CAPITAL IMPROVEMENT PROJECTS FOR TENET SOUTH FLORIDA HOSPITALS
CHALLENGE:
Promote grand openings, launches, and expansions at various South Florida hospitals to foster print and television media coverage in English and Spanish.
Raise awareness among community of expanded services provided at the hospital(s) and demonstrate Tenet South Florida HealthSystem’s financial investment in the region.
Tie-in media efforts with each individualized hospital’s communications plan.
APPROACH:
In conjunction with each hospital’s communications plan, EvClay assisted in launching expansion programs and additional 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 ECG device at Cleveland Clinic Hospital. The firm also assisted Parkway with marketing its new image campaign, including various upgrades and renovations. EvClay 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.
EvClay coordinated media placements for the hospitals’ physicians and staff to maintain ongoing interest and alert the media of new services and technology. The firm also monitored national stories, trends, and journal studies to identify and coordinate media opportunities.
RESULTS:
EvClay was successful in securing extensive television and print coverage, in English and Spanish, for the ER renovations at Coral Gables Hospital, Hialeah Hospital, and North Shore Medical Center. Coverage for all three facilities included Media One, The Miami Herald Neighbors sections, Diario Las Americas and Univision.
The firm also secured two television stories for the launch of West Boca’s TenetCare. WPTV-5 covered the opening and EvClay 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, the firm secured television placement to alert the community. Coverage included stories on WPLG-10 (ABC) and WTVJ-6 (NBC) as well as Vital Signs and South Florida Business Journal.
GRAND OPENING OF CLEVELAND CLINIC FACILITIES IN FLORIDA NAPLES & WESTON
CHALLENGE:
Provide media exposure before and during the grand opening of two new technologically advanced, state-of-the-art medical facilities in Naples and Weston.
Foster a positive image of Cleveland Clinic’s doctors, nurses and staff, positioning them as medical experts in health care and as compassionate professionals.
Promote Cleveland Clinic as a superior alternative to cardiac and emergency care, equipped with medical technology, and a medical staff with knowledge not available at other facilities in Naples and Weston.
APPROACH:
Secured and coordinated a media day for facility tours given by physicians and top management. EvClay also opened the facility for one-on-one interviews with television and newspaper reporters to provide an intimate look at the new facility and its physicians and staff.
Drafted press materials and contacted media weeks in advance to announce the new facility and obtain pre-opening exposure.
Promoted and gained media interest for both facilities’ “Open House Community Day” where physicians and nurses gave tours as a means for the community to get acquainted with them.
RESULTS:
Secured extensive positive media coverage on television and print before and during the opening of the new medical facilities in Naples and Weston.
Successful community turnout for the open houses, creating a positive feeling and appreciation for the medical excellence of each facility and its respective doctors and staff.
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