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FOR IMMEDIATE RELEASE
Contact:
Diane Lewis
Media Director
GráficaGroup
908.879.2169 x173
Cathedral Healthcare System Names Gráfica Its Advertising Agency of Record
Chester-based agency creates new ad campaigns promoting Centers for Excellence among Cathedral's multiple hospitals.
Chester, New Jersey (February 27, 2003) — Cathedral Healthcare System, a nonprofit, multi-hospital system sponsored by the Archdiocese of Newark, selected GráficaGroup as its advertising agency for 2003. Gráfica (www.grafica.com) will develop advertising campaigns to help build awareness for Cathedral centers, programs, and hospitals, which include Saint Michael's Medical Center, Saint James Hospital, and Columbus Hospital in Newark, New Jersey, as well as Hospital Center at Orange and Saint Mary's Life Center in Orange, New Jersey.
The initial campaign created by Gráfica focuses on The Heart and Vascular Institute at Saint Michael's Medical Center in Newark. This completely renovated, million-dollar, state-of-the-art, perioperative cardiac-surgery unit consists of 22 private rooms dedicated to pre- and post-op open-heart surgery patients.
"We do approximately 900 cardiac procedures a year, which is one of the highest figures in the state," said Donald M. Daniels, CEO of Cathedral Healthcare System. "With the recent opening of The Heart and Vascular Institute at Saint Michael's, we expect to improve upon our record. The 'Why I Chose' campaign created by Gráfica shows that doctors and patients are choosing to come to Saint Michael's, because, in terms of technology and compassion, our cardiac-surgery program is second to none."
Gráfica was challenged to create an advertising campaign that captures both the technical and human sides of the treatment that patients receive at The Heart and Vascular Institute at Saint Michael's.
"You can't get more technical and personal than heart surgery," said John Pearson, Creative Director, GráficaGroup. "Typical hospital creative is either stock photography of a patient in hypothetical peril or a portrait shot of a doctor listing his or her pedigree, but each approach only depicts half of the equation. A patient and doctor have a bond like no other. The print and outdoor ads for The Heart and Vascular Institute at Saint Michael's show and tell a real story that emphasizes that relationship."
The yearlong campaign began in February 2003 — National Heart Month — with subsequent ads appearing in a variety of news publications, including Time, Newsweek, Sports Illustrated, The New York Times, The Star-Ledger, and The Bergen Record, as well as on billboards and rail posters throughout northern New Jersey.
For more information, contact Quinnie Wong, Director New Markets Development, GráficaGroup, 908.879.2169 x410 or .
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