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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
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Market Notes
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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
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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.
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Donald E.L. Johnson
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Susan J. Alt, CPCU, ARM
President
Publishers of
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Profiles in Healthcare Marketing
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© 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.
3
Ad Talk
“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.
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.
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
5
Ad Talk
“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
Ad Talk
“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.
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
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.
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
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.
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.
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.
13
Cancer
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
“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.
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
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
“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.”
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.
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
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.
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
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.
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
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.
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
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....”
25
Obstetrics
Dylan Parker Calhoun and Hayley Ryann Honea are
shown on this page, with Anna Abernathy Noelke and
Taylor Karis Hunt, opposite.
26
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.”
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
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
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
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
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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
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(
(
(
) TV
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( ) Web Banner Ads
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Other:__________________________
Duration of campaign:_______________________________________________________________
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________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
Fax: 303-290-9025
31
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NAME____________________________ TITLE ___________________
COMPANY_________________________________________________
ADDRESS__________________________________________________
CITY __________________________ STATE_____ ZIP ____________
PHONE__________________________FAX_______________________
11211 Ease Arapahoe Road, Suite 101
Centennial, Colorado 80112-3851
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The Business Word, Inc. • 5350 S. Roslyn St, Ste 400, Greenwood Village
CO 80111-2125 • FAX 303-290-9025 • TOLL-FREE 800-328-3211
PERIODICALS
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ENGLEWOOD, CO
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