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My client, Cooper University Hospital in Camden, NJ, has launched a new series of television spots promoting heart, oncology and orthopedic services. (Jennings Health developed these commercials.) The commercials feature celebrity spokesperson and Camden County native Kelly Ripa, the daughter of Camden County Freeholder Joseph Ripa and Esther Ripa. Kelly first appeared in TV spots for the hospital in 2004 and shares Cooper’s commitment to her hometown. If you don’t know much about Camden, it is an embattled community. In the 70s and 80s a good percentage of the population and jobs left the city. Employers like RCA (acquired by GE) pulled out, taking thousands of jobs with them. However, “In the past two years, major institutions like the Campbell Soup Company, Rutgers University and Cooper University Hospital have invested nearly a billion dollars toward large-scale projects in Camden, which could create upwards of a thousand new, permanent full- or part-time jobs in the city.” (Source: Next American City) Cooper recently opened the doors to its new medical school and expects to open its new Cooper Cancer Institute in the fall of 2013. Both facilities are located in the heart of Camden. Click here for a great article about Camden’s revival and the role that Cooper University Hospital has played in its redevelopment.

“When Kelly Ripa agreed to be a spokesperson for Cooper, she put a face on the organization, something we never had before,” said Jill Lawlor, Cooper Vice President, Marketing and Community Outreach. “She is wholesome, realistic, and sincere and people trust her. She instantly elevated the brand, bringing Cooper to another level entirely.”

For a behind the scenes look at the production of these TV commercials, go to http://content.bitsontherun.com/previews/xoIwOfgr-PfkgzvIG. Below are the first three commercials to come out of the shoot.

Cooper Heart Institute TV Commercial

Cooper Bone & Joint Institute TV Commercial

Cooper Cancer Institute TV Commercial

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As I mentioned in yesterday’s post, I am presenting today at the Association of American Medical Colleges’ (AAMC) Group on Institutional Advancement (GIA) National Professional Development Conference. The conference is being held in Palm Springs, California. The topic of my presentation is “marketing to referring physicians.”

My session falls in the conference’s marketing track and is titled: “What do Referring Docs Want?” My co-presenter is Jill Lawlor, Vice President of Marketing and Community Outreach at Cooper University Hospital. Our presentation focuses on how hospitals can best integrate contemporary marketing tools such as online videos and social networks into their traditional marketing efforts when seeking to engage referring physicians. It includes a case study featuring Cooper University Hospital’s physician marketing program. Cooper is one of my clients. I worked with them to develop their physician marketing plan. It is one of the most comprehensive plans I’ve ever seen in execution. Below is the PowerPoint presentation from my SlideShare Channel.

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What is life like in one of the busiest trauma centers on the east coast? You’re about to find out if you view this five-part web mini-series documenting 12-hours in the busiest Emergency Department (ED) South Jersey. “Behind the Medicine” was filmed on location at Cooper University Hospital on Tuesday, February 15, 2011. Cooper is located in South Jersey, a stone’s throw from Philadelphia. The first webisode will premiere online July 21st. View the series trailer by going to http://www.cooperhealth.org/behindthemedicine/#.TiBnf2TUG-g.tweet. (In the spirit of full disclosure, Cooper University Hospital is one of my firm’s clients and we are proud to promote its achievements.)

Each Webisode features patients who were filmed during one, 12 hour shift and provides a firsthand look at life in the ED. Cooper’s emergency department provides patients with 24/7 access to specialists in cardiology, surgery, orthopaedics, otolaryngology, opthalmology, urology and pediatrics in addition to social service assistance, lab services, medical imaging and cardiopulmonary services.  The Emergency Department encompasses an impressive 33,000 square feet of space, which was recently renovated as part of the $220 million hospital expansion. It includes 36 patient rooms including: 5 fast track rooms, 17 adult treatment rooms, 6 private pediatric exam rooms, 4 adult resuscitation rooms and 2 pediatric resuscitation rooms. Cooper has implemented a Fast Track program to increase “through-put” of less serious patients.

Post by Dan Dunlop, The Healthcare Marketer

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Who knew? “Crazy Susan” of the new hit Food Network show Tough Cookies is an executive secretary at Cooper University Hospital by day! Although Cooper University Hospital is one of my firm’s clients, I had no idea! Yesterday I received a Google Alert for Cooper that linked me to an article with the details. In her spare time, Susan Adair runs a bakery in Ocean City together with four generations of family members. Evidently it is the family that makes her crazy!

Here’s what the Food Network has to say about the show:

This summer, the only things more popular than the beach in Ocean City, N. J., are the cookies at Crazy Susan’s. Run by a loving, squabbling and cacophonous multigenerational family, Crazy Susan’s never knows a dull moment. Sisters Susan and Linda try to keep everything running smoothly — but with lines out the door, phones that never stop ringing and family members who seem to create more problems than solutions, they’ll need to work their tails off to keep those cookies from crumbling. (Source: Food Network Website)

Just by chance my wife and I saw the first episode of the show on Monday and it was entertaining. We got to see Susan go through the process of trying to create an original s’more cookie. It was a creative process that involved some trial and error. But in the end, she got it right and the customer loved the cookies.

Susan’s Crazy Cookie Company can be found online at http://crazysusanscookies.com/. My guess is that Susan is the Food Network’s best bet for a Duff Goldman (Ace of Cakes) replacement. Having seen Susan once, I think they’ve found a star. And I bet she’s one heck of an executive secretary at Cooper University Hospital in Camden! Interestingly, this isn’t Cooper’s first connection with the Food Network. Actually, Chef Aaron McCargo Jr. was as a Junior Volunteer in the kitchen at Cooper University Hospital beginning at the age of 13. Aaron was the big winner in season four of The Next Food Network Star and is now the host of his own show, Big Daddy’s House. It seems that Cooper is churning out the Food Network Stars while building a pretty incredible health sciences campus in Camden, NJ!

Post by Dan Dunlop, The Healthcare Marketer

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I’m a big fan of fully integrated campaigns. Frankly, they stretch your budget and make each component of your marketing work harder. In 2010 my firm created an integrated campaign for Cooper University Hospital in the Philadelphia Market. The campaign included online, print, outdoor and transit components. However, the initial campaign did not include TV. Here are some of the ads from the original campaign:

I was curious to see how this unique campaign would translate into television. We just finished the first two spots and I’m pleased with the outcome. The “Numbers Campaign” has now come to video. The commercials work perfectly with the campaign, maintaining the distinct look and tonality. It is a look and feel that is uniquely appropriate for this academic medical center in Camden, New Jersey, with the busiest trauma center in the region. (Not your typical lifestyle advertising.) Take a look at the introductory spots for Heart and Oncology Services:

Post by Dan Dunlop, The Healthcare Marketer

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Earlier this year my firm was retained by Cooper University Health System, an academic medical center located in the highly competitive Philadelphia/South Jersey market. Cooper is the leading provider of comprehensive health services, medical education and clinical research in Southern New Jersey and the Delaware Valley. With more than 700 physicians in over 75 specialties, Cooper is uniquely equipped to provide an almost unlimited number of medical services.

Much like other markets we’ve worked in, Philadelphia features one institution with a dominant national reputation for excellence across a number of services: The Hospital of the University of Pennsylvania. It ranked 8th overall on the U.S. New & World Report Best Hospitals list for 2009-2010. The Delaware Valley is also within easy striking distance of several other top hospitals in the country: Johns Hopkins Hospital, New York Presbyterian University Hospital of Columbia, NYU Medical Center and Mount Sinai Medical Center. Within a 100-mile radius of Philadelphia is the nation’s largest concentration of health care resources. World-class health care facilities include Children’s Hospital of Philadelphia (ranked number one in U.S. children’s hospitals), Alfred I. Du Pont Hospital for Children, Wills Eye Hospital (the first and largest hospital devoted to eye care), the Deborah Heart and Lung Center (site of the first open-heart surgery), and Fox Chase Cancer Center. The University of Pennsylvania houses a Comprehensive Cancer Center, and the city is served by more than a dozen regional trauma centers. In 2008, the Hospital of the University of Pennsylvania dedicated the new Perelman Center for Advanced Medicine, a state-of-the-art, 500,000 square foot outpatient facility. Within the Perelman Center is the Roberts Proton Therapy Center, a first-of-its-kind center for the treatment of cancer integrating proton therapy with conventional radiation treatment. Meanwhile, Cooper University Hospital has been recognized with the prestigious Consumer Choice Award for three years in a row.

This month my firm launched a comprehensive new marketing program for Cooper. We needed a graphic look and method for delivering Cooper’s story so that it would stand out in this cluttered healthcare environment. The campaign needed to have a powerful feel and convey Cooper’s excellence in delivering advanced care across a number of specialties. This was never going to be your typical lifestyle campaign. It was important to differentiate Cooper from the plethora of community hospitals in South Jersey, while working to elevate Cooper’s stature to the level of its Philadelphia competitors. Our solution was the Numbers Campaign. Below I’ll share with you a small sample of the ads involved in the campaign, but please know that this also includes an entire referring physician marketing program, online advertising, radio, transit, and much more.

Admittedly I come into this with a bias, but if you’re not familiar with Cooper, it is a singularly amazing organization. Based in Camden, New Jersey, they have built a medical center and health system that any community in America would love to have. Their patient pavilion is one of the most amazing healthcare facilities I’ve ever visited. Not to mention the fact that they have one of the leading Trauma programs on the East Coast. Their commitment to bringing the highest quality care to the people of the region is absolute.

Here are a few of the ads from the new “Numbers” campaign:

Post by Dan Dunlop, The Healthcare Marketer

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As you might expect, I have Google Alerts set up for my firm’s clients. On May 30th I received a number of Google Alerts for Cooper University Hospital (Camden, NJ). The AP had picked up a story about a former patient at Cooper, a swine flu survivor, who decided to have her wedding in the hospital’s chapel. But wait, the story gets better.

Not only did Elise Rector spend 108 days at Cooper, fighting for her life, but she found out upon admission that she was 36 weeks pregnant. Wild! The baby is now 7 months old. Elise was unconscious when the baby was born.

“I literally had five minutes to take it all in and then I was sedated. I didn’t get a chance to tell Vince or anything. I woke up two and a half months later and they told me I had a baby girl.” (Source: The Associated Press)

This is an amazing story. Elise, suffering from acute lung failure, was transferred to Cooper University Hospital and put in a medically induced coma. And months later, on May 30th, she was married in the hospital’s chapel.

Check out the story online at  http://tinyurl.com/25ealco.

Post by Dan Dunlop, The Healthcare Marketer

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