CASE STUDYMARKETING FOR CENTRA

about the client

Centra is a nationally renowned, regional nonprofit healthcare system located in Central Virginia, with more than 6,000 employees, a medical staff of 490, three hospitals and an extensive network of specialty and family healthcare facilities. The system also includes a regional cancer center, health and rehabilitation centers, residential and outpatient mental health facilities, home and health and hospice programs, mammography centers, a sleep disorders center and a center for wound care and hyperbaric medicine. Centra’s awards and distinctions include: among the nation’s Top 50 Cardiovascular Hospitals by Thomson Reuters, national Certificate of Distinction for Primary Stroke Centers, among the top 25 percent of comprehensive community cancer programs in the U.S. for its Centra Cancer Care Service, top national accreditation for its breast cancer program, among the top 1 percent of hospitals in the country, a ranking by Forbes magazine as one of the safest hospitals in the country, placing Centra in the top 5% of hospitals nationwide for low complication and mortality rates, and a three star rating by The Society of Thoracic Surgeons, the society’s highest honor.

capabilities: marketing strategy website design and development content creation and script writing custom photography

public relations radio production community and government relations video production

apparel design tradeshow design and production space design and installation branding

graphic design advertising: print, radio, tv, outdoor, vehicle wraps

We turn to Proforma time and again because of their demonstrated

experience at strategy as well as excellent execution. This campaign

required influencing a community and key government decision

makers to garner a positive outcome for Centra. The Proforma team

understands that the messaging for these audiences requires a

thorough understanding of how the market best receives information,

in what form and how often to drive action and get results.

- Bill Varner Vice President, Strategic Planning, Marketing and Managed Care

“

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the scenario

Centra has partnered with Proforma

for 10 years to help shape its brand and

marketing efforts in the community, in

new geographies as it grows its footprint

in the region, and in recruiting physicians

to Centra Medical Group (CMG). Our

work with Centra spans strategy and

tactical implementation across all of

our capabilities. In executing on these

programs, Centra looks to the agency to

bring new ideas to the table for results-

driven marketing. We also are on point to

ensure brand consistency and design and

production quality across the Centra

health system.

the solution

Proforma has worked to infuse a new level of warmth and empathy into Centra’s brand marketing

while also delivering education about health and wellness, medical services and Centra’s high-profile,

award-winning physician and nursing care to attract consumers both in and outside of the region.

We began with a new design and content approach to advertising and video, focused on storytelling

and education to better engage with the consumer audience. We developed the marketing and

communications program for physician recruiting—from brochures to advertising to CMG’s trade show

presence. In addition to graphic design of all core collateral for the health system—including business

stationery, brochures, flyers, signage, campus banners and patient magazine, our team designs and

oversees production of vehicle wraps for mobile advertising (Mammography Van and Centra One

helicopter) and was tapped to manage the complete renovation of Centra’s baseball stadium Skybox

from branding to design and installation.

We are bringing a new design standard to Centra’s primary website and network of 28 sub-sites to

create a modern, clean design that reflects the brand and enhances the user experience. We also

are introducing responsive design to meet the needs of individuals across all device formats, and

intensifying SEO efforts to drive greater visibility for Centra’s website.

Our agency also supports Centra’s PR and government relations program as needed. Here is one

example: When Centra determined it wanted to expand its services in the Danville region and build

the $23.8 million 50,000-square-foot Gretna Medical Center, it turned to Proforma for a public

awareness and engagement campaign. It was critical that Centra gain approval from the State Health

Commissioner for a state-of-the-art 64-slice CT Scanner for the project to move forward. The Proforma

team built out a multi-pronged communications program targeting residents in the region, Centra

employees and influencers across the state. Centra succeeded in winning state approval.

CENTRA CANCER CENTER PRINT ADS

WE ARE CANCER

Kara Lamb, RN IV, MSN, OCNOncology Breast Navigator

For more information about cancer screenings and Cancer Care Services please call: 1.877.MDLINK1

Should you ever have to face cancer, we stand ready to lead you into battle. As nurse navigators our passion is helping you and your family get the treatment, education and support needed to win the fi ght. Most importantly we are here to remind you that you are greater than cancer.

Help us help others, now. Talk about screening options today with your family doctor.

33% OF ALL

VIRGINIANS WILL

BE DIAGNOSED

WITH CANCER.

WE ARE CANCER

Margo Leighliter, RN III, BSN, OCN, FCNGenitourinary Oncology Navigator

GENITOURINARY

CANCERS ACCOUNT

FOR APPROXIMATELY

23% OF ALL NEW

CANCER DIAGNOSES.

I come to work every day with a passion for guiding people through the fi ght against prostate, bladder, kidney and testicular cancers. I will work along side you and the board-certifi ed physicians of Centra Medical Group Urology Cancer to provide the best possible care and compassionate support to you and your family. Most importantly, I am here to remind you that you are greater than cancer.

Help us help others, now. Talk about screening options today with your family doctor.

For more information about Cancer Care Services, please call: 1.877.MDLINK1

WE ARE CANCER

ABOUT 1 IN 8 WOMEN IN THE

U.S. WILL DEVELOP INVASIVE BREAST CANCER DURING THEIR LIFETIME.

For more information about cancer screenings and Cancer Care Services, please call: 1.877.MDLINK1

As a breast oncology nurse navigator, I am here to help you and your family get the treatment, education and support you need to win the fi ght against cancer. With Centra’s nationally accredited Comprehensive Breast Cancer Program, we deliver state-of-the-art clinical treatment and personalized care. Most importantly we are here to remind you that you are greater than cancer.

Help us help others, now. Talk about screening options today with your family doctor.

Lindsay Darrah, RN III, BSN, OCNBreast Oncology Navigator

More than 2.7 million Americans have atrial fibrillation or A-Fib—an irregular, rapid heartbeat and the most common type of heart arrhythmia. So how do you know when that flutter is more than your morning coffee?

A-Fib is most common in people with these risk factors:

Symptoms can come and go and may be different for each person. You may get dizzy, experience heart palpitations or feel suddenly fatigued. It’s also possible to have no clear signs. The underlying cause, left untreated, puts you at five times the risk for stroke and can lead to other heart-related complications.

• Over age 60• Diabetic• High blood pressure• Heart disease and heart failure

• Thyroid or chronic lung disease

• Sleep apnea• Alcohol consumption

for more information:centrahealth.com/PAD

1.877.MDLINK1

Caffeine or A-Fib? Let Us Help You Know the Difference.

Centra cardiologists, Dr. Sackett and nurse Kate Lastname, offer both non-invasive and invasive treatments for atrial fibrillation.

If you think you are experiencing A-Fib, contact your healthcare provider for a referral to the heart experts at

Stroobants Cardiovascular Center.

SUSAN ROBINSON, FNPCMG Clinic-Keysville

Every work day is different, and with the variety of people, issues and illnesses we see, the days go quickly. Anyone can cure a sore throat. For me, it’s figuring out what each patient’s unique need is to bring him or her good health. One of the hallmarks of being a nurse practitioner is teaching. This is my ministry. I love to teach people what is going on with their bodies, how to be good to themselves and how to enrich their life situation. The journey is ours together.

Committed to excellent care, every time.

800 OAK STREET / FARMVILLE, VA 23901 / 434.315.2831 / CENTRASOUTHSIDE.COM

My Commitment Is to Help

CENTRA PRINT ADS

BOBBY JEFFERSONPharmacist

Since graduating pharmacy school in 1990, I have spent most of my professional career at Southside Community Hospital and now Centra Southside Community Hospital. It is a pleasure working with so many professional people who are great at what they do and care so much about our patients. Many are like family to me!

It is both an honor and privilege to be able to serve the people of the community in which I was raised. Thanks to Centra’s support, I am able to do that. It’s a great place to be.

Committed to excellent care, every time.

800 OAK STREET / FARMVILLE, VA 23901 / 434.315.2831 / CENTRASOUTHSIDE.COM

I Am CommitedTo Community

POLLY WISE, RN, CRNI, CAPASame Day Surgery

I have wanted to be a nurse since I was a child. After my daughter was born, became ill and was left with severe disabilities, I was certain nursing was my calling. I knew then I wanted to help others. I have been in the nursing profession for over thirty years. I feel being able to practice this special art and apply my talent and expertise of caring and compassion is a gift.

Whether it’s a simple gesture or being a team member in planning their care, I feel I contribute to the healing process for another human being. This gives me a strong sense of pride and gratification for who I am.

Committed to excellent care, every time.

800 OAK STREET / FARMVILLE, VA 23901 / 434.315.2831 / CENTRASOUTHSIDE.COM

I Am CommitedTo Your Care

“MY SEARCH ENDED LYNCHBURG.” – DR. DILAN ELLEGALA

“I’ve lived all over the world—Seattle, Portland, Boston, Auckland, East Africa and Sri Lanka—so I expected to migrate toward a big city when I was planning my move from academic neurosurgery. However, my search ended when I came to Lynchburg. Here, I discovered the combination of a health system large enough to have the financial resources and commitment to build an innovative neurosciences center and small enough that physicians have direct access to leadership.”

“Outside of healthcare, my wife and I feel a sense of community like no other place we’ve experienced. What more could we ask for?”

THIS COULD BE YOUR STORY, TOO.

Visit WWW.CONNECTWITHCENTRA.COM to learn more about our physician opportunities.

HEATHER RAMSEY / 434.200.6943

HEATHER.RAMSEY@CENTRAHEALTH.COM PHYSICIAN RECRUITMENT

1 WEBSITE

2 PRINT AD

3 TRADSHOW DISPLAY

1 3

2

CENTRA TV COMMERCIALS & TESTIMONIALS

instructor in the Vietnam War and later served in the U.S. Army Reserves.

But he was probably best known locally as the first African-American investigator in the Campbell County Sheriff’s Office and a member of Cross Road Baptist Church, “where he was always counseling someone,” said Jannie Scott. “There was never anyone that he met—adults, children or dogs—that was a stranger to him.”

When he came home from Vietnam, Mr. Scott developed type 2 diabetes, which may have been caused by his exposure to the herbicide/dioxin Agent Orange during the war, according to research by the Institute of Medicine of the National Academy of Sciences. A few years after the couple married, he suffered kidney failure and underwent dialysis for three years.

However, Mr. Scott needed a kidney to survive. His name went on the national organ transplant list, to which a new name is added every 10 minutes, according to the U.S. Department of Health & Human Services. An average of 18 people die every day waiting for transplants that can’t take place because of the shortage of donated organs. Nearly 3,000 new patients are added to the kidney waiting list each month.

Donor organs are matched to waiting recipients by a national computer registry, and in 2010, Mr. Scott became one of the 79 people who receive organ transplants every day.

“He did really well after his transplant,” said Jannie Scott.

Two years later, early on a Sunday morning, Mr. Scott suffered a hemorrhagic stroke, the result of a weakened blood vessel in the brain that leaks or ruptures. Picked up by the Centra One medical helicopter, he arrived at Centra Lynchburg General Hospital in seven minutes. But at 66 years of age, Mr. Scott’s brain had died.

Alphonso (Al) Scott of Evington was given the gift of life when he received a kidney in 2010. When he died two years later of a hemorrhagic stroke, he left a legacy of life in return. To Jannie Scott, his wife of 10 years, “he is living on. I still feel like he’s here. It was his time to go, but he left something that made a difference.”

In his death, Al Scott gave life to some of the 120,000 men, women and children who wait every year for lifesaving organ transplants. His liver saved the life of a man from central Virginia who had a wife and three children. Mr. Scott also gave his spleen, his heart and his lungs to help others.

“His heart valve was going to go to a baby,” said Jannie Scott. “This is so wonderful because Al loved babies, and they loved him.”

Making a difference in life was characteristic of her late husband. Mr. Scott was the youngest in a blended family of 19 children. From an education that began in a one-room schoolhouse in Yellow Branch, he earned degrees from Louisville College in Kentucky, Central Virginia Community College and the University of Georgia. A U.S. Marine, he served two tours of duty as a drill

LIVE LIFEGIVE LIFE

Al Scott’s portrait.

Jannie Scott (center) with Campbell County Sheriff Steve Hutcherson and Captain Cindy Caldwell.

ISSUE 3 | 20138

I think about all that he accomplished in his life and how that dash—and his life—are living on.”

To learn more about organ donation or to identify yourself as an organ donor, visit DonateLife.net.

His family knew Mr. Scott didn’t want life support measures. They also knew he would want to give life to others. His two boys helped Jannie Scott make the decision to donate his organs.

“A part of him is still alive somewhere, and he is giving life to others. That makes me feel so good.”“His kidney served him well,” said Jannie Scott. “And that’s the reason I gave his other organs.

“I recommend organ donation to everyone,” she said. “I am going to the Department of Motor Vehicles and change my license to become an organ donor. Our pastor is an organ donor. He told me, ‘I can’t tell you what to do, but I am a donor.’ My daughter is a donor, too, because of him.”

Anyone can be a potential organ donor, regardless of age, race or medical history. There is no cost of the donor of their family for organ or tissue donation. Organ donation can occur with:

• A deceased donor, who can give kidneys, pancreas, liver, lungs, heart and intestinal organs

• A living donor, who can give a kidney or a portion of the liver, lung, intestine or pancreas

Transplantation gives hope to the thousands of people with organ failure and provides many others with active and renewed lives.

“Al left a legacy of life,” she said. “He always told me the dash between your birthday and your death day meant something.

Jannie Scott and one of her favorite portraits of her and her husband.

Jannie Scott treasures every photo of her late husband.

centra focus 9

1,934 of our own Centra employees and volunteers contributed more than $339,000 to the Annual Fund. This overwhelming support enables us to expand our reach even further. The difference we make in the health of our community cannot happen without your yearly support. Every gift, no matter the size, has a critical impact on our health system and the medical services we provide. Collectively, we can help many people and enhance the health of our entire region. If you have already contributed to our Annual Fund Campaign this year, we’d like to say “thank you.” If you have not already done so, please consider a gift to our 2013 Annual Fund Campaign. Gifts can be made online by visiting our website at CentraFoundation.com or by calling our office at 434.200.4790. With your help, we can ensure that our health system will continue to provide high-quality services to our community.

COLLECTIVELY WE MAKE A DIFFERENCE

FOR MORE INFORMATION ON HOW TO SUPPORT THE CENTRA FOUNDATION, please call Kathryn Pumphrey, Ed.D., CFRE, Executive Vice President, at 434.200.4791.

Those of you who have supported the work of the Centra Foundation certainly have helped to plant many seeds that will allow our health system to continue to provide high quality care to our community and stay abreast of new technologies and treatments. In these uncertain economic times, we can be comforted by the fact that so many of you have continued to support the work of the Centra Foundation.

Gifts to the foundation’s Annual Fund Campaign allow us to fund care for needy patients, sponsor health education programs, provide free medical screenings, purchase medical equipment and provide stipends and scholarships to nursing students who attend our Centra College of Nursing. Through your

generosity, we earmarked more than $1.5 million to help support patients who could not afford care this year. This year, donations to the Annual Fund have also helped purchase a software system that has enabled us to track regional health indicators. This software has aided us in completing our most recent Community Health Needs Assessment. Annual Fund contributions are also used to support health education programs in our region.

Last year more than 20,000 people throughout central Virginia attended one or more of our community health education programs. Often the free screenings available to individuals at these programs reveal medical conditions that can be easily diagnosed and treated. Programs presented by regional physicians and other healthcare professionals cover a variety of topics including heart disease, cancer, neurosurgery, orthopaedics, children’s health, chronic health problems and mental health issues. Our Annual Fund receives support from many community constituencies. Individuals, corporations and businesses, foundations, volunteers, board members, physicians and our own employees contribute to the success of the campaign. This year we are proud to announce that

Centra Foundation’s Annual Fund

Robert Louis Stevenson once stated, “Don’t judge each day by the harvest you reap but by the seeds that you plant.”

ISSUE 3 | 201320

CENTRA MAGAZINE

CENTRA MAIN WEBSITE

CENTRA EMERGENCY DEPARTMENT WEBSITE

CENTRA VEHICLE WRAPS

1 WEB BANNER

2 PRINT AD & FLYER

3 POSTCARD

1 3

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CONTINUE TO SUPPORT GRETNA

www.SupportCentra.com

JOIN OUR LETTER-WRITINGCAMPAIGNto gain approval for a 64-slice CT scanner—essential to make this facility a reality.

Centra plans to open a major regional medical center in Gretna, built from the ground up to meet the specific needs of your community. The project includes an emergency department, helipad, on-site ambulance, and other imaging services you need close to home.

To build Gretna Medical Center, Centra must receive approval to acquire the 64-slice CT scanner from the state Health Commissioner. We need your help.

It’s simple. You can:Write Dr. Maureen Dempsey, Interim Commissioner of Health, 109 Governor Street, 13th Floor, Richmond, VA 23219

Email Dr. Maureen Dempsey at maureen.dempsey@vdh.virginia.gov

Call 1.877.MDLINK1

Contact your elected officials

Visit www.SupportCentra.com for more details and contact information

Centra 1920 Atherholt RoadLynchburg, VA 24501

P A I D

CENTRA SUPPORT GRETNA WEBSITE