Rebuilding a Brand in Crisis: How I Turned Pandemic Fatigue Into $10 Million in Growth

When the COVID-19 pandemic disrupted every sector of healthcare, the American Nurses Association (ANA) faced an urgent need to support and re-engage more than 4 million nurses nationwide. The organization was challenged to position itself as the authoritative voice for nurse wellness, safety, and advocacy at a time when the workforce was overwhelmed, disengaged, and emotionally exhausted. The goal was to strengthen ANA’s national presence, increase program funding, and restore trust among nurses.

CHALLENGE:

The challenge extended beyond communication. Early revenue dashboards (Power BI) revealed alarming trends: education and professional development programs had dropped by more than 40%. Engagement from ongoing digital campaigns also declined. Plus, member sentiment data showed frustration, burnout, and a weakening connection to the association.

ROLE:

Market Research Phase 1: Workforce Sentiment and Retention Risk

Directed the initial wave of research to understand the emotional and professional impact of the COVID-19 pandemic on nurses nationwide. Findings revealed high levels of fatigue, burnout, and disillusionment, with many nurses expressing intent to leave the profession or withdraw from nursing school entirely—despite a national workforce shortage. These insights exposed a growing retention crisis and informed ANA’s communications and partnership strategy to focus on wellness, recognition, and re-engagement across all programs.

Market Research Phase 2: Vaccine Confidence and Cultural Insights

Led data interpretation and message strategy for a second wave of research conducted by the American Nurses Foundation, surveying over 22,000 nurses. Results showed that 70% were vaccinated by March 2021, but hesitancy remained higher among Black (46%) and Hispanic (29%) respondents, driven by concerns about side effects (66%) and lack of credible information (50%). These findings guided culturally relevant, trust-based communication strategies and the creation of the COVID Vaccine Facts for Nurses campaign—delivering accessible, science-based content to empower nurses as advocates within their communities.

B2B Funding and Sponsorships

Initially secured $3 million in sponsorship by Johnson & Johnson, which led to pandemic-related campaigns, including wellness, workforce safety, and vaccine education initiatives. After 6-month, increased funding by an additional $7 million. Partnered with Johnson & Johnson, Aetna, Rite Aid Foundation, Aveda Institute, Wellness App, and the American Nurses Foundation. Designed sponsorship decks and data narratives that demonstrated ROI to corporate partners, doubling annual funding projections within 12 months.

Brand Strategy

Rebuilt ANA’s messaging framework to connect purpose with measurable impact. Using Power BI data, identified ROI declines in continuing education and Safe Patient Handling programs, and repositioned them under a unified wellness narrative to reengage nurses and sponsors. Directed the relaunch of the Healthy Nurse, Healthy Nation platform with new digital content pillars emphasizing mental health, equity, and workplace safety—resulting in a 45% increase in participation and renewed alignment with ANA’s mission.

Corporate Communications | Public Relations

Directed crisis communications and PR strategy that positioned ANA as the authoritative voice for nurses during the pandemic. Managed executive communications for ANA President Dr. Ernest Grant, elevating his leadership across major media outlets including CNN, The Washington Post, USA Today, and NPR. Developed press materials, advocacy toolkits, and public statements that framed nurses as both frontline responders and community health leaders. Oversaw national campaigns highlighting nurse resilience and advocacy, generating a 90% increase in positive media coverage and strengthening ANA’s credibility in the public health arena.

RESULTS: 

• Secured over $10 million in corporate sponsorships supporting nurse wellness, safety, and education—doubling program funding within the first year.

• Increased ANA’s national media visibility by 90% year-over-year, with sustained coverage across major outlets and earned media partnerships.

• Achieved a 45% lift in participation across professional development programs, reversing pandemic-era declines.

• Positioned ANA as the trusted national authority on nurse wellness, safety, and vaccine education, influencing workforce resilience strategies adopted by healthcare systems nationwide.

• Established a data-driven communications model that continues to guide ANA’s brand positioning, sponsorship development, and advocacy initiatives beyond the pandemic.