News release describing the entire history of the case and the treatments provided.
- A sidebar about the rare disease that caused the patient’s disfigurement.
- Profiles of the medical team involved in the case.
- Artist renderings of the prosthesis and how it’s attached.
- Created a targeted list to receive the media kit, including more than 100 regional, national and international media outlets.
- Held a news conference on the day the patient received his artificial face.
Results:
- Extensive and repeated segments were broadcast worldwide on CNN throughout the day on February 4, 2002; complete report with photos on CNN.com.
- Received coverage with photos in USA Today on February 4, 2002.
- National print and broadcast coverage in over 20 cities included Chicago, Los Angeles, Philadelphia, Houston, Phoenix and Minneapolis.
- International coverage included Canada, Mexico, Spain, the Netherlands, Germany, Australia, Great Britain and Singapore.
