Biomedical subjects
Publications and source records attributed to J D Botvin.
The first hand transplant surgery in the U.S. was performed successfully at Jewish Hospital in Louisville, Ky., in 1999. The painstaking planning for news coverage also was a success, and the same basic media plan was used for this year's hand transplant surgery on a second patient.
Froedtert Hospital promoted its cardiovascular center through an extensive educational effort. By inviting people to join its "Heart-to-Heart" and "10,000 Steps" programs, the Milwaukee hospital put important cardiac care advice into thousands of hands and raise awareness of its cardiovascular services.
Explore the source record for details and available documents.
Concurrent trends are promoting two different approaches to healthcare marketing. Some organizations are showcasing their "tender loving care," while others are emphasizing their high-tech capabilities. Read about some examples of each, and then discover what's next!
To leverage existing relationships, Children's Hospital (Seattle), the Seattle Mariners baseball team and Safeco Insurance teamed up to educate parents and children about home safety and emergency preparedness. The resulting multi media Safety All Stars program used a colorful, widely distributed safety poster to stimulate participation, and special activities knocked the message "home."
In suburban Mayfield Heights, Ohio, Hillcrest Hospital faced down competition by focusing advertising on three areas: cardiology, pediatric care and cancer treatment. It adopted the tagline, "Close to home" and used direct mail to inform the community about its facilities and invite residents to a series of open houses. Print ads, TV and billboards continued to reinforce the theme.
The Web site for St. Jude Children's Research Hospital, Memphis, Tenn., is lively with volunteer and fundraising information. The importance of media coverage is recognized in a section which provides a generous selection of radio, TV and print material.
MountainStar Healthcare, the Utah segment of HCA (The Healthcare Company), partnered with the health plans that shared a common interest: all were in competition with multi-state Intermountain Health Care. Mountain Star promoted its outstanding record of service--to healthcare brokers! An information kit, including a "Quality Report Card" and cost analysis proved to be an effective tool.
Since its beginnings as a first aid station on the famous New York beach, Coney Island Hospital has evolved as a well-known public hospital serving a multi-cultural community. Part of the New York City Health and Hospitals Corp. it has made extensive efforts to provide "ethnically correct" services to all of its constituents. These measures have been covered by National Public Radio and recognized as a "best practices" example by the U.S. Department of Health and Human Services. Profile's article offers insights about how it's done and how it is publicized, including what its associate director calls "ethnic marketing on the cheap."
Santa Barbara Cottage Hospital, California, works with the nonprofit Children's Miracle Network in fund raising efforts, and all money raised through its telethon remains in the local community. Volunteer efforts and donations form the core of Santa Barbara's financial support.
Three venerable north New Jersey hospitals, formerly rivals, recently became partners under the name Bon Secours and Canterbury Partnership for Care. The historic theme of the event was inspired by holding the ceremony in an historic public building. A 13-minute video documentary sets the stage for cordiality and pride in the new partnership.
New York City Health and Hospitals Corp. (HHC) reacts to new competition from private hospitals. a result of drastic changes in the state's healthcare program for Medicaid patients. Read about HHC's commitment of $5 million to advertising, including a $3.5 million multi-media campaign to enhance the image and increase awareness of its 11 acute care hospitals and related facilities.
The Women's Place at the University of Virginia Health System has been expanding over the past seven years, broadening its focus to all areas of women's lives. Its most aggressive campaign to date includes a novel five-panel brochure, a wellness fair and a baby fest.
For the second year in a row, our first place winner is The University of Texas, M.D. Anderson Cancer Center, Houston. This year's competition included a fine selection of heavy hitters. Once again, selecting the winners proved to be a welcome challenge to the judging team, headed by Donald E.L. Johnson, publisher. Congratulations to all! While not receiving award recognition, the following entries also were named as commendable: Bon Secours New Jersey Health System, Jersey City, N.J.; Meridian Health System, Wall, N.J.; Novant Health, Winston-Salem, N.C.; Spectrum Health, Grand Rapids, Mich.; Claremore Regional Hospital, Claremore, Okla.; Covenant Health System, Lubbock, Texas; Firelands Community Hospital, Sandusky, Ohio; Columbus Regional Hospital, Columbus, Ind.; St. Cloud Hospital, St. Cloud, Minn.; and Saint Luke's-Shawnee Mission Health System, Kansas City, Mo.
This category garnered the majority of entries. The reports of our winners, Nebraska Health System, Omaha, Neb.; Washoe Health System, Reno, Nev.; and Hurley Medical Center, Flint, Mich.; make generous use of photos to emphasize their caring philosophy and excellent care.
The hallmark of this category is handsome presentation, rich color photographs and excellent design. Tampa General Hospital, Tampa, Fla. takes the top honor with its "2000 Annual Report," while Loyola University Health System, Maywood, Ill., runs a close second with "Investing in Excellence."
Each of the winning entries in this category presents a high volume of information in a unique format. First place winner Woman's Hospital, Baton Rouge, La., uses a stand-up desk calendar. Miami Children's Hospital, Miami, Fla., uses a magazine format to round up the hospital's 50th anniversary activities. And, third place winner La Rabida Children's Hospital, Chicago, uses an information-packed set of note cards to spread the good word.
The single winner in this category, Grinnell Regional Medical Center, Grinnell, Iowa, effectively uses a "hands" theme throughout its report.