|
|
|
GIA 2003 Excellence Winner
|
Phyllis Fisher, Director of Public Relations, and
Nan Myers, Medial Relations Representative
|
Special Projects or Programs - Public Relations
Thomas Jefferson University Hospital
Public Relations Campaign for Live Cardiac Brachytherapy Webcast
To highlight its expertise and innovative leadership in heart care in
a fiercely competitive market, Thomas Jefferson University Hospital in
Philadelphia presented a Webcast of a live cardiac brachytherapy procedure.
The Webcast was primarily targeted to people who have the potential to
become patients and who more and more make their own health-care decisions.
To ensure the largest possible Webcast viewership, a massive local public
relations campaign that generated
coverage on all the network television affiliates as well as community
newspapers and magazines
was undertaken, separate from paid marketing efforts that were focused
on reaching the
physician audience.
Goals
- Increase awareness of Jefferson's heart care expertise among potential
patients and
referring physicians.
- Increase number of patients having interventional cardiology procedures
at Thomas Jefferson
University Hospital.
Results
- 7,384 viewers watched the live Webcast, which was four times higher
than the previous
webcast on October 23, 2001.
- 312 physicians took advantage of the CME offering.
An additional 2,859 people viewed the archived version of the Webcast
(without obtaining CME credit) after the live event.
- The number of cardiac brachytherapy procedures performed at the hospital
more than
doubled in the six-week period immediately after the March 5, 2002 Webcast.
- Webcast vendor noted that the viewership for Jefferson's Webcast topped
their October
Webcast from the CDC regarding anthrax by 50 percent.
Contact: Nan B. Myers, Media Relations Representative, (215) 955-6300;
nan.myers@mail.tju.edu
|
