John Hopkins Medicine Communications and Public Affairs
"Johns Hopkins Medicine: Communicating 24/7"
ABC-TV News had come to Johns Hopkins with a proposal to
produce a television documentary series based on a three month
taping of their hospital. Johns Hopkins then developed a plan
to promote and handle the publicity from this program. Communicating
24/7 allowed Johns Hopkins to leverage all of its public relations
areas and develop a total program for serving workforce recruitment
and retention, alumni, donor and government relations, patient
recruitment and develop a Web site.
Goals
- Demonstrate to a vast audience how academic medical centers
train doctors and produce care
- Use the program to educate audience on the challenges
confronting academic medicine
- Gain greater visibility for Hopkins' leaders
- Recruit employees in short supply, particulary nurses
- Convince multiple internal groups to work together to
improve the Hopkins Medicine Web site to enhance patient
recruitment
Results
- More than 10 million viewers watched each episode of "24/7"
- Hopkins Web site had over 35,000 visitors, with more than
210 online appointments being made
- Key Hopkins personnel made apearances on Nightline and
met with most major media
- The Washington Post and New York Times wrote articles
on Hopkins "24/7"
- Oprah! dedicated an episode to Hopkins and key issues
- Almost 100 people inquired about how to become a nurse
- Johns Hopkins has received over 375 resumes
Contact
Elaine Freeman, Executive Director
(410) 955-3194
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