“Extensive research has shown that no matter how knowledgeable a clinician might be, if he or she is not able to open good communications with the patient, he or she may be of no help.”
Institute for Healthcare Communications
Communication Services & Expertise
-
Advertising Copy
-
Annual Reports
-
Consumer Tabloids
-
Crisis Communications
-
Dedication/Memorial Programs
-
Direct Mail Communications
-
Staff Empowerment Programs
-
Fund-raising Campaigns
-
Internal Newsletters
-
Magazine Articles
-
Media Relations Management
-
News Releases
-
Press Kits
-
Product Brochures
-
Recruitment and Outreach
-
YouTube Messaging
Subject Specialties
-
Carpal Tunnel Surgery
-
Penile Implants
-
Cosmetic Surgery
-
Podiatric Medicine
-
Diabetes
-
Prostate Cancer
-
Executive Stress Syndrome
-
Osteoporosis
-
Flu
-
Stroke & Rehabilitation
-
Heart Disease in Women
-
Video-Thorascopic Surgery
-
Hospice
Content from Concept to Consumption
Virginia Carnahan
Contributing Writer
Choices Magazine
Virginia Carnahan
Contributing Writer
Short Stories Book
Virginia Carnahan
PR Feature
Business Observer
Virginia Carnahan
Contributing Writer/Editor
Book Editing
Campaigns, Articles, and More
 |  |  |
|---|---|---|
 |  |  |
 |  |  |
Pages from the PR Scorecard: Case Studies
Physician Recruitment
In the late 1980’s when a small-town hospital (North Okaloosa Medical Center in Crestview, FL) faced low patient census, administration acknowledged that they needed to attract additional admitting physician staff to boost the hospital’s occupancy. The task of recruiting new physicians was discussed with executive management, and as director of marketing I was brought in to brain storm.
Crestview is a lovely little community located in the Florida Panhandle, at the intersection I-10 and Florida Highway 85. At the time the population was less than 20,000. It had served as the county seat of Okaloosa County, and was a popular “bedroom” community for Eglin Airforce Base. The hospital was only a few years old, attractive and well equipped.
Unlike other Florida communities, Crestview is not close to a beach, but it is not far. To the east is Panama City, west is Pensacola, and south was Fort Walton Beach and Destin. It was an area of considerable opportunity and low crime. In my opinion, it was prime for young families.
My thought was that if an applicant could “see” Crestview, they might consider it for their medical practice, and their family. I proposed creating a video that would introduce not only the hospital but the community to a potential new admitting physician.
By calling in favors (such as using aerial photography from Gulf Power) and negotiating with a sharp pencil, the project came in at a mere $10,000. A professional announcer was hired, but all other “talent” was provided by actual unpaid hospital staff and visitors.
Within one year, two young family practice physicians were signed at the hospital, and a full-page article in national Healthcare Marketing Report was garnered. (“Physician Recruiting Via Video” September 1989)
When any business reaches a 50th anniversary, it is fitting to acknowledge it. Sarasota Community Blood Bank would reach its Golden Anniversary in 1999, while I was serving as Director of Marketing and Recruitment. It was my job to plan an appropriate recognition.
The mission of blood banking is complicated and difficult to achieve. Blood banks must recruit volunteers year-round to provide a substance that can only come from select donors; that comes in several variations (A, A+, B, O+, O- etc.), that has a relatively short shelf life; and is always in demand. Blood saves lives.
To accomplish these goals, blood banks depend on a high level of awareness of constant need, and developing partnerships with organizations and businesses which will embrace the mission by partnering to help keep the supply of this precious commodity flowing. These “blood drives” are essential to keeping blood available for the community.
Rather than planning one significant 50th anniversary event, I proposed creating a commemorative, keep-sake calendar detailing 50 events in 50 weeks, throughout the entire year, to reinforce the year-round need. A special logo and tagline were chosen: Generous Hearts Saving Precious Lives. Blood drives scheduled by churches, schools and businesses would be designated as 50th Anniversary Blood Drives and highlighted as such in the calendar.
The calendar itself would serve several purposes: it would be attractive enough to hang on the wall all year; it would clearly denote each 50th anniversary “event” with new logo; each month page would contain a paragraph of blood bank history; and each photo page would be overlaid with two “people” photos and a little blood banking fact. A financial donation envelope was bound into the calendar.
This very attractive piece was recognized by both the Florida Public Relations Association and the Florida Association of Blood Banks for its innovative approach and educational components.
Milestone Recognition
Awareness Building
Statistics say that more men are diagnosed with prostate cancer annually than women are diagnosed with breast cancer. Everyone knows what that pink ribbon stands for, but hardly anyone knows that a blue ribbon was designated for prostate cancer awareness. I understand some of why this happens and wanted to help inform the public about the very real threat of prostate cancer in an effort to get more men to have an annual screening exam for it. Early diagnosis is the best way to survive this cancer, like all the other cancers.
Men are really quite different from women (news flash!). They are all born with the belief that they are perfect, super men. They are not indoctrinated into the world of annual doctors’ appointments like women are. A very few have the benefit of “executive physicals.” Those that do submit to these annual exams provided by their employers are the lucky ones who learn about high cholesterol and high blood pressure early enough to take measures to improve their outcomes.
When men reach age 50, they might have a kindly family doctor who mentions that it is time to get a prostate exam. Again, these are the lucky guys who have an opportunity to learn about that mysterious gland located deep in their abdomen that plays a critical role in their sexuality.
For the rest of the guys, they might just go on going on, blissfully unaware until they develop a problem.
I wanted to find a way to at least give all these guys a little education about their prostates and their fate if cancer should find a home there.
For several years our local newspaper had produced a multi-page section in October dedicated to Breast Cancer. It was even printed on pink paper. I approached the paper with a plea for equal attention to Prostate Cancer, suggesting a blue page section in September (Prostate Cancer Awareness Month).
For two years, the Sarasota Herald Tribune and the Bradenton Herald did publish blue sections. I provided all the editorial, as well as purchased a full-page ad.
Unfortunately, these were the beginnings of tough years for the newspaper business. In year 3, there was no Prostate Cancer blue section, explained by low advertising revenue to support the annual outreach. (However, Pink Pages continued for several additional years.)