the latest trends in healthcare advertising features · pdf filethe latest trends in...

The latest trends in healthcare advertising

November/December 2005 Vol. 21 No. 6

An HCPro, Inc., publication • 800/650-6787 • www.hcpro.com

F E A T U R E SMarket notes . . . . 2, 30–31

Features gallery . . . . . 8–13We share some of the excellentWeb site responses made by hospitals affected by the earlyhours of Hurricane Katrina.

Campaign spotlight . . 16–19Read about “Why PatientsChoose,” a branding campaign featuring actual patient experiences by St. Mark’s Hospital of Salt Lake City.

Index . . . . . . . . . . . . 31

D E P A R T M E N TS

Weight-loss surgery . . 14–15Sacred Heart Hospital ofAllentown, PA, lets successfulpatients tell their stories—on billboards.

Anniversary . . . . . . 20–23Holy Name Hospital of Teaneck,NJ, celebrates its 80th anniversary with a commemorative publication.

Academic medical center . . . . . . . . . 24–27University of Kansas Hospital of Kansas City, KS, tells local consumers what distinguishesthis academic medical center from its competition.

Wellness . . . . . . . . 28–29St. Mark’s Hospital in Salt LakeCity teams up with local media tosponsor a widespread healthcareawareness program, “Know YourNumbers.”

By Judith D. Botvin

In mid-September, hospi-tal system HealthONE ofDenver launched the debutissue of its new magazine,ONE.

Linda Kanamine, vicepresident of marketing forHealthONE, says the maga-zine will have a circulationof 300,000, making it thelargest Denver-based mag-azine in the metropolitanarea.

Since the creation ofHealthONE 10 years ago,the seven-hospital systemhas become Denver’s larg-est healthcare provider. Tomaintain that edge, mar-keters can now reach audi-ences where they live.

The magazine, which was indevelopment for about a year,did not require an increase in the sys-tem’s marketing budget. Kanamine saysHealthONE was able to accomplish thisby adjusting its priorities.

The glossy, four-color quarterly is pro-duced by Wiesner Custom Publishing ofnearby Centennial, CO. The company pub-lishes a magazine for GreatWest Health-Care and previously published a magazinefor the National Stroke Association.

HealthONE continued on p. 3

HealthONE publishes Denver’s largest magazine

Approximately 280,000homes in metro Denverreceived the Fall 2005debut issue of ONE,

which features orange banners andsmiling children.

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Market notesSinai Hospital of Baltimore honors creators of cardioverter defibrillator

Sinai Hospital of Baltimore has named two medical office buildings on itscampus in honor of the physicians who developed an automatic implantablecardioverter defibrillator (AICD). The occasion, held in recognition of the 25thanniversary of the first patient successfully treated with the revolutionary lifesaving device, honored Michel Mirowski, MD, and Morton Mower, MD. TheSinai Medical Office Building located on Belvedere Avenue will now be knownas the Morton Mower, MD, Medical Office Building and a new facility currentlyunder construction on Greenspring Avenue will be called the Michel Mirowski,MD, Medical Office Building.

The idea for the defibrillator was born when Mirowski, inspired by a favor-ite professor who died shortly after developing ventricular tachycardia, hadsworn he would develop a device to treat arrhythmia. In 1968, he became thedirector of Sinai’s coronary care unit, where he was able to dedicate half ofhis time to medical research. He met Mower, a junior member of hospital’sstaff and director of the heart center. When Mirowski asked Mower, a self-de-scribed tinkerer, whether he could build a defibrillator that could be insertedinto a patient’s chest, it only took Mower a couple of hours to agree to theproject.

For the next 11 years, Mirowski and Mower worked through trial and errorbefore gaining approval for the device that monitors heart rates and sendselectronic pulses to heart muscles if they are beating too slow or fast. Theirwork paid off in February 1980, when the first patient was successfully treatedwith an implantable defibrillator. During the next five years, more than 800patients were treated with an AICD. By 1988, nearly 5,000 people had benefit-ed from Mirowski and Mower’s device. The FDA estimates nearly 416,000AICDs were implanted between 1990 and 2002 in the United States alone.

Jersey Shore officially becomes home to children’s hospitalJersey Shore University Medical Center of Neptune, NJ, has become home

to the first official children’s hospital for Monmouth and Ocean counties.The designation became official after the university medical center receivedits license from the New Jersey Department of Health and Senior Servicesand endorsement by the state legislature and governor’s office. In 2002,Jersey Shore became the first hospital serving Monmouth and Ocean coun-ties to be accepted as a full member of the National Association of Child-ren’s Hospitals and Related Institutions. The university medical centerprovides regional and advanced services such as pediatric trauma andemergency care, pediatric intensive care, neonatal intensive care, perinatalcare, and child evaluation for the diagnosis and treatment of developmentaland behavior issues and is the regional child protection center for the careof abused and neglected children in Monmouth and Ocean counties.

Illinois hospital honors rehab patientsRush-Copley Medical Center of Aurora, IL, honored three “Rehabilitation

Patients of the Year” during a September 23 luncheon as part of National Re-habilitation Awareness Week activities. In addition, Nora Morenz, RN, washonored as Rush-Copley’s Rehabilitation Employee of the Year. Morenz was

Market notes continued on p. 30

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Ad talk

Maureen Regan, publisher ofWiesner’s group publishing division,heads the ONE project from thepublishing side.

Of the 300,000 printed copies ofONE, 280,000 will be mailed directlyto homes—primarily those in thehigher income ranges. “We’re try-ing to reach people ages 30 andolder, who are thinking about theirhealth,” says Kanamine.

Copies also will be distributedthrough businesses, physicians’offices, and hospital waiting rooms.

In the premiere issue, HealthONEPresident and CEO Jeff Dorsey isshown leaning casually on thenumeral one.

“ONE provides our vast networkof physicians, nurses, and otherhealthcare professionals a chanceto share in-depth knowledge theybelieve will help improve the qualityof care in our community,” accord-ing to Dorsey’s message in the mag-azine. “ONE also strives to make thecommunity aware of the depth andbreadth of medical research andstate-of-the-art treatments availablehere in our backyard.”

Positive responseWithin days of mailing the first

issue, Kanamine says she observeda positive reaction, noting that shereceived calls from physicians whowanted to provide information forfuture issues. “The good news isthat they’re reading it.”

The 48-page issue features amajor story about breast recon-struction and another about car-diac care. The cover story is aboutprotecting children from sportsinjuries and includes a full-pagehelmet guide.

As for the process of selecting artfor ONE, “we are using a mix ofphotography and illustration,” saysRegan. “Photography is used where

appropriate for more ‘reality’ orportrait-type images. Illustration isused primarily to illustrate a con-cept or more complex idea.”

Future issues of the glossy quar-terly publication will feature storiesabout service-line specialties, newtechnology, pioneering surgicaltechniques, and more.

“We try to give them a little bit of‘gee-whiz’ and a little bit of ‘a-ha,’ ”Kanamine says.

Low-key messageThe HealthONE message itself is

low-key throughout the publication,appearing primarily in the form ofthe system’s print ads.

“Primarily, we’re sending readersto our Web site,” Kanamine explains.At www.HealthONEcares.com, “thereare great links offering a lot of goodconsumer medical information,” sheadds.

Kanamine believes that a key toONE’s success is that the writers are

current or former news reporters,not HealthONE employees.

“We think this offers the readers amore credible product,” she says.

Future issues will have a higherpage count, supported by adver-tising, which will be handled byWiesner’s custom publishing division.

“Offering advertising in the publi-cation creates an opportunity forcompanies to reach a significantnumber of consumers in the Denvermetro area,” says Regan. The adsare expected to come primarilyfrom high-end retail establishments,notes Kanamine.

Even after a year of planning, thedebut issue offered a few surprises,says Kanamine.

“We thought [that] with a quarter-ly publication there would be a littlebit of a break between issues. Butwe’ve found that as soon as you putone issue to bed, you’re working onthe next one,” she says. �

HealthONE from p. 1

No, he’s not a model—he’s presi-dent and CEO of HealthONE. JeffDorsey’s photo accompanied his let-ter in the first issue of ONE.

HealthONEEight hospitals and medical centers,DenverContact: Linda Kanamine, vice president

of marketingPhone: 303/788-2500 Agency: Wiesner Custom Publishing,

Centennial, COAgency contact: Maureen Regan,

publisher 303/662-5415 Objectives: To establish HealthONE as

the leading source of authoritativehealthcare information; to lead readers to the system’s Web site

Target: Residents of metro Denver aged 30 and older with relatively high incomes

Media: Quarterly magazineWeb site: www.HealthOnecares.com



Ad talk

Following the new style of con-sumer magazines, ONE spreadsits table of contents over threepages, flanked by advertising.

Future issues will carry outside advertising.



Ad talk

Wiesner Publishing enlisted afreelance artist to illustrateONE’s lead story about cardiacand stroke-alert programs.



Ad talk

The premiere issue of ONEcarried advertisements fromthe HealthONE system. Theback cover offers another

system ad—not shown here—leavingspace for a mailing label.



Ad talk

Two-page illus-trations accom-pany longerstories regarding

reconstructive surgery andwomen’s health. An insertcard invites readers to at-tend a HealthONE Women’sHealth Fair and requestadditional information tomeet their individual needs.



Features galleryHospital Web sites tell more of the storyMemorial Medical Center of New Orleans presents its viewpoint

Statement regarding Memorialmedia coverage, September 13,2005

Recent media stories havereported the removal of 45bodies from Memorial Medi-cal Center by the New Or-leans coroner.

When Hurricane Katrinahit on Sunday, August 28, wehad 260 patients and morethan 1,800 other individualsin Memorial Medical Center.These people included physi-cians, families of patients,our employees and their fam-ilies, and members of thecommunity who took shelterthere. Because of the hurri-cane and levee breach,Memorial had no power, airconditioning, or runningwater and poor sanitation formore than four days beforethe evacuation was com-plete. Temperatures rose tonearly 110 degrees. Despitethe heroic efforts of our employ-ees, under these incredibly difficultconditions, some of our sickestpatients simply did not survive. Wehired a fleet of private helicoptersand fixed-wing aircraft to evacuateour patients and staff as soon as itbecame clear that governmentauthorities were not prepared tohandle the evacuation.

Not a single living patient was leftin the hospital. Every patient whoremained in our care was takensafely to other facilities, some asfar away as South Carolina.

After the evacuation, we hiredprivate security agents to protectthe bodies in Memorial, and webegan asking immediately for the

coroner to remove them, as re-quired by state law. Unfortunately,in this crisis, it took the coronermore than a week to accomplishthis.

Our employees in New Orleansworked heroically to evacuatemost of our patients. The bodies ofthose who didn’t survive were han-dled with dignity and respect at alltimes until they could be properlyremoved by the coroner. Manywere placed in the chapel, andchaplains were present during theremoval of bodies.

On Monday, a senior official ofthe coroner’s office was highlycomplimentary of the dignity andsensitivity with which the people of

Memorial and Tenet handled thisdifficult situation, noting especiallyhow well we had protected thebodies until they could be properlyremoved. �

Editor’s note: For additional cov-erage of the Hurricane Katrina expe-rience from Memorial MedicalCenter, including a first-person ac-count by its CEO, Rene Goux, visitwww.memmedctr.com.

As stories emerged about thediscovery of 45 dead patients atMemorial Medical Center after

Hurricane Katrina, the hospital sought toget its version of the events out through itsWeb site.



Features galleryEmotional response, employee info from Ochsner Clinic Foundation

Editor’s note:Ochsner ClinicFoundation of NewOrleans publishedthe following on itsWeb site, www.

ochsner.org. The site also offeredaccess to a recorded employee ad-dress by CEO Pat Quinlan and Pres-ident Warner Thomas that providedthe latest news about the hospital,clinic, and future plans.

Staff could listen live to the telecon-ference on September 25 or a record-ing of the call during the followingday.

This is a sad and humbling dayfor the staff of the Ochsner ClinicFoundation and for the people ofour great city of New Orleans.

We at Ochsner are grateful toreport countless acts of courage,incredible dedication, and gener-osity by our staff, patients, andfamilies, as well as the citizens ofNew Orleans, Louisiana, and thiscountry.

What we have directly witnessedreaffirms our faith in humanity. It isunfortunate that the thoughtlessacts of a few have diminished thegreat work of so many citizensfrom all walks of life.

Ochsner Hospital remained openthroughout this ordeal and contin-ues to serve our community. Theword written by employees withred garbage bags on the top of theparking deck for all to see speaksvolumes: OPEN. This was our mes-sage to the city when all other com-munications failed.

This feat is the product of incred-ibly dedicated, talented, and self-

less employees. I am deeply grate-ful to be associated with such anextraordinary group of people.

Approximately 5,000 of our 7,000employees are victims of HurricaneKatrina. Many of our people haveseverely damaged homes or arecompletely homeless.

In response to many requests tooffer support, Ochsner has institut-ed the Ochsner Clinic FoundationHurricane Relief Fund to benefitour employees and organization,both of whom have both sufferedgreatly in this disaster. �

Ochsner ClinicFoundationprovided its

employees and the publicwith information on itsWeb site about its effortsto remain open in the daysafter Hurricane Katrinastruck New Orleans.

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Features galleryMedical City personalizes the events

Editor’s note: The following in-cludes excerpts from the story ofTimothy E. Beasley, BSc, RN, LP,supervisor of its neonatal pediatrictransport team. For the full story,visit www.medicalcityhospital.com.

Medical City Children’s directorscouldn’t sit back and do nothing.

Janice Medlock, directorof Women’s Services, pedi-atrics, and the neonatalintensive care unit (ICU),and Linda Paluga, directorof operations, including thepediatric ICU at MedicalCity Children’s, both knewone thing: Prematurebabies needed their help inflooded New Orleans.

As a team used to theunexpected, such as arrivingat small rural hospitals toassist with the delivery of apremature neonate or anoverwhelmed hospital staffwith a critically ill pediatric patient,the Medical City Children’s (MCC)Pediatric Transport Team has had[its] share of incredible experiencessaving babies. But nothing couldhave prepared us for what we saw orexperienced in Louisiana in the daysfollowing Hurricane Katrina.

On Tuesday morning, August 30,a call came from Hospital Corp-oration of America (HCA) head-quarters indicating our sisterhospital in Lafayette, LA, Women’s& Children’s Hospital, would be thebase of operations for the evacua-tion of other HCA hospitals in NewOrleans.

Women’s and Children’s wouldreceive the bulk of pediatric andneonates requiring immediateevacuation from New Orleans. Thatfacility does not have a free-stand-

ing transport team, but rather aunit-based team, which wouldrequire [it to] lose some of [its] in-house staff to man rescue missions.

With that in mind, the decisionwas made to send four of MedicalCity’s transport team members in arotating schedule to the strickenarea. We would assist in evacuation

of the most precious of patients—the premature babies now surviv-ing on battery power or genera-tors, with temperatures exceeding100 degrees and no electricityavailable for air conditioning.

Babies had already started arriv-ing at Women’s and Children’swhen the MCC team arrived. Aftera quick conference with hospitalstaff, it was decided the best planwould be to start moving babiesout of Lafayette to make room forarriving evacuees. The report wasthat seven premature babies need-ed evacuation from Touro Infirm-ary Hospital near the west levee. Inan assigned helicopter half the size

of the crew’s usual helicopter, westarted toward New Orleans.

The small helicopter struggled atfirst, requiring a runway-type take-off as opposed to a vertical lift-off.The pilot flew on to New Orleans,taking evasive action, flying downthe Mississippi River in order toavoid areas of reported shootings.

Upon arrival, a quick survey ofthe landing area at TouroHospital revealed nursing staffstanding on the rooftop inanticipation of the transportteam’s arrival. Staff held sevenbabies, two of whom were onoxygen. When we exited thehelicopter, the heat, humidity,and smell were stifling. Thestaff [were] happy to see us,and although you could seethe dedication in their eyes, ifyou looked beyond that andlistened to their words, noneof them had a home left to goback to. At that moment, the

true meaning of nursing founddefinition for those of us on theflight crew: selfless giving ofyourself.

Trying to hold back our own tears,we quickly secured the infants intwo clear lexan nursery cribs, threebabies in each. The seventh babywas held by one of the two trans-port crew during the return trip.

We felt safe on the return trip toLafayette even though we had tostop for fuel. The safe feeling camefrom tending to the seven infantsand having peaceful thoughts thatwe were flying with angels.

The Women’s and Children’s staffcared for the infants while we rest-ed and awaited our relief and air-craft for the return trip. Later thatday, the team and seven infantsreturned to Dallas by fixed wing. �

Medical City Children’s Hospitaldetailed the experiences of a four-person team it sent to help other

local hospitals treat premature babies asspace was made for arriving evacuees.

Healthcare Advertising Review—November/December 2005 1 1© Copyright 2005 by HCPro, Inc. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets,


Features gallery

After HurricaneKatrina struck,Tulane UniversityHospital & Clinic

CEO Jim Montgomery ad-dressed staff in a posting onthe hospital’s Web site detail-ing how the system will pro-ceed with limited staffing at itsfour locations.

Tulane hospital CEO addresses staffEditor’s note: The following is a

posthurricane update to employees,physicians, and volunteers of TulaneUniversity Hospital & Clinic (TUHC)in New Orleans posted on Septem-ber 14 by Jim Montgomery, presidentand CEO of TUHC.

I hope and pray that you and yourfamily are well following the mostdevastating event in our history.

In an effort to keep track of ouremployees, physicians, and volun-teers, we ask that you register yourcurrent contact information on theHospital Corporation of America’s(HCA) Web site, www.hcaonsite.com.

Also check the Web site often forimportant updates and informa-tion. Please share this information

with employees who may not haveInternet access.

The administrative team hasassembled in Lafayette to start therebuilding process. We have metwith Tulane Medical School leader-ship and have jointly developed ashort-term plan to reopen our clin-ic operations in four locations: onthe north shore in Covington atLakeview Regional Medical Center,in Metairie at Lakeside Hospital, inLafayette at Women’s and Child-ren’s Hospital and Southwest Medi-cal Center, and in Alexandria atRapides Regional Medical Center.

Our goal is to provide our patientswith as many clinical services asfeasible. Hospital operations willresume at Tulane Lakeside Hospitalwithin several weeks.

TUHC will need only a limitednumber of employees as we reopenthe clinical operations in the fourlocations. Employees who areneeded in these facilities will benotified during the next 10 daysregarding their abilities to work atthese various locations.

HCA will assist all other staff inlocating open positions at otherfacilities throughout the region andthe United States.

It is unclear at this time when wewill be able to reopen the maincampus because there was signifi-cant water damage on the firstfloor due to flooding. Engineers willreview the structure and provideupdates regarding the necessaryrepairs.

An environmental cleaning crewhired by HCA is beginning the hos-pital cleanup immediately. We ex-pect repairs to take several monthsor possibly longer. �

Postscript: On October 19, TUHCposted a “Wednesday BriefingsSpecial Edition” PDF on its Web site.The document lists a series of up-dates for staff about the facility’sroad to recovery. Access the PDF atwww.tuhc.com/CPM/WedBrief1019.pdf.



Features galleryHouston’s Memorial Hermann helps out

Editor’s note: This is a sampling ofMemorial Hermann Hospital of Hous-ton’s extensive coverage of events,including multiple updates each dayat the beginning of the hurricaneepisode.

August 31, 2005, 12:45 a.m. Having been through a cata-

strophic flood before, the entireMemorial Hermann communityknows the herculean job that facesour neighbors in Louisiana and ourhearts and prayers go out to them.But more than that, our resourcesare being allocated to provide con-crete help.

In the days since HurricaneKatrina ravaged New Orleans, offi-cials from Memorial Hermann havebeen in constant communicationswith hospitals there. Yesterday, LifeFlight transported two patients—an adult and a child—to MemorialHermann Hospital and MemorialHermann Children’s Hospital.

But with hundreds of patientsstill in the hospitals as the situa-tion worsens in New Orleans, itbecomes clear a more aggressiveevacuation plan is in order. “Wehave offered to assist in any waywe can,” said Memorial HermannPresident Dan Wolterman. “Ourconversations with officials fromOchsner Hospital yesterday led tothe decision to begin transportingtheir most critically ill and injuredpatients to our facilities.”

Overnight, Memorial HermannHealthcare System developed andlaunched a large-scale rescue planto evacuate patients from OchsnerHospital in New Orleans. Early thismorning, six ground ambulances,two Life Flight air ambulances, andtwo specially equipped fixed-wingjets were dispatched to a Baton

Rouge staging area.From there, Life Flightwill transport patientsfrom Ochsner, whichsits at the edge of LakePonchartrain near theMississippi River, to waiting groundand air crews in Baton Rouge. Eachof the medical rescue vehicles beingused is equipped and staffed to carefor two patients.

As many as 50 patients—six ofthem babies—are expected to betransferred today. MemorialHermann plans to receive as manyas 50 patients a day until the mili-tary can perform a full-scale evacu-ation of the hospital.

Memorial Hermann Children’sHospital is working with TexasChildren’s Hospital to find spaceand provide care for as many illchildren as possible.

Since Sunday, Memorial Hermannhas continuously updated its ac-counting of available beds acrossthe System’s nine acute-care hospi-tals. The evacuated patients whoarrive today will be treated at Mem-orial Hermann Hospital and Memor-ial Hermann Children’s in the TexasMedical Center and at MemorialHermann Southwest. The first evac-uated patients are expected to ar-rive after 11 a.m.

Two Memorial Hermann Life Flight

helicopters remain here to respondto Houston area emergencies.

September 2, 2005, 6:30 p.m.Operations continue by Memorial

Hermann to assist in the enormouseffort to support the medical needsof patients who have been evacuat-ed from New Orleans hospitals. Atthe end of the work week, MemorialHermann’s nine acute-care hospi-tals have seen, treated, or admit-ted more than 225 patients fromLouisiana.

Memorial Hermann has arrangedwith Cardinal Health for the deliv-ery this evening of a truckload ofmuch needed healthcare suppliesto the hurricane survivors who arepopulating the George R. BrownConvention Center. And Roche, apharmaceutical company, is alsosending blood glucose testing sup-plies for diabetics.

Since the first of the week, a tem-porary command center has func-tioned 24/7 from a conferenceroom in the heart of MemorialHermann’s Life Flight operations inthe Texas Medical Center. From

MemorialHermannHospital ofHouston provided

regular updates on its Website about its efforts to helpNew Orleans hospitals during Hurricane Katrinaand, later, how it dealt withthe flooding from HurricaneRita.



Features gallerythere, teams coordinate medicalrelief operations related to Hurri-cane Katrina within the entireMemorial Hermann system of 12hospitals. Equipped with numeroustelephones, laptops, and printers,its walls peppered with handyinformation—phone numbers foroutpatient dialysis, Ellington Fieldarrivals, physician practices willingto accept Louisiana patients, andmore—the command center ischaracterized as organized chaos,and it’s getting the job done.

The threat in Memorial’s own backyard

September 20, 2005Although no one can predict with

certainty at this hour where orwhen Hurricane Rita will make land-fall, it is important for healthcare tobe prepared. The 12 hospitals of theMemorial Hermann system are put-ting plans into place in the eventthat Hurricane Rita has an impacton the Greater Houston area.

With patient safety as its top con-cern, Memorial Hermann is review-ing all of its emergency proceduresand establishing a temporary Com-mand Center at its hospital in theTexas Medical Center. Administra-tors are also reaching out to offerguidance to other hospitals alongthe Texas coast.

September 21The following is a fact sheet de-

tailing Memorial Hermann’s floodpreparedness:

• Following the Tropical StormAllison flood in 2001, MemorialHermann embarked on a four-year project approved by theFederal Emergency ManagementAgency (FEMA) to evaluate watervulnerabilities at its various hos-pital campuses and protect thehospitals to the highest level.Several campus projects are

100% complete, and others arealmost finished.

• “We reviewed every campus priorto the June 1, 2005, [start of the]hurricane season, and I am confi-dent that we are very protected,much more than before TropicalStorm Allison,” said MarshallHeins, vice president of construc-tion, real estate, and support serv-ices for Memorial Hermann.

• The flooding from Allison knockedout power to Memorial HermannHospital in the Texas MedicalCenter, necessitating the evacua-tion of all its patients. The evacua-tion was highly successful.

• Flood waters came from twosources: four underground tun-nels linking campus facilities anda nonwatertight connection be-tween Memorial Hermann andother campuses.

• These sources of flooding havebeen completely eliminated. Thetunnels are now entirely closedand the connection to other cam-puses has been eliminated.

• Memorial Hermann Hospital isnow protected up to 49 ft. abovesea level.

• Additional measures have alsobeen completed to prevent flooding at Memorial HermannSoutheast, Memorial HermannNorthwest, and MemorialHermann Southwest hospitals.

September 23As the outer bands of Hurricane

Rita cross the Texas/Louisianacoast, Memorial Hermann’s sevenopen acute-care hospitals are fullyprepared to ride out the storm.Essential staff have arrived, criticalsupplies are stocked, and the hos-

pitals are operating in internal dis-aster mode.

A statement from Memorial HermannPresident Dan Wolterman

September 25Once again, the people of Mem-

orial Hermann demonstrated theircommitment to exceptional patientcare.

On Friday, our hospitals wel-comed the families of both em-ployees and medical staff into ourhospitals, allowing those whoworked to feel comfortable thattheir families were safe and nearby.Across the system, we heard re-ports that staff were in good spir-its, despite the long hours.

At the request of Texas and Hous-ton’s emergency medical services,we opened Southeast Hospital toaccept patients being evacuatedfrom East Texas, including thosefrom the reopened Baptist Beau-mont Emergency Center.

Since Saturday evening, Southeaststaff have worked alongside medicalprofessionals from FEMA’s DisasterMedical Assistance Corps. FEMA’sBlack Hawk helicopters and groundambulances transported patientsfrom the storm-ravaged areas toSoutheast throughout the day today.

As our operations return to nor-mal, I want to thank our employ-ees, medical staff, and University ofTexas partners, as well as vendors,contractors, and city and state offi-cials. I appreciate your hard workand collaborative spirit.

September 26All Memorial Hermann system

hospitals resumed normal opera-tions at 7 a.m. today, includingMemorial Hermann Fort Bend andMemorial Hermann Southeast,which had been evacuated andclosed prior to Hurricane Rita. �



Weight-loss surgery

This campaign features names and photos of real people whose gastricbypass surgeries at Sacred Heart were successful. Their dramatic success-es are depicted through before and after photos.



Weight-loss surgery

Key to the success of this campaign is the call to action. The text encourages prospectivepatients to consider the benefits of bariatric surgery. “If you’re more than 100 lbs. over-weight and would like to see what you can gain by losing, call 610/776-4928,” it reads.

Sacred Heart Hospital243 beds, Allentown, PA Contact: Chris Sodl, director of

public relations and marketing, 610/776-5906

Agency: Prairie Dog, Kansas City, MO

Agency contact: Jerry Hobbs, 816/822-3636

Objective: To create a unique campaign that would generate interest in the hospital’s bariatricprogram

Media: print, outdoorWeb site: www.shh.org



Campaign spotlight

St. Mark’s Hospital250 beds, Salt Lake CityContact: Debi Reiner, director of marketing,

801/268-7670Agency: Lucky Dog Communications,

Salt Lake CityAgency contact: Twinkle Chisholm,

801/278-8999Objectives: To get people to select a health

plan that will allow them access to St. Mark’s Hospital

Targets: General publicMedia: Print, televisionWeb site: www.stmarkshospital.com

The name of the campaign is“Why Patients Choose.” It is anopen-enrollment campaignaimed at convincing people to

select a health plan that will allow themaccess to St. Mark’s Hospital. Results willbe known from market research survey inNovember and January when open enroll-ment numbers are finalized. This campaignfalls on the heels of the “Why DoctorsChoose” campaign, which was extremelysuccessful.



Campaign spotlight

The campaignincludesnewspaperand magazine

ads and television spots.A direct-mail campaignmay be added later.



Campaign spotlight

The St. Mark’s “WhyPatients Choose” cam-paign followed the facili-ty’s successful “Why

Doctors Choose” ads, which high-lighted the reasons physicians sendtheir patients to St. Mark’s.



Campaign spotlight

The participants were selected by“star cards” (i.e., the hospital’spatient satisfaction program) thatare submitted by staff/patients

when someone has done an excellent job.After the selections have been made, partic-ipants’ stories are filmed using a smallcamcorder. The scripts are written in thesubjects’ own words. The TV ad is thenfilmed on 35 mm. film and transferred totape.

30-second television spot



Anniversary

This 24-page book was designed to tell thestory of Holy Name Hospital, a fully accredit-ed, not-for-profit community hospital, affiliat-ed with New York–Presbyterian Health

System. The cover photo is of Arthur Williams, born atHoly Name Hospital, on June 22, 1930, and his grand-son, Ryan Michael Boyd, born at Holy Name Hospital onMay 24, 2005. Caring for Generations shows four mem-bers of the Rigolosi family who are doctors and playleadership roles at Holy Name.

Holy name hospital361 beds, Teaneck, NJContact: Jane Ellis 201/833-3129Agency: Aloysius Butler & Clark, Wilmington, DEAgency contact: Donna-Marie King, 302/655-1552Objectives: To mark the 80th anniversary of Holy Name

Hospital Media: Commemorative keepsake bookWeb site: www.holyname.org



Anniversary

Photographs taken by Peter Tepper for “Our Story”include various hospital-connected people. The firststory is that of Holy Name President Michael Maronand his four sons, all of whom were born at the hospi-

tal. The text accompanying the photo of three sisters emphasizesthe ecumenical, multicultural environment of the hospital, whichwas founded in 1925 by the Sisters of St. Joseph of Peace.



Anniversary

A two-page spread tells the story of Bjorg Ollendorff, a breast cancer survivor.Full-page employee photographs show Vonceil Owens, nursing unit secretary,who began work at the hospital as a volunteer. Eileen Riman, RN, MSN, and hermother, Sarah Riman, RN, both received training at Holy Name School of Nursing,

where Eileen is now an adjunct professor and Sarah is a nurse. The strategic distributionplan for “Our Story” included insertion into the Sunday Bergen Record to ensure thoroughdispersal throughout the community.



Anniversary

“Our Story” was inserted inthe Bergen Record newspa-per along with a listing ofcommunity anniversary cele-

bration events and an envelope invitingcontributions. The story of benefactorAngelica Berrie tells about $5 million ingrants that were made by Berrie andher late husband, Russell, to create theRegional Cancer Center.



Academic medical center

The University ofKansas Hospital477 beds, Kansas City, KSContact: Julie Amor, director ofmarketing, 913/588-1594Agency: Storandt Pann Margolis,

La Grange, ILAgency contact: Kate Harken,

708/246-7700Objectives: To continue to educate

and inform consumers about the unique capabilities, fundamental differences, and benefits of academic medicine; maintain position as the premier academic medical center in the Kansas City area; and continue to enhance brand image and build preference

Targets: Adults over age 35, especially women

Media: Print, television, radio, outdoor

Web site: www.kumed.com

In a crowded marketplace, the competition for consumer mind share has continuedto escalate as other area hospitals attempt to share the University of Kansas Hospi-tal’s academic space by emulating its advertising tone and look. This campaign at-tempts to counteract that trend with a new concept in advertising while maintaining

the same budget as previous years.




30-second television spot

Actor Tom Skerritt worked with the team to produce thetelevision spot; in addition to a nationally recognized tal-ent, he is known as being an advocate for numerousrelated causes. The teamwork spot emphasizes the ad-

vantages of an academic medical center: “Physicians and nurseswork in teams. So you might have six . . . eight . . . nine specialistsworking together . . . to solve your specific problem. More is good.”




During follow-up surveys,62% of respondentsassociated advertisingrelated to advanced medi-

cine or an academic medical centerwith University of Kansas Hospital.In contrast, only 7% of respondentsnamed another hospital. Patientexperience has continued to improveeven while patient volume has risendramatically.




In this TV spot, Skerritt reminds the audience, “The[United States] leads the world in medical innovation.And breakthroughs come from places known as academ-ic medical centers.” With months remaining in the cam-

paign, the hospital has shown record patient volume, a 22%increase in discharge volume over the past two years, and a 149%increase in phone call volume over the last five years.

United States Postal ServiceStatement of Ownership, Management,

and Circulation(required by 39 U.S.C. 3685)

1. Healthcare Advertising Review 2. 8756-4513 3. 10/2005 4. Bi-monthly 5. 6 6. $296 7. HCPro, Inc., 200 Hoods Lane, Marblehead, MA01945 8. HCPro, Inc., 200 Hoods Lane, Marblehead, MA 01945 9.Suzanne Perney, Publisher, 200 Hoods Lane, Marblehead, MA01945; Jay Kumar, Editor, 200 Hoods Lane, Marblehead, MA, 01945,Matt Cann, Managing Editor, 200 Hoods Lane, Marblehead, MA01945 10. Owner, HCPro, Inc. The Riverside Company, 630 FifthAve., New York, NY 10111, Bruce Guzowski, Susanne Perney,Robert Stuart, Bernard Rotundo, Richard Sheff, 200 Hoods Lane,Marblehead, MA 01945 11. None 12. No change 13. HealthcareAdvertising Review 14. September/October 2005 15. a.) Total No.Copies, average 575, actual 575; b.) Paid and/or RequestedCirculation (1) average 409, actual 409; (2) average 1, actual 1; (3)average 0, actual 0; (4) average 0, actual 0; c.) Total Paid and/orRequested Circulation, average 410, actual 410; d.) Free Distributionby Mail, (1) average 0, actual 0 (2) average 2, actual 2 (3) average0, actual 0; e.) Free Distribution Outside the Mail, average 0, actual 0;f.) Total Free Distribution, average 2, actual 2; g.) Total Distribution, aver-age 412, actual 412; h.) Copies not Distributed, average 163, actual163; i.) Total, average 575, actual 575; j.) Percent Paid and/orRequested Circulation, average 100%, actual 100% 16. This state-ment will be printed in the November issue of this publication. 17.Signature and Title of Publisher:



Wellness

In this public service campaign, St. Mark’s part-nered with KSL, the local NBC affiliate in SaltLake. Their mutual support resulted in excellentattendance for important wellness events.

St. Mark’s Hospital250 beds, Salt Lake CityContact: Debi Reiner, director of marketing, 801/268-7670Agency: Lucky Dog Communications, Salt Lake CityAgency contact: Twinkle Chisholm, 801/278-8999Objectives: A public service campaign to build consumer

awareness of the numbers that are important to them: blood pressure, body mass index, glucose, cholesterol, etc.

Targets: General publicMedia: Radio, television, print, Web pageWeb site: www.stmarkshospital.com

In this multiyear partner-ship to build awareness,both St. Mark’s and KSLprovide the public with an

opportunity to gather importantinformation about their own healthand the understanding to know themeaning of that information. Hencethe campaign name: Know YourNumbers.

In the first two eventsheld this year, the part-nership screened600–800 people. Future

events will include a Freedom BlastConcert with American Idol winnerKelly Clarkson and a Smart Women/Smart Money event, with 2,000people preregistered.



Wellness

These materials were distributed during health fairsand other large free health screenings. They includea panel card with screening information and a walletcard on which the attendee can record results.



Market noteschosen by her peers to receive the honor. Thepatients were also nominated by Rush-Copley’s physi-cal medicine and rehabilitation staff. Lee Love andJacqueline Musil, both stroke victims, were namedalong with Michael Windblad, who overcame the debil-itating effects of an auto accident. All were recognizedfor helping to eliminate barriers facing them, advanc-ing the understanding of people with disabilities, andexemplifying the rehab spirit by focusing on abilitiesrather than disabilities.

With $5,000 donation, Grinnell completes matching grant challenge

Grinnell (IA) Regional Medical Center (GRMC) com-pleted a $200,000 matching grant challenge for itsBlueprint for Health campaign, an outreach effort touninsured and underinsured patients. Joan Baker ofGrinnell made a $5,000 gift to the capital campaign,one of 82 gifts that helped GRMC complete the match-ing grant challenge from an anonymous donor.

The grant posed a challenge to area residents, busi-nesses, and institutions to help the medical centercomplete its $8.2 million campaign.

As one way of giving back to the community, GRMCprovides charity care to individuals in need.

In 2002, charity care given to GRMC patients reached$140,000. In 2003, the amount of charity care incurredby GRMC doubled to nearly $300,000.

In 2004, GRMC provided nearly $350,000 in charitycare.

Cincinnati Children’s reaches out to hurricane familiesCincinnati Children’s Hospital Medical Center estab-

lished a hotline for children displaced by HurricaneKatrina who are in the Cincinnati area and need med-ical care. The hotline was established to connect fami-lies to a medical home for as long as they are in theCincinnati area and to ensure that those children withspecial healthcare needs are not placed on a waitinglist to receive care, according to a release. The hotlinewill remain in place indefinitely.

SIH donates $100,000 to Hurricane Katrina relief effortsSouthern Illinois Healthcare (SIH) of Carbondale has

donated $50,000 to the American Red Cross hurricanerelief effort. In addition, SIH donated another $50,000to Our Lady of the Lakes Hospital in Baton Rouge, LA.This additional funding will be used to help displaced

employees and their families of the hospital, which islocated in an area where thousands of evacuees aredesperately in need of medical attention.

“As healthcare workers, it is natural for us to re-spond to this disaster with thoughts of how we canhelp the injured and the sick,” said SIH President TomFirestone, MD.

Oregon medical center purchases new scanners Sacred Heart Medical Center of Eugene, OR, an-

nounced September 20 that it will receive one of thenew, highly sophisticated scanners, which were show-cased in the September 5 Time magazine.

The new scanner at Sacred Heart will be integratedwith the hospital’s digital imaging system, allowingWeb-linked physicians to view their hospital-boundpatients’ scans from remote locations, including theirhomes.

It was also announced that Oregon Imaging Centers(OIC) has installed a similar unit at its Springfield fac-ility. OIC is a joint venture of Radiology Associates, PC, and PeaceHealth, headquartered in Belleview, WA, and the parent organization of Sacred Heart MedicalCenter.

At a cost of approximately $1.5 million each, the twoscanners represent the largest investment in imagingequipment in the Eugene-Springfield community atone time.

Alegent brings Walk From Obesity to Omaha for first timeWalk From Obesity, a national annual walk sponsored

by the American Society for Bariatric Surgery, held onSeptember 24, was held in Omaha, NE, for the first timethis year. The event was sponsored there by the Ale-gent Health Weight Management Centers.

The walk, held in cities across the nation on the sameday, is designed to reduce disability, death, and dis-crimination of people who are obese by educating thepublic and healthcare professionals about effectivetreatments.

The walk this year also honored victims of Hurri-cane Katrina. Walkers were asked to bring clean cloth-ing that they no longer wear or have outgrown withthem to the walk site. The clothing was given to theRed Cross or Salvation Army.

Adolescent center in St. Cloud celebrates first anniversaryCentraCare of St. Cloud, MN, marked the first anni-

Market notes continued from p. 2



SourcesHealthONE (Denver) . . . . . . . . . . . . . . . . . . . .1, 3–7Holy Name Hospital (Teaneck, NJ) . . . . . . . . . . . .20–23Medical City Children’s (Dallas) . . . . . . . . . . . . . .8–13Memorial Hermann Healthcare System (Houston) . . . .8–13New Orleans Medical Center (New Orleans) . . . . . . .8–13Ochsner Clinic Foundation (New Orleans) . . . . . . . .8–13Sacred Heart Hospital (Allentown, PA) . . . . . . . . . .14–15St. Mark’s Hospital (Salt Lake City) . . . . . . . .6–19, 28–29Tulane University Hospital & Clinic (New Orleans) . . .8–13

University of Kansas Hospital, The (Kansas City, KS) . .24–27

AgenciesAloysius Butler & Clark (Wilmington, DE) . . . . . . . .20–23Lucky Dog Communications (Salt Lake City) . . .6–19, 28–29Prairie Dog (Kansas City, MO) . . . . . . . . . . . . . . .14–15Storandt Pann Margolis (La Grange, IL) . . . . . . . . .24–27Wiesner Publishing (Centennial, CO) . . . . . . . . . . .1, 3–7

Market notes

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versary of its Clara’s House adolescent center with anOctober 18 open house.

Clara’s House is home to Adolescent Recovery Plus,which focuses on chemical dependency services andchild and adolescent partial hospitalization programsthat provide intensive, all-day psychiatric care andtherapeutic programming for youth with emotional,behavioral, or mental health issues.

Open-house attendees were invited to meet the stafffrom each of the three program areas, tour the facility,and receive a copy of and view a newly created DVDabout Clara’s House and its programs.

The facility was paid for by $3.5 million in gifts frombenefactors. Mae Ellingson-Skalicky donated $1 millionfor the facility, which was named in honor of her moth-er, Clara Ellingson.

CA hospital group posts patient survey resultsThe results of a hospital experience survey of 36,000

patients from 200 California hospitals have been post-ed online (www.calhospitals.org).

The California Healthcare Foundation and theCalifornia Institute for Health Systems Performancesponsored the survey to monitor how patients per-ceive care while staying in hospitals for at least onenight.

Of the eight areas measured, the participating hos-pitals performed well in providing physical comfort,including pain medication; coordination of care whilein the hospital; and respect for personal preferences.

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Web site page, right, announcesthe June 25 opening of theAtlantiCare Center for Childbirth

and new Emergency Department.Below, one of the television commercialsfeatures Linnea Brown, breast health coor-dinator, who says, “I truly admire thewomen who are coping with breast cancer.”A third television spot, not shown here, fea-tures Arturo Gomez, M.D., staff psychia-trist. He speaks with a pleasing Spanishaccent, and closes the spot by signing off inSpanish.

Geisinger Health SystemDanville, Pa. • Size: Two acute care medical cen-ters, a drug and alcohol rehab center and 50physician offices serving patients throughout 38Pennsylvania countiesContact: Susan Alcorn 570-271-8860Agency: Aloysius Butler & Clark (Wilmington,Del.)

Agency contact: Donna-Marie King 302-655-1552Objectives: To create a series of television com-mercials to strengthen the Geisinger brand byhighlighting complex cases.Targets: Residents in 28 Pennsylvania countiesserved by Geisinger Health SystemMedia: TelevisionWeb site: www.geisinger.org

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