CT woman puts heart into new campaign Heart patient promotes Bristol Hospital s cardiac center

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1 The latest trends in healthcare advertising May/June 2007 Vol. 23 No. 3 FEATURES Ad talk 1, 3 6 CT woman puts heart into new campaign Features gallery 8 11 Partnership with pro football s Colts promotes active lifestyles for kids Market notes Index to this issue 31 Submission form 32 DEPARTMENTS Campaign spotlight The Cancer Treatment Centers of America launches TV spots featuring cancer survivors Pediatric campaign Florida hospital creates print/billboard campaign and uses real patients Branding campaign Kansas hospital launches Uncommon Doctors effort Service line campaign NJ health system promotes service lines A HealthLeaders Media publication Ad talk CT woman puts heart into new campaign Heart patient promotes Bristol Hospital s cardiac center In March 2005, Judy Murrone had a heart scare. With a family history of heart disease, she took all of the precautions and left work in an ambulance for tests, all of which came back negative. It wasn t a heart attack, but the pain was real. Murrone s doctor at Bristol (CT) Hospital pushed for tests to discover the cause of her pain. Those tests led to the necessary quadruple heart bypass surgery that saved her life. Realizing the compelling nature of Murrone s story, the 134-bed, full-service hospital decided to highlight her in its outdoor campaign featuring real patients. Mary Pat Caputo, Bristol s public relations and marketing director, says the hospital used this approach to try to connect to the mainstream public and give the hospital s image a personal touch. Creating the campaign In this highly competitive marketplace, Bristol Hospital needed a new edge over the competition. The idea to use actual patients surfaced during one of the communication department s monthly brainstorming sessions with a committee made up of hospital board members, employees, and volunteers. I really have to give [credit for] the creation of the This is my hospital campaign to our committee, Caputo says. Through brainstorming sessions and countless meetings, this program was created internally, and we are really happy with the outcome. The This is my hospital campaign is a series of billboards featuring real patients, designed to promote the multiple service lines offered at Bristol. The series debuted in September 2006 with a message about the hospital s pediatric care, followed by ads about the facility s maternity unit, and then cardiac care. Those last ads feature Murrone. continued on p. 3

2 Cover story CT woman puts heart into new campaign Industry briefs In March 2005, Judy Murrone had a heart scare. With a family history of heart disease, she took all of the precautions and left work in an ambulance for tests, all of which came back negative. It wasn t a heart attack, but the pain was real. Murrone s doctor at Bristol (CT) Hospital pushed for tests to discover the cause of her pain. Those tests led to the necessary quadruple heart bypass surgery that saved her life. p. 8 Partnership with pro football s Colts promotes active lifestyles for kids What child living in Indiana wouldn t want the chance to run onto the Indianapolis Colts field and retrieve the kicking tee after the team s first kickoff of each home game? Banking on that notion, St. Vincent Health, a 16-facility health system and Indiana s largest, decided to partner with the professional football team in the St. Vincent Colts Kickoff Kid campaign. p. 12 Campaign spotlight Featuring real cancer survivors, the Cancer Treatment Centers of America has launched an impressive national television campaign to raise awareness of its four flagship treatment centers in Illinois, Oklahoma, Pennsylvania, and Washington. The TV ads feature real patients and their families who have overcome cancer through treatment at one of the hospitals. p. 18 Pediatric campaign p. 21 Branding campaign At The University of Kansas Hospital, 2007 marked a new year and a new advertising strategy. The branding campaign "Uncommon Doctors" continues to raise awareness of the hospital's role as the region's premier academic medical center. But this time, the hospital is using its own doctors in the marketing collateral. p. 26 Service line campaign As a health system with four facilities throughout New Jersey, Virtua Health launched a campaign branding all of the hospitals together through promoting their service line of excellence by featuring actual patients who have just been treated for that very aliment at that facility. The campaign boasts print ads both indoor and outdoor as well as TV spots that are currently running statewide. The Arnold Palmer Hospital for Children in Orlando, FL, has 98 beds in its pediatric ward. To maintain its image in the Central Florida region as a top-notch children s hospital, the facility recently launched a marketing campaign aimed at generating more awareness by using real child patients in its campaign collateral. The print ads give a detailed description of the child featured in the ad and how the hospital successfully cured his or her illness. The billboards simply feature happy children doing what they do best: playing. All of the ads tout the campaign s tagline, Built for kids. 2 Healthcare Advertising Review May/June HCPro, Inc.

3 continued from p. 1 New-found stardom a hoot The billboards for the cardiac service line feature Murrone wearing a red shirt and smiling. The tagline reads, My heart, my life, my hospital. They re seen on a rotating billboard around the Bristol region. Murrone, who works locally in the communications department at cable sports network ESPN and as a corporator at the hospital, says that although she s active in the community, it s usually behind the scenes, so this new-found stardom is a change. It s a hoot. This is totally unlike me, she says. But that s why she did it. As you get older, you have to be bolder, she adds. She admits she was stunned when she saw the billboard for the first time. She s gotten calls from friends and family who have seen the ads and says that even strangers sometimes do a double take when they see her. It s definitely taken on a life of its own, but that s okay because this is something I really believe in, Murrone says. It was my way of telling my story and putting people s minds at ease. She was just the type of patient Bristol wanted to feature, says Deborah Bugryn, APRN, director of Heart Works, the cardiac and pulmonary rehabilitation program that Murrone attended. [Murrone] had to be her own advocate. She didn t ignore her symptoms, and she followed the program like a champ, Bugryn says. It s success stories like that that made Bristol decide to use real people, Caputo adds. These are the people in the community, and why not give them a little time in the limelight? And for our maternity unit ads, we also used the real doctors and nurses who delivered the baby seen in the ad, she says. Reactions and results The campaign has boosted the hospital s image not only in the community, but among employees, as well, says Caputo. Big posters of each service line promotion now hang around the hospital on walls, in stairwells, in break rooms, and in elevators. It s so great because our employees are walking around the hospital, getting into an elevator, and seeing their coworkers, Caputo says. It s really boosted morale here, and people just don t stop talking about it. Everyone wants their own poster, so we have a lot of work to do. Caputo doesn t see Bristol taking its marketing strategy in another direction any time soon. I m sure there will come a time when we sit down at a committee meeting and come up with another advertising strategy, but for now, this campaign has set us apart from the competition, she says. We have five hospitals within 20 miles from each other. It s not easy to do, and we have managed to increase our market share. As for what s next for Murrone? The hospital is in talks with her to star in a series of TV spots for the hospital s continued promotion of women s heart health. No other details are available at this time, but Caputo says, This won t be that last time Bristol sees her. She has been so gracious Ad talk lending her image to us, and as long as our consumers respond by taking their heart health seriously, we ll be happy to provide the motivation. Caputo says that although using actual patients in advertising is not unique, her hospital s campaign worked thanks to the patients chosen for the ads. Judy Murrone was a perfect patient to feature in our campaign because she s known in the community and her face just has this familiar look to it, she says. People trust her and people like her. H Bristol Hospital Bristol, CT Beds: 134 Contact: Mary Pat Caputo Agency: In-house Objective: To raise awareness of various service lines offered at Bristol Hospital through using real patients in advertisements. Target: Adults, male and female Media: Billboard, print, internal posters Web site: HCPro, Inc. May/June 2007 Healthcare Advertising Review 3

4 Ad talk 4 Healthcare Advertising Review May/June HCPro, Inc.

5 Ad talk 2007 HCPro, Inc. May/June 2007 Healthcare Advertising Review 5

6 Ad talk 6 Healthcare Advertising Review May/June HCPro, Inc.

7 A D V E R T I S E M E N T You are here. We re here to help. Ready to snap? Think of us as tension-relievers. Aloysius Butler & Clark is one of the nation s leading healthcare-focused advertising agencies. We specialize in meeting tight deadlines and tackling tough challenges. Contact Paul Pomeroy at (302) or ppomeroy@a-b-c.com to learn how our fresh perspective can benefit you HCPro, Inc. May/June 2007 Healthcare Advertising Review 7

8 Features gallery Partnership with pro football team promotes active lifestyles for kids, raises awareness through PR Indiana hospital launches St. Vincent Colts Kickoff Kid campaign What child living in Indiana would not want the chance to run onto the Indianapolis Colts field and retrieve the kicking tee after the team s first kickoff of each home game? Banking on that notion, St. Vincent Health, a 16-facility health system based in Indianapolis and Indiana s largest, decided to partner with the professional football team in the St. Vincent Colts Kickoff Kid campaign. The campaign encourages good childhood health and wellness through exercise and nutrition, and gives children in Indiana the chance to be the Kickoff Kid who runs onto the field and retrieves the tee after the first kickoff by the Colts. Creating the campaign The campaign launched in June The strategy of using real St. Vincent patients in the marketing efforts and creating a program designed for potential child patients came from years of employing more traditional advertising that didn t generate much publicity, says Anjie Britton, executive director of public relations and communications at St. Vincent s Indianapolis Hospital and team leader of the campaign. We came up with this campaign during marketing meetings, and we knew that to raise enough awareness of our health system and focus it around children s health, we had to go big, Britton says. And if you live in Indiana during football season, you don t get any bigger than the Colts. St. Vincent took an integrated marketing approach to ensure that every child in the state had a chance to enter this contest and to get the word out about the campaign and contest. To get it started, the health system used actual patients in its print marketing collateral. Hollie Adams, system marketing consultant and a member of the team that created the campaign, says using real pediatric patients helped the campaign get off the ground and garner publicity for the statewide effort. We realized that some of our patients here aren t able to get out on the field and retrieve the kickoff [tee], so we wanted to get them involved in a different way to help us promote our message, Adams says. The health system didn t stop with the print collateral. Managed by the hospital s marketing staff, St. Vincent Health and the Colts set out on a statewide press tour in August 2006, appearing at dozens of community events. Kids came out in droves, Britton says. Not surprisingly, parents were almost more excited than the kids. This is a popular sports team, and the winning kid not only got to retrieve the first kickoff [tee] on the field, but the entire family was able to watch the game from premier seats. On top of that, Peyton Manning, the Colts quarterback, recorded a 30- second radio spot highlighting the effort and encouraging kids to enter the contest. Additionally, all Colts season-ticket holders received newsletters and s 8 Healthcare Advertising Review May/June HCPro, Inc.

9 with information about the campaign and materials about St.Vincent s Health all of which featured actual patients at St.Vincent s pediatric care. The buzz of the campaign did not end at the doors of the various health system hospitals. Internally, the staff, physicians, and of course all of the young patients at St. Vincent s hospitals loved the campaign. Adams says each winner was announced the week prior to the Colts home games via an internal communications video feed. That meant all employees and people at the hospitals heard the winner s name firsthand before it was announced statewide. This was just a nice touch because it really made all of the kids stuck in bed feel like they were a part of the external portion of the campaign, Adams says. And of course, we held the press conference here at our headquarters in Indianapolis when we launched, so Peyton Manning and the Colts coach,tony Dungy, made their way around the pediatric ward.we have it all on tape, and we are going to use it as a promotional video for the 2007 phase of the campaign. Retrieving results Partnering with the Colts was a great direction to take the effort and a great way to get people parents and children alike interested in the campaign, but meant there would be heavy media coverage and lots of print exposure, Britton says. Any time you partner with a professional sports team like the Colts, you have to be ready for the onslaught of media attention from the press, he says. Then you multiply it times 100 when you have a shot at the Super Bowl and a media-darling quarterback like Peyton Manning, and you pretty much just sit back and watch Features gallery the campaign take on a life of its own. Since the launch of the Kickoff Kid campaign, the entire St. Vincent Health brand has evolved into one with more heart and lust for life. Our feedback has never been this positive and high in terms of survey responses and just general s and phone calls from people across the state, Britton says. Our survey results found that 30% of participants heard about our campaign from our community events, and 15% from St. Vincent s Health. I attribute that number to our employees and satisfied patients. Rounding out the survey results, 11% responded to the campaign from media placements (newspaper and TV), 9% from Colts mailings, and 7% from radio spots. Word of mouth and during-game advertising rounded out the remaining percentages. H 2007 HCPro, Inc. May/June 2007 Healthcare Advertising Review 9

10 Features gallery 60-second radio spot Peyton Manning: Hey kids, it s me, Peyton Manning. Ever wonder what it feels like to be out on the field during a Colts game? It s pretty exciting. This season, the Colts are teaming up with St. Vincent to provide kids with the once-in-a-lifetime opportunity to be a part of the game. One lucky winner will be selected as the official St. Vincent s Kickoff Kid for each home game. Winners will get to retrieve the tee after kickoff and receive four free tickets to the game. If you are between the ages of eight and 12, have your mom or dad help you register online at stvincent.org. Good luck! St. Vincent Health Indianapolis Beds: 215 Contact: Hollie Adams Agency: In-house Objective: To grow a successful partnership and increase awareness of St. Vincent Health in Indiana. The program s goal is to educate children about the importance of leading active lifestyles. Target: Parents, caregivers, children aged eight to 12 Media: TV, radio, print, special events Web site: 10 Healthcare Advertising Review May/June HCPro, Inc.

11 Features gallery Television spot St. Vincent Kickoff Kid TV promo In this video shown in statewide markets to promote the Kickoff Kid campaign, viewers see quarterback Peyton Manning and Colts coach Tony Dungy teaching the kids how to properly hold and throw a football. The TV promo also includes clips from a press conference that was held at St. Vincent Health in July HCPro, Inc. May/June 2007 Healthcare Advertising Review 11

12 Cancer Treatment Centers of America In 2006, Cancer Treatment Centers of America launched an aggressive television campaign to raise awareness on a national level of the organization s four hospitals across the country that are committed to providing state-ofthe-art cancer treatment to anyone, from pediatrics to senior citizens. With hospitals in Oklahoma, Pennsylvania, Illinois, and Washington, Cancer Treatment Centers of America prides itself on its use of every treatment option available to patients, from radiation and chemotherapy to spiritual work and mind-body methods. All of the 21 television spots feature actual cancer survivors and previous patients of the treatment center. The spots vary from 120 to 10 seconds and highlight different kinds of cancer. The TV ads take a look into the lives of patients and their families without getting too personal. Some spots also feature the patients with their real physician. The spots can currently be seen across the nation in network and cable markets. H Cancer Treatment Centers of America Schaumburg, IL Beds: n/a Agency: Integrated Media Solutions, New York City Objective: To raise awareness of the cancer center s image as a place of wellness Target: Adults, male and female Media: Television Web site: 12 Healthcare Advertising Review May/June HCPro, Inc.

13 10-second television spot Loretta Swan Loretta Swan: I believe where there s life, there s hope. They are going to do everything they can to help you get through this. You have got to turn into the biggest fighter you ve ever been in your life HCPro, Inc. May/June 2007 Healthcare Advertising Review 13

14 120-second television spot Peggy Kessler 14 Healthcare Advertising Review May/June HCPro, Inc.

15 Peggy Kessler continued Peggy Kessler: The doctor said to me, Peggy, you don t understand. Pancriatic cancer is inoperable and incurable. Then he says to me, Well Peggy, you ve got two months to live. It was like he was telling me to go to the store; there was no compassion. It was heartbreaking. My life was an hourglass, I was home laying on the couch just dying. My sister Pam called the Cancer Treatment Centers of America. When I got there I knew I was going to be cared for. I met with the doctor after the tests were done and said, How long do I have? And he looked at me and he said, Peggy, we did a lot of tests on you and I never saw one thing stamped on the bottom of your foot that said you were going to die in two months. You have no expiration date. And I thought, wow! Announcer: Cancer Treatment Centers of America is unlike any other cancer hospital full of hope, committed to your fight. We use every weapon surgery, chemotherapy, radiation, nutrition, spiritual support, and mind-body medicine. We surround you with a real team working together all under one roof. Peggy: Each time I went back to the Cancer Treatment Centers of America I responded better, my tumors were shrinking. I came in September again, and they couldn t see anything. I said, You re kidding me! We ll see how it goes. We ll keep testing, but we can t see the tumors anymore. Announcer: Please call the number on your screen to receive a packet with information on the cancer centers and a DVD with valuable information. Peggy: It s really unbelievable how one doctor can tell me I have two months to live, and then I go to the Cancer Treatment Centers of America and they save my life. Hope is everything. Announcer: Don t give up. Your fight is our fight. Call us today HCPro, Inc. May/June 2007 Healthcare Advertising Review 15

16 120-second television spot Laurita, Chuck, Jeff 16 Healthcare Advertising Review May/June HCPro, Inc.

17 Laurita Payton: My arm was actually of no use to me because the tumor was so huge. It was so painful. The doctor came out and told me that I was going to lose the limb. Jeff Felchner: It s pretty rare for someone as young as me to get Hodgkins disease. You start to think, am I going to be here next year? Will I have more time with my family? And that part was really hard. Ann Glenn: The doctor said, I d like to have his pastor, his wife, and his two best friends present, so we knew we were about to hear pretty bad news. There was very little hope given to us. Laurita: I didn t want to go through with that, so I decided not to be treated. I basically wanted to die. I chose death. Ann: We saw an ad on TV for Cancer Treatment Centers of America, and when I called them, I was really surprised that they were so quick to help us. Jeff: The second I walked through those doors I knew that this was the place that I wanted to be. If it wasn t for their kindness and giving, it would be unbearable to go through something like this. I honestly don t understand how people who don t get the kind of treatment I did are able to handle it. Ann: We were looking for medical care that would help us fight cancer, not manage it, but actually fight it and beat it, and that s what we found. Laurita: When I met Dr. Schmidt, he actually told me, come on, you re a fighter. So I decided to have my arm amputated. Chuck Glenn: So I said, let s just do it. And let me go on with my life. Announcer: Cancer Treatment Centers of America is unlike any other cancer hospital full of hope, committed to your fight. We use every weapon, surgery, chemotherapy, radiation, nutrition, spiritual support, and mind-body medicine. We surround you with a real team working together all under one roof. Ann: I truly wondered if I would get my husband back from this cancer. And I did because of Cancer Treatment Centers of America HCPro, Inc May/June 2007 Healthcare Advertising Review 17

18 Pediatric campaign Pediatric campaign The Arnold Palmer Hospital for Children in Orlando, FL, has 98 beds in its pediatric ward. To maintain its image in the Central Florida region as a top-notch children s hospital, the facility recently launched a marketing campaign aimed at generating more awareness by using real child patients in its campaign collateral. The print ads give a detailed description of the child featured in the ad and how the hospital successfully cured his or her illness. The billboards simply feature happy children doing what they do best: playing. All of the ads tout the campaign s tagline, Built for kids. 18 Healthcare Advertising Review May/June HCPro, Inc.

19 Pediatric campaign Arnold Palmer Hospital for Children Orlando, FL Beds: 96 Agency: Neathawk Dubuque & Packett, Richmond, VA Objective: To acknowledge all service providers systemwide, from volunteers to leading physicians Target: All hospital employees, regional consumers Media: Print, newspaper and magazine, poster Web site: HCPro, Inc. May/June 2007 Healthcare Advertising Review 19

20 Pediatric campaign These two print ads for the Arnold Palmer Hospital for Children feature two real patients, Lexie and Jessica, respectively. These ads were placed in regional newspapers and magazines. 20 Healthcare Advertising Review May/June HCPro, Inc.

21 Branding campaign At The University of Kansas Hospital, 2007 marked a new year and a new advertising strategy. The campaign "Uncommon Doctors" continues to raise awareness of the hospital's role as the region's premier academic medical center. But this time, the hospital is using its own doctors. The television ads feature real physicians in their working environments. Also featured in a few of the ads is actor Tom Skerritt, who is also the voice for the radio spots. Physician photos and quotes are featured in the print and billboard ads. Additionally, on the Internet, a microsite supports the campaign with photos and video clips of interviews with selected physicians HCPro, Inc. May/June 2007 Healthcare Advertising Review 21

22 Branding campaign 22 Healthcare Advertising Review May/June HCPro, Inc.

23 Branding campaign 30-second television spot Uncommon Doctors Tom Skerritt: Many heart specialists try and treat women with heart problems the same as men. But doctors at academic medical centers are a different breed. By nature they challenge convention. At The University of Kansas Hospital they understand the subtleties of women s heart disease and its dangers. These doctors know exactly what to look for and how best to treat it. If your heart s in trouble, why would you go anywhere else? 2007 HCPro, Inc. May/June 2007 Healthcare Advertising Review 23

24 Branding campaign 30-second television spot Doing it all Tom Skerritt: They look the same, do the same things, speak the same language. But doctors at academic medical centers are as unique as the problems they solve. At The University of Kansas Hospital they run on pure passion. They thrive on solving difficult problems. And when doctors learn from other doctors, it creates an energy that drives them even further... until they find the right answer for you. Why would you go anywhere else? 24 Healthcare Advertising Review May/June HCPro, Inc.

25 Branding campaign 60-second radio spot 60-second radio spot HEART CARE CANCER CARE Tom Skerritt: Tom Skerritt: They all have their medical degrees. They all have doctor in front of their name. But physicians at academic medical centers are different at the very core. At The University of Kansas Hospital, their passion for problem solving drives them to look further, to discover new ways to help their patients. That s very good news for women, because doctors here have a keen understanding of the subtle, deceptive differences in women s heart disease. And they re doing more about it, with a dedicated Women s Heart program. It s lead by teams of cardiologists, men and women who know how to identify women s heart disease and how best to treat it. If you are a woman, why would you go anywhere else? They all know their way around a hospital. And they all want the best for their patients. But doctors who practice academic medicine are as unique as the problems they solve. At The University of Kansas Hospital, it s their intense curiosity that sets these doctors apart, driving them to unlock the mysteries of disease. Among them, top radiologists using technology that s unparalleled in detecting tumors, and physicians and surgeons who take the time to more accurately treat your disease. When these curious minds come together, you ve got the most powerful cancer treatment team in the region on your side. Experts who don t just practice today s medicine, but chart new paths for the future. To schedule a screening, visit uncommondoctors.com. Advancing the power of medicine HCPro, Inc. May/June 2007 Healthcare Advertising Review 25

26 Service line campaign As a health system with four facilities throughout New Jersey, Virtua Health launched a campaign branding all of the hospitals together through promoting their service lines by featuring real patients who have just been treated for those very ailments at that facility. The campaign boasts print ads, both indoor and outdoor, as well as TV spots that are currently running statewide. 26 Healthcare Advertising Review May/June HCPro, Inc.

27 Service line campaign Virtua Health Marlton, NJ Beds: n/a Contact: Grace Alfredo Objective: To raise awareness of the various service lines offered at the multiple hospitals affiliated with Virtua Health. Target: Adults, male and female Media: TV, print, direct mail Web site: HCPro, Inc. May/June 2007 Healthcare Advertising Review 27

28 Service line campaign 30-second television spot Specialized Medicine 28 Healthcare Advertising Review May/June HCPro, Inc.

29 Service line campaign 30-second television spot Doing it all 2007 HCPro, Inc. May/June 2007 Healthcare Advertising Review 29

30 Market notes Special edition creates buzz A special edition of The Fresno (CA) Bee, sold in six California counties on March 26, was expected to raise more than $350,000 for Children s Hospital of Central California in Madera. More than 4,000 volunteers hit the streets in the early morning hours to hawk the special edition Kids Day.The paper cost $1 and featured stories about the hospital and its patients. Now in its 20th year, the special edition has raised more than $2 million for the hospital. Survey: Administrative costs too high Consumers believe that the healthcare industry spends too much on administrative costs, according to a poll taken earlier this year by The PNC Financial Services Group, Inc. One out of every three dollars spent on healthcare in the United States is for administrative costs, PNC s poll says, and most consumers (76%) say that number should decrease to one in 10. Those surveyed also indicated that they would be interested in receiving itemized bills from their providers showing what portion of their cost would be applied to administrative items such as claims and billing. For the study, PNC surveyed 200 hospital and insurance company executives and 1,000 consumers. Cosmetic procedures on the rise Botox isn t just for women anymore. More than 11.5 million cosmetic procedures were performed in the United States during 2006, according to the American Society for Aesthetic Plastic Surgery (ASAPS). That s a 1% increase over 2005, and practitioners say that nonsurgical procedures, particularly among men, are responsible. Botox, an injection intended to eliminate lines and wrinkles on the face, is gaining popularity with men, James Stuzin, MD, FACS, president of ASAPS, told HealthDay. In 2006, 2.8 million women received Botox injections, whereas only 300,000 men did. Following Botox, the most popular nonsurgical procedures for both men and women were the use of hyaluronic acid (to keep the face plump and reduce wrinkles), laser hair removal, and skin resurfacing, according to ASAPS. Weekend patients have higher death rate Heart attack patients admitted to the hospital on the weekend are slightly more likely to die than those admitted during the week, says a study led by New Jersey medical student William J. Kostis and published in the March 15 New England Journal of Medicine. Kostis report was based on data collected from New Jersey hospitals between 1987 and Of the 231,164 heart attack patients who were admitted during that period, 12.9% of weekend admittees died, compared to 12% of those treated during the week. Between 1999 and 2002, 10% of heart attack patients admitted on a weekday were given a same-day angioplasty to open blocked arteries, whereas only 6.7% of weekend patients were offered the procedure, Kostis report said. When given within a few hours of a heart attack, angioplasty can lessen damage to a person s heart and save his or her life. Newsletter will feature immigrants Hanover (PA) Hospital will debut a feature in May in its Spanish-language newsletter that will tell the stories of Mexican women who call the Pennsylvania town home. The new section will be called Ixchel, after the Mayan moon goddess. The newsletter s editor says the goddess name may be used occasionally as a pseudonym for the woman featured if she is not a legal citizen of the United States. Psychiatrist Dr. Carol Vidal launched the newsletter Conectese in It offers Hispanic-friendly job postings, a listing of resources for Hispanics in Hanover, and health information. More than 2,000 copies of the newsletter are printed each month, according to The Evening Sun of Gettysburg and Hanover. The newsletter is distributed to homes, businesses frequented by Mexicans, and workplaces that tend to hire Hispanics, Vidal said. New hospitals have designs on women Two hospitals under construction in metropolitan Detroit exemplify a growing trend in healthcare: catering to women. Women are the leading decision-makers when it comes to healthcare, according to the Michigan Business Review. That s why Henry Ford West Bloomfield Hospital and St. John 30 Healthcare Advertising Review May/June HCPro, Inc.