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GIA 2006 Excellence Winner
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Tameka Childs,
Michelle Brennan,
Tricia Bell,
Lisa Paxson,
Paula Wheeler,
Rebecca Stewart,
Nicole Lehman,
Helen Zhou,
Pam Blew,
Michelle Hinshaw,
Elissa Nolan
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Electronic Communications - Audio
University of Pennsylvania Health System
PENN Vital Signs, Season Three – 2004
Penn Vital Signs, a medical television show for consumers, was
developed to promote strategic and unique services and programs
offered by the University of Pennsylvania Health System. UPHS
marketing partnered with a production company to manage the
development of the program, and it negotiated a separate agreement
with local ABC affiliate to promote and air the program. The show
is promoted on our Web site www.pennhealth.com and
VHS copies of all programs are available on request.
Goal
- With more than 100 hospitals in the Philadelphia area, it is a challenge
for hospital marketers to differentiate their organization from the
competition. Because of Penn Vital Signs, UPHS was the first in the
market with this new form of advertising (a competitor launched a
similar program a year after our first season).
Results
- Penn Vital Signs was consistently ranked first in its timeslot when it
aired on the local ABC affiliate; an average of 175,000 households
tuned in to watch each program.
- An average of 50 calls (per show) came to our contact center for
appointment and information requests.
- The online Web chat received an average of 119 questions per show;
the highest was 235 for the bariatric episode.
- This season received an Emmy Award from the Mid-Atlantic
Chapter of the National Academy of Television Arts and Sciences.
Read the full narrative (Word)
Contact: Michelle Brennan, michelle.brennan@uphs.upenn.edu,
(215) 662-2134
Back to GIA 2006 Awards for Excellence Winners
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