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Sutter Solano Medical Center

Sutter Solano Medical Center

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Sutter Solano Medical Center

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  1. Planning, Development, Marketing and CommunicationsSutter Regional Medical FoundationSutter Solano Medical Center

  2. Sutter Solano Medical Center

  3. Sutter Solano Medical CenterBrand Image 2006 • Campaign to promote hospital services / physicians (August through December): • Advertisements in Comstock Business Magazine, Jazz Festival Programs, Solano County Yearbook, Vallejo Ferry Terminal Kiosk, Vallejo Chamber of Commerce • Direct mail through Welcome Wagon New Homeowners Campaign

  4. Sutter Solano Medical CenterPhysician 2006 • Promoted staff physicians (August through September): • Advertisements in Vallejo Times-Herald, Benicia Herald, Fairfield Daily • Open enrollment activities • Public relations activities

  5. Sutter Solano Medical CenterTargeted 2006 • Coordinate community activities to support the 25th Anniversary of World Aids Day (December): • Advertisements in local newspapers • Flyers to service clubs • Public relations activities • Open house / tours of Cancer Center

  6. Sutter Solano Medical CenterTargeted 2007 • Campaign to promote OB / GYN services to Vallejo, American Canyon and Benicia (April / May): • Targeted direct mail • New OB handbooks • Public relations activities • Lecture by staff OB/GYN specialist

  7. Sutter Solano Medical CenterPhysician 2007 • Campaign to promote orthopedic surgeon John Burton, M.D., Ph.D. (March / April): • Advertisements in Vallejo Times-Herald, Benicia Herald, Fairfield Daily Republic • CME lecture to area physicians • 1:1 physician office visits • Public relations activities

  8. Sutter Solano Medical CenterPhysician 2007 • Campaign to promote Charles Whitehill, M.D., family medicine physician (June through August): • Advertisements in Vallejo Times-Herald, Benicia Herald, Fairfield Daily Republic, Napa Valley Register • Listing in Napa / Solano Medical Society Directory • Public relations activities • Flyers to local service clubs

  9. Sutter Solano Medical CenterPublic Relations 2006 / 2007 • 08/07/06 Too Much for a Child's Backpack? • 09/19/06 Take Our Fall Allergy Quiz • 10/17/06 Choosing the Right Family Physician • 11/30/06 Hospital Recognizes World AIDS Day • 12/04/06 Physician Provides Compassionate Care • 12/04/06 Physician Garners Patient Loyalty • 12/28/06 State-of-the-Art MRI System at SSMC • 01/04/07 Charitable Giving Funds Purchases • 01/12/07 OB Hospitalist Program at SSMC • 02/13/07 Hospital Educates Doctors on New MRI • 02/13/07 Women and Heart Disease • 02/28/07 Facilitate Your Good Health • 03/13/07 Care and Generosity Touches Family • 03/16/07 New Orthopedic Surgeon Builds Friendships

  10. Sutter Solano Medical CenterPublic Relations 2006 / 2007 • 03/19/07 Rapid-Response Program Can Save Lives • 04/02/07 Combining Technology with a Personal Touch • 04/04/07 Good Health Golf Day • 04/17/07 Proactive Measures Ensure "Happy Feet" • 05/02/07 SSMC Receives Full Accreditation • 05/15/07 Healthy Living = Healthy Joints • 06/01/07 SSMC Hosts Women's Health Lecture • 06/11/07 SSMC Improves Quality Ratings • 06/25/07 New Physician Goes the Extra Mile

  11. Community Relations 2006 / 2007

  12. Community Relations • Participation, coordination or attendance at several community health activities: • Community and business building • Financial contributions • Health education / lectures • Professional education • Screenings and health fairs • Support groups

  13. Community Relations 2006 / 2007 • Relay For Life—Vallejo on 08/05/06 • Prostate Cancer Lecture / Screening on 09/07/06 • Solano County Open Enrollment Health Fair on 09/14/06 • Wellness Community’s 5th Annual Gala on 09/16/06 • Health Cares About Domestic Violence on 10/01/06 • Tribute to Seniors on 10/04/06 • Florence Douglas Senior Health Fair on 10/30/06 • Champions for Healthy African Americans on 02/20/07 • Vallejo Chamber of Commerce on 01/19/07 • Champions for Healthy African Americans on 02/20/07 • Professional Hospital Supply on 03/02/07 • Annual Teen Expo on 03/31/07 • 12th Annual Fairfield Suisun Business Expo on 03/26/07 • Over-Flowing Cup Black & White Ball on 04/14/07 • March of Dimes WalkAmerica on 04/28/07 • 7th Annual Healthy People – Healthy Planet on 05/05/07 • Vallejo Tourism Event on 05/16/07 • Skin Cancer Screening Day on 05/15/07 & 05/17/07 • Millennium Wellness Fair on 05/19/07 • Women’s Health Lecture on 06/05/07 • African American Juneteenth Celebration on 06/16/07

  14. Sutter Solano Cancer Center

  15. Sutter Solano Cancer CenterBranding / Promotions 2006 • Branding activities to promote the advanced technologies and compassionate staff (August through November): • Local newspapers • Solano Magazine • Relay For Life Programs • Solano County Year Book • Napa and Solano County Medical Society’s Membership Directory • Comstock Business Magazine

  16. Sutter Solano Cancer CenterPhysician Marketing 2006 • Continuing medical education seminar for area physicians to educate them on the benefits of using radiation therapy (September) • 1:1 office visits to area physicians (August through December) • Direct-to-physician public relations activities (August through December)

  17. Sutter Solano Cancer CenterBranding Promotions 2007 • Identified need to “revamp” marketing promotions for Sutter Solano Cancer Centers (January) • Conducted interviews with key physicians, staff members and administrators and consumer / market research (February) • Compiled results and developed a 12-month, comprehensive branding / targeted marketing promotions plan (February) • Goal to reposition Sutter Solano Cancer Center as the cancer care provider of choice for the region

  18. Sutter Solano Cancer CenterBrand / Image Promotions 2007 • We’ve Changed Cancer Care campaign to re-brand cancer services in the region (March through April): • Direct mail to target demographics • Advertisements in local newspapers and Solano Magazine • Radio promotions (KUIC) • Public relations activities

  19. Sutter Solano Cancer CenterBrand / Image Marketing 2007 • Comfort, Compassion, Care campaign (May through August): • Advertisements in local and regional newspapers and Solano Magazine • Public relations activities

  20. Sutter Solano Cancer CenterBranding Promotions 2007 • Billboard advertisement on Interstate 80, West, before the Interstate 780 interchange (June)

  21. Sutter Solano Cancer CenterTargeted Promotions 2007 • Targeted promotions during Skin Cancer Awareness Month (May): • Public service announcements through local newspaper and radio (KCBS 740 AM; KBLX 102.9; KUIC 95.3) • Newspaper advertisements • Flyers to local service clubs and physicians’ offices • Public relations activities

  22. Sutter Solano Cancer CenterTargeted Promotions 2007 • Targeted promotions activities to promote Cancer Survivors Day and Relay For Life (June through August) • Advertisements in local and regional newspapers and Solano Magazine • Relay For Life Programs • Public relations activities

  23. Sutter Solano Cancer CenterPhysician Marketing 2007 • Physician marketing activities (ongoing): • 1:1 office visits to area physicians (March through May) • Medical Profile in Solano Magazine (June / July) to reintroduce radiation oncologists and the key services provided through Sutter Solano Cancer Center • Collaterals specifically targeted to physicians to encourage referrals

  24. Sutter Solano Cancer CenterQuality Marketing 2007 • Campaign to promote Commission on Cancer of the American College of Surgeons accreditation (August to present): • Advertisements in local and regional newspapers and Solano Magazine • Public relations activities

  25. Sutter Solano Cancer CenterPublic Relations 2006 / 2007 • Know the Facts About Prostate Cancer (09/06) • Sutter Solano Cancer Center, San Francisco Chronicle (11/06) • Radiation Oncologist Patricia Seid, M.D., Helps Cancer Patients in Vallejo (12/06) • State-of-the-Art Radiation Cancer Treatment Improves Quality of Life (01/07) • KDYA 1190 AM The Light, interview with Janice Hoss, director of cancer services and Elizabeth Odumakinde, M.D., medical director of cancer services (03/07) • KUIC 95.3 public service announcements highlighting the technology and physician expertise (03/07) • IMRT, Cancer Center Combines Technology with a Personal Touch, (04/07) • Cancer Center Staff, Technology Make a Difference for a Patient and Her Family (04/07) • SSCC Earns American College of Surgeon's Accreditation (06/07) • Prostate Cancer: Don’t Carry the Worry, health column by Chris Anderson, M.D., radiation oncologist (06/07)

  26. Sutter Regional Medical Foundation

  27. Sutter Solano Medical CenterTargeted 2006 • Open Enrollment Activities (September through November): • Targeted direct mail • Public Relations Activities • Employer outreach (open enrollment) • Community relations (HealthNet) • Physician directories

  28. Sutter Solano Medical CenterTargeted 2006 • Campaign to promote diagnostic imaging (December): • Advertisements in Solano Magazine • Public relations activities

  29. Sutter Solano Medical CenterTargeted 2006 • Campaign to promote primary care at the Vallejo Medical Offices (December): • Advertisements in Solano Magazine • Flyers in clinic areas

  30. Sutter Solano Medical CenterTargeted 2007 • Re-designed Vallejo Medical Offices campaign (March through May): • Advertisements in Vallejo Times-Herald, Benicia Herald, Vallejo Transit • Targeted direct mail • Developed brochures for clinics • Public relations activities • Community relations

  31. Sutter Solano Medical CenterTargeted 2007 • Campaign to promote digital mammography in Fairfield and Vallejo (April / May): • Advertisements in Vacaville Reporter, Vallejo Times-Herald, Benicia Herald, Solano Magazine, The Breeze, The Grapevine, Vallejo Chamber Directory, 95.3 KUIC • Targeted direct mail • Public relations activities

  32. Sutter Solano Medical CenterTargeted 2007 • Campaign to promote Women’s and Children’s Services (June / July): • Advertisements in Vallejo Times-Herald, Fairfield Daily Republic, Vacaville Reporter, Solano Magazine • Flyers distributed to service clubs, schools, senior centers • Public relations activities • Physician lectures (Breast MRI, Hormone Replacement)

  33. SRMF Women’s Health and DI Marketing Projects 2006/2007 • Should I Have a Breast MRI, lecture by A. O. Rawal, M.D., radiologists, on 05/01; 65 community members attended lecture and toured Sutter Fairfield Medical Campus • Women’s Health Lecture, health lecture by A. O. Rawal, M.D., radiologists, and Samuel Santoro, OB/GYN on 06/05; 50 community members attended lecture and toured the Vallejo Medical Offices

  34. Sutter Solano Medical CenterTargeted 2007 • Campaign to promote After-Hours clinics (June / July): • Targeted direct mail to Fairfield, Suisun, Benicia, Vallejo and American Canyon • Developed brochures for clinics • Letters and refrigerator magnets • Public relations activities

  35. Sutter Solano Medical CenterTargeted 2007 • Campaign to promote Eye Care Services (July / August): • Developed brochure for clinics • Public Relations Activities • Employer outreach (open enrollment)

  36. Sutter Solano Medical CenterTargeted 2007 • Open Enrollment Activities (September through November): • Targeted direct mail • Employer outreach (open enrollment) • Community relations (HealthNet) • Public Relations Activities

  37. Sutter Solano Medical CenterTargeted 2007 • Campaign to promote pediatric services (July / August): • Developed collateral to encourage referrals • Community Relations • Public Relations

  38. Questions and Answers