Jarrard, a US-based healthcare strategic communications and change management consultancy, has announced the launch of a dedicated specialty in children’s hospitals and paediatric healthcare.

The move broadens the company’s academic health systems practice to address the specific needs of paediatric healthcare organisations.

This new focus supports paediatric health service organisations, independent children’s hospitals, and system-owned paediatric hospitals, guiding them in areas such as brand development, Medicaid funding, community health, philanthropy, and communications.

The new division will provide expertise in strategic positioning, public affairs and advocacy, and change management.

It builds on Jarrard’s existing work in health services and technology, academic medicine, and regional health systems.

Senior vice president Tricia Geraghty, former chief marketing and experience officer at Children’s Wisconsin, leads the specialty. Her team includes vice president Julie Ashby, previously a marketing leader at Le Bonheur Children’s Hospital, and associate vice president Elizabeth Middleton, who has experience in philanthropic development and donor relations at Ann & Robert H. Lurie Children’s Hospital of Chicago.

Jarrard founding partner and president Anne Hancock Toomey said: “Children’s hospitals are highly trusted and sit at the heart of their communities. They face intense pressure: complex Medicaid policy, expectations around community benefit and philanthropy, and an evolving competitive landscape.

“Our new specialty ensures these leaders have a mission-driven partner who understands both the nuance of paediatric care and the broader healthcare environment.”

This launch is supported by insights from Jarrard’s recent national consumer research into public perceptions of children’s hospitals.

Findings from its Children’s Hospitals and Public Trust survey indicate that the level of trust in children’s hospitals is substantially greater compared to hospitals in general.

The research also indicated that the public has limited awareness of the wider community initiatives and non-acute services provided by children’s hospitals, which affects how people view their community contributions and not-for-profit role.

Jarrard recently collaborated with the Children’s Hospital Association on a webinar for member organisations, sharing findings from its survey and discussing the implications for policy, philanthropy and community impact.