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Stanford Report, May 6, 1998

UCSF Stanford launches ad campaign: 5/6/98

UCSF Stanford launches major ad campaign

UCSF Stanford Health Care launched its first major advertising campaign last week with television and newspaper ads based on the theme "Great Things Happen Here."

Three TV spots, featuring patients treated at UCSF Stanford facilities, will run through the next several months during a range of shows including morning and evening news, daytime soaps, daytime talk shows, syndicated programs such as "The Simpsons" and "Star Trek," and an occasional network prime-time program. The patients profiled represent all four of UCSF Stanford's hospitals as well as adult and pediatric outpatient care.

Print ads are running in Bay Area newspapers including the San Francisco Chronicle, San Francisco Examiner and San Jose Mercury News. The print ads highlight ways in which UCSF Stanford is transforming medical care, with examples in pediatrics, cancer care and cardiac care. The pediatrics ad introduces Lucile Packard Children's Health Services at Stanford and at UCSF.

The purpose of the campaign is to raise awareness of the merged enterprise, Chief Medical Officer Dr. Bruce Wintroub noted in the April 29 edition of Faculty Focus, an online newsletter of UCSF Stanford. During a telephone survey conducted this spring, only 7 percent of consumers surveyed mentioned UCSF Stanford when asked to name health care systems. Most people are aware of the individual hospitals within the system but are not aware that they have come together as UCSF Stanford Health Care, strategists concluded.

The new ads provide a toll-free telephone number for those who want to find out more about UCSF Stanford's physicians and services. Callers will receive information on how to access UCSF Stanford through health plans. Those who ask for a referral at UCSF or Stanford will be given physician names at the requested location. Local callers who don't request a specific site will be referred to the nearest location. Patients calling from long distances will be referred to either UCSF or Stanford on an alternating basis, according to the Faculty Focus article.

The Marketing Department, based at Candlestick Point, will work with the various clinical departments to develop integrated call triaging in the future, the newsletter article said.

Questions regarding the physician referral process may be directed to Barbara Gideon, head of marketing, at (415) 514-4637 or Patty Perry, head of strategic development, at (415) 514-4471. SR