USF Health CommunicationsYear in Review 2009

COPHCelebrating 25 years of Passion Global Water promos - USF World Workshops5 Study Abroad Passports – USF World 25th Anniversary Monday Letter

CON2 Nursing Life MagazinesSweetbay Clinic Promotions

COMAAMC CollateralLeigh High ValleyAnnual Report

USFPGUSF Health At a GlanceUSFPG annual ad campaign Myhealthcare webpageUSFPG folder / insertsMonsour Executive WellnessUSFPG commercial

DevelopmentUnstoppable 20/20 campaign Alumni toolsReunion tools

DiabetesEducation Center GuideWebsite

Community EngagementWebsite

ResearchCore Facilities brag book

PaperfreeWebsite Press Conferernce

ByrdNational Memory Screening DayPatient toolsAds

L i fe

NursiNg Life MAGAZINE | Spring/Summer 2009 Volume 3

Journey with Purpose + Highest Honor + Dean Step-ping Down + Mentee, Mentor & Student

Diabetes Education Program Guide

U n i v e r s i t y o f s o U t h f l o r i d a

Usf diabetes Center

U N i v e r s i t y o f s o U t h f l o r i d a

College of MediCiNe

i N N o v a t i o Ni n n o v a t i o nt e C h N o l o g i e s f o r

One vision to end Alzheimer’s disease.

One center at the forefront of research and care.

One place for families.

USF Health now has a Center that evaluates and cares for people with memory disorders and their families. The Center is built upon the proven success of USF’s national research on preventing and treating Alzheimer’s disease and including:

The USF Memory Disorders Clinic: (813) 974-3100

The Eric Pfeiffer Suncoast Alzheimer’s Center

The Johnnie B. Byrd, Sr., Alzheimer’s Center and Research Institute

This unified effort, now under one roof, forms a powerhouse in the global push to eradicate Alzheimer’s. Together, we will ease the burden and fear brought on by this disease.

USF Health Byrd Alzheimer’s Institute

For more information, please call (813) 974-4355University of South Florida • 4001 E. Fletcher Avenue • Tampa, FL 33613

Years of Passion

Years of Passion

Years of Passion

USF

If you’re going to start a revolution, you’ve got to make

some noise. And that’s just what USF

Health is doing: starting a revolution in

health care.We’re shattering old

assumptions and procedures so that patients come first.

Breaking down walls between

medicine, public health, nursing and physical

therapy. Smashing old ideas about medical records to blaze a

trail to an electronic future. Starting a revolution

means being bold. Visionary. Sometimes

things even get a little scary.But we believe that “just

a little better” isn’t good enough to fix the challenges

of the healthcare system. The health care of the

future needs a revolution. It needs USF Health.

Breaking ThroughUniversity of soUth florida College of MediCine

Breast Health Cardiology Dermatology Ear, Nose & Throat Family Medicine Internal Medicine Neurology Neurosurgery OB/GYN Opthalmology Orthopaedics & Sports Medicine Pain Managment Pathology Pediatrics Physical Therapy Psychiatry Radiology Surgery Urology

USF Health Carol & Frank Morsani Center for Advanced Healthcare13330 USF Laurel Drive Tampa, FL 33612

USF Health South TampaCenter for Advanced Healthcare13330 USF Laurel Drive Tampa, FL 33612

For appointments, please call: (813) 974-2201 Or log onto: myhealthcare.usf.edu

The FuTure oF healThcare is here

services we oFFer:

USF Health CommunicationsYear in Review 2009

Marketing Communications

MEDIA: Breaking Through to National Prominence

Upswing in National and International Coverage: Media exposure increased for our experts internationally and at the national level (as evidenced by our TOP 10 USF Health stories for 2009 and early 2010). This rise occurred across all venues --- online, broadcast and print. Among the top hits: NBC’s TODAY Show, Oprah, the BBC, ABC News, CNBC, the New York Times, United Press International, Reuters, USA Today Weekend, Time, Business Week, Forbes, and U.S News & World Report.

Strategic Priorities Covered: Two of the year’s top priorities for USF Health – our educational partnership with Lehigh Valley and the PaperFree Tampa Bay initiative to convert physicians to electronic prescribing – attracted top news coverage.

Media Turns to USF for Leading Health Commentary: Local, regional and national media outlets increasingly turn to USF Health faculty to comment on breaking news related to health – including Alzheimer’s disease, diabetes, healthcare reform, stem cell research swine flu, and biomedical technology. Our faculty continues to develop USF’s reputation for reliable, credible expertise, carrying our messages of excellence, quality and health to the public through front-page newspaper and online articles, television and radio.

The Tampa Tribune Asks Our Experts: Our physicians have wrote 29 “Ask the Expert” columns for The Tampa Tribune’s weekly health & fitness section 4-YOU in 2009 -- a media value of $74,965. In addition, USF doctors are frequently sources for stories in the St. Petersburg Times consumer health sections: “PULSE” and “Personal Best.” These are some of the best-read sections of the Tampa Bay area’s newspapers.

USF Health CommunicationsYear in Review 2009

1. Cell Phones May Protect Brain from Alzheimer’s Disease - Jan. 7, 2010Researchers at the Florida

Alzheimer’s Disease Research

Center and Byrd Alzheimer’s

Institute, led by USF neuroscientist

Gary Arendash, find

exposing Alzheimer’s mice to

electromagnetic waves from

cell phones can protect against

and reverse dementia. The

research, published in Journal

of Alzheimer’s Disease, is a top

Google hit and reported by

more than 550 media outlets worldwide, including Reuters

and BBC Radio.

2. USF Drug at Center of $1B AstraZeneca, Targacept deal – Dec. 3, 2009 A depression drug, evolving

from research on nicotine

receptors by USF College

of Medicine researchers, is

at center of licensing deal

between global pharmaceutical

company AstraZeneca and

Targacept, Inc. Created and

patented by USF, the drug could

potentially earn the university

its most lucrative royalties to

date. Covered by more than

30 media outlets worldwide,

including FOXBusiness and

Pharmaceutical Online.

3. Standardized Patient Program on NBC TODAY Show – Nov. 16, 200NBC TODAY Show national

correspondent Jenna Wolfe

visits the Center for Advanced

Clinical Learning and steps

into the shoes of the center’s

standardized patient program

– people hired and trained to

serve as a patient and act out

an illness.

4. Web Surfing Can Help Aging Brain – Oct. 19, 2009Paul Sanberg, director of the USF

Center of Excellence for Aging

and Brain Repair, commented

on new research showing surfing

the internet might preserve

mental skills as people age.

His interview is picked up by

more than 100 media outlets

worldwide, including U.S. News &

World Report and HealthDay.

5. New USF Center Provides Robot-Assisted Surgery Training – Aug. 10, 2009USF unveils $4-million center to

train doctors across the country

in robot-assisted surgery, in

partnership with California-based

Intuitive Surgical, Inc. The new

facility is one of two nationwide

using the latest daVinci Surgical

Systems technology. Covered

by MSN Money, Florida Trend

and Business Journals across the

country.

6. A Cup of Coffee With That Memory Test? – July 6, 2009USF researchers, led by

Gary Arendash, report that

caffeine reverses memory

impairment and significantly

reduces abnormal levels of

the Alzheimer’s-associated in

the brains of mice exhibiting

symptoms of the disease.

Covered worldwide by more

than 225 media outlets, including

United Press International and

USA Today Weekend.

7. A Pet’s Bite Can Pass On MRSA – June 22, 2009Transmission of MRSA infections

between pets and their owners

is increasing, Dr. Richard Oehler

of the USF College of Medicine

reports in the journal The Lancet

Infectious Diseases. The New

York Times and more than 150

other media outlets worldwide

bite and cover the story.

8. Move to Digital Records Begins in Tampa – March 14, 2009USF Health and Allscripts

jumpstart the healthcare’s

e-revolution by launching a new

effort to convert physicians in

the Tampa Bay region convert to

electronic prescribing. Covered

by more than 100 media outlets,

including TIME, CNBC, and Wall

Street Journal MarketWatch.

9.USF Partners with Lehigh Valley on Medical Education – March 5, 2009The University of South Florida

College of Medicine and

Lehigh Valley Health Network

announce agreement to create

a new curriculum model that

will train the next generation of

physician leaders. Covered by

over 60 media outlets, including

the Miami Herald, Allentown

Morning Call and Health Leaders

Media.

10. USF Physicians Share Medical Expertise for National Missing Boaters- March 5 and 6, 2009Dr. Eric Coris appears on NBC

Nightly News and NBC’s TODAY

Show, commenting on how

hypothermia affects mental

capacity in connection with

national story on three boaters

missing in Gulf of Mexico. Dr.

Mark Rumbak attracts national

media coverage at TGH news

conference when he speaks

about a rescued boater’s

medical condition.

TOP 10 Media Stories at USF Health, 2009-10

USF Health CommunicationsYear in Review 2009

Cumulative Hits to USF Health News Releases Posted on EurekAlert!*January through November 2009

Black young adults hospitalized for stroke at much higher rates than whites, Hispanics 11,960

Protein inhibitor helps rid brain of toxic tau protein 8829

Caffeine reverses memory impairment in Alzheimer’s mice 8912

Blood stem cell growth factor reverses memory decline in mice 4073

Oxygen treatment hastens memory loss in Alzheimer’s mice 3692

Patients starting Parkinson’s drug rasagiline earlier do better 3168

Natura Therapeutics and USF receive NIH grant to study green tea compounds… 3063

MRI brain scans accurate in early diagnosis of Alzheimer’s disease 3057

New Center of Excellence targets reducing disparities in cancer care 2831

Medical Simulation Corp announces partnership with USF 2344

Florida study finds barriers to angioplasty for life-threatening heart attack 1479

Neuroscientist’s discovery of new uses for old drug leads to patents 672

Trial tests whether behavioral therapy can reduce anxiety in young adolescents with autism 592

13 releases; 54,672 TOTAL HITS *EurekAlert is the Association for the Advancement of Science national newswire for medical/science writers, with more than 6,800 registered reports and 1,224 contributing institutions. Dec. 2009 stats not yet available.

USF Health CommunicationsYear in Review 2009

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MORE THAN A MILLION SERVED: NEW COMMUNICATIONS INITIATIVES IN 2009

USF Health Website:The USF Health website recorded well over a million hits this year: 1,464,856 visits were made to the site. Many of them came to see one of the 188 stories written by the communications staff on topics that ranged from caffeine-junkie mice to medical students getting engaged on Match Day. Several stories this year featured innovative storytelling techniques, such as embedded video and narrative writing.

Social Media Initiatives: USF Health Communications dove into the new media marketplace this year, launching a Facebook page highlighting patient care page, broadcasting news stories and updates on Twitter and creating an improved media relations webpage for electronic and print reporters. The new USF Health News Center features press releases, podcasts, media experts lists and much more in one central location.

Weekly Memos: This year, we began sending out a memo each week that comes personally from Dr. Klasko to the College of Medicine faculty. The weekly memo serves as a vital tool to inform faculty of news inside the college, make them feel more connected to USF and create a more cohesive sense of community.

Faculty Breakfasts: In December, the communications staff helped organize a series of faculty breakfasts to help Dr. Klasko meet with faculty members personally. He updated them on our future challenges and got feedback from them about questions and concerns on current operations and changes they would like to see.

USF HEALTH WEB STORIES, Jan-Dec 2009Strategic Categories:

National Prominence: 25

Research Really Matters: 46

Creative Educational Models: 14

Entrepreneurial Academic Excellence: 12

Integrating USF Health 27

Inside USF Health 54

TOTAL 188

USF Health CommunicationsYear in Review 2009

SAMPLING OF 2009 STORIES ON USF HEALTH WEBSITE

Cell phone exposure may protect against Alzheimer’s disease: The millions of people who spend hours every day on a cell phone, may have a new excuse for yakking. A surprising new study in mice provides the first evidence that long-term exposure to electromagnetic waves associated with cell phone use may actually protect against, and even reverse, Alzheimer’s disease. The study, led by University of South Florida researchers at the Florida Alzheimer’s Disease Research Center was published today in the Journal of Alzheimer’s Disease.

Dr. Stephen Klasko: Rebuilding Healthcare in Tampa Bay: When it comes to caring for patients, Dr. Stephen Klasko is an impatient man. He wants to give patients the kind of care that everyone else will be providing 10 years from now. Today. As the CEO of USF Health and dean of the USF College of Medicine, Dr. Klasko is in charge of educating

tomorrow’s doctors, nurses and public health professionals. But he has another mission as well: improving the care that USF doctors and health care providers give to patients. Step by step, students learn more about doctoring: When we are strong, they march us to victory. We put our best one forward or get one in the door. We are sure-footed. They tell the world our moods: energized in Air Nike, sexy in Manolos, relaxed in flip-flops. And yet our feet are somehow vulnerable. When we are weak, we are trampled underfoot. We get off on the wrong one or put one in our mouth. If things are especially bad, we might even have one in the grave. All of which, perhaps, explains the ripple of nervous laughter in the classroom of Lois LaCivita Nixon, PhD, this week when her first-year students in the USF College of Medicine learned they were about to show the world their naked feet.

Tiny babies, big priority: The dream of building a world-class neonatal unit for Tampa Bay’s tiniest babies is well on its way to reality. Donning hardhats and safety glasses, Pam and Les Muma swung their sledgehammers with gusto, creating two big holes in a wall to signal the beginning of construction on the Jennifer Leigh Muma Neonatal Intensive Care Unit at Tampa General Hospital. The $35-million project – a tangible sign of the partnership between USF Health and TGH to transform research and care for newborns – will completely redesign and expand Tampa General’s existing neonatal nursery.

Peel me a grape: USF training surgeons to use robots: Dr. Lennox Hoyte moved his finger ever so slightly, and the scalpel moved at his command, slicing a straight, clean cut right through the glistening skin…of a grape. The grape was the patient at a press conference Monday to announce the opening of the USF Health da Vinci Center for Assisted Surgery. USF is one of two centers in the country training doctors how to use the Si model of the da Vinci Surgical System.

USF partnership jump-starts healthcare’s e-revolution: Dr. Stephen Klasko wants to change the world. One electronic prescription at a time. Dr. Klasko, CEO of USF Health, was joined Monday by U.S. Rep. Kathy Castor and Glen Tullman, the CEO of Allscripts, as well as other health and political leaders to kick off an ambitious campaign. The goal: to convert every single doctor in the 10-county region surrounding Tampa Bay to electronic prescribing. “We’re here today to start a revolution,” Dr. Klasko, who also is dean of the USF College of Medicine, told the group Monday on the USF campus. “An electronic revolution in health care that will begin right here in Tampa Bay and echo across the entire nation.”

Back at USF, former Miss America targets diabetes education: When Nicole Johnson first heard she had diabetes, she was a USF student. Alone and scared, she reacted to the news with a gesture of defiance: downing an entire 2-liter bottle of sugary Coke herself. Now Johnson is

USF Health CommunicationsYear in Review 2009

USF Health CommunicationsYear in Review 2009

back at USF. But she’s not the frightened student she once was. Johnson became Miss America in 1999, and she has transformed herself into one of the nation’s best-known advocates for diabetes education.

First you walk… then you run: Cindy Schofield was scared as she approached the starting line. She had five kilometers to run and she wasn’t sure she could do it. Once, it would have been easy. Dr. Stanley Krolczyk, USF assistant professor of neurology and director of the USF Multiple Sclerosis Center, said the inflammation in Schofield’s brain was so bad it could be mistaken on an MRI for a brain tumor. Most patients die within a few months. Schofield would recover, she promised herself. She would walk again. And then she would run.

Emergency L&D drill delivers dramatic dose of reality: It was a delivery room complication. The full-term newborn had inhaled meconium, its own feces, on its way out the birth canal and was having trouble breathing. The life-like mannequins can convulse, turn blue around the mouth, reproduce breathing sounds, recreate variations in blood pressure and heart rate, even secrete blood and other imitation bodily fluids.

USF-TGH medical team performs first EXIT procedure: A multidisciplinary team of USF Health and Tampa General Hospital physicians recently performed the first Ex Utero Intrapartum Treatment (EXIT) at TGH -- successfully securing an airway for a baby girl with a large benign tumor wrapped around her neck before fully delivering the 7 pound, 11 ounce infant by Cesarean section. EXIT is an innovative procedure developed to deliver infants with severe congenital abnormalities that may make breathing after delivery difficult or impossible

Motivational “women-only” cardiac rehab: Depressive symptoms improved among women with coronary heart disease who participated in a motivationally-enhanced cardiac rehabilitation program exclusively for women, according to research presented at the American Heart Association’s Scientific Sessions 2009. “Women often don’t have the motivation to attend cardiac rehab particularly if they’re depressed,” said Theresa Beckie, Ph.D., lead investigator and author of the study and professor at the University of South Florida’s College of Nursing in Tampa, FL.

Scorecard program goal: Kids having fun, staying active: Grinning with anticipation, 8-year-old Ty’rique Brock waited patiently to hear if he was one of the lucky few to win a prize at the grand finale celebration of the Scorecard program. The Florida

Prevention Research Center (FPRC) at the USF College of Public Health helped Robles and Sulphur Springs Elementary Schools implement the Scorecard program, which offers elementary aged students action outlets for physical activity in their community.

Living with diabetes: One teen’s story Grace Emery loves jumping on her mini-trampoline but already dreams of law school. She makes plans for a high-school trip but wears a sweatshirt from George Washington University. She still gets squeamish just looking at her own veins but knows too much about grown-up fears. Grace is 17, and she has Type I diabetes. “It’s a huge part of my life,” Grace said of her diabetes, “But I don’t let it limit what I can and can’t do.”

Congratulations, you have matched: Julie Contes stood in front of the Match Day crowd at Skipper’s Smokehouse Thursday and opened the envelope that would determine her future. And then she froze. Contes just stared, her eyes welling with tears. The crowd didn’t know, but Contes was looking at a piece of paper that only looked like the real thing. “Congratulations, you have matched,” it began, under official-looking letterhead. “Program name: Love. Institution: Marriage.”