< Portfolio

Communications & Reputation Management

Guided two health systems through crisis and brand trust rebuilding

🏥 Overlake Medical Center & MultiCare Health System 🧑‍🤝‍🧑 Communications, Marketing & Executive Leadership

Impact at a Glance

Overlake Medical Center (Early 2020)

  • >90% message consistency maintained across departments during peak crisis

  • 10+ earned media placements/week sustained during the outbreak, positioning Overlake as a trusted voice

  • 2,500+ employees reached daily through coordinated internal channels and live virtual town halls

MultiCare Health System (2021–2023)

  • +6 pts year-over-year Share of Mind increase post-campaign

  • 87% brand trust achieved following Healthy Communities Need More Than Health Care campaign

  • +10 pts lift in internal brand clarity and emotional connection

Overview

As a senior marketing and communications leader, I guided two major health systems through high-stakes communications challenges, from serving as the executive lead and spokesperson during the first confirmed U.S. COVID-19 cases at Overlake Medical Center to directing a values-based brand campaign at MultiCare Health System that rebuilt trust, deepened community connection, and aligned messaging across 300+ locations.

The Challenge

Two moments, one imperative: protect and strengthen reputation while keeping stakeholders informed, engaged, and confident.

Overlake (Early COVID-19 Response)

  • First confirmed U.S. COVID-19 cases in the community

  • 24/7 news cycle demanding rapid, credible updates

  • Staff uncertainty and anxiety

  • Need for unified, science-based messaging across all departments

Before

  • Inconsistent message coordination in fast-moving or sensitive situations

  • Reactive media engagement without proactive narrative shaping

  • Fragmented internal communications reach limited audiences

  • Lack of enterprise-wide messaging alignment post-crisis

  • Limited emotional connection between brand and community

MultiCare (Trust & Equity Building)

  • Rebuilding public trust post-crisis

  • Aligning fragmented communications across 300+ locations

  • Ensuring emotional resonance while reflecting values around DEI, access, and community impact

  • Differentiating in a competitive, post-pandemic healthcare market

"Felicia’s ability to lead under pressure and unify messaging during the most challenging moments positioned our organization as a trusted voice. Her strategic approach to rebuilding trust has left a lasting impact on our brand and community relationships."

— Gestin Suttle, Overlake Medical Center & Clinics Communications Director

After

  • Crisis communications playbook enabling rapid, coordinated response

  • Proactive media engagement sustaining 10+ earned placements weekly during crisis

  • Centralized internal communication channels reaching >2,500 employees daily

  • Standardized messaging across 300+ locations and digital properties

  • Values-based campaign increasing Share of Mind and brand trust

  • Aligned communications with enterprise DEI, access, and retention goals

What I Led

Overlake Medical Center

  • Crisis Communications Leadership – Established rapid-response communications center within hours of first confirmed COVID-19 cases

  • Executive Spokesperson Role – Served as the public voice of the organization, coordinating with public health officials and media outlets

  • Internal & External Infrastructure – Built centralized channels for daily updates, live virtual town halls, and media briefings

MultiCare Health System

  • Values-Based Brand Campaign – Directed strategy and launch of Healthy Communities Need More Than Health Care to unify messaging and strengthen trust

  • System-Wide Alignment – Standardized messaging across 300+ locations and platforms for one clear brand voice

  • Integration with Enterprise Goals – Connected communications strategy to community engagement, DEI, and patient retention objectives

Strategic Alignment

These initiatives protected and strengthened organizational reputation, maintained public trust during crisis, and ensured post-crisis brand equity translated into measurable market relevance, directly supporting enterprise growth, retention, and community impact goals.

Bottom Line

By leading with clarity, consistency, and values-led storytelling, I navigated two health systems through reputational risk and post-crisis brand rebuilding, delivering measurable improvements in trust, brand equity, and message alignment at scale.