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Posts Tagged ‘cooper university hospital’

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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I often write posts about hospitals and institutes, but the truth is that it’s the people who make these organizations special. If the hospital has incredible technology, it’s because someone fought for the budget to purchase that technology; It’s because someone had a vision! And I really do meet some incredible people as I visit hospitals and medical centers around the country: oncologists, thoracic surgeons, neurosurgeons and some amazing marketers. However, very few of them rival the energy and enthusiasm of Louis Evangelista, the Assistant Vice President of the Cooper Neurological Institute.

Cooper University Hospital just became one of my firm’s newest clients, so my team and I have been spending a lot of time immersing ourselves in their organization. On Thursday and Friday of this week we toured the Cooper Bone & Joint Institute, the Cooper Heart Institute, the Cooper Digestive Health Institute, the Ripa Center for Women’s Health and Wellness, and we ended our visit with a tour of the Cooper Neurological Institute. It had been a long two days but ending the visit with Louis Evangelista was perfect planning. His pace (fast) and energy (unlimited) made for a lively tour. And his Cooper Neurological Institute is impressive, to say the least. (Louis is on the right side of the photo standing next to me. He got the scrubs while I got stuck with the bunny suit!)

In many respects, the Cooper Neurological Institute is Louis’ baby. Louis worked for years to make the Institute a reality. Today, in its spectacular new 11,500 square-foot facility at Three Cooper Plaza in Camden, New Jersey, the Cooper Neurological Institute is a shining example of the leading programs across the country that now offer a multidisciplinary approach to care, allowing patients to see an entire team of specialists, all in one location. One of the most progressive patient and family-centered neurological centers in the region, the Institute offers the most advanced system on the East Coast for noninvasive treatment for brain disorders. Warren Goldman, M.D., Ph.D. is the Director of the Cooper Neurological Institute and Chief of the Department of Neurosurgery.

The folks at Cooper have both Cyber Knife and a Gamma Knife technology. What’s more impressive is that they have the newest generation of Gamma Knife® – Perfexion™. Perfexion allows treatment of a wider range of targets faster and more efficiently than ever before. Only a handful of hospitals on the East Coast have this leading edge technology. Cooper was among the first in the country to acquire it. For those of you not familiar with the Gamma Knife, it is dedicated to the treatment of patients with brain disorders such as cancers and tumors, vascular abnormalities, functional disorders and ocular disorders. It’s a radiosurgery medical instrument that uses 192 precisely targeted beams of gamma radiation to painlessly treat the specific area with minimal effect on the surrounding healthy tissue. What this means for the people of South Jersey is that there’s no need to travel to Philadelphia for Gamma Knife treatment; the leading edge technology is right there is in Camden!

Hearing it from me is not the same as hearing it from Louis. The next time I’m there I need to record him using my Flip video camera. If you’d like more information about Louis’ baby – the Cooper Neurological Institute, go to http://tinyurl.com/yb6tml9.

Post by Dan Dunlop, The Healthcare Marketer

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Yesterday I came across an article in Managed Healthcare Executive Magazine titled “Green initiatives growing among healthcare facilities.” Lately I’ve been writing a lot about the green movement in healthcare, or as I prefer to call it, the healthy hospital movement. It’s wonderful to see hospitals working to develop healing environments that are both healthful and that help to sustain your spirit. I recently posted about my trip to Cooper University Hospital in Camden, NJ.  In the lobby of their Pavilion, there is a huge atrium with a wall of live Bamboo trees, several light features, comfortable (non-institutional) seating, and wireless Internet access for guests. Those are all elements that make the visitor’s experience less stressful and more pleasant. The message to hospitals today is simple: Healing environments should no longer have a cold, institutional feel.

Here’s the opening blurb from the Managed Healthcare Executive Magazine article:

“From Recycling and waste management programs to nontoxic paint and permeable pavement, hospitals across the country are implementing green initiatives to produce healthier environments for patients and staff, which they say saves not only energy, but money.” (Source: Managed Healthcare Executive Magazine, January 2010)

The article goes on to give a few examples of healthcare facilities who have jumped on the sustainability bandwagon. One of the organizations featured happens to be one of my firm’s clients: The East Carolina Heart Institute at Pitt County Memorial Hospital in Greenville, North Carolina. They are part of University Health Systems of Eastern Carolina. You can find the article online at http://tinyurl.com/ya6ecl6. Here’s part of what the article had to say about the Heart Institute:

“The East Carolina Heart Institute, which is attached to the Pitt County Memorial Hospital in North Carolina, has implemented both green and general health ideas into its structure, including ergonomic equipment, natural light and an energy efficient utility plant.

The structure has only been open for a year, but was built with energy efficiency in mind, according to Brian Floyd, executive director of the Heart Institute. It also contains recycled materials in the carpet as well as in bathroom, kitchen and ceiling tile.

Natural lighting is one feature that overlaps in the green movement and healthy hospital movement. An effort was made to light the Institute with large windows in patient rooms, physician work areas, waiting rooms, lobbies and cafes.” (Source: Managed Healthcare Executive Magazine, January 2010)

If you’d like to learn more about the healthy hospital movement or the East Carolina Heart Institute’s sustainable practices. I recently wrote an article about this subject for the Alternative Health Journal. You can find that article online at http://tinyurl.com/ybg9csp.  It details the work done by Lexington Medical Center and The East Carolina Heart Institute to create healthy environments for patients, visitors and employees. This is definitely a hot topic.

Post by Dan Dunlop, The Healthcare Marketer

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I’m fortunate in my line of work to have the opportunity to visit medical centers across the country. For the last two days I’ve been in the Delaware Valley doing consumer research in the Philadelphia and South Jersey market. Yesterday my team and I did one-on-one consumer intercepts asking area residents about their perceptions of healthcare providers in the region. We also conducted a focus group with an incredible collection of female healthcare decision-makers. They were remarkably well informed and demanding!

I’ve spent most of today visiting Cooper University Hospital at their health sciences campus in Camden, New Jersey, just across the river from Philadelphia. Camden is a city that is slowly being revitalized, thanks in large part to Cooper’s commitment to growing its health system and medical school in Camden. Cooper is arguably the leading hospital in South Jersey.

Spend just a few moments in its new $220 million patient pavilion, and you’ll quickly understand that Cooper and its board of trustees have driven a stake in the ground; although they already have an exceptional health system with centers of excellence in heart, cancer, orthopedics and neurosciences, they have committed themselves to building a 21st century university hospital that will rival anything across the river in Philadelphia. That’s what I call driving a stake in the ground! And let me tell you, there are some exceptional healthcare providers in Philadelphia, beginning with Penn Medicine (University of Pennsylvania Health System) anchored by the Hospital of the University of Pennsylvania. Penn was ranked 8th overall on the U.S. New & World Report Best Hospitals list for 2009-2010  As if that’s not enough, Philadelphia is also home to the Thomas Jefferson University Health System and Thomas Jefferson University Hospitals. These are truly world class organizations. And one day Cooper plans to rank among them. Interestingly, having met the folks at Cooper and seen what they’ve already accomplished, I believe they will do it.

Another tidbit about the Delaware Valley: Within a 100-mile radius of Philadelphia is the nation’s largest concentration of health care resources with 373 physicians per 100,000 residents in the Greater Philadelphia region. When one looks at the excellence within various specialties, the competitive landscape within Philadelphia and the Delaware Valley becomes even more complex:  Think of the Fox Chase Cancer Center and Children’s Hospital of Philadelphia (CHOP).

One remarkable part of my visit to Cooper was eating an early lunch in their Oasis Restaurant. The food was the best I’ve had on this trip and the service was impeccable. This is a restaurant located in a hospital! The wait staff kept checking in on me, and truly worked as a team. They all seemed to take ownership of me as a customer.  As I was leaving the restaurant, the waitress noticed that I was carrying a nearly empty water bottle, and she offered to fill it up for me. That is customer service! The restaurant is located right off the lobby of the patient pavilion, and provides easy access for visitors to the hospital as well as staff. I noticed several members of the medical staff having lunch at a table next to me.

If you want to see a healthcare brand on the rise, check out Cooper University Hospital at www.cooperhealth.org. They have a remarkable story to tell.

To close, here are a couple more photos from my visit to Cooper.

Post by Dan Dunlop, The Healthcare Marketer

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