Biomedical subjects
Publications and source records attributed to Judith D Botvin.
As Profiles begins accepting entries for its seventh annual competition for Annual Reports, we review examples of two outstanding reports. New York Presbyterian Hospital (The University Hospitals of Columbia and Cornell), New York; and Meridian Health, Woburn, N.J., both employed the "scrapbook" theme in their 2002 annual reports.
LifeBridge Health, Baltimore, created a directory of its physicians, which developed into a 100-page consumer magazine titled Md.MD A Directory of the Region's Finest Physicians. Written and designed in-house, the premier edition paid for itself, thanks to publishing partner, Alter Communications. The premier edition was mailed to 50,000 Baltimore area homes last September.
Abington Memorial Hospital, Abington, Pa., boosts its physicians with life-sized banners throughout the Willow Grove Park Mall. The upscale mall serves exactly the same demographic as the hospital, making for a mutually valuable partnership.
In Chicago's southern section, known as Southland, the need for improved health status among the local population brought together marketing and business planning professionals from 11 healthcare entities that normally compete. Their group, named the Southland Health Alliance, came together to meet these urgent needs for better health education and lifestyle changes. With the visionary support of Midwest Suburban Publishing Co., they are collaborating on a year-long series of print advertisements addressing the problem faced by their community.
Alegent Health, Omaha, Neb., revised its News Center page on alegent.com, last September, with the idea of making information easy to find, easy to use, and available 24-7. The hospital then promoted the news center by means of an attractive direct mail piece containing an introductory CD.
The Medical Center at Princeton, Princeton, N.J., introduced its new name last June, both to its community and its internal stakeholders. It is now known as Princeton HealthCare System, a name chosen to reflect its growth and diversity. It's being branded as a unique institution that combines the sensitive, caring serice of a community hospital with the sophisticated care of a teaching hospital.
The 2002 Annual Report of the NorthEast Medical Center, is a summary of extensive quarterly reports issued by the Concord, N.C., hospital. Board members are the first recipients of the report, which is virtually used as a script at the annual meeting in January. Each of the hospital's 140 managers receive copies and encourage employees to read them as well.
Hartford Hospital, Hartford, Conn. finds some patients gravitate to Boston or New York City for high-tech procedures. Being the first Connecticut hospital with the daVinci Robotic Surgery System, it developed an advertising campaign emphasizing high-tech surgery with the human touch. Hartford also broadcast a robotic prostatectomy on its popular live webcast series.
Eastern Connecticut Health Network, (ECHN), Manchester, Conn., is using a "new look" for ads that announce the addition of new staff physicians. In view of the recent growth of the network, there was a need to build public awareness of ECHN's wide range of specialties. The new ads use informal photos of each new doctor with the tagline "A Welcome Choice," or a variation of the same phrase.
Three cancer reports are profiled here. The 2002 Annual Report of INTEGRIS Oncology, Oklahoma City, Okla., was produced in customized versions for two regions. Ochsner Cancer Institute's Annual Report for 2002, New Orleans, focuses on cancer survivors, and the institute's multidisciplinary approach is featured throughout. And, the 2002 report for University Health Care System's Harry W. Jernigan Jr. Cancer Center, Augusta, Ga., uses a horizontal format, glossy paper and lots of white space to convey a "fresh" feeling not often seen in cancer reports.
Pekin Hospital, Pekin, Ill., launched a campaign in April 2003 to differentiate itself from the larger, big-city hospitals. Using non-healthcare images and emphasizing individualized care, the "Personal Size. Personal Care," campaign was well received and is expected to continue for some time.
Sutter Health, Pasadena, Calif., is unique in its response to the unprecedented attention healthcare is receiving in the news media. Instead of addressing the issues in its annual report for a limited audience, or responding defensively to media queries, Sutter uses advertorials to tell its own story the way it wants it to be understood.
North Shore-Long Island Jewish Health System, Great Neck, N.Y., has a new logo, designed to create a stronger visual integration among its 17 hospitals and many other facilities. It will take about two years to complete the change to the new logo because of the complexity and size of the system--it is the eighth largest employer in New York City.
Fairview-University Medical Center and University of Minnesota Physicians, both in Minneapolis, are enjoying the benefits of a co-branded advertising campaign. It includes print ads, brochures, and other marketing devices.
A seafaring theme seems unusual for a system based in Sun City, Ariz., but Sun Health uses it to good advantage in its 2002 Report to the Community. The title, Stay the Course, refers to the fact the system plans to stay afloat after four consecutive years of operational losses. Now completing its 15th year, Sun Health tells readers how it hopes to navigate around the reefs and find clear waters.
The first-place report from Anne Arundel Medical Center, Annapolis, Md. and second-place winner Palo Alto Medical Foundation, Palo Alto, Calif., succeed in their common objectives. Each provides a memorable portrait of the organization, likely to impress donors and build additional support.
They're in far different parts of the country, but first place awardee St. Anthony Regional Hospital and Nursing Home, Carroll, Iowa; and second place winner Rutland Regional Medical Center, Rutland, Vt., share a great deal. Both acknowledge the interests and preferences of their own local populations. Both use their pages effectively to deliver information within budgetary constraints.
HealthONE, Denver, takes first place in this category, with a richly printed, 56-page book that personalizes each hospital in its own section. Second place winner, North Shore-Long Island Jewish Health System, Great Neck, N.Y., effectively combines a progress report and a financial report. Kaleida Health, Buffalo, N.Y. takes third place honors with a well-designed, upbeat presentation. Judges also awarded special recognition to Baystate Health System, Springfield, Mass., for its combined printed/CD-ROM report. Each system in this category serves more than 700 beds.