Rees T
Profiles Healthc Mark. 2001 Jan-Feb;17(1):1, 3-6.
The nation's hospitals and medical centers are enjoying the legacy of TV audiences' addiction to medical dramas. Cable television has met the challenge with documentary coverage of real live hospitals. The medium offers many benefits and few disadvantages for those marketing managers with the courage to welcome camera crews. Lynn Hopkins Cantwell is director of public relations and marketing for Children's National Medical Center, Washington, D.C., which was covered in a seven-instrument "Lifeline" documentary for the Discovery Channel. James G. Gosky is director of communications for The MetroHealth System, Cleveland, which was the subject of two installments of "Trauma: Life in th ER," produced for the Learning Channel. These marketing pros describe the myriad details they faced when their respective hospitals went "on camera." Among the key factors were good communications with all constituents, attention to detail, and follow-up.
美国的医院和医疗中心正受益于电视观众对医疗剧的痴迷。有线电视通过对真实医院的纪录片报道应对了这一挑战。对于那些有勇气迎接摄制组的营销经理来说，这种媒介有诸多益处，弊端却很少。林恩·霍普金斯·坎特韦尔是华盛顿特区儿童国家医疗中心的公关和营销总监，该中心在探索频道一部长达七集的“生命线”纪录片中得到了报道。詹姆斯·G·戈斯基是克利夫兰地铁健康系统的公关总监，该系统是为学习频道制作的两集“创伤：急诊室的生活”的主题。这些营销专家描述了他们各自医院“上镜”时所面临的无数细节。其中关键因素包括与所有相关方的良好沟通、注重细节以及后续跟进。
