Case Study: Medical City
Celebrate Life 2006
Challenge:
The success of Medical City’s Transplant Center was unfortunately a
well–kept secret. The Center’s staff, patients, and families knew about
the research, new technology, and innovative surgical techniques
offered at Medical City; however, they wanted to ignite interest and
awareness about the program’s benefits to the community.
Solution:
Atria P.R. developed a strategic campaign to educate and engage the
community, communicate the key messages of the Transplant Center, raise
awareness for organ donation, and fund the event with medical industry
support. The Transplant Center would host an off–site Celebration of
Life event during National Organ Donor Awareness Week for patients,
doctors, transplant and hospital staff, community leaders, and medical
companies. The reception would feature brief talks by doctors regarding
the latest news about the heart, kidney, and pancreas transplant
programs as well as a few words from transplant recipients about their
experience.
Results:
Medical City’s Transplant Center moved from 20 folks having cake and
punch during a support group meeting to well over 200 patients,
doctors, and industry supporters joining together for the annual
Celebration of Life special event. The program now includes a silent
auction to benefit The Living Gift Foundation, a nonprofit established
to provide financial and support services to transplant recipients.
Background:
Medical City’s Celebration of Life reception was originally held during
a monthly support group meeting for transplant recipients, on the third
week of April, which is recognized as National Organ and Tissue Donor
Awareness Week. Medical City’s Transplant Center received approval for
its heart transplant program in 1991, and consistently ranks higher
than the national average for long–term survival rates. The Transplant
Center provides heart, kidney, and pancreas transplant care.
Back to Case Studies