Pediatric Specialty Care East Falls Facility Ribbon-Cutting

April 2014

Pediatric Specialty Care

East Falls Facility Ribbon-Cutting April 2014

Pediatric Specialty Care engaged Simon PR to create an opening event for elected officials and the media announcing its new 50-bed, 36,000 square-foot sub-acute facility in East Falls. Simon PR created messaging and media materials, secured a performance by the Agnes Irwin School’s Bel Cantos, orchestrated the event visuals and managed the attendance of nine public officials who all lauded PSC’s new model of care with words and proclamations. Media coverage included 6-ABC, an advance feature story in The Philadelphia Business Journal and a feature and photo gallery on Newsworks.org. Earned media impressions and social media followers topped 415,000. Media Results

• 6-ABC aired a segment featuring the ribbon-cutting, one of the model rooms and the Bel Cantos during its evening news, which is viewed by more than 263,000 people.

• Simon PR secured a feature story on Newsworks.org, which has more than 87,000 readers. It focused on Nina Mapps’ story and included quotes from CEO Michael Burns and Vice President of Clinical Services Alexa Sweeney.

• The Agency coordinated an interview with Michael Burns for a story in The Philadelphia Business Journal that highlighted Pediatric Specialty Care’s key clinical services, the facility’s proximity to the children’s hospitals in the region and how the facility is creating jobs. The Philadelphia Business Journal has a readership of 12,486.

• The Newsworks.org and The Philadelphia Business Journal stories were shared on Twitter, generating 45,804 social media impressions.

• Agnes Irwin School also posted on Facebook and Instagram, reaching 1,800 followers. Elected Officials

• Simon PR coordinated the attendance of nine public officials, including representatives from the federal, state, and local government.

• The Agency also secured ceremonial documents from a U.S. Senator and Congressman, Pennsylvania Governor, State Senator, State Representative, Philadelphia Mayor, Philadelphia City Council and the East Falls Community Council.

• Philadelphia City Council and Councilman Curtis Jones, Jr. posted on Twitter and Facebook, reaching 5,000 followers.

Traditional Media

Pediatric Specialty Care East Falls Site Ribbon-Cutting Ceremony

Aired at 5:43 p.m. on Thursday, April 10 on WPVI 6-ABC Media Impressions: 263,100

April 6, 2014

April 10, 2014

When Nina Mapp was pregnant with her first child, ultrasound images gave her doctors reason for pause.

"The bones," the North Philadelphia woman recalls being told last year, "are growing weird."

The words scared Mapp, as nonspecific as they were at the time.

"I didn't know what to think," she said. "What was going on in my mind? 'Was it something I did? Did I not drink enough milk?'"

When she gave birth prematurely to Hayden at Albert Einstein Medical Center more than six months ago, those words became a clear diagnosis: Osteogenesis Imperfecta Type III, commonly referred to as "brittle bone disease."

Somewhere to turn

Mapp shared that story after addressing the crowd at an East Falls ribbon-cutting ceremony for Pediatric Specialty Care (PSC), which ceremonially opened its sixth Pennsylvania location on Thursday morning.

The 50-bed, 36,000 square-foot "post-acute care facility" — located on the former MCP Hospital/Women's Medical College of Pennsylvania site between Henry Avenue, Scotts Lane and Roosevelt Boulevard — is considered a bridge of sorts between hospitals and family homes.

That's exactly what Mapp has come to know it as.

On the second day of Hayden's life, he was moved from Einstein to St. Christopher's Hospital for Children. There, he would spend five and a half months in the neonatal intensive-care unit (NICU).

Born weighing 3 pounds and 2 ounces, Hayden remained relatively motionless for his first months of life. A mother's fear lingered, possibly intensifying, but for only so long.

"After month one or two, he started kicking and smiling," she said. "His hands were moving. He was trying to roll over."

With a feeding tube and a tracheostomy, Hayden was also gradually outgrowing that NICU.

Nina had never heard of PSC at that point, which had a February "soft opening," but when she was taken on a tour, she knew it was the place for Hayden.

"Everybody treats him like he's been a patient for years. He's been improving so much at the new facility," she said of Hayden's March arrival at the bright, homey PSC. "He's going to be here for a little while. He's a blessing, and I thank God for the doctors, the nurses and everyone involved here."

About PSC

PSC was formed in the early 1990s with a facility in Point Pleasant, Bucks County and has since expanded to Lancaster, Quakertown, Doylestown and Aliquippa (near Pittsburgh).

Located in Four Falls Center, the Post Acute Partners Co. entity is expected to employ as many as 70 healthcare professionals and administrative staff.

"This is a big day for us," said Chief Executive Officer Michael Burns of its sixth facility opening in a widely respected healthcare hub like Philadelphia.

PSC's mission is serving "medically fragile children" ranging from premature babies, children injured in car accidents and those suffering from chronic illnesses to birth defects, paralyzing or neuromuscular disease and traumatic brain injuries.

The "bridge" it builds between hospital and home is butressed by an aim to avoid readmissions. Not only is this done with medical attention for the child, but by educating family as to how to care for the girl or boy once they head home.

"Readmissions can be devastating to a child, and costly to the healthcare system," explained Alexa Sweeney, vice president of clinical services for PSC, of a facility that serves to open beds since hospitals have a post-acute care facility to which to send patients like Hayden Mapp.

Thursday's event

As PSC staffers read books and engaged patients in therapy in airy rooms down the hall, the lobby was abuzz with the sounds of both an A capella group and speeches from PSC staff and elected officials (or their representatives) lauding the facility's arrival.

Both state Sen. Vincent Hughes and state Rep. J.P. Miranda addressed the crowd and presented proclamations to PSC.

Representatives for U.S. Rep. Chaka Fattah, Gov. Tom Corbett, Mayor Michael Nutter and City Councilman Curtis Joseph Jr. did the same, and the record reflected that a congratualtory letter was sent from U.S. Sen. Pat Toomey's office.

"I'm very, very proud and happy that you are locating here and adding to the quality of care in the region," Hughes said.

Located on the former hospital's third and fourth floors, PSC has state-licensing approval for 32 beds with renovations allowing for the additional 18 beds scheduled to be completed within the month.

April 9, 2014

A post-acute, transitory-care facility for children with complex medical conditions has opened on the campus of the former MCP Hospital in the East Falls section of Philadelphia.

The 36,000-square-foot center, opened by Pediatric Specialty Care, is occupying two floors, the third and fourth, at the former hospital.

Michael Burns, Pediatric Specialty Care’s CEO, said they have already received state licensing approval for their first 32 beds and expect to have renovations completed for another 18 beds within the next 30 days.

The center is serving as a treatment facility for pulmonary-challenged and technology-dependent children who are eligible to be discharged from hospitals, rehabilitation facilities, and other health-care settings, but who are not ready or able to return home.

Pediatric Specialty Care’s Philadelphia site will provide round-the-clock nursing care and respiratory therapy along with a variety of physical, occupational and speech therapies. The facility will also provide training to help parents learn to care for their child at home. Suites are provided at the facility to allow parents to stay short-term.

Pediatric Specialty Care, operates five other post-acute-care locations in Pennsylvania including sites in Doylestown, Quakertown and Point Pleasant — all in Bucks County.

"We think the Philadelphia site has an opportunity to be a flagship facility for us," said Burns, noting its proximity to Children's Hospital of Philadelphia, St. Christopher's Hospital for Children, both in the city, and the Nemours/Alfred I. duPont Hospital for Children in Wilmington, Del.

Burns said they hope to work collaboratively with the pediatric hospitals along with other health-care organizations to develop programs to support the care given to children with complex health-care needs.

The recently opened Philadelphia site has an initial staff of 40 full- and part-time employees and per diem workers. Burns expects that number to swell to about 150 employees, about half of which will be full-time, after the additional beds open and the facility is operating at full capacity.

Pediatric Specialty Care, a 20-year-old health-care company that formerly operated as Cambridge Point Pleasant, merged with Post Acute Partners in 2011 and became known as Pediatric Specialty Care.

John George covers health care, biotech/pharmaceuticals and sports business.

http://www.bizjournals.com/philadelphia/

Elected Officials

U.S. Senator Pat Toomey

U.S. Congressman Chaka Fattah

Governor Tom Corbett

Pennsylvania State Senator Vincent Hughes

Representative J.P. Miranda (Pennslyvania House of Representatives)

Mayor Michael Nutter

Philadelphia City Council

Dignitary List Client: Pediatric Specialty Care

Project/Program: Ribbon-Cutting

Activity: Elected Officials and Guests Outreach

Date: April 10, 2014

Attendees

• Representing U.S. Congressman Fattah – Tia Watson, Constituent Services Representative

• Pennsylvania Department of Health (representing Governor Corbett) – Dr. Carrie DeLone, Physician General, and Holli Senior, Deputy Press Secretary

• Pennsylvania Department of Public Welfare – Vince Gordon, Deputy Secretary for the Office of Medical Assistance Programs

• Pennsylvania State Senator Vincent Hughes • Representative J.P. Miranda (Pennsylvania House of Representatives) • Representing Mayor Nutter and Philadelphia Health Commissioner’s

office – Dr. Victor Igbokidi • City Councilman Jones’ office – Keith Dial, Constituent Services

Representative • City Councilman Oh’s office – Tony Abraham, Administrative Assistant • East Falls Community Council – Claire Stilley, Second Vice President • Nemours/Alfred I. duPont Hospital for Children – Anne Wright, Senior

Director of Strategy and Business Development Citations/Proclamations/Letters

• U.S. Senator Toomey • U.S. Congressman Fattah • Governor Corbett • Pennsylvania State Senator Hughes • Representative J.P. Miranda • Mayor Nutter • Philadelphia City Council • East Falls Community Council

Other

• Lt. Governor Cawley visited the facility at 4 p.m. on 4/10

Social Media