Biomedical subjects
Publications and source records attributed to Judith D Botvin.
Memorial Healthcare System, Hollywood, Fla. is the winner in this category, with second place going to Sparrow Health System, Lansing, Mich. Third place winner, Cape Fear Valley Health Systems, Fayetteville, N.C., also enjoyed the lowest cost-per-copy.
Nebraska Health System, Omaha, Neb., takes top billing here, with an annual report that builds on the success of an extensive advertising campaign. Second place winner is Grinnell Regional Medical Center, Grinnell, Iowa, using a "blueprint" theme to commemorate the completion of new construction.
Widely different approaches are used by first place winner, Rush-Presbyterian-St. Luke's Medical Center, Chicago; and second-place Hackensack University Medical Center, Hackensack, N.J. Happily, both effectively achieve their objectives.
Gila Regional Medical Center, Silver City, N.M., took first honors in this category with a tabloid newspaper insert. Second-place winner, Hurley Medical Center, Flint, Mich., has a "touching" report prepared by the Hurley Foundation.
Spartanburg Regional Healthcare System, based in Spartanburg, S.C., uses a variety of media to attract moms-to-be and other women to its many services. The award-winning campaign was cited by The National Federation of Press Women with nine awards and a First Place Sweepstakes Award.
The Georgia Hospital Association (GHA), faced with a critical healthcare workforce shortage, created a long-term response to the problem by creating a Workforce Shortage Media Campaign. Its single purpose was to encourage Georgians to pursue careers in healthcare. The four-week campaign took six months to develop and included print, radio and television.
Beebe Medical Center, Lewes, Del., was referred to by many of its neighbors as "Booboo Hospital," but all that changed when Sharon Perry, director of public relations, created the Beacon, a magazine ideally suited to her market that is largely retirees and people ages 55 and older.
Parkview Health, Forth Wayne, Ind., recently opened its new primary care hospital, Parkview North, an expansion of the services of its flagship Parkview Hospital. But the grand opening event was only one focus of the integrated advertising campaign, which also included a component to recruit staff. In view of the nationwide shortage of nurses, marketers faced the need for 200 nurses to staff the new facility. With its agency, Ten Adams, of Evansville, Ind., Parkview succeeded in opening its new hospital with a full complement of nurses.
A six-month pilot patient retention project for Community Health Network (CHN), Indianapolis, ran from July 2002 to January 2003. It was a direct mail campaign on behalf of some members of the group practices owned by CHN, designed to test the use of the system's CRM database. Patients of the physicians received personal, dynamically-generated cards reminding them to schedule appointments and tests. Each mailing cost $1.76, including production and mailing.
Limited budgets make it more important for a healthcare campaign to stand out. NeathawkDubuque, Richmond, Va., showcases television commercials for Washington Hospital Center and Georgetown University Hospital, both in Washington, D.C.; and print ads for the University of Virginia Health System, Charlottesville, Va. Additionally, Coil Counts Ford and Cheney, Chicago, provide a distinctive campaign for Advocate Illinois Masonic Medical Center, Chicago.
The Continuum Center for Health and Healing, affiliated with Beth Israel Hospital, New York, emphasizes education and communication--"the cornerstones of marketing integrative medicine."
Hospital of Saint Raphael, New Haven, Conn., used conventional media in an unconventional way in a campaign to recruit much-needed nurses. Their reality-based campaign succeeded in adding more than 180 new nurses to the hospital staff.
St. Mary Medical Center, Langhorne, Pa., distributed a half-million copies of its copyrighted booklet, "Heart Healthy Living" as the first of a larger, long-term marketing initiative to raise awareness of the suburban medical center. In addition to the medical center and physicians' offices, St. Mary had the booklet distributed by regional food markets and Fleet Bank. These partnerships and those with food products manufacturers helped reduce expenses. St. Mary physicians appeared on a cable television cooking show as well as in selected grocery markets.
The new Cancer Institute (UPCI), research facility of the UPMC (University of Pittsburgh Medical Center) Health System opened in October 2002. Named The Hillman Cancer Center after noted local philanthropists, it provides a natural opportunity for the UPMC Health System News Bureau to continue its educational goals. Extensive media coverage was valued at nearly $300,000.
Parma Community General Hospital, Parma, Ohio, opened a new ambulatory surgery center Jan. 20 with an awareness-generating campaign. The SurgiCenter was promoted with print advertising in the local newspapers, backed up by the hospital's newsletter, Informed--sent quarterly to 100,000 homes. The response has been beyond expectations.
St. Mary's Hospital, Grand Junction, Colo., is a regional hospital whose PR team is accustomed to media exposure. Just as tehy were instituting the patient privacy rules of HIPAA, a true-life reality drama landed on their doorstep. Aron Ralston, a 27-year old experienced mountain climber, became the hospital's highest profile patient and attracted worldwide media coverage after courageously rescuing himself from a near-disaster.
If you look up bariatric, or gastric bypass surgery on the Internet, you'll find 9,000 entries or more, depending on the search engine used. Some of these, but not all, are from hospitals and healthcare systems, most of which have more requests than they can handle. We look at the publicity for bariatric surgery presented by St. Cloud Hospital in St. Cloud, Minn.; Holy Name Hospital, Teaneck, N.J.; Kuakini Medical Center, Honolulu, Hawaii; and Cincinnati Children's Medical Center, Cincinnati, Ohio.
Phoenix Children's Hospital, Phoenix, Ariz., offers an easily-navigated web site with an extraordinary variety of hospital-specific information. The site was revised last year when the hospital moved into new facilities. A cross-functional team of Phoenix Children's employees worked with the design team. One improvement is an excellent new client management system. The price tag for the new site was a mere $40,000, thanks to the vendors' strong committment to the hospital.