The Doctors of USC Open Satellite Location on the Westside
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APRIL 22 • 2011 TheWeekly theweekly.usc.edu PUBLISHED FOR THE USC HEALTH SCIENCES CAMPUS COMMUNITY VOLUME 17 • NUMBER 14 Don Milici Promoting the new 14,000-square-foot Doctors of USC Beverly Hills satellite office, billboard ads have been placed in strategic locations throughout the Westside. The new office is located at 9033 Wilshire Boulevard in Beverly Hills. The Doctors of USC open satellite location on the Westside ‘The Doctors of The latest University of Southern School of Medicine’s commitment to Gill, executive director, USC Institute of California satellite has opened on Los advancing the art and science of medicine Urology, will see patients there as well. USC Beverly Hills Angeles’ Westside. The Doctors of USC for our local community. It is an extension Also opening at The Doctors of USC center is a dramatic are bringing their world-class medical of USC’s academic medical center, one of Beverly Hills is the Westside Norris demonstration of expertise in ophthalmology and urology/ two such centers in Los Angeles.” Laboratory, which is the first USC lab to prostate cancer to Beverly Hills. The Doctors of USC physician practice open at a community practice. Now USC the Keck School The Doctors of USC Beverly group is associated with the USC-owned patients who live on the Westside will of Medicine’s Hills—affiliated with the Keck School USC University Hospital and USC Norris have a convenient and alternative location of Medicine—is located at 9033 Wilshire Cancer Hospital. to obtain their lab results. The Norris lab is commitment to Boulevard in Beverly Hills. The new Neda Shamie, a leader in corneal operated by USC Norris Cancer Hospital advancing the art 14,195-square-foot location offers the latest transplantation, will serve as medical Laboratory and is part of the USC Clinical treatments from top specialists in three director of the USC Doheny Eye Laboratories system. Physicians will be and science of key areas of medicine, said Keck School Center. Puliafito, an expert in macular able to have results available to them medicine for our Dean Carmen A. Puliafito. degeneration, also will see patients at the electronically. “This vital center brings the care and USC Doheny Eye Center. Initially established to service oncology local community.’ expertise of The Doctors of USC closer Leading oncologists David Agus patients of Agus and Gross, the lab will to Westside communities,” said Puliafito, and Mitchell Gross will see patients also provide services to the USC Doheny —Keck School of who is one of several physicians who will in the USC Norris Westside Cancer Eye Center, as well as other practitioners see patients at the new location. “The Center, affiliated with the National in the community. Medicine Dean Doctors of USC Beverly Hills center is Cancer Institute-designated USC Norris The initial focus at The Doctors of Carmen A. Puliafito a dramatic demonstration of the Keck Comprehensive Cancer Center. Inderbir See WESTSIDE, page 2 Whittier Foundation awards $3 million nanotechnology grant to Keck School By Pauline Vu Lee Whittier Woods and The L.K. Whittier the Whittier Foundation Foundation is awarding for their generosity and another $3 million to the foresight in continuing to fund nanobiotechnology initiative nanobiotechnology at USC,” it established four years ago at said Edward Crandall, the the Keck School of Medicine. project’s lead investigator and Steve Cohn Photography The grant will fund the chair of the Department of L.K. Whittier Foundation Medicine. PERFECT PITCH—USC University Hospital patient Kelly Mitchell (above Nanobiotechnology Initiative, “This grant will enable us and left) threw out the first pitch at the Los Angeles Dodgers baseball game on April 17. Mitchell was accompanied by USC hospitals CEO Mitch Creem which is researching new ways to work from bench to bedside and other guests at the match-up between the Dodgers and the St. Louis to use nanotechnology to in multidisciplinary projects Cardinals. Video story is online at http://tinyurl.com/3v2u7o9. fight diseases such as cancer, that span the University Mitchell was diagnosed with a large brain tumor while pregnant with her diabetes and cardiovascular Park (UPC), Health Sciences first child. Charles Liu, associate professor of neurological surgery at the Keck disease. (HSC) and Children’s School of Medicine, successfully removed the tumor eight days after Mitchell The foundation awarded Hospital Los Angeles (CHLA) delivered her baby. “It is an honor to represent USC University Hospital the first $1 million installment campuses,” he added. today and be able to throw the first pitch,” Mitchell said. “Thanks to the ex- of the three-year grant in Nanotechnology, or science ceptional care I received at USC, my sight and memory were restored, and I October. and engineering at the very am now the proud mother of a little boy, and I’m expecting a little girl. I was nearly blind a year and a half ago, and now I have 20/20 vision throwing the “We are extremely small nanometer (one billionth first pitch at a baseball game!” grateful to [trustee] Laura See WHITTIER, page 3 APRIL 22 • 2011 USC urologists visit China to lay groundwork for USC-China Program By Cheryl Bruyninckx Ng, urology fellow. They and bladder diseases. In of various prominent urology on such an initiative for the The USC Institute of conducted a “live surgery” addition, Gill, Desai and Xie departments across China, past decade. Annually since Urology team recently symposium in each of the five delivered multiple state-of- Hong Kong and Singapore. 1998, more than 50 Chinese returned from a 12-day, 5-city cities between March 22 and the-art lectures. USC Institute To explore logistics for clini- urologists have visited USC visit to Shanghai, Beijing, April 3. of Urology brochures and cal referrals, the USC Urology for a week-long instructional Guangzhou, Hong Kong “The goal of this trip physician business cards were team met with the U.S. Con- symposium to observe live and Singapore to lay the was to create a ‘USC-China translated into Chinese for sul General in Guangzhou and surgeries and learn new groundwork for a collaborative Program’ in clinical medicine, these symposia. the CEOs of seven healthcare techniques. program with physicians in which will enhance academic Also attending were many and insurance companies. Possibilities for future China. exchanges and make USC a Chinese dignitaries, including They also met with officials of collaboration being explored Led by Inderbir S. Gill, preferred destination for Chi- the director of Health Bureau the USC-Hong Kong office, include tele-consults and founding executive director of nese patients seeking cutting- of Beijing, dean of the Beijing and Gill was interviewed by e-consults, remote health the USC Institute of Urology edge medical and surgical Medical School, dean of the Chinese media in Guangzhou. monitoring, referring of and professor and chair of the treatment,” said Gill. Chinese University of Hong A contract from one healthcare patients to USC for advanced Joseph & Catherine Aresty More than 1,823 Chinese Kong, president and vice company has been submit- medical care, and building Department of Urology, the urologists attended these sym- president of the Chinese ted to the USC Institute of stronger relationships with USC team also included Mihir posia to witness USC urolo- Urological Association, Urology, which has already Chinese physicians. Desai, Professor of Urology, gists perform 15 advanced president of the Chinese generated patient referrals. A group of physicians from Hui-Wen Xie, professor robotic and laparoscopic Military Hospitals Association, The USC Institute of China are planning a trip to of urology, and Casey surgeries for kidney, prostate, and more than 40 chairmen Urology has been working USC in the near future. WESTSIDE: Initial focus targets ophthalmology and prostate cancer care Continued from page 1 USC Beverly Hills will be on ophthalmology, urology and prostate cancer care, providing a complete range of sub-specialties to deliver comprehensive diagnostic and treatment services. Advanced care through cutting-edge therapies and clinical trials will be offered, as well as continuing medical education for community physicians. The new clinical center features well-appointed patient exam and treatment rooms, an on-site pharmacy, and valet parking. The USC Boardroom, the Trojan Hospitality Room, and a medical education video Above are the first three pages of the newspaper advertising insert profiling five physicians who will be practicing at the Beverly Hills office. conferencing center are also available. Ad campaign promoting new location highlights ‘world class names’ In addition to seeing patients in Beverly Hills and Along with the new codes of Beverly Hills. areas of expertise and the the marketing campaign at the two USC hospitals, satellite opening, a marketing There will be an eight-page graphics will be in black-and- will be in circulation among The Doctors of USC also see campaign has also launched, insert profiling five physicians white with cardinal highlights, independently owned coffee patients in two other satellite announcing The Doctors of who will be practicing at the mimicking the USC hospitals shops in the area. locations in downtown Los USC Beverly Hills location. Beverly Hills office. Forty ad campaign. A dozen billboards are now Angeles and La Canada The campaign’s theme reflects thousand copies will be A series of print ads will up in the Beverly Hills area Flintridge. Another satellite the message “In a town of inserted into the Beverly Hills run in the Beverly Hills Courier announcing the opening of location is planned to open in world-class names … we’re Courier and 24,000 will be along with a series of physician The Doctors of USC Beverly Pasadena in early 2012. adding a few more” as it inserted into the Los Angeles profiles.