Cleveland Clinic ad in TIME magazine

[Marguerite53]

Maybe you have already seen this. Two hospitals are running ads in this week's TIME magazine (the issue with the elephant's a** on the cover ) I've scanned part of the CC ad and will try to upload it for you.

Frankly, I was taken aback by this ad. It's very high end, executive appeal.....2 page. The letter reads

"To: Anyone eyeing my corner office
From: Laurel, who'e just been diagnosed with an aneurysm.

Don't even think about it.
And don't play with any of my desk toys.
I'll be back next week.
Stronger than ever.
And if anyone's been sitting in my new Italian leather chair
there'll be hell to pay.
I'll be checking my e-mail right up to the operation.
And a few days later I'll be discharged.
Don't bother sending flowers or grapes.
I'll see you Monday, bright and early.
Love, Laurel

Below this "letter" it reads....... Cleveland Clinic is recognized internationally for its leadership in the repair of complex aneurysms. Our surgeons have achieved excellent outcome statistics using innovative, minimally invasive techniques. Find the confidence to face any condition at www.ClevelandClinic.org/LettersToTomorrow or call 1-866-244-9746. Then the CC logo is beside that.

WOW.



Then 20 pages later is a UPMC ad (based in Pittsburg and "ranked among the nation's best hospitals by US News & World Report. www.upmc.com 1-800-533-UPMC. This one is one page and has an older woman peering through her hands which are semi-folded in the shape of a heart. Sepia tone. IT reads:

Cardiac research that gets to the heart of world-class care.

"At UPMC, we didn't become a national leader in heart failure care and research by simply perfecting the latest treatment methods. We're finiding new ways to improve and extend patients' lives. We have advanced diagnostic tools to detect heart disease in its early stages and if surgery is necessary, our surgical specialists are highly experienced in valve repair and replacement. Our transplantation program is world-renowned and our researchers will continue to investigate techniques such as gene therapy and tissue engineering to allow the heart to someday repair itself."

What do you guys think??

 

[Phyllis]

On one hand I kind of feel the same way about those ads as I feel about lawyers advertising- Dick never did that and somehow it just seems to tarnish the profession. On the other hand, if it leads someone to get another opinion at a great hospital, maybe it's okay.

 

[dj/utvolsfan]

I don't get the feeling that there is a need for drumming up business for the number one heart institute in the country as much as getting the word out to more people that there is indeed hope out there for the most intimidating of medical issues. I appreciate that, but then I am a CCF alumni and might be a bit biased.
Debbi

 

[StretchL]

The Almighty Dollar

The Almighty Dollar

I don't get the feeling that there is a need for drumming up business for the number one heart institute in the country as much as getting the word out to more people that there is indeed hope out there for the most intimidating of medical issues.

I have a database of advertising rates for major magazines published in the US. Unless Time, Inc., donated the space to CCF (highly unlikely), CCF paid Time close to half a million dollars just for the space to run this ad. That's just the media buy for ONE run of the ad. The cost will be well *over* half a mil once you add to that media buy the fee the ad agency charged to concept and design the ad, all the production fees, the photographer's shooting fee (which was *WAY* too little, I'm sure...) etc., etc...

CCF isn't spending that kind of money just to spread the love... they're expecting a return on their investment, for sure.

 

[Karlynn]

Well, I'm pretty sure it's to drum up business. The CCF is, after all, a business. You wouldn't think that they would feel the need to advertise, since they are so famous, but we don't know what their books look like and hospitals do have very complicated financial aspects.

Many of the top teaching hospitals in the Chicago area advertise on TV (and most likely in print too). I think that anymore, it's just the thing to do.

 

[catwoman]

Have you seen the CCF's TV commercial with the woman & her dog? It mentions her successful valve replacement (I think replacement as opposed to repair) at CCF.

On ad rates:
The CCF and Cleveland Clinic Health System have 501(c) 3 tax status as granted by the IRS. Newspaper ad rates are typically less for organizations that have IRS non-profit status. I'm sure that magazines also have nonprofit rates, too.
Yes, this is advertising, but ads like these educate the public that you can fix the problem and go on to have a healthy, productive life.

 

[Marguerite53]

I guess I just don't see how an arrogant ad (sorry, no offense to CC alums, I'd have probably gone there in a heartbeat if I lived closer to it) is supposed to educate people. What it says to me is that they want moneyed clients. We're here for the 6 figure patient ..... and we can get you back on the merry-go-round in just 3 days!! I mean, come on..... a weekend aneruism fix? Why is that even intelligent unless you're a world political leader of some kind. Is not medicine about healing? Is it wise to educate people into thinking it's just like a day surgery? Maybe it is!! Maybe the minimally invasive thing is really easy! I just didn't get that feeling from those here who've had them. There's still healing time involved. And pain killers......

At least the Pittsburg ad is abit more people friendly. Abit warmer. Abit more in the educational mode.

Marguerite

 

[Kate]

I mean, come on..... a weekend aneruism fix? Why is that even intelligent unless you're a world political leader of some kind. Is not medicine about healing? Is it wise to educate people into thinking it's just like a day surgery?

I'm a CCF alum and a huge fan, but I agree with you, Marguerite. This ad seems to be setting people up with grossly unrealistic expectations. I had a so-called minimally invasive fix of my aneurysm and even my CCF cardio admitted the difference was largely cosmetic (smaller scar). The time I spent in the hospital and in recovery was virtually identical to traditional surgery. I have my doubts about how well this campaign will work for them in the end if people come in with the expectation they'll be back to work in a week and discover it'll be more like a month. No one likes to be disappointed. Kate

 

[StretchL]

This ad seems to be setting people up with grossly unrealistic expectations...

Welcome to the "ad bidness!"

'tis what makes 'merica go 'round...

 

[Dennis S]

Ad in Time Magazine

Ad in Time Magazine

This stinks, period. Catch people at the most vulnerable period of their life & pitch a misleading message that these scared to death people are desperate to hear. It just plain stinks.

 

[catwoman]

Hey, I've read posts from people here who think they'll be back at work 2 weeks post-op. Why not w/in 3 days?
My cardio told me that MDs go back to work 2-3 weeks after OHS.
If you're a Type A, maybe you can do it.

Seriously, I think the point of the CCF ad was to tell these Type A's that CCF has enough experience with OHS that it's able to do a procedure and have you back on the road to recovery PDQ. People expect and demand quicker turn-around time on all medical procedures today.
Granted, some of us do spend a week or so in the hospital and 5-6 weeks or more recovering before going back to work. Some go home in 2-3 days and return to work in another week or two.

Ad copy isn't written by MDs or RNs. It's written by agency people and meant to be clever and eye-catchy. It's probably not even approved by CCF's MDs or RNs, but PR people.

The UPMC ad is taking a different approach: toward cardiac medicine in general (I believe that ad may have also run in American Airlines' American Way magazine.)

 

[Dennis S]

I still see a big difference.

I still see a big difference.

I still see a big difference between:

1. My saying I will be back from VR surgery in a couple of days, as opposed to;

2. Taking out advertising space intended to be read by 100,000 people to say (and the one who says it is the one whose name is authorized to be in the ad as far as I am concerned) what you know, or surely should know is a very, very unlikely outcome.

When you add the above to the fact that you are pitching to a group of people who are as scared and vulnerable as they will ever be-I still say it stinks bigtime!

Situation #1, while very unlikely to occur is simply an optimistic statement without sufficient information.

Situation #2 is intended to put the money in the bank, and that is the motivation for saying something that will hardly ever be true.

To me, they are just not the same, or even close to the same. And if anyone thinks the Clinic believes it's own advertisement, try asking them say in writing that this will be (or has been) the outcome in at least 1/2 of their cases.

 

[Nancy]

The leading hospitals around here advertise big time all the time, particularly the ones who specialize in heart surgery. They compete heavily. The ads are full page.

However, they are much more educational and honest than what has been stated above, and if they have some good credits, they are in the ads too.

I haven't seen any extreme promises or misleading statements.

 

[MelissaM]

First of all, hospitals are businesses. I would dare say that our medical system is in trouble and our costs are so high because some of them don't act like it. Despite the fact they are not inherently altruistic entities (they are businesses), some of them have altruistic tendencies, like serving the underpriviledged, uninsured for reduced costs.

I have no objection if a hospital acts like a business and advertises its services. If the ad is misleading, that is another story, and can be handled through truth in advertising laws.

Hospitals SHOULD have to compete for patients. Any of us who have been to more than one doctor or more than one hospital know that not all doctors or hospitals are created equal. We should know which ones have good doctors, are solvent enough to provide good medical care, and what the hospital values.

Without a savvy doctor here turning me on to CCF, I wouldn't have known about its reputation as a heart hospital - UNLESS I saw an ad for the place. In which case, the ad would have been doing me a HUGE service. I am very grateful to have gone to CCF.

As for what these hospitals paid for the ad, my guess is they did not pay the "rack rate" of 500K. Most likely, this ad was part of a multi-faceted media buy placed by a skilled media buyer who negotiated a package deal much lower than the rack rate. Most of the time (IMHO) the rack rate is there for one-time ad buyers who don't know any better.

Okay. And with that, I am done procrastinating for my Econ midterm tomorrow.

Melissa

 

[catwoman]

Those who are offended by the ad should contact CCF. Whoever approved the ad obviously wasn't seeing all angles.

I recently e-mailed the ombudsman at my own newspaper/employer and complained about wording about a house ad we've been running.

Like I said previously, hospital ad copy isn't written by medical professionals. Heck, they may have left approval up to CCF marketing specialists. Who were looking for a catchy ad.

Melissa:

Good luck with your midterm!

 

[Marguerite53]

Hospitals SHOULD have to compete for patients. Any of us who have been to more than one doctor or more than one hospital know that not all doctors or hospitals are created equal. We should know which ones have good doctors, are solvent enough to provide good medical care, and what the hospital values.

Without a savvy doctor here turning me on to CCF, I wouldn't have known about its reputation as a heart hospital - UNLESS I saw an ad for the place. In which case, the ad would have been doing me a HUGE service. I am very grateful to have gone to CCF.


Okay. And with that, I am done procrastinating for my Econ midterm tomorrow.

Melissa

Great points, Melissa. Perhaps we can add VR.com as the top resource for reputable hospitals!!

I hope your Econ test was essay. Your articulate responses should fare you well. Are you majoring in Econ? Masters? My son is working on his PhD in Econ. It's a tough subject! And highly competitive. Best of luck to you!

Marguerite

 

[davidfortune]

I saw a TV commercial for CCF a couple of weeks ago during prime time. Must have been a nationwide placement since I live in texas. That's the first ad I've seen from them.

Don't ever forget that medicine is a business. Hospitals are in it to make money. Unless they are a charity hospital they ARE NOT altruistic. They take indigent/unisured patients because they are required to by law.

It is hard for us to think of medicine as a business since we like to think that doctors are all about helping people. Some/most? are about helping people but also want to make a very nice living in the process. Hospitals are not all about helping people - they are about ROI for shareholders just like any other corporation - just that their business is medicine.

Hospitals negotiate prices with suppliers (drug companies, equipment companies, service companies) that involve quotas. Think not? That's how business runs.

They mark up their services and supplies (including heart valves) to make a profit. This is good and bad. They advertise in order to increase demand. That's part of their job in order to maximize profit for the shareholders.

My recommendation::: Buy some stock in some strong hospitals - they're only going to grow as boomers age.

By the way - heart surgeons are businessmen too....

 

[George]

"gettin' too big for their britches"

"gettin' too big for their britches"

I've seen the ad on TV for the Cleveland Clinic. I thought it was tastefully done. The magazine ad was a different story entirely. VERY arrogant, in my opinion. It gave me the impression that they are "gettin' too big for their britches"....if you know what I mean I suppose it was aimed at the executive types who likely read that magazine. To a regular guy like me, it was a big turnoff. So much for their reputation. Ironic that it was in the issue with the elephant's backside on the cover!

 

[catwoman]

Those who are offended by the ad should contact CCF. Whoever approved the ad obviously wasn't seeing all angles.

I recently e-mailed the ombudsman at my own newspaper/employer and complained about wording about a house ad we've been running.

Like I said previously, hospital ad copy isn't written by medical professionals. Heck, they may have left approval up to CCF marketing specialists. Who were looking for a catchy ad.

Just learned that my newspaper's house ad is now being rewritten or perhaps even canned as the result of several complaints (including mine).

So -- feedback from the public (and in-house) does work.

Those who objected to the Cleveland Clinic ad in Time magazine should contact CCF and voice those objections.