Biomedical subjects
Publications and source records attributed to T Rees.
Mercy Medical Center, Cedar Rapids, Iowa, brings together high-touch and high-tech to market its historic institution. It achieves its goals in a centennial celebration which emphasizes both today's state-of-the-art facilities and the humanitarian legacy of its founders, the Sisters of Mercy.
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Regional health systems address many audiences. The winners in this category are: Baptist Health Systems of South Florida, Coral Gables, Fla., first place; Memorial Hospital & Health System of South Bend, South Bend, Ind., second place; and Orlando Regional Healthcare, Orlando, Fla., third place.
Three Overall Award-winning annual reports were selected this year: University of Texas M.D. Anderson Cancer Center, Houston, first place; Legacy Health System, Portland, Ore., second place; and Shands HealthCare, Tampa, Fla., third place. These reports reflected the multiple strengths of all the entrants.
The nation's hospitals and medical centers are enjoying the legacy of TV audiences' addiction to medical dramas. Cable television has met the challenge with documentary coverage of real live hospitals. The medium offers many benefits and few disadvantages for those marketing managers with the courage to welcome camera crews. Lynn Hopkins Cantwell is director of public relations and marketing for Children's National Medical Center, Washington, D.C., which was covered in a seven-instrument "Lifeline" documentary for the Discovery Channel. James G. Gosky is director of communications for The MetroHealth System, Cleveland, which was the subject of two installments of "Trauma: Life in th ER," produced for the Learning Channel. These marketing pros describe the myriad details they faced when their respective hospitals went "on camera." Among the key factors were good communications with all constituents, attention to detail, and follow-up.
Network, the quarterly newsletter of The University of Texas M.D. Anderson Cancer Center, Houston, builds relationships. Created in 1985 to "empower cancer survivors in the effort to take back control of their lives," it proves its worth in a recent readership survey.
Community Health Partners, Lorain, Ohio, met the challenge of two nurses' strikes with comprehensive internal communications and conscientious media monitoring.
Institutions took different approaches to the honor of being named among the 10 best pediatric hospitals in the country. The most universal response was to celebrate the honor with employees through parties, banners and internal newsletters. Local news coverage was most welcome, too.
The pediatric dental clinic at Seattle's Children's Hospital and Regional Medical Center is filled to capacity, so marketers can invest efforts in community outreach and educational projects.
Saint Thomas Heart Institute, Nashville, Tenn., has a long history of successful cardiac care. More than 200,000 patients have been treated at Saint Thomas. Earlier this year the hospital launched a new branding campaign that features former patients who have bonded with the institution. These former patients were provided MiniDV video cameras to record their stories. The campaign has attracted considerable attention, including newspaper and TV news coverage.
"Medical Miracles" premiered April 26. It is an information-packed series of programs showcasing The Cleveland Clinic's advanced medical practices. The Cleveland Clinic teamed with local NBC-affiliate, WKYC to develop half-hour shows on topics including neuro-sciences, orthopedics, eye, heart, pediatrics and cancer. As of this writing, three of the half-hour shows already have aired. They will resume in September, October and November, following a summer break. The collaboration is a healthy prospect all the way around. For Cleveland Clinic, it provides highly credible visibility in a competitive marketplace. And, according to WKYC president and general manager, Brooke Spectorsky, " Medical news and information is a high priority among our viewers."
East Jefferson General Hospital in Metairie, La., conducted comprehensive research prior to developing its new Wellness Center. Newspaper, direct mail and internal publications advertising boosted interest, as did employees wearing "Ask Me About The Wellness Center" buttons. Through satellite sales offices in the hospital and at a local shopping mall, more than 900 people purchased memberships before the center opened, and now an average of 600 to 700 people visit the center daily.
The Cleveland Clinic has long been recognized worldwide in the healthcare industry. Now it's extending that brand to a network of northeast Ohio community hospitals linked under the name of Cleveland Clinic Health System. The system has its own unique logo, a symbol that signals the best community hospitals' link to world-class care.
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North Memorial Medical Center, Robbinsdale, Minn., has opened a brightly redesigned Web site. It is patient-friendly and features a different approach to provide healthcare information called "care areas," which are organized by condition, such as heart care, cancer care and childbirth. This approach led to the the site being named North Memorial Online Care Center.
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Woman's Hospital, Baton Rouge, La., is first-place winner among cancer centers. Holy Cross Hospital's Michael and Dianne Bienes Comprehensive Cancer Center, Ft. Lauderdale, Fla., is named second; and, Cardinal Health System's Ball Cancer Center, Muncie, Ind., third.
All of our community hospital winners succeed with relatively low-cost presentations. New York Methodist Hospital, Brooklyn, N.Y. takes first place; Cape Fear Valley Health System, Fayetteville, N.C. second; and Saint Francis Medical Center, Girardeau, Mo., third.