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Sang Pediatrics

Case Study: Sang Pediatrics

The Problem

A pediatric clinic in downtown Fresno experienced a murder-suicide during their normal operating hours. The estranged husband of a Sang employee entered the office building with a shotgun, attacked and murdered his ex-wife, then killed himself. This occurred during business hours in front of Sang patients, employees and staff at the adjacent office building. The owner of the practice was out of town during the incident. SWAT and media arrived within minutes and it was treated as a hostage situation.

Despite it being an isolated incident unrelated to the practice, Sang Pediatrics quickly gained national notoriety as unsafe to its patients and the public. Patients considered permanently leaving the practice and taking their children elsewhere.

The Strategy

Sang needed a crisis management team to immediately inform the public that the pediatric office was safe and welcoming and that the employees were dedicated, caring and committed. The goal was to keep Sang Pediatrics from suffering negative publicity coverage, prevent future loss of revenue and move forward in reopening the office by highlighting their strengths and commitment.

The Result

Carter was available immediately and at all times as needed throughout the process. All patients were contacted to update them on the situation and let them know of the temporary closure. The team set up interviews with local media and sent press releases to appropriate outlets including KMPH, Univision, Your Central Valley, KSEE 24, KMJ, and ABC 30. The story and interviews made national news. Social media, television, radio, webpage articles, images and videos were diligently monitored to uphold the name of Sang Pediatrics so the public had the correct portrayal of the office and the staff.

Carter was also tasked with bringing all of the support and experts in to assist with immediate crisis management including counseling, safety and security issues, law enforcement, human resources, cleanup and re-opening protocol and onsite staffing. A GoFundMe page was created and raised over $7,500 for funeral efforts for the family.

Through clear, transparent and up-to-date messaging, Sang Pediatrics was able to re-open one week after the incident. Sang Pediatrics was able to keep all of their current patients and staff in addition to gaining new clients. The Sang practice is successfully run in the same location with no plans to move.


Sang Pediatrics

Sang Pediatrics Website


Crisis / Active Shooter Response


Crisis Management / Public Relations

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