Live Webcast Birth of Triplets
On July 19, Fox launched its new Internet site and cable channel, The Health Network, with a triple bang by broadcasting live the cesarean birth of triplets. The event, which aired at 12:15 p.m., reached more than 17 million viewers via the TV channel and Web site located at http://www.TheHealthNetwork.com.
The live birth strategy worked well as a promotional hook for America's Health Network (AHN) in 1997, which was the first to broadcast such an event. It attracted a record 1.4 million people to the site in one day. Earlier this year, Fox acquired AHN.
The live simulcast of the triplet birth is part of The Health Network's positioning strategy to be the leading source of health programming and interactive information. The network features breaking news, exercise and nutrition guides, expert medical advice and personalized information on a wide variety of health topics.
The birth was broadcast live from Good Samaritan Regional Medical Center in Phoenix. Phoenix Children's Hospital is providing follow up care for the 23-year-old mother who is married with three other children.
(Good Samaritan Regional Medical Center, Jennifer Pool, 602/239-4677; Phoenix Children's Hospital, Jane Walton, 602/239-3587; The Health Network, Scott Shapiro, 212/402-5455)
Medicare Pullouts Affect 327,000
By year-end the ax will come down on Medicare health plan coverage for 327,000 beneficiaries as a result of HMOs pulling out of the Medicare+Choice program, according to the Health Care Financing Administration.
Though this number is down from last year's 400,000 beneficiaries who were left without coverage, it will no doubt lead to seniors being confused and frustrated with Medicare.
This fall, Medicare will launch a public awareness campaign to help seniors understand their choices.
The effort will rely heavily on direct mail by ZIP Code that will provide basic information about HMOs that still are available in each market.
A toll-free number and Internet site will be offered for updates. A total of 95 plans are exiting the Medicare+Choice program. In certain areas, this mass pullout will result in "orphaned" counties where no Medicare managed care plans will be offered.
Communication to these seniors will have to address key complaints about traditional fee-for-service Medicare, like less comprehensive coverage (than HMOs offer) and higher out-of-pocket fees and benefits, such as prescription drugs, hearing aids and eye examinations.
Though several plans are dropping out of Medicare+Choice, many are looking to expand their service. HCFA has approved applications for 39 plans to join the program or expand their service areas.
(HCFA, http://www.hcfa.org)
'Half Pints' Blood Donor Campaign Targets Children
A new campaign by America's Blood Centers (ABC) is putting a young face on the need for blood donation. The effort, "Pints for Half Pints: Giving Kids Another Chance," highlights the life-saving benefits of blood donation for childhood diseases.
For instance, more than 3,000 new cases of leukemia, lymphoma and myeloma are diagnosed in children under 15 each year.
The campaign will launch this fall and is the first national effort by ABC, a national network of nonprofit, local and independent community blood centers that serve 125 million people and provide blood and blood services to more than 3,200 hospitals.
The kick-off event will be held at SeaWorld Adventure Park in Orlando, Fla., on Oct. 14.
It will unveil a 52-week calendar that features children from various communities and their need for a blood donation.
Blood donation facts will be scattered throughout the calendar to remind people to make appointments to donate blood every eight weeks, including:
- Approximately 60 percent of the U.S. population is eligible to donate blood;
- Someone needs blood every 30 seconds;
- About 40,000 units of blood are used every day in the U.S.
(ABC, Melissa McMillan, 202/393-5725, http://www.americasblood.org)
Breast Cancer Web Site Offers Life-Saving Information
If you're looking for a comprehensive online breast cancer resource for patient advocacy initiatives and support, a new Web site is positioning itself as a one-stop service for information on prevention, screening and diagnosis.
The site by Imagines.net at http://www.imaginis.net/breasthealth provides up-to-date information on:
- breast cancer screening and diagnosis;
- new clinical trials for breast cancer and risk reduction;
- the latest breast health development and discussion forums; and
- breast biopsy indications and methods.
(Imaginis.net, Lauren Allen, 410/519-8276, http://www.imaginis.net/breasthealth)