Winner: Siemens Medical Solutions, Coyne Public Relations & Medialink
Campaign: Bringing Healthcare into the 21st Century
The Mission:
To build awareness of the importance of having electronic medical records in hospitals, Siemens Medical Solutions wanted the public to understand the consequences of not having
technology aligned with healthcare. They decided on developing a satellite media tour (SMT) to highlight this issue.
The Strategy:
To leverage its involvement in the annual Health Information and Management Systems Society (HIMSS) conference held this year in New Orleans, Siemens tapped Leslie Hirsh,
president and CEO of the local Touro Infirmary - the oldest, not-for-private hospital in Louisiana - to deliver their message and serve as co-spokesperson for its SMT. With many
of its hospital records destroyed by Hurricane Katrina, Hirsh was in a strong position to advocate for improved technology. Janet Dillon, president of Siemens Healthcare IT
Division, filled the other spokesperson role. The team included LuJean Smith and Kristen Saponaro.
The Execution:
On the third day of the HIMSS conference at the Touro Infirmary, Siemens filmed the SMT with both Hirsh and Dillon, as they discussed the importance of electronic health
records.
Mission Accomplished:
The SMT totaled more than 2.2 million viewer impressions in 17 markets, including segments on America One Television and local stations such as the "Saturday Early Show," which
airs on the New York City CBS affiliate station. PRN