Capital Improvement Projects For Tenet South Florida Hospitals
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Objectives:
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Promote grand openings, launches and expansions at various South Florida hospitals to foster print and television media coverage in English and Spanish.
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Raise awareness among community of expanded services provided at the hospital(s) and demonstrate Tenet South Florida HealthSystem’s financial investment in the region.
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Tie-in media efforts with each individualized hospital’s communications plan.
Approach:
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In conjunction with each hospital’s communications plan, ECA assisted Tenet hospitals in launching expansion programs and the addition of new services such as renovated emergency rooms (Coral Gables, Hialeah Hospital and North Shore), St. Mary’s new obstetrics wing, West Boca’s TenetCare and the arrival of the ECG device at Cleveland Clinic Hospital. Another example was assisting Parkway with marketing its new image campaign, which included various upgrades and renovations. ECA drafted press materials and contacted the media prior to the openings in order to generate interest. Our team also supervised media interviews as well as handled post coverage for the facilities.
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ECA coordinated media placements for the hospitals’ physicians and staff in order to maintain ongoing interest and alert the media of new services and technology. ECA also monitored national stories, trends and journal studies to identify and coordinate media opportunities.
Results:
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ECA was successful in securing extensive television and print coverage in both English and Spanish for the ER renovations at Coral Gables Hospital, Hialeah Hospital and North Shore Medical Center. Coverage for all three facilities collectively included Media One, The Miami Herald Neighbors section, Diario Las Americas and Univision to name a few.
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The firm also secured two television stories for the launch of West Boca’s TenetCare. WPTV-5 covered the opening and ECA placed a feature highlighting the center on WXEL-42’s South Florida Today. The firm also secured extensive coverage on St. Mary’s renovated obstetrics wing, which included stories on WPBF-25, WPTV-5, and The Palm Beach Post. When the ECG technology first arrived at Cleveland Clinic Hospital, ECA secured television placement to alert the community of the expanded service. Coverage included stories on WPLG-10 (ABC) and WTVJ-6 (NBC) as well as Vital Signs and South Florida Business Journal.
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ECA continues to promote new services and expansions at the hospitals, that tie-in with marketing plans. For example, the firm secured a feature in The Miami Herald praising Hialeah Hospital’s food program. As a result, the hospital reported an increase in traffic for its catering. ECA had similar success getting the word out on the hospital’s sleep disorder program, which included extensive pieces in El Nuevo Herald and Opinion del Sur de la Florida. The firm was also responsible for alerting the community about Parkway’s capital improvements project as part of the hospital’s image campaign. Placement included articles in Aventura News and Caribbean Life.
Budget:
Services are part of regular client fees.
