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Sutter Solano Medical Center

Planning, Development, Marketing and Communications Sutter Regional Medical Foundation Sutter Solano Medical Center. Sutter Solano Medical Center. Sutter Solano Medical Center Brand Image 2006. Campaign to promote hospital services / physicians (August through December):

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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

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