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Provider - Public Relations Case Studies
 Making News with a Sleepy Topic |
Somerset Medical Center |
| Competing with Manhattan Medical Centers |
New York Hospital Queens |
| Building a Hospital’s Media Relationships |
NYU Hospital for Joint Diseases |
| Rebranding an Urban Hospital |
Newark Beth Israel Medical Center |
Making News with a Sleepy Topic
Somerset Medical Center
Somerset Medical Center, a 355-bed hospital in central New Jersey, called on Dennis Tartaglia and colleagues to open its offsite sleep disorders center – Sleep for Life. Medical Director Dr. Carol Ash had little previous media experience, but was eager to raise public awareness about sleep disorders and the new center.
Tartaglia designed a program that successfully launched Sleep for Life and positioned Dr. Ash as a leading authority on sleep medicine. Through partnerships, media tours of the sleep center and development of ongoing story angles, Tartaglia led an effort that resulted in Dr. Ash and Sleep for Life being featured in hundreds of national and regional news stories. The campaign won a number of awards including PRSA’s Bronze Anvil Award of Commendation.
Competing with Manhattan Medical Centers
New York Hospital Queens (NYHQ)
New York Hospital Medical Center of Queens (NYHQ) was faced with a serious challenge: How to communicate to borough residents that its clinicians delivered the same high level of care as well-known academic medical centers just across the river? The challenge was complicated by the fact that NYHQ relied on Queens weeklies for most of its news coverage.
Over three years, Dennis Tartaglia designed and executed an intensive media relations program that mined NYHQ’s patient care expertise and clinical research programs to develop news angles and publicize key institutional initiatives. The result was ongoing coverage on all New York City TV stations, in the city’s daily newspapers, as well as the hospital’s first breakthroughs in national media. This program won the Public Relations Society of America’s Big Apple Award.
Building a Hospital’s Media Relationships
NYU Hospital for Joint Diseases
Dennis Tartaglia achieved unprecedented ongoing regional and national media coverage for the NYU Hospital for Joint Diseases, a specialty hospital engaged in intense competition for patients and medical staff with other New York providers. Tartaglia’s aggressive outreach resulted in ongoing TV and newspaper coverage from top New York media, as well as key national placements. Tartaglia also reinvigorated the hospital’s advertising efforts, creating its first radio advertising campaign. The campaign featured Tony Randall and Gloria Estefan, both of whom Tartaglia recruited to record the ads pro bono. Tartaglia’s work resulted in a 12% increase in physician referrals and dramatic increases in clinical trial enrollment.
Rebranding an Urban Hospital
Newark Beth Israel Medical Center
Dennis Tartaglia directed the communications office of Newark Beth Israel Medical Center after the medical center was acquired by Saint Barnabas Health Care System. Tartaglia managed external and internal communications at a time of significant institutional change, and established re-branding and employee communication initiatives. He launched Newark Beth Israel’s pages on the first Saint Barnabas Web site; created, wrote and edited employee and community newsletters; and managed a number of initiatives to support service-line rebranding.
NOTE: This work was done by Dennis Tartaglia while employed by M Booth & Associates, Newark Beth Israel Medical Center and the NYU Hospital for Joint Diseases.
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