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View the Latest Cohen Children's Medical Center Life-saving, life-changing 2018 Annual Report Meet Brianna: When Brianna Smith, 13, was limited by a muscle disorder that affected her right hand, everyday tasks were nearly impossible. Brianna discovered that a bionic arm — a prosthetic controlled by your brain — could change her life. And, with the help of Cohen Children’s Medical Center’s orthopedic specialists, it has. Now, she has the strength and confidence to do anything. Learn more Visit pediatric orthopedics at pediatrics.northwell.edu when time is of the essence. And that’s only the Dear friends, beginning, the list goes on and on and on. We don’t invest in new programs and research For all of us at Northwell Health, the days begin and because it looks good. We invest because it makes end with our patients — we never stop thinking a difference for our patients. Our investments in about how we can best care for them, help them growth have consistently landed us on U.S. News & get stronger and keep them on the road to happy, World Report’s list of the best children’s hospitals, healthy lives. This means being the most skilled, with eight of our specialties recognized as among compassionate health care providers today and the the best in the nation. dedicated, innovative visionaries who will provide even better care tomorrow. Staying strong and sustaining growth is hard. We do it by drawing strength from our patients and their It requires a constant commitment to growing families. They are always the strongest members of and strengthening ourselves personally and in our our community. We are humbled by the trust they capabilities as a medical center so that we continue place in us and vow every day to live up to that trust. to provide the highest quality care for our patients. When we work together and look to the future, we The truth is, it’s easy to be inspired about tomorrow all emerge stronger. when you’re in a place like Cohen Children’s Medical Center, where there’s always something Sincerely, new happening. There’s ROSA, a robot that makes brain surgeries and epilepsy monitoring easier for both our physicians and their patients; there’s Long Island’s only pediatric liver program, which will soon be performing liver transplants for children who need them, right here close to home; and there’s Michael J. Dowling our state-of-the-art neonatal transport program President and CEO that provides care to the most vulnerable patients Northwell Health Northwell Health | Cohen Children’s Medical Center 3 Care that changes everything At Cohen Children’s Medical Center, it’s not enough to say we save children’s lives. We want all of our patients to have better lives because they chose us. We believe that our care changes everything. To achieve this, we need to be on a path of continual self- that our researchers don’t keep their discoveries to themselves — improvement. We’re committed to offering new and better services they share what they learn with clinical colleagues so that no family every year, to embracing the cutting edge of medical technology, to has to wonder what’s wrong with their child and struggle to find the reaching more families, and to giving more children what they need right treatment. to live happy, healthy lives and pursue their dreams. Changing lives means working to keep our patients strong and Changing lives means improving treatments and outcomes with healthy long after they’re done with treatment. Our Survivors Facing new technology like ROSA, a surgical robot that changes the game Forward program follows survivors of childhood cancer for their of epilepsy treatment for children. With ROSA, we can accurately entire lives, ensuring that any late effects of treatment will be dealt pinpoint where seizures originate without major brain surgery. with swiftly and thoroughly, so they can spend time on the things Better diagnostic information means our patients get an easier they love best. procedure, faster recovery and more effective treatment. Changing lives means we have to grow. It’s not enough to help Changing lives means intervening as soon as possible when we families on Long Island. We’re committed to spreading the Cohen know there’s a problem. That’s why our maternal-fetal medicine Children’s culture and standard of care throughout the New program screens unborn babies for congenital heart defects so York metro area. That’s why we’re adding dozens of primary care that our fetal heart program can step in with world-class care if offices and specialty services as far north as Westchester and one is detected. Orange Counties — so that more children have access to our lifechanging care. Changing lives means adding new services so that our patients can stay here at their home base with the people who know them best. Our investments in time, talent and research all have one goal: That That’s why we’ve invested in a pediatric liver transplant program every child who walks through the doors of Cohen Children’s leaves that will roll out in 2020 and give some of our most critically ill stronger than when he or she walked in. Changing everything for our patients what they need, right here at home. patients is…everything. Changing lives means investing in research that sheds light on rare diseases like chronic granulomatous disease (CGD). It also means 4 Northwell Health | 2018 Annual Report Northwell Health | Cohen Children’s Medical Center 5 No more secret identity A bold marketing campaign puts the spotlight on Cohen Children’s Medical Center’s world-class care. We all know superheroes have secret identities. “Bizarrely, Cohen Children’s Medical Center was But when it comes to life-saving and life- not really known as a destination health facility,” changing care for kids, the world needs to know. said Ramon Soto, senior vice president and chief marketing and communications officer for Northwell For years, physicians and researchers at Cohen Health. “Even locally, most consumers in Nassau, Children’s Medical Center have been providing Suffolk and Queens did not know we exist.” state-of-the-art care to patients and engaging in leading-edge research to continue to advance Northwell Health’s ambitious campaign launch in pediatric medicine. But even in the communities 2017 was designed to establish the Cohen Children’s surrounding Cohen Children’s Medical Center Medical Center brand as both an organization many people were not aware there was a worthy of philanthropic support and as a pediatrics world-class children’s hospital nearby. Northwell destination of choice for families on Long Island and Health leadership knew Cohen Children’s beyond. The Little Heroes campaign used superhero Medical Center had amazing gifts to give the imagery to tell the story of Cohen Children’s Medical community; the task was finding a way to Center patients as inspirational heroes with the communicate that and raise the profile of the power to conquer anything. Television spots and medical center. print and online ads designed to simultaneously promote clinical services and inspire donor support featured patients who had overcome the worst odds, Cohen Children’s Brand Awareness thanks to the care they received at Cohen Children’s 2017 2018 Medical Center. 100%100 Digital marketing was a particular focus of the campaign. “In the US, users search 175 million times 80%80 a day for health-related terms,” said Soto. “And parents tend to be very digitally oriented, so we knew 60%60 we needed a strong online presence.” To that end, the 55% team built targeted social media and digital arms of awareness have increased as well: Little Heroes 40%40 43% the campaign. generated thousands of calls for appointments with 38% Cohen Children’s Medical Center physicians, as well 33% All of that effort has paid off. Since the Little Heroes 20%20 27% as an increase in volume for the services promoted 21% launch, overall brand awareness of Cohen Children’s in the campaign. Since the launch of the associated Medical Center has increased from 17 percent in 0%0 fundraising campaign, the number of active donors Queens Nassau County Suffolk County 2017 to 44 percent in 2018. Actions based on that 6 Northwell Health | 2018 Annual Report Drawn Together The Little Heroes campaign focused on how the caregivers at Cohen Children’s Medical Center see our patients as superheroes. Now, our marketing team is turning that idea around with a new campaign that focuses on how our patients see us. Called Drawn Together, the campaign launched in spring 2019 features drawings by Cohen Children’s Medical Center patients that show how they see their providers — doctors, nurses and therapists — as rock stars, royalty, even best friends. Through Drawn Together, we hope to show that our patients see us differently because we care for them differently. to Cohen Children’s Medical Center has increased services to be as big a destination as Boston Children’s or 182 percent. Children’s Hospital of Philadelphia,” said Soto. “We will Dr. Joan “Rockstar” Germana continue to tell our story and draw people in for the very The marketing team continues to work on more by 6-year-old Charlotte best care.” powerful visual storytelling that will strengthen the Cohen Children’s Medical Center’s brand. “We have the Northwell Health | Cohen Children’s Medical Center 7 An extra hand for neurosurgery Neurosurgeons at Cohen Children’s Medical Center welcome a new, robotic team member to help children with epilepsy. Epilepsy patients who are candidates for surgery Epilepsy fundamentally changes a child’s life.
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