Biomedical subjects
Publications and source records attributed to J D Botvin.
Located in Bethesda, Md. near the nation's capital, Suburban Hospital teams up with the National Institutes of Health. Their new stroke center manages to turn news media attention from politics to health by maximizing news events. The desired result: to increase public awareness of the dangers of stroke.
Washington Hospital Center, in the nation's capital, found cardiac care, its leading source of revenue, challenged by new contenders. This launched an aggressive campaign directly at patients, encouraging them to use WHC's diagnostic testing services.
Observing some often-overlooked bad telephone manners that can hurt your hospital's image.
Myriad elements go into making a great fund-raising publication. Judges singled out three reports with content and design clearly aimed at thanking supporters and stimulating the flow of contributions. They are: Hurley Medical Center, Grand Rapids, Mich., first place; Hackensack University Medical Center, Hackensack, N.J., second place; and Clinton Memorial Healthcare Regional Health System Foundation, Wilmington, Ohio, third place.
Academic medical center reports differ in style and purpose. First place winner, SUNY Health Science Center at Syracuse, N.Y., highlighted its research. The University of Missouri, Columbia, Mo., second place, focused on the institution's relationship with its community.
Community hospitals reach out to unique audiences in their annual reports. Three leaders in this category are: Providence Hospital & Medical Centers, Southfield, Mich., first place; St. Francis Hospital and Medical Center, Hartford, Conn., second place; and Bay Area Medical Center, Marinette, Wis., third place. Providence takes a serene approach. St. Francis prefers a contemporary, upbeat approach and "the eyes have it" in Bay Area's annual report.
Some annual reports become outstanding as recruiting tools. The winners in this category are: Dana-Farber Cancer Institute, Boston, Mass., first place; New York Methodist Hospital, Brooklyn, N.Y., second place; and Holy Name Hospital, Teaneck, N.J., third place.
In cooperation with senior citizen and health care organizations, St. Mary's Hospital, Madison, Wisc., developed a multi-faceted campaign to raise awareness about accident prevention among older persons. The campaign won recognition from professional peers.
A 130-year-old, well-respected Albany, N.Y., hospital, St. Peter's, experienced growing pains as it became a system comprising 25 entities. We describe a branding initiative carefully designed to identify the new health care system with the "old friend."
New York Methodist Hospital met the challenges of intense competition in the Brooklyn, N.Y., market by switching its quarterly newsletter to an insert in the local editions of national publications. By so doing, it multiplied distribution tenfold, improved its credibility and freed up staff time for other projects.
Craig Hospital, in suburban Denver, was pushed into the limelight when survivors of the Columbine High School shootings were patients for rehabilitation. But high-profile cases are treated the same as all others by this world-renowned traumatic brain and spinal cord injury center: the well-being and recovery of the patient is never compromised for the sake of publicity. Ongoing marketing practices are decidedly low-key.
Challenged by the requirements of managed care, Deaconess Billings Clinic resumed obstetrical services after 25 years. The resulting Family Birth Center is a "marketer's dream," with state-of-the-art facilities and an enviable model of care. The grand opening was highlighted by an open house, or "baby shower." The ongoing marketing campaign includes soft, sweet images of happy babies with their moms and dads. Memorable TV commercials emphasize the mother's comfort, the expertise of the medical staff, and the baby ... thoroughly enjoying the birth experience.
Gorgeous creatives, designed for North Memorial Health Care in Minnesota, prove effective and useful during a high-visibility fundraiser for breast cancer at Saks Fifth Avenue. They're recycled for later use in the hospital.
Grand opening of Woodwinds Health Campus in Minnesota combines its unique medical approach with well-established traditions. Everything from the design elements and paper to the opening day activities conforms to the interests and concerns of its potential market, as determined by focus groups.
At N.Y. Weill Cornell Medical Center, the reach of media coverage is extended by timely news releases. Twice a year, the hospital sends out a packet of holiday-related feature story ideas. The result is excellent coverage during the holiday season and an ongoing working relationship in a highly competitive market.
In a time when people were born, worked and grew old in the same community, they knew where to find the hospitals. Our informal survey indicates that marketers sometimes ignore the fact that a mobile population needs clear information about a hospital's location.
Emoty Healthcare, Decatur, Georgia, develops a light-hearted campaign to run during the fall and winter holidays, promoting its Emory Dunwoody Medical Center emergency room.
The global shortage of healthcare professionals has touched every healthcare institution, and despite its renown, Children's Hospital of Philadelphia (CHOP) is no exception. In fact, the hospital's strategic addition of suburban facilities has exacerbated the situation. The recruitment plan builds on a strong new image campaign, and sharpens the focus on nurses, student nurses and allied health professionals. Direct mail is used--a first for recruitment at CHOP. The hospital's Web site is used as well as postings on numerous Internet job boards. Finally, the campaign also uses more traditional methods, such as print advertising.