Two Georgia children's hospitals have taken the concept of fun and healing to a new multimedia level staking out unique market positions that blend state-of-the- art medical care with cutting edge entertainment.
Using video technology typically found in the media and entertainment industries, the Children's Medical Center (CMC) at the Medical College of Georgia in Augusta is amusing its patients with a video aquarium that shows scenes of flashing tropical fish, beautiful corals and other fascinating aspects of ocean life. And the AFLAC Cancer Center at Egleston Children's Hospital in Atlanta incorporates video walls into its "exploration and travel" design theme that feature moving images of the sky, land and sea.
High-end video technology is one of the ways children's hospitals are trying to transform themselves from impersonal medical facilities to enjoyable sanctuaries for patients and families. The underlying rationale is if children are made to feel more comfortable, their recovery will be quicker.
These technological bells and whistles, however, don't come cheap, CMC spent $884,000 on its video system and Egleston spent about $400,000.
Though justifying the cost to the community has not yet been an issue for either hospital, both emphasize the importance of funding the projects with donor dollars as opposed to operational budgets for medical equipment.
"Medical needs can never be jeopardized for entertainment [purposes]," says Lynne Barber, assistant director of patient program development and strategic support at the Children's Medical Center.
This distinction was not communicated in a June 30 article of the Wall Street Journal (Southeast edition) that inferred CMC's sophisticated video technology, developed by Visioneering International in Atlanta, took priority over a magnetic resonance imaging scanner. Barber says the hospital's statements about funding were misrepresented and the local community is clear on its mission to deliver top-notch care above anything else.
A key reason she is so confident that the community isn't getting the wrong message is because patients and parents played a pivotal role in planning the $65 million facility that opened December 1998.
Patient/Family Buy-in
Throughout CMC's planning phases, family and child advocacy committees provided key input on decisions that ranged from architectural design and furniture decor to the video aquarium and other features that have brought the hospital's "nature and technology" theme to life.
This community input has gone a long way toward positioning the hospital as a family-centered facility that provides a fun and interactive environment, says Barber. For instance, the hospital houses a McDonald's cafeteria, celebrities often entertain patients and the child life department regularly schedules patient-friendly activities.
Its marketing campaign launched last year, which primarily uses radio, highlights how the center delivers high-quality care in an entertaining environment.
This fall, the campaign is scheduled to include TV and the video technology will be heavily promoted. The campaign will focus on children being excited about going to the hospital because of its museum-like environment.
Donor Heartstrings
When Egleston was in the planning phase of opening a new cancer center in 1995, it envisioned a place where children could get the benefit of the latest inpatient/outpatient medical care in a facility that instilled a sense of journey and exploration.
This vision pulled on the heartstrings of AFLAC CEO Daniel P. Amos, who stunned the hospital with a $3 million donation, the balance of what was needed to complete the $5 million project, says Benson.
Though the supplemental health insurance provider had been a long-time friend of the hospital, part of what excited them about donating to the center was the kid-friendly design theme.
In addition to the video system, the center also has a projection theater for first-run movies, playrooms, spacious family lounges and an exercise room for parents.
Benson readily admits that donors like AFLAC who are willing to invest in high-end amenities for the comfort of sick children are rare. But as hospitals study how entertaining distractions like video technology aid in expediting the healing process and boost patient satisfaction, justifying the cost will become easier. To this end, Egleston is testing how virtual reality can reduce the stress of children undergoing stressful medical tests.
The video technology also has an unexpected side benefit, according to Benson and Barber. The monitors are a big hit with employees who feel they help to make the hospital environment less chaotic and more tranquil.
(Visioneering International, Robert Foah, 404/876-7841; Children's Medical Center at the Medical College of Georgia, Lynne Barber, 706/701-7406; Egleston Children's Hospital, Tricia Benson, 404/845-1410)
Justifying The Costs
The idea of incorporating sophisticated video systems into children's hospitals is starting to slowly catch on with a few providers, says Robert Foah, president of Visioneering International, the multimedia firm that installed video monitors in the Children's Medical Center in Augusta, Ga., and the AFLAC Cancer Center at Egleston Children's Hospital. Foah also is working with three other hospitals.
The technology, which can cost anywhere from $200,000 to $2 million, is best funded through donor channels.
Here are some tips for justifying the cost:
- The video systems can be customized to support whatever your design theme is, such as nature, exploration, space, etc.
- They have a calming effect on patients, families and employees. Children who need to be in the hospital for extended stays find this technology is an exciting distraction.
- They can be used for educational purposes.
- They can help to position your hospital as a top-notch provider of family-focused care - family members and friends can be entertained while waiting in lobbies, lounges and other common areas.
Source: Visioneering International/HPRMN