In late 1999, a major flu epidemic sent thousands to emergency rooms around the country. Among the medical facilities hit hardest was Detroit Medical Center (DMC), a seven-
hospital system that had its five emergency rooms filled to capacity for 45 consecutive days. The flu epidemic put the hospital's reputation as a community caregiver on the line
and taxed its financial resources, particularly since many who ended up in the ER were uninsured.
A private entity, DMC is often used as if it were a public health department since Detroit does not have a public community hospital, says DMC Media Director Howard Hughey, an
account executive at the hospital's PR agency of record, Seyferth Spaulding Tennyson. "The mission is to provide healthcare to any and all who come through their doors."
Fearing dire predictions of a repeat epidemic from the Centers for Disease Control, the DMC sought preventive measures to contain infection in the surrounding community. Flu
vaccinations were hard to come by due to a nationwide shortage but the hospital managed to score 5,000 extra vials of serum from a pharmaceutical company in October. Determined to
vaccinate free of charge those most susceptible to the bug, senior citizens, the DMC and its agency team worked up a plan to draw these individuals and their family members to
hospital outpatient centers. There, they would distribute educational materials, garner media interest and build community awareness about the treatment and prevention of
influenza.
In the end, the campaign cost roughly $16,000 in out-of-pocket expenses (including the cost of the vaccinations) but was well worth the investment, considering the DMC provides
about $200 million per year in uncompensated care to the uninsured. "If a person is admitted to the hospital with the flu, one day's stay is $1,300," notes Hughey, adding that
seniors, who face a higher risk of contracting the flu, are more likely to be uninsured. "A shot, by comparison, costs less than two dollars."
Worth a Shot
Armed with its bonus supply of flu serum, the team orchestrated a one-day event that would bring city residents, and seniors in particular, to 14 outpatient locations for free
flu shots on December 19. The "Big Shot" event, as it was called, would not only preempt a sequel to the previous year's outbreak, but also shore up the DMC's reputation as a
dedicated community partner. To galvanize media support, press alerts and PSAs were distributed to local radio, television and newspaper outlets, emphasizing that older residents
were especially at risk.
Flyers announcing the "Big Shot" event also were distributed through senior centers, nursing homes, retirement communities, churches and neighborhood centers. Many facilities
responded by organizing free shuttles that would take seniors to vaccination locations.
Inside its hospitals and clinics, the DMC also leveraged its internal electronic newsletter to reach employees with aging parents who might wish to take advantage of free
immunizations.
Effective Treatment
The day before the event, every broadcast station in town announced that the DMC would be doling out free flu shots. The next day, radio station WWJ-AM950 (the largest talk
radio station in the metro area) broadcast live from 14 outpatient locations administering vaccinations. Three of the city's four TV stations also reported live from immunization
sites, interviewing DMC doctors and nurses. Each "Big Shot" location provided brochures and DMC medical staff offering tips about prevention and treatment of influenza. Mini
seminars conducted at each site focused on issues such as healthy diet and telltale symptoms.
The first community member to receive a free immunization was a 101-year-old woman. Of the 3,600-plus people who subsequently received free vaccinations and educational
handouts during the day, Hughey estimates 65% were seniors.
"The key to this program was education," Dr. Arthur T. Porter, president and CEO of the DMC, declared in a release. "The more we can teach people about how to maintain good
health, the better we are doing our job." The DMC plans to repeat the program during flu season later this year.
(Howard Hughey, DMC, 313/578-3800, [email protected])
Flu Basics
Flu season typically spans September to December. Individuals most at risk include seniors, patients with chronic pulmonary or cardiovascular disease (such as asthma), pregnant
women and those undergoing medical care for chronic metabolic diseases such as diabetes.
Campaign Vitals
Campaign Time Frame: 3 weeks (from planning to completion), late Fall 2000.
Key Players: Ginny Seyferth, acting senior VP of PR and marketing for DMC and principal, Seyferth, Spaulding Tennyson; Howard Hughey, account executive and media director for
DMC; Christopher Tennyson, principal; Karen Baker, account executive.
Budget: Roughly $16,000 out-of-pocket (not including agency retainer): about $10,000 for 5,000 shots; $6,000 for brochure printing, press release distribution and other
logistical costs.
Other Seyferth Clients: McDonald's Restaurants, Taubman Centers, Bissell, Blue Cross Blue Shield of Michigan.
Agency Founded: 1984
Agency Locations: Grand Rapids and Detroit
Agency Contact: (Detroit) 313/393-7890, http://www.seyferthpr.com