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a pdf of the full issue
SP EC IA L January/February 2005 Vol. 21 No. 1 20 04 I nd eexx IIssss uuee The Latest Trends in Healthcare Advertising F E AT U R E S Ad Talk .......................... 1, 3-7 Rush University Medical Center, Chicago, focuses on its doctors. Rush campaign raises awareness in Chicago Market Notes ...................2, 30 By Judith D. Botvin Features Gallery ..............8-11 A Medical City, Dallas, Texas, uses a series of brochures in concert with its overall branding effort. Campaign Spotlight .......16-19 Sharon Hospital, Sharon, Conn., develops a branding campaign that changes external perceptions and internal morale as well. 2004 Annual Index ........28-29 The past year’s stories indexed by subject, hospital and agency. Index to this issue...............30 Submission Form ................31 D E PA R T M E N T S Cancer ............................12-14 George Washington University Hospital, Washington, D.C., and Danbury (Conn.) Hospital. Image ...................................15 Barn-side ad for Garrett County Memorial Hospital, Oakland, Md. Emergency..................... 20-24 St. Mary’s Medical Center, San Francisco, Abilene Memorial Hospital, Abilene, Texas; St. Vincent Hospital, Green Bay, Wis. Obstetrics .......................25-27 Shannon Medical Center, San Angelo, Texas s 2004 wound to a close, so did the 14-month campaign by Rush University Medical Center, Chicago. Storandt Pann-Margolis, La Grange, Ill., (SPM) played a creative role in the campaign, which started in October 2003 and was designed to promote Rush’s physicians and nurses and raise awareness of the medical center’s research and clinical strength. Remarkably, the effort resulted in triple the number of phone calls and physician referrals. Sara Stern, associate vice president marketing and communications, said the biggest surprise was an increase of more than five-fold in queries to the medical center’s “Find-A-Doctor” website page. Most importantly, Stern said, “This is truly an integrated marketing communications campaign.” It included establishing a new name for the medical center and promoting the brand, as well as installing new signage, revising the web site, developing a public rela- tions strategy, developing internal communication, advertising in mass media and training frontline personnel to handle the increased business. By way of background: the medical center was formerly called Rush-Presbyterian St. Luke’s Medical Center. Despite its confusing name, it enjoyed wide recognition and was considered by many as the premier academic medical center in Chicago. However, Chicago was home to four other academic medical centers. As they increased their marketing efforts, Rush was losing some of its status. RUMC conducted a strategic analysis to determine which strengths should be emphasized in a marketing campaign. Stern said, “The doctors and nurses consistently talked about the passion they have for their work, and also about the compassion they have for their patients. The Rush, continued on page 3 A Publication of The Business Word Inc. • (800) 328-3211 • www.BusinessWord.com Market Notes Healthcare Advertising Review (ISSN 8756-4513) is published bimonthly by The Business Word Inc., 11211 East Arapahoe Road, Suite 101, Centennial CO 80112-3851. Voice: 303290-8500. Fax: 303-290-9025. Periodicals postage paid at Englewood, CO. POSTMASTER: Send address changes to Healthcare Advertising Review, 11211 East Arapahoe Road, Suite 101, Centennial CO 80112-3851. Subscription rates (U.S.A.): 1 Year: $294; 2 Years: $514. Single issues cost $60, two or more are $40 each. Children's Hospital Boston receives $1 million from Bank of America Children’s Hospital Boston will be the recipient of a $1 million grant from Bank of America (BOA), to be paid over three years. This is the largest corporate gift made to the hospital’s Kidvestment Partnership, an initiative to improve the lives of Boston’s inner-city kids through outreach, education, treatment, intervention and prevention programs. The grant was announced as BOA marked the transition of its Fleet retail branches throughout greater Boston. Bank of America is one of the world’s largest financial institutions, with more than 5,800 retail banking offices and clients in 150 countries. Subscriptions Healthcare Advertising Review 800-328-3211, ext. 156 www.businessword.com Federal copyright law prohibits the reproduction of any portion of this publication without the publisher’s prior permission. The materials shown in Healthcare Advertising Review are not to be repro-duced or copied. They are portrayed here to help stimulate your own creative juices as you see how other financial marketers around the country treat the advertising challenges shared by the entire industry. All the ads reproduced here in our news stories are copyrighted, and any unauthorized use of or copying of the materials, ads, trademarks or logos may result in the violation of copyright and trademark laws. Healthcare Advertising Review encourages, but can assume no responsibility for, unsolicited material. Repros, tearsheets, scripts, storyboards and other materials submitted for review should be addressed to the editorial department. (Please enclose a stamped, self-addressed envelope for materials you want returned.) Printed by The Business Word Printing & Graphics, specialists in newsletter design, production, printing and management. Call 800-328-3211 about our editorial and design services. Donald E.L. Johnson Publisher Susan Alt MGH opens New England’s largest ambulatory facility Massachusetts General Hospital (MGH), Boston, and its community health centers currently handle more 1.5 million outpatient and emergency visits a year. Many of these will now be served in the 10-story, $219 million outpatient facility opened by MGH Oct. 13. Named The Yawkey Center for Outpatient Care, the distinctive glass and steel facility, with its six-level, 725-space underground garage, is the largest ambulatory facility in New England. It will contain The MassGeneral Hospital for Children, the Musculoskeletal Program, Cardiology Program, Women’s Health and MGH Radiology, The MGH Cancer Center and the MGH In Vitro Fertilization Unit. The Yawkey Foundation, endowed by the long-time owners of the Boston Red Sox, provided $25 million of the cost of the building. Thomas Jefferson University leads in preparing for terrorist attacks Thomas Jefferson University Hospital, Jefferson Hospital’s Department of Nursing Service and Jefferson Medical College of Thomas Jefferson University, Philadelphia offered the media unprecedented, behind-thescenes access to one of the largest multi-hospital emergency drills in the U.S. The exercise was developed by the Center for Bioterrorism and Disaster Preparedness at Jefferson and was held in cooperation with the Pennsylvania Department of Health and ten area hospitals. The drill was a prelude to Jefferson’s Nov. 16 International Conference on Terrorism for health-care and emergency response professionals in Philadelphia. Executive Editor Tom Rees Judith D. Botvin Editor Reporter Jeff Hepp Production Artist THE BUSINESS INC. ASTRO offers new brochures on radiation therapy The American Society for Therapeutic Radiology and Oncology (ASTRO) has published seven patient information brochures that are available free to cancer patients and advocacy groups. Individual brochures cover radiation therapy options for breast cancer, prostate cancer, lung cancer, head and neck cancer and colorectal cancer. Booklets also detail how radiation therapy works and explain the interaction among healthcare professionals in treating patients with radiation therapy. www.astro.org. Since 1986 Donald E.L. Johnson Chairman & CEO Susan J. Alt, CPCU, ARM President Publishers of Financial Advertising Review Profiles in Healthcare Marketing Health Care Strategic Management Hospital Materials Management © 2005 by The Business Word Inc. All rights reserved. Printed in the USA. 2 Chicago hospital employees, friends deliver 1,000 Christmas boxes The elderly and underprivileged of the community were the recipients of more than 1,000 Christmas boxes containing food and gifts from Mercy Hospital & Medical Center, Chicago. The boxes were prepared by students from Mother McAuley high school and parishioners from St. James Church, Arlington Heights. They were delivered Dec. 11 by employees and friends of the hospital. www.mercy-chicago.org. Market Notes continued on page 30 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Ad Talk Rush continued from page 1 doctors see themselves as advocates for the patients.” She observed another remarkable finding: many of the physicians made a point of acknowledging the power of the nurses, and the way they worked together. The most common comment of the physicians when they summarized their views of the medical center was “It’s how medicine should be.” This became the theme for the present campaign. Previously, Rush had not used television commercials, but for this effort, it sponsored four TV spots, focusing in turn on the heart, cancer, orthopedics and neurology service lines. Stern calls TV “the medium that’s the most powerful.” Physicians went on-camera for the documentary-style presentations, sharing their awe for the remarkable work done at the hospital. “The best part of my day is when I can tell a patient they’re cured,” said orthopedic surgeon Walt Viscus. Dr. Cerullo said, “There’s a group of people thinking—going to bat for you.” The radio spots, like the TV commercials, emphasized Rush’s unique offerings. For example, “a permanent biventricular paceRush, continued on page 5 Brochure cover shown on page 1, and inside, shown above. Radio spots focus on clinical advances offered by Rush University Medical Center. Rush University Medical Center Chicago • Size: 900 beds Contact: Sara Stern 312-942-6564 Agency: Storandt Pann Margolis (La Grange, Ill.) Agency contact: Kate Harken 708-246-7700 Objectives: To restore Rush’s traditional position of dominance in the market place. Targets: Adults, ages 25 and up, esp. women Media: Newspaper, radio, televesion, outdoor, web site Web site: www.rush.edu 60-Second Radio Spot “Pediatric” MUSIC:UP AND UNDER VOICES: Extraordinary understanding…Remarkable innovations…Putting children first…It’s how pediatric care should be. At RUSH Children’s Hospital, we’re national leaders in treating the tiniest of premature infants, Fragile X, hemophilia and craniofacial problems. We’ve pioneered advances in treatment and prevention that are now standard around the world At RUSH, we’ve created therapies to relieve the symptoms of epilepsy in children, once considered untreatable. We were first in Chicago to use a self-lengthening implant to help save the limbs of children with bone cancer. Revolutionary options… for kids… and families alike. RUSH Children’s Hospital. Experience... Expertise…Hope…It’s how medicine should be... should be…should be… ANNCR: These are the physicians and nurses of RUSH. To make an appointment, call 1-888-352-RUSH. Or visit: RUSH-DOT-EDU. RUSH University Medical Center It’s how medicine should be. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 3 Ad Talk 60-Second Radio Spot “Primary care” MUSIC:UP AND UNDER VOICES: For us it’s a matter of focus… How medicine should be…practiced and delivered. At RUSH University Medical Center, one single vision drives all our efforts: it’s all about patient care. Discovery… passion… knowledge… one inspires the other. Leading to a unique model, where research benefits patients today, not years away. The same is true of Primary Care at RUSH. Across the Chicago-area, you’ll find physicians specializing in pediatrics… internal medicine… geriatrics… gynecology… obstetrics… and family medicine. Offering you direct access to the latest innovations and options. Primary care at RUSH … Prevention… Experience… Options… It’s how medicine should be…should be…should be… ANNCR: These are the physicians and nurses of RUSH. For a primary care physician, call 1-888-352RUSH. Or visit: RUSH-DOT-EDU. RUSH University Medical Center. It’s how medicine should be. 4 Doctors were featured in this campaign with the intention of portraying the passion and compassion they have for their work. Billboard, below, showed Robert Kimura, MD., neonatologist. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Ad Talk Rush continued from page 3 maker…” “gene therapy to stimulate the growth of new blood vessels…” “the world’s first minimally invasive hip replacement,” and, “a self-lengthening implant (for) children with bone cancer.” As the marketing proceeded, Rush implemented a unique “mystery shopper’ program to test the “patient experience.” Stern said many of the mystery shoppers were Rush medical students. The value of the program was doubled, providing not only information for hospital administration but also insight and empathy for future physicians. The reactions of staff members to the campaign were measured by “many tools,” Stern said, including online exchanges, comments at meetings, and written surveys. One survey was assured of results by being included as part of a benefits survey. Overall, physicians and employees have a very positive reaction to the campaign. Perhaps it’s not coincidental that the medical center is experiencing the highest patient satisfaction scores in its history. Rush and SPM are currently casting for the 2005 TV commercials. Physicians are showing a great deal of interest, Stern said. Next year’s campaign will promote additional service lines. n All four TV spots in this campaign were made both in 60second and 30-second versions. The web site home page is shown here; its “Find-a-Doctor” page saw a five-fold increase in visits after the campaign. 60-Second 30-Second Television Television Spot Spot Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 5 Ad Talk 60-Second Radio Spot “Heart” The Heart Vascular Institute is the subject of Rush’s print, radio, and TV ads. The hospital’s Orthopedics, Cancer, and Neurology/Neurosurgery programs all receive the same extensive treatment. VOICES: Problem-solving research…Minimally invasive options…Putting the patient first… It’s how heart care should be. At RUSH University Medical Center, we do more than research, we bring innovations to our patients. RUSH is the only center in Chicago to use the DeBakey pump to save lives. We were first in Illinois to offer a permanent biventricular pacemaker as an alternative to heart transplant. First in Chicago to use gene therapy to stimulate the growth of new blood vessels to reduce chest pain. And we redefined high blood pressure standards for the nation. RUSH heart care…Vision...Innovation… Options… It’s how medicine should …should be… …should be… ANNCR: These are the physicians and nurses of RUSH. To make an appointment, call 1-888-352-RUSH. Or visit: RUSH-DOT-EDU. RUSH University Medical Center. It’s how medicine should be. 30-Second 30-Second Television Television Spot Spot 6 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Ad Talk 60-Second Radio Spot “Neurosurgery” The 30-second TV spot for neurology and neurosurgery shown above, has a 60-second version and a parallel radio spot, left. Below, one of the many web site screens that offer viewers a chance to view all four TV ads, giving a choice of high or lowres Windows Media, Real Player or Quicktime. MUSIC:UP AND UNDER VOICES: Remarkable advances… Leading-edge therapies… Putting the patient first… It’s how neurological care should be. At RUSH University Medical Center, we offer extraordinary options, and a comprehensive approach to care. Physicians and scientists at RUSH are pioneering gene therapies to reverse the effects of Parkinson’s and Alzheimer’s. Treating spine problems and brain tumors with a few small incisions. Utilizing a new imaging technique to pinpoint and remove the source of epileptic seizures. And RUSH is one of only two hospitals in the country using a new minimally invasive approach to treat aneurisms and stroke. RUSH neurological care…Knowledge… Innovation…Possibilities … It’s how medicine should be…should be… …should be… ANNCR: These are the physicians and nurses of RUSH. To make an appointment, call 1-888-352-RUSH. Or visit: RUSH-DOT-EDU. RUSH University Medical Center. It’s how medicine should be. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 7 Features Gallery Colorful specialty brochures part of Medical City brand awareness marketing By Judith D. Botvin edical City, Dallas, has been using a series of specialty brochures since its new branding program in 2003. These brochures continue the brand awareness for the hospital’s Centers of Excellence and specialty areas. Carol Ansley, VP of business development, said all the information in each brochure is also found on the web site, for people who don’t have an actual copy. A sampling of six specialty brochures reveals an emphasis on new technologies and specialized procedures. For example, the eightpanel brochure for Medical City Heart has a listing of Innovations and Milestones that includes: “Transplanted 250th heart in February of 2004” and “Placed first FDA-approved drug-eluting stent in North Texas in 2003.” A photo of a M 8 baby illustrates “the only program in Dallas with cardiovascular specialists who treat congenital heart disease in both adult and pediatric patients.” Ansley said that in addition to the branding initiative, multi media campaigns have been conducted for the Heart and Women’s centers. The gamut of media: billboards, television, print ads, direct mail and radio will gradually be used for all the Centers of Excellence. A&D Thinktank, Dallas, Medical City’s agency of record, is a major player in the development of these brochures. Each brochure begins with inspirational copy before offering its plentiful factual information. For example, one begins: The Transplant Center at Medical City is as miraculous and sophisticated as the human body itself. Each part of the center, no matter how complex, works with the others in harmony. The result is a living, breathing testament to the power of leading-edge technology and the human spirit.” Each of the 5-inch by 8-inch brochures is consistent in style, using varied colors for differentiation. The heart brochure uses a dark red, the transplant center uses aqua, the cancer program uses a bright green and the women’s center uses rosy pink. Each of these brochures uses eight panels to provide the needed information. The Center for Epilepsy (leaf green) and the Center for Rehabilitation (soft blue) each have six-panel brochures. They are printed in full color on a strong, glossy stock. The specialty brochures are distributed in the hopital, generally at the locations related to the particular services. Also, they are found at the hospital’s visitor’s center and information desk. Ansley said that sometimes they are used for direct mail, depending on circumstances. A 12-page booklet, the same size as the above brochures, provides an overview of “The Hospital of Specialists.” Sporting a deep blue cover, it summarizes the facts about this unique 30-year old institution: more than 1,250 physicians practicing more than 95 medical specialties; patients from all over the U.S., and 75 countries. It asserts it is “the only hospital in North Texas where a mother facing a high-risk pregnancy can deliver Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Features Gallery her baby in the same facility that can treat and attend to the baby’s special needs.” Consistent with the brochures, it too lists selected innovations and milestones. n Medical City Dallas • Size: 598 beds Contact: Carol Ansley, VP 972-566-6230 Agency: R&D Thinktank, Dallas Agency contact: Jan Deatherage 214-515-9515 Objectives: To extend the hospitals’ brand across all specialities, create and promote centers of excellence Targets: Dallas-Fort Worth consumers, doctors, nurses, patients Media: Specialty brochures, print ads Web site: www.medicalcityhospital.com Medical City Cancer brochure—opposite page, cover and program highlights; this page, left, inside panels. Below: Cancer program, as well as other Centers of Excellence, is also covered in print ads. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 9 Features Gallery Brochure for the Transplant Center at Medical City, above, uses both clinical images and people-pictures. It requires two pages to list its highly specialized program capabilities. Also shown here: brochure covers for Medical City Heart and the Center for Rehabilitation at Medical City. 10 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Features Gallery The booklet describing Medical City overall, above, is designed in a style consistent with the brochures, but is printed in a magazine format. Two pages on North Texas Hospital for Children at Medical City, shown above, describe such unique services as the Craniofacial Center, the Congenital Heart Program and the Pediatric Neuroscience Center. Covers for Medical City Women’s and the Center for Epilepsy at Medical City, like all in the series, use soft colors and pleasant “patient” images. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 11 Cancer The George Washington University Hospital Washington • Size: 380 beds Contact: Lisa Saisselin-McDonald 202-715- 4445 Agency: Contrast Pictures (Cary, N.C.) Agency contact: Kathleen McDonald 919-469-9151 Objectives: To position GW as the region’s premier robotic surgery center and to introduce the daVinci robot and make it clear to men with prostate cancer who may be researching their treatment options, that surgery with the daVinci robot may lower their risk of incontinence and impotence. Targets: Men, 50-plus with prostate cancer and their wives Media: Television Web site: www.gwhospital.com 30-Second 30-Second Television Television Spot Spot 12 GW Hospital marketers used a humorous approach to carry an important message in this 30-second television spot. “While prostate cancer is never funny, we wanted to show the husband and wife in this spot in a lighthearted moment after surgery. As if to say, ‘Whew, that’s over…now we can laugh,” explained Maureen Ryan, communications manager at GW Hospital. The TV spot opens with the camera moving up an almost indistinguishable blue blanket. Soft jazz music is playing and you wonder if you’re in a bedroom. Just then you hear a giggle, and the wife says, “It’s so little.” A quick shot of the husband’s face shows that he’s ‘not amused.’ The next shot is the wife with her head coming up from under the blanket at which point she says, “The scar I mean.” The camera pulls back to show that they are in a hospital room. They laugh, hold hands and share a lighthearted moment. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Cancer Danbury Hospital Danbury, Conn. • Size: 371 beds Contact: Linda Wieman 203-797-7000 Agency: CDHM Advertising, Stamford, Conn. Agency contact: Gary Sumple, 203-967-7200 ext. 20 Objectives: To build awareness and efficiently maximize exposure. Targets: Adults, ages 50 and over, in the greater Danbury area Media: Newspaper, radio, outdoor Web site: www.danburyhospital.com Billboard, above, and print ad, right, are two components of a campaign that ran from February through December, 2004. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 13 Cancer 60-Second Radio Spot Radio commercials are an integral part of this campaign, which resulted in an increase of attendance for both the prostate education program and the breast cancer program. “Fred” FRED: I went to the doctor for a routine checkup, and never expected to be told I had cancer. I really thought I was going to die. ANNCR: a highly respected cancer center said his (Fred’s) prostate cancer would be difficult to treat. Then his wife insisted that he go to the Praxair cancer center at Danbury Hospital. (BACKGROUND MUSIC STARTS) U.S. News & World Report ranked Danbury Hospital in the top 50 hospitals nationally for urology, including the treatment of prostate cancer. With a track record of successful outcomes that exceed national averages, Danbury Hospital’s cancer experts reviewed Fred’s situation and developed a treatment program that combined surgery with an advanced radiation therapy known as IMRT. FRED: It’s two years later and i am now cancer-free...thanks to the advanced technology and the life-saving care I received at the Praxair Cancer Center, and my loving wife who wouldn’t give up. during the time I was being treated, I never missed a night in my own bed. ANNCR: The Praxair Cancer Center at Danbury Hospital...A reputation for healing. visit us at www.danburyhospital.org. 14 60-Second Radio Spot “Brenda” BRENDA (LATE 50s): When the spot first showed on my mammogram, I was frightened. Then when I found out it was cancer, the fear changed to determination. I wanted to find the best specialists and the latest treatments, even if it meant driving a long way to get it. It turns out we didn’t need to go far at all. My doctor suggested The Praxair Cancer Center at Danbury Hospital. (LIGHT BACKGROUND MUSIC STARTS) ANNCR: Some of the most respected cancer specialists in the world work right here at Danbury Hospital. Its comprehensive breast care program goes way beyond top doctors and advanced procedures. BRENDA: My breast care coordinator helped me and Bill to navigate through all the tests, appointments and treatments. She really made things a lot easier. Thanks to early detection, my cancer is gone and I’m getting on with my life. People say I’m lucky, but I know it wasn’t luck that saved me. It was the care that I chose. ANNCR: The Praxair Cancer Center at Danbury Hospital...A reputation for healing. visit us at www.danburyhospital.org. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Image Garrett County Memorial Hospital Garrett County Memorial Hospital, an acute care facility situated in a rural Appalachian mountain region of western Maryland, used a non-traditional advertising approach to call attention to its quality services and expansion. A slide was prepared for movie theater screens. An eye-catching outdoor billboard was placed on a classic barn. Oakland, Md. • Size: 76 beds Contact: Linette Sines 301-533-4041 Agency: In-house, designed by Linette Sines Objectives: To reinforce Garrett County Memorial Hospital’s position as and experienced healthcare facility dedicated to providing quality care to the community as well as boost awareness of the hospital’s current emergency room renovation/expansion project. Targets: Residents and visitors in Garrett County Memorial Hospital’s primary service area. Media: Outdoor, movie theater slide Web site: wwwgcmh.com Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 15 Campaign Spotlight Sharon Hospital Sharon, Conn. • Size: 78 beds Contact: Elisa Schumacher 860-364-4444 Agency: Zone 5 (Albany, N.Y.) Agency contact: Paul Fahey, 518-640-0326 Objectives: To develop a branding campaign that simultaneously worked to change external perceptions of the hospital while raising internal morale. Targets: Staff and community Media: Newspaper, radio, outdoor, internal communications (events, signage, etc.) Web site: www.sharonhospital.com 60-Second Radio Spot “At the center of caring” Sharon Hospital’s branding campaign features a clear logo with the tagline, “at the center of caring.” In-hospital signage targeted morale of the staff. One such sign featured hospital staff members under a headline, “Every day, we live at the center of caring.” Radio spots are included in the campaign’s multi-media mix. 16 ANNCR: What does it mean to be at the “Center of Caring?” For Sharon Hospital, it’s meant being at the center of our communities for over 95 years. Taking care of neighbors, employing our citizens and supporting our region’s economic health. But it’s our employees that are the true center… EMPLOYEE QUOTES: “I know many of the patients I see on a daily basis, like many of us do. It’s like family…you build a relationship with the patient.” “I’ve worked at Sharon Hospital for 28 years…” “We have a team that works unbelievably well together. You can almost anticipate each other’s moves.” “We have a level of technology that is almost unseen at the community hospital level.” “From the time the patient walks through the door, until the time they go home, it’s really important for you to go out of your way to do the best that you can. It makes you feel good at the end of the day.” ANNCR: Sharon Hospital: Proud to celebrate another year of caring for our communities, proud to say… EMPLOYEE QUOTES: “My name is Kathy”… “my name is Mark”… “my name is Pat”… “my name is Brenda, and I’m at the center of caring.” Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Campaign Spotlight A Sharon Hospital’s newspaper ads feature physicians and staff under the headline, “Every day, we live at the center of caring.” The hospital, located in the northwest corner of Connecticut, offers residents of 17 towns in three states—Connecticut, Massachusetts and New York, state-of-the-art healthcare. The branding campaign includes a colorful 12-page brochure. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 17 Campaign Spotlight The handsome, color-filled brochure tells readers what it means to be “at the center of caring.” It goes on to outline some of the hospital’s accomplishments over its 95-years-old history and describes some of its state-of-the-art services that contribute to Sharon’s reputation as an “exceptionally sophisticated” rural hospital. Twenty-five thousand brochures were printed, of which 19,000 were distributed as newspaper inserts. The rest were distributed to staff, potential employees, and community leaders. 18 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Campaign Spotlight Much of Sharon Hospital’s branding campaign included references to the hospital’s informative website, www.sharonhospital.com. The web site includes hospital news, information about the hospital in general, its services, physician referral and community support groups. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 19 Emergency St. Mary’s Medical Center San Francisco • Size: 403 beds Contact: Andrea Eastman 415-750-5787 Agency: Motivo Marketing Agency contact: Adrienne Parker 650-3486700 Objectives: To extend and refresh the successful integrated marketing campaign for St. Mary’s ER, which began in the spring of 2003. Media: Display ads, outdoor, direct mail, bus shelters, bus posters Web site: www.stmarysmedicalcenter.org St. Mary’s spring, 2003 campaign improved ED volume beyond expectations, with an increase of more than 20%. Shown here, a new direct mail piece for 2004 and emergency card, below. 20 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Emergency In 2004, Motivo refreshed the 2003 campaign with four new ads for bus shelters, newspaper and billboards. Emergency room visits have retained their higher level. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 21 Emergency Abilene Regional Medical Center Abilene, Texas • Size: 187 beds Contact: Lisa Anderson 325-695-9900 Agency: Zachry Associates (Abilene, Texas) Agency contact: Bob Nutt 325-677-1342 Objectives: To remind target audeince the Abilene regional emergency room is equipped for large and small emergencies, and can serve the needs of each patient. Targets: Residents of Abilene and surrounding counties Media: Newspaper Web site: www.abileneregional.com The emergency room at Abilene Regional is prepared to treat serious health concerns as well as common accidents and injuries. 22 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Emergency To create a warm personality for Abilene Regional, the ad campaign uses warm, personal “snapshots” of people in everyday situations. The target audience is males and females of all ages. Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 23 Emergency St. Vincent Hospital Green Bay, Wis. • Size: 282 beds Contact: Jim Beck 920-433-8212 Agency: The Roberts Group (Waukesha, Wis.) Agency contact: Margo Francisco 262-5496848 Objectives: To heighten awareness of emergency and trauma care capabilities for adult and pediatric patients; feature support services including pediatric subspecialties, acute care rehabilitation unit and outpatient rehabilitation services. Targets: Adults 25 years and older in northeastern Wisconsin. Media: Newspaper Web site: www.stvgb.org When a new hospital was built in the area and a neighboring competitor opened a new emergency room, St. Vincent Hospital launched this newspaper advertising campaign, which ran in April through June, to heighten awareness of its emergency and trauma care capabilities for adult and pediatric patients and the hospital’s support facilities. St. Vincent is maintaining its emergency service volume despite the new providers entering the market in the past 18 months. 24 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Obstetrics Shannon Medical Center San Angelo, Texas • Size: 400 beds Contact: Jamie Rainey 325-657-5768 Agency: Zachry Associates (Abilene, Texas) Agency contact: Bob Nutt 325-677-1342, ext 123 Objectives: To build loyalty to Shannon Medical Center and to educate the public on the services, facilities of Shannon’s Women’s and Children’s Center. Targets: Women 22-40 years old Media: Newspaper, television, outdoor Web site: www.shannonhealth.com Beautiful babies born at Shannon Women’s and Children’s Center are the models for this series of ads and billboards. Above, Holli Brianna Garcia; left, Kieryn Baleau Moffat. Each ad includes a testimonial from the parents and appropriate copy. For example, “‘You’ve prepared your nursery; we’ve prepared ours, too. (Shannon) has the largest and best equipped Specialty Care and Neonatal Intensive Care nurseries in the Concho Valley....” Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 25 Obstetrics Dylan Parker Calhoun and Hayley Ryann Honea are shown on this page, with Anna Abernathy Noelke and Taylor Karis Hunt, opposite. 26 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Obstetrics The testimonial from Mark and Jamilyn Hunt says, in part: “On June 18, 2003 we checked into Shannon Women’s & Children’s Center as a couple, and at 2:44 p.m. we became a family...It is reassuring to know there are so many caring, skilled people at Shannon to make becoming a family a joyous experience.” Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 27 2004 Sources Index Akron Children’s Hospital (Akron, Ohio) . . . .July/Aug., 16-19 All Saints Healthcare (Racine, Wis.) . . . . .March/April, 16-19 American Academy of Orthopaedic Surgeons (Rosemont, Ill.) . . . . . . . . . . . . . . . . . . . . . . . . . . . .July/Aug., 24-27 Anne Arundel Medical Center (Annapolis, Md.) . . . . . . . . . . . . . . . . . . . . . . . . .May/June, 24-25; Sept./ Oct., 20-22 Bayshore Community Health Services (Wilmington, Del.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Sept./ Oct., 14-15 Beaufort Memorial Hospital (Beaufort, S.C.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Jan./Feb.,14-15 Borgess Medical Center (Kalamazoo, Mich.) . .Jan./Feb.,12-13 Capital Region Medical Center (Jefferson City, Mo.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .May/June, 15-19 Caritas Health Services (Louisville, Ky.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .May/June, 2-14; July/Aug., 23 Center for Medical Imaging (Germantown, Wis.) .May/June, 27 Christie Clinic (Champaign, Ill.) . . . . . . . . .Nov./Dec., 16-21 CHRISTUS St. Joseph Hospital (Houston) . . .Sept./Oct., 25-28 CoxHealth (Springfield, Mo.) March/April, .March/April, 24-28 Eastern Connecticut Health Network (Manchester, Conn.) . . . . . . . . . . . . . . . . . . . .July/Aug., 12-13; Sept./ Oct., 16-19 Easton Hospital (Easton, Pa.) May/June, 1, 3-7; July/Aug., 28-29 Evangelical Community Hospital (Lewisburg, Pa.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Sept./ Oct., 23-24 Evanston Northwestern Healthcare (Evanston, Ill.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Jan./Feb., 20-21 Intermountain Health Care (Salt Lake City) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .March/April, 20-23 Johnson Memorial Hospital (Stafford Springs, Conn.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .July/Aug., 20-21 King’s Daughters Medical Center (Ashland, Ky.) .Jan./Feb., 27 Lakeland Regional Health System (St. Joseph, Mich.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Jan./Feb., 16-19 Little Company of Mary Hospital & Health Care Centers (Evergreen Park, Ill.) . . . . . . . . . . . . . . . .Nov./Dec., 8-11 Manchester Memorial Hospital (Manchester, Conn.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Sept./ Oct., 16-19 Mary Washington Hospital Medicorp (Fredericksburg, Va.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Nov./Dec., 22-25 Medical City (Dallas) . . . . . . . . . . . . . . .May/June, 8-11 Mercy Health Partners (Toledo, Ohio) . . . . . .July/Aug., 8-11 Methodist Medical Center (Peoria, Ill.) . . . . .Jan./Feb., 24-26 Miami Valley Hospital (Dayton, Ohio) . . . . .March/April, 29 Middlesex Hospital (Middletown, Conn.) . . . . .July/Aug., 22 Nebraska Medical Center, The (Omaha, Neb.) .Jan./Feb., 1, 3-7 Northwest Hospital & Medical Center (Seattle, Wash.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .July/Aug., 14-15 Nyack Hospital (Nyack, N.Y.) . . . . . . . . . .March/April, 15 Oakland Virtual Medical Center (Farmington Hills, Mich.) . . . . . . . . . . . . . . . . . . . .Jan./Feb., 8-11; March/April, 12-14 Oakwood Healthcare System (Dearborn, Mich.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Sept./ Oct., 12-13 Ochsner Cancer Institute/Ochsner Clinic Foundation . . . . . . (New Orleans) . . . . . . . . . . . . . . . . . .March/April, 8-11 Oncology Alliance (Glendale, Wis.) . . . . . . .May/June, 20-23 Parma Community General Hospital (Parma,Ohio) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Nov./Dec., 28-29 Phoebe Putney Hospital (Albany, Ga.) . . . . . . .Jan./Feb., 27 Poplar Bluff Medical Partners (Poplar Bluff, Mo.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .May/June, 28 Porter Adventist Hospital (Denver) . . . . . . .Sept./ Oct., 8-11 Rockville General Hospital (Vernon, Conn.) .Sept./ Oct., 16-19 Sacred Heart Hospital (Allentown, Pa.) . . . . . .May/June, 29 Saint Mary’s Hospital Medical Center (Green Bay, Wis.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .March/April, 1,3-7 Saint Vincent Health System (Erie, Pa.) . . . . .Jan./Feb., 22-23 San Angelo Community Medical Center (San Angelo, Texas) . . . . . . . . . . . . . . . . . . . . . . . . . . . . .July/Aug., 1, 3-7 Shannon Medical Center (San Angelo, Texas) . . . . . . . . . . . . . . . . . . . . . . . . . . . .Sept./ Oct., 29; Nov./Dec., 26-27 St. Helena Hospital (Deer Park, Calif.) . . . . .Nov./Dec., 12-15 Tifton Regional Medical Center (Tifton, Ga.) . . .Jan./Feb., 27 Trinity Regional Health System (Rock Island, Ill.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Nov./Dec., 1-7 Vein & Laser Clinics (Germantown, Wis.) . . . . .May/June, 26 Virginia Hospital Center (Arlington, Va.) . . .Sept./ Oct., 1, 3-7 2004 Agency Index Adams & Knight Advertising (Avon, Conn.) . . July/Aug., 20-21 Adworks, Inc. (Washington, D. C.) . . . . . . .Sept./Oct., 1, 3-7 Aloysius Butler & Clark (Wilmington, Del.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .March/April, 15; Sept./Oct., 14August Lans & Husak (Bethesda, Md.) . . . . .July/Aug., 24-27 Bandy Carroll Hellige (Louisville, Ky.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .May/June, 12-14'; July/Aug., 23 Biggs/Gilmore (Kalamazoo, Mich.) . . . . . . .Jan./Feb., 22-23 Charleston/Orwig (Hartland, Wis.) . . . . . . . . .Nov./Dec.,1-7 Communication Arts Associates (Richmond, Va.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Nov./Dec., 22-25 Copacino & Fujikado (Seattle, Wash.) . . . . . .July/Aug., 14-15 Copper (Kalamazoo, Mich.) .Jan./Feb., 12-13; Sept./Oct., 12-13 Corporate 3 Design (Omaha, Neb.) . . . . . . .Jan./Feb., 1, 3-7 28 Cronin and Company, Inc. (Glastonbury, Conn.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .July/Aug., 22 Crosby Marketing Communications (Annapolis, Md.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .May/June, 24-25 DP & Company (Farmington Hills, Mich.) . . . .Jan./Feb., 8-11 Edge Creative (Houston) . . . . . . . . . . . .Sept./Oct., 25-28 Freedman, Gibson and White Inc. (Cincinnati) March/April, 29 JCI Design (Dearborn, Mich.) . . . . . . . . . . .Jan./Feb., 8-11 Jones & Thomas (Decatur, Ill.) . . . . . . . . .Nov./Dec., 16-21 Juhl Marketing Communications (South Bend, Ind.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Jan./Feb., 16-19 Klunk and Millan Advertising (Allentown, Pa.) . .May/June, 29 ksa&d, inc. (Emmaus, Pa.) . .May/June, 1, 3-7; July/Aug., 28-29 Ligett Stashower, Inc. (Cleveland) . . . . . . .Nov./Dec., 28, 29 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 2004 Agency Index Marcus Thomas (Cleveland,Ohio) . . . . . . . .July/Aug., 16-19 Morvant Marketing Group (Lafayette, La.) . .March/April, 8-11 National Distribution Centers (Chicago) . . . .Nov./Dec., 8-11 Neathawke Dubuque (Richmond, Va). . . . . .Jan./Feb., 14-15 Prairie Dog (Kansas City, Mo.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .March/April, 24-28; May/June, 15-19; . . . . . . .July/Aug., 1, 3-7; Sept./Oct., 20-22; Nov./Dec., 12-15 R & R Partners (Salt Lake City) . . . . . . . .March/April, 20-23 R&D Thinktank (Dallas) . . . . . . . . . . . . . .May/June, 8-11 Rhea & Kaiser Marketing Communications (Naperville, Ill.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Jan./Feb., 20-21 Roberts Group, The (Waukesha, Wis.) . . . . . . . . . . . . . . . . . . . . . . . . . .March/April, 16-19; May/June, 20-23, 26-28 Roman/Peshoff, Inc. (Toledo, Ohio) . . . . . . .July/Aug., 8-11 Sander/GBSM (Denver) . . . . . . . . . . . . . .Sept./Oct., 8-11 Zachry Associates (Abilene, Tex.) . . . . . . . .Sept./Oct., 29; . . . . . . . . . . . . . . . . . . . . . . . . . . .Nov./Dec., 26-27 2004 Subject Index ADULT SERVICES . . . . . . . . . . . . . . . . . .Nov./Dec., p. 8 MAMMOGRAPHY BRANDING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Jan./Feb., p. 20; May/June, p. 24; . . . . . . . . . . . . . . . . . .July/Aug., p. 20; Nov./Dec., p.28 MATERNITY . . . . . . . . . . .May/June, p. 15; July/Aug., p.1; . . . . . . . . . . . . . . .Sept./Oct., p. 16; Nov./Dec., p. 1; p.28 . . . . . . . . . . . . . . . . .July/Aug., p. 12 MULTI-CULTURAL . . . . . . . .Jan./Feb., p. 1; May/June, p. 13 CANCER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .March/April, p. 8; May/June, p. 20; p. 24; . . . . . . . . . . . . . . . . .Sept./ Oct., p. 20; ; Nov./Dec., p.28 NEUROLOGY . . . . . . . . . . . . . . . . . . . .Jan./Feb., p. 13 NEW NAME CARDIAC SERVICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Jan./Feb., p. 12; March/April, p. 24; p. 29; . . . . . . . . . . . .May/June, p. 8 p. 15, p. 29; July/Aug., p.1; . . . . . . . . . . . .Sept./Oct., p. 1, p. 8; Nov./Dec., p. 26, p. 28 . . . . . . . . . . . . . . . . . . . . .Jan./Feb., p. 1 ORTHOPEDICS . . . . . . . .May/June, p. 14; May/June, p. 24; . . . . . . . . . . . . . . . .July/Aug., p.1, p. 24; Nov./Dec., p.28 PEDIATRICS . . . . . . . . .March/April, p. 15; July/Aug., p. 16 COMMUNITY . . . . . . . . . . . . . . . . . . .March/April, p. 1 PHYSICIAN REFERRAL COSMETIC SURGERY . . . .Sept./Oct., p. 23; Nov./Dec., p. 16 . . . . . . . . . . . . .March/April, p. 12 DIAGNOSTIC IMAGING . . . . . . . . . . . . . .May/June, p. 27 EMERGENCY ROOM . . . . . . . . . . . . . .March/April, p. 15; . . . . . . . . . . . . . . .July/Aug., p. 8; p. 20; Sept./Oct., p. 12 RECRUITMENT/CAREERS . . .Jan./Feb., p. 16; May/June, p. 15; . . . . . . . . . . . . . . . . . .July/Aug., p. 23; Nov./Dec., p. 22 REHABILITATION . . . . . . . . . . . . . . . . .May/June, p. 15 RELATIONSHIP MARKETING . . . . . . . . . . .Jan./Feb., p. 24 EMPLOYEE COMMUNICATION . . . . . . . . . .Nov./Dec., p. 12 EXCELLENCE . . . . . . . . .March/April, p. 20; May/June, p. 1 Sept./Oct, p. 8 TECHNOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Jan./Feb., p. 14; March/April, p. 16; May/June, p. 1 VASCULAR . . . . . . . . . . . . . . . . . . . . .May/June, p. 26 FUND RAISING . . . . . . . .March/April, p. 8; May/June, p. 12 VIRTUAL MEDICAL CENTER . . . . . . . . . . . .Jan./Feb., p. 8 GRAND OPENING . . . . . . . . . . . . . . . . . .Nov./Dec., p. 1 WEB SITES . . . . . . . . . . . . . . . . . . . . .Jan./Feb., p. 27 WELLNESS . . . . . . . . . . . . . . . . . . .March/April, p. 24 HEALTHCARE SYSTEM . . . . . . . . . . . . . .Sept./Oct., p. 16 IMAGE . . . . . . . . . . . . .Jan./Feb., p.22; March/April, p. 13 . . . . . . . . . . . . . . .May/June, p. 12, p.15; July/Aug., p.1 . . . . . . . . . . . . . . .Sept./Oct., p. 1; p. 8; Nov./Dec., p. 16 INCONTINENCE WOMEN'S SPECIALTIES . . . . . . . . . . . . . . . . . . . . . . . . . .March/April, p. 24; July/Aug., p. 12; July/Aug., p. 20; p. 29; . . . . . . . . . . . . . . . . . . . . . . . .Sept./Oct., p. 1, p. 29 . . . . . . . . . . . . . . . . . .Sept./Oct., p. 1 INTERNAL MEDICINE . . . . . . . . . . . . . . .Sept./Oct., p. 1 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. 29 Market Notes Hospital celebrates 700 years since founding Nursing shortage continues despite support Alexian Brothers Hospital Network, Arlington Heights, Ill., celebrated the 700-year history of the congregation of the Alexian Brothers with a special tribute called “Ordinary Men, Extraordinary lives.” More than 200 people attended the event to celebrate the Alexian Brothers mission and to support The Alexian Brothers Hospital Network in its $352 million expansion program. A study in the journal, Health Affairs, reveals that since 2001, the number of new nurses employed in hospitals nationwide has grown by nearly 185,000, thanks in large part to educational support from the private sector. However, experts predict that the nation will still be short 600,000 nurses by 2020. In the Sacramento, Calif., region, four health systems have spent more than $20 million in recent years on nurse education through direct contributions to local schools, scholarships, loan forgiveness programs and other initiatives. Well-known sportscaster raises funds for CHOP Howard Eskin, host of Philadelphia’s SportsRadio 610 WIP, is raising money for local charities through a sale of limited edition bobbleheads in his likeness. Last year, Eskin created a weekly “fur-vor” by showing up at Philadelphia Eagles football games wearing a different fur coat each time—earning him the nickname, “King of Bling.” All the buzz gave Eskin and Zinman Furs the idea to team up to launch a charity initiative. Eskin said his motivation to raise money for charity comes from his sister, who lives with MS. Patients raise $25 million to fight prostate cancer A group of his former patients raised $25 million for the Patrick C. Walsh Prostate Cancer Research Fund in honor of Walsh, who is retiring as urologist in chief and director of the Department of Urology and the Brady Urological Institute at The Johns Hopkins University, Baltimore. The Walsh Fund will provide support for research, equipment and laboratories dealing with prostate cancer. Exempla Lutheran plans free-standing hospice Exempla Lutheran Medical Center (LMC), Wheat Ridge, Colo., and the LMC Community Foundation, have announced plans to raise $7.5 million for the first freestanding hospice in Colorado. The medical center currently offers a nine-bed Hospice Inpatient Unit, but has not been able to keep up with demand for inpatient hospice care. The fund raising is expected to be completed by the end of 2005. Electric utility sends M.D. Anderson cards Holiday cards supplied by the Children’s Art Project (CAP) of The University of Texas M.D. Anderson Cancer Center, Houston, were sent to the 1.6 million residential customers of Reliant Energy, Houston, as part of a $500,000 contribution made by Reliant. The electric utility announced the donation to CAP, which raises money for the treatment of children at the center. For 31 years, The Children’s Art Project has sold the original art work of young cancer patients, funding more than $18.5 million worth of programs for cancer patients and their families. mdanderson.com Baylor Health, Dallas, opens sports/ motion center Baylor Health, Dallas, recently opened The Baylor Motion & Sports Performance Center, the only one of its kind in North Texas. Designed for both clinical investigation and sports performance assessment, the center specializes in the analysis and interpretation of human movement. The center uses advanced technology which incorporates 12 high speed digital motion capture cameras to record motion and create a three dimensional skeletal reconstruction of the person in action. Patients that may benefit include those with cerebral palsy, osteoarthritis, sports injury, stroke, amputations, spinal cord or brain injury, and joint replacement. Index SOURCES AGENCIES Abilene Regional Medical Center (Abilene, Texas) . . . .22-23 Danbury Hospital (Danbury, Conn.) . . . . . . . . . . . . .13-14 Garrett County Memorial Hospital (Oakland, Md.) . . . . . .15 George Washington University Hospital (Washington, D.C.) .12 Medical City (Dallas) . . . . . . . . . . . . . . . . . . . . . .8-11 Rush University Medical Center (Chicago) . . . . . . . . .1, 3-7 Shannon Medical Center (San Angelo, Texas) . . . . . . .25-27 Sharon Hospital (Sharon, Conn.) . . . . . . . . . . . . . .16-19 St. Mary’s Medical Center (San Francisco) . . . . . . . .20, 21 St. Vincent Hospital (Green Bay, Wis.) . . . . . . . . . . . . .24 CDHM Advertising Inc. (Stamford, Conn.) . . . . . . . . .13-14 Contrast Pictures (Cary, N.C.) . . . . . . . . . . . . . . . . . .12 Motivo (San Mateo, Calif.) . . . . . . . . . . . . . . . . . .20, 21 R & D Thinktank (Dallas) . . . . . . . . . . . . . . . . . . .8-11 Roberts Group, The (Waukesha, Wis.) . . . . . . . . . . . . .24 Storandt Pann Margolis (La Grange, Ill.) . . . . . . . . . .1, 3-7 Zachry Associates (Abilene, Texas) . . . . . . . . .22-23, 25-27 Zone 5 (Albany, N.Y.) . . . . . . . . . . . . . . . . . . . . .16-19 30 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. It is illegal under federal copyright law to reproduce, fax or input electronically this publication or any portion of it without the publisher’s permission. For more permission information, see page 2. Campaign Entry Form Healthcare Advertising Review welcomes submissions from hospitals, healthcare systems and other healthcare institutions across North America. All campaign elements are welcome, including but not limited to newspaper, radio, television, outdoor, brochures, flyers, direct mail, statement stuffers and signage. We charge no fee for inclusion in our bimonthly publication, which reaches marketing directors, ad agencies and healthcare executives everywhere in the United States and Canada. Especially innovative or thorough campaigns may be included in our Ad Talk or Features Gallery along with an article highlighting the details of the campaign’s creation, goals and results. Campaigns may be gigantic and nationwide in scope or local programs created for pennies. We’re looking for advertisements that are dynamic, well-executed and effective. Feel free to tear out or photocopy this form, and send your submissions in today! Date submitted ______________________ Subject: ____________________________________ Contact @ Hospital/HMO:____________________________________________________________ Name of Institution: _________________________________________________________________ Address (street, city, state, ZIP code) ___________________________________________________ Phone number:______________Fax number:_______________e-mail:________________________ Bed size/type of facility:______________________________________________________________ Web site: _________________________________________________________________________ Agency: _________________________________________________________________________ Address (street, city, state, ZIP code) ___________________________________________________ Phone number: ______________Fax number: ______________e-mail:________________________ Contact: __________________________________________________________________________ Objectives of the ad/campaign: ______________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ Target(s) of this ad:________________________________________________________________ Budget:__________________________________________________________________________ Media used: ( ( ( ) Newspaper ) Magazine ) Direct Mail ( ( ( ) TV ) Radio ) Outdoor ( ) Web Banner Ads ( ) Statement Stuffers Other:__________________________ Duration of campaign:_______________________________________________________________ Results (calls, admissions to date, publicity, procedures, etc.): ___________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ Fax: 303-290-9025 Healthcare Advertising Review—January/February 2005 © Copyright 2005 by The Business Word Inc. 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Roslyn St, Ste 400, Greenwood Village CO 80111-2125 • FAX 303-290-9025 • TOLL-FREE 800-328-3211 PERIODICALS U.S. POSTAGE PAID ENGLEWOOD, CO ALLERGIES ARTHRITIS CANCER CENTER: - Women’s - Prostate CARDIAC COSMETIC SURGERY DIABETES DIAGNOSTIC IMAGING EMERGENCY HEALTH PLANS: - Corporate - General - Enrollment/ Recruitment HEALTH SYSTEMS IMAGE - Anniversary - Awards/rankings - Branding - Community education - Convenience - Employee appreciation - Grand opening - Quality care - Technology - Testimonial