As we celebrate a new
era in academic medicine
at USC, The Weekly is
proud to debut a new
graphic design with a larg-
er size and tabloid format.
The changes complement
our expanded coverage of
the campus, including the
hospitals and their staffs.
Weekly
The
APRIL 10 • 2009
PUBLISHED FOR THE USC HEALTH SCIENCES CAMPUS COMMUNITY
VOLUME 15 • NUMBER 12
Trojan Family welcomes hospital employees
By Jon Nalick
USC President Steven B. Sample has established
governing boards for the university’s newly acquired
hospitals and named their initial 15 members.
The Hospital Governing Boards guide and oversee
USC University Hospital and USC Norris Cancer
Hospital, as well as approve budgets and capital expen-
ditures. The boards also ensure that the medical staff
is accountable for quality of care and that the hospitals
meet their regulatory and compliance obligations.
USC Executive Vice President and Provost C. L.
Max Nikias will serve as chair of both boards and
Carmen A. Puliafito, dean of the Keck School of Medi-
cine, will serve as vice chair for each.
Each board initially comprises the following addi-
tional members:
• Mitch Creem, hospital chief executive ofcer
• Ellen Whalen, hospital chief nursing ofcer
• Eila Skinner, hospital chief of staff
• Vaughn Starnes, chair, Department of Surgery
• Philip Lumb, chair, Department of Anesthesiology
• Todd R. Dickey, USC senior vice president, admin-
istration
• Robert Abeles, USC interim senior vice president
and chief financial officer
• Carol Mauch Amir, USC general counsel
• Laura LaCorte, USC associate senior vice presi-
dent, compliance
• Elizabeth Garrett, USC vice president, academic
planning and budget
• John Kusmiersky, USC trustee
• William Schoen, USC trustee
• Minor Anderson, USC Care Medical Group Inc.
chief executive officer
The boards held their first joint session at a meeting
on March 26.
“The new USC
employees are
very excited.
They’ve been
waiting a long
time for this—
and we’re all
looking forward
to building a
great medical
center.”
— Scott Evans,
Chief Operating
Officer of USC’s
hospitals
University creates governing boards to provide oversight, direction for new hospitals
By Katie Neith
USC toasted the ownership of two new hospitals
at picnic celebrations welcoming the USC University
Hospital and USC Norris Cancer Hospital into the
Trojan Family.
The sun shone brightly on a new era of academic
medicine at USC as more than 2,000 hospital
employees, Doctors of USC and clinic personnel were
treated to fresh salads, grilled meats and a plentiful
array of desserts on April 3. With many decked out in
cardinal and gold, the crowd cheered and danced to
the music of the USC Trojan Marching Band.
Travis Martin, a USC University Hospital
ultrasound tech, hailed the hospitals’ transition to USC
ownership, adding that the employee celebration “is
really something special and new for us. We feel like
we’re being welcomed to the family.”
“It’s fabulous!” added Joanne Weigh, a registered
nurse who works in pre-op and recovery at University
Hospital.
An evening picnic was also held to recognize the
nightshift employees. The picnics were hosted by
Mitch Creem, who was recently appointed CEO of the
two hospitals.
Saturnino Don Andres Jr., a stationary engineer in
plant operations for the hospitals, who attended the
dinner picnic, added, “I’m glad to be on board with an
organization that has such a good reputation.”
Scott Evans, chief operating officer of USC’s two
hospitals, said the transition of ownership went very
well.
“The new USC employees are very excited,” he
said. “They’ve been waiting a long time for this—and
we’re all looking forward to building a great medical
center.”
Clockwise from top: USC ophthalmologist Alfredo Sadun gets an earful during a special front-row per-
formance by a member of the Trojan Marching Band at the April 3 celebration welcoming new USC hos-
pital employees; attendees dig into salads, grilled meats and desserts at the noontime luncheon; at the
evening welcome dinner (from left) pulmonary function tech La Donna Rodgers, respiratory therapist
Roxana Medranc and EVS worker Alberto Espinoza grab a quick bite before returning to their shift.
New marketing plan
to support hospitals
Within moments of USC’s acquisition of two
hospitals, two new patient-focused Web sites went
live on April 1 to promote the university’s clinical
expertise.
That’s just the first step in a new set of hospital
marketing initiatives designed to leverage the USC
brand, increase patient referrals and enhance patient
revenue, according to Jane Brust, associate senior vice
president of USC’s Health Sciences Public Relations
and Marketing office.
Accessible via the links www.uscuniversityhospital.
org and www.norriscancerhospital.org, the two sites
are integrated with the Doctors of USC Web site to
create a consistent Web presence and access to the
searchable Doctors of USC physician database. The
two sites launched in Phase I of their development,
and planning for Phase II is now under way.
All three sites were developed by Health Sciences
PR and Marketing staff working in collaboration with
Swanson Russell Associates, a full-service marketing
and communications agency with specialized expertise
See MARKETING, page 2
Photos/Jon Nalick
Special
Commemorative
Issue
in health care marketing. In recent weeks, following an agency
review process involving hospital administrators and physician
leaders, Swanson Russell was selected to assist with hospital
marketing efforts going forward.
“The collaborative process will continue as we develop a
marketing strategy for the new hospitals that is integrated with our
marketing of the Doctors of USC,” Brust said. “We will undertake
market research, develop key messages to brand and position
our hospitals in the local market, and test those messages among
consumers. Referring physicians will continue to be another
important constituency in our marketing efforts.”
Swanson Russell is no stranger to USC as they have teamed up
with Health Sciences PR and Marketing staff on Doctors of USC
marketing activities over the
last several years. Swanson
Russell created the award-
winning “See the Doctors
They See” and “See the
Doctors Coach Carroll Sees”
campaigns, among other work.
More recently, Swanson
Russell created the clever
cardinal red and gold picnic
invitation delivered to hospital
employees, physicians and
others for the April 3 festivities
(see related story, page 1) and
the full-page “We Are USC”
ad placed in the Los Angeles
Times the same day. The ad
features more than 400 images
of hospital personnel and
physicians.
“The response to our
request for permission to use
personal photos was so great that another 100 images not used in
the ad will be featured in a revised layout for two banners to be
hung outside the two hospital cafeterias in coming weeks,” Brust
said. “The ad concept has been so popular that employees have
requested copies, so we are offering the full-page ad in this issue of
the Weekly as a commemorative poster for employees to keep.”
APRIL 10 • 2009
Phone: 323-442-2830 Fax: 323-442-2832
E-mail: [email protected] Web: uscnews.usc.edu/hscweekly/ RSS: http://www.usc.edu/hscw
Associate Senior Vice President, Health Sciences Public Relations and Marketing: Jane Brust
Executive Director of Communications and Marketing: Ina Fried
Editor: Jon Nalick
Contributors: Eva Blaauw, Cheryl Bruyninckx, Veronica Jauriqui, Meghan Lewit, Carol Mat-
thieu, Katie Neith, Sara Reeve and Bryan Schneider
Senior Vice President, University Relations: Martha Harris
The Weekly is published for the faculty, staff, students, volunteers and visitors in the Univer-
sity of Southern California’s Health Sciences Campus community. It is written and produced
by the Health Sciences Public Relations and Marketing staff. Comments, suggestions and
story ideas are welcome. Permission to reprint articles with attribution is freely given.
Next Issue: April 17
Weekly
The
By Sara Reeve
USC University Hospital and USC Norris Cancer Hospital
hosted more than 170 local nursing school students and recent
graduates at a New Graduate Brunch on April 3. The brunch
offered an opportunity for the hospitals to introduce the Versant RN
Residency program, an 18-20 week program that helps residents
transition from student to professional nurse.
“When you join the Versant program, you are not done with
studying or classes, so don’t put your books away in the garage!”
said Tanya Zwick, Versant RN Residency manager for the hospitals.
“The hands-on experience before you get to the floor prevents you
from feeling completely lost when you have to treat a patient.”
Created by Childrens Hospital Los Angeles in 2004, the Versant
RN Residency provides a structured program of classroom and skills
lab education, clinical experiences with one-to-one preceptors,
individual mentor relationships and support/self-care group
meetings.
USC University Hospital and USC Norris Cancer Hospital began
using the Versant program in 2007, with sessions beginning twice
a year in March and August. Residency is very competitive: the
program received more than 100 applications for the last cohort, but
accepted only 18 residents.
According to Ellen Whalen, chief nursing ofcer for USC
University Hospital and USC Norris Cancer Hospital, there could
be anywhere from 20 to 40 residency positions, depending on
the number of nurses trained to serve as preceptors. Preceptors
are experienced registered nurses who have gone through
special training to understand the program and have an interest
in mentoring the residents through their required patient care
experiences and competencies.
“Our program is only as good as the quality of preceptors we are
able to have,” Whalen said. “The number of positions are only
limited in order to maintain the highest quality experience for the
residents.”
The nursing students and graduates in attendance learned about
the details of the program and the application process. “I don’t
know how many openings there are, but I hope I get one of them!”
said Abegail Balotro, a graduate of California State University, Los
Angeles.
Attendees of the brunch listened as nurse managers and directors
from a variety of different areas, including step down, oncology
ICU, abdominal organ transplant ICU and cardiothoracic telemetry,
described their units and the challenges and opportunities of each.
“We’re like the Marines—we’re looking for a few good people,”
said Debbie Peterson, USC Norris Cancer Hospital nurse manager
for the bone marrow transplant unit and the third oor. “We need
people who can see what needs to be done and then do it.”
The presentation also included testimonials from former and
current Versant residents. In her fourth week of residency, Christina
Domingo was exuberant in her description of her experience.
“I love my job, I love this place—I feel like a new person,” she
said. “I really enjoy the Versant program. The hands-on experience
really complements the continued classroom learning. I feel like it
offers a great transition from student life.”
Interested attendees had the opportunity to take small group
tours of several of the medical and surgical units. As the tours
began, the purchase of the hospitals by USC became a popular
topic of discussion.
“USC buying the hospitals is just icing on the cake,” said Patsy
Rodriguez, also a graduate of California State University, Los
Angeles’ nursing program. “USC is a prestigious, world-renowned
university that will draw new doctors and lots of new patients.
Patients come to these hospitals from all over the world. That’s the
type of environment I want to be in.”
Applications to the Versant RN Residency program are due by
April 24, and interviews are scheduled for mid-May. Offer letters to
accepted residents will be mailed in mid-June, and the fall cohort
will begin on Aug. 3.
USC hospitals woo new nurses with residency program
MARKETING: Team plans push to bolster reach of brand
Kevin Wagner, USC University Hospital main operating room nurse manager, explains the work and daily challenges residents
would experience at the hospital.
Continued from page 1
Mitch Creem, chief executive officer of
the two hospitals, greets attendees at the
April 3 hospital celebration event.
Veronica Jauriqui
Jon Nalick
USC has invested $275 million in the purchase of the two hospitals.
Together, USC University Hospital and USC Norris Cancer Hospital have 471 beds and nearly
1,600 full-time employees who work with 500 physicians known as the Doctors of USC.
USC and UCLA are the only two Los Angeles-area
universities owning hospitals.
USC University Hospital is a private, 411-bed re-
ferral, teaching and research hospital staffed by
The Doctors of USC. Opened in 1991, the hospital
provides a comfortable setting in which patients
receive personal care and access to the most advanced
health care services.
Services at the USC University Hospital include organ transplantation and neurosurgery, as well as
cardiothoracic, urological, esophageal, orthopedic, and plastic and reconstructive surgeries; neuro-
interventional radiology; interventional cardiology; musculoskeletal medicine; and epilepsy, among
others.
The USC Norris Cancer Hospital is a 60-bed hospital with ad-
jacent outpatient facilities. The hospital is affiliated with the
USC Norris Comprehensive Cancer Center.
The USC Norris Comprehensive Cancer Center is one of only 41
centers designated as “comprehensive” by the National Cancer
Institute for its leadership role in cancer treatment, research,
education and prevention. USC Norris has held this designation
since 1973 – just two years after establishment in 1971 – when it was
one of the first eight comprehensive cancer centers to be recognized
in this way.
Treatment options at USC Norris include surgery, radiation
therapy, chemotherapy and combinations of these therapies.
Immunotherapy and genetic counseling for specific cancers
are also provided.
The USC Norris Cancer Hospital has a designated bone marrow transplantation unit and surgical
unit with highly trained staff.
With the university’s acquisition of the hospitals, more than 500 physicians known as The Doctors of
USC are integrating their 18 private practices into the university’s operations. The new integrated
business model will enhance business planning for new clinical services, multi-disciplinary programs
and support for recruitment of new clinical faculty. The new structure also will make it easier to
build new clinical programs in collaboration with the hospitals.
APRIL 10 • 2009
10 things everyone should know about the hospital acquisition
1
2
3
4
5
6
7
8
9
10
Jon Nalick
Jon Nalick
By Jane Brust
While the university’s
acquisition of two hospitals has
been big news on both USC
campuses, behind the scenes
much work has been under
way to ensure the success of
the new clinical enterprise.
Key to that success is the
integration of 18 separate
physician practice corporations
outside the university into
The Doctors of USC—a single
corporate entity within USC
providing centralized services
to support the physicians’
clinical activities.
The integrated model will
provide for enhanced business
planning for new clinical
services, multi-disciplinary
programs and support for
recruitment of new clinical
faculty. The new structure
also will make it easier to
build new clinical programs
in collaboration with the
hospitals.
In recent days, nearly 500
personalized letters were sent
to individual physicians to
officially welcome them into
The Doctors of USC and to
outline their compensation
and other considerations.
“Producing new, integrated
compensation packages
for the clinical faculty has
been a tremendous project,”
said Coreen Rodgers, chief
operating officer of the
Keck School of Medicine.
“The clinical chairs were
true leaders in this process,
supported by myself, USC
Care and the Faculty Affairs
ofce. We are grateful to all
participants who gave us their
time and creative energy to
develop a successful transition
plan for our physicians.”
According to Minor W.
Anderson, president and CEO
of The Doctors of USC, “All
of the activities to support
our clinical practices will be
easier within one corporate
entity. We are committing
to the complex process of
integration so that we have
greater business efficiency
and success going forward. We
want to enhance the patient
experience and create an ideal
work environment for faculty
and staff.”
Efforts also are under way
to develop more patient-
friendly business systems
by completely redesigning
and upgrading billing and
information technology.
For example, a new GE/
IDX system will be
implemented to improve
appointment scheduling,
patient registration, billing
and collections across
the enterprise. Also in
development is a new patient-
focused call center.
In addition, The Doctors
of USC are committed
to investing in advanced
technologies and additional
infrastructure to address a
growing patient population.
“Our goals are to enhance
patient access to our
physicians and to improve the
patient experience across the
board,” Anderson said.
Doctors integrating into one faculty practice group
ON SURGICAL CAPS, A NOD TO USC— USC Operating Room Registered Nurse Diana Vo (center) and her colleagues model
surgical caps that her mother, Minh “Lucy” Truong, made to celebrate the transfer of USC University Hospital and USC Norris
Cancer Hospital to USC ownership. Above, the group gathers on the first day under USC ownership.
"All of the
activities to
support our
clinical practices
will be easier
within one
corporate entity."
—Minor W.
Anderson, president
and CEO of
The Doctors of USC
The Weekly NEWSMAKERS
Complete listing at:
ww.usc.edu/uscnews/usc_in_the_news
An April 6 widely-carried HealthDay News story highlight-
ed a USC study which found that increasing fiber intake and
reducing sugar consumption can help reduce type 2 diabetes
risk factors in Latino teens. Forbes, MSN Health and Fitness
and MedPage Today online also covered the research.
On April 3, neurologist Mark Lew was interviewed live on
NBC’s “The Today Show” about cervical dystonia, a condition
that causes painful neck spasms. A segment featured one of
Dr. Lew’s patients.
An April 3 U.S. News & World Report article quoted urol-
ogist Inderbir Gill about whether President Barack Obama
should have PSA testing, a type of prostate cancer screening.
An April 1 Los Angeles Business Journal article quoted
Provost C.L. Max Nikias about the $275 million sale of USC
University Hospital and USC Norris Cancer Hospital to the
University of Southern California. MedCenter Today Online,
Fox Business, the Contra Costa Times, Modern Healthcare
Magazine, Annenberg TV News and the Daily Trojan also
covered the sale.
On April 1, KNBC-TV aired an interview with environmental
health expert James Gauderman on the effects of air pollu-
tion.
A March 30 New York Daily News article on the impact
of the show “ER” noted a study by researchers at the Keck
School which found that viewers of an “ER” episode on obe-
sity were 65 percent more likely to change their eating habits
afterward than non-viewers.
A March 28 Los Angeles Times article quoted pharmacolo-
gist Roger Clemens about whether sweeteners derived from
agave are better for one’s health than other sweeteners.
A March 28 Los Angeles Times article described how actor
Stacy Keach returned to the stage play “Frost/Nixon” after
suffering a stroke. The article noted that Keach altered the
name “Dr. Lundgren,” which is mentioned in passing during
the play, to “Dr. Larsen,” in tribute to Donald Larsen who
treated him at USC.
A March 27 Wall Street Journal article highlighted re-
search led by cardiologist Robert Kloner about the increased
death risk associated with being a fan of a losing Super Bowl
team. WebMD, ABC Science Online, The Mercury News,
a widely carried Asian News International (India) story and
KNBC-TV also covered the research.
USC will award Physically Challenged Ath-
letes Scholarships to 33 student scholars on April
18 at “Swim With Mike,” an annual swim-a-thon
fundraiser for scholarships to students who have
overcome life-challenging accidents or illnesses.
Since its inception in 1981, Swim with Mike
has raised more than $8.7 million for 77 full
scholarships, including providing financial as-
sistance toward housing and books. It boasts an
impressive recipient and alumni list, ranging in
age from 18 to 38, traveling as far away as India
and pursuing careers in fields ranging from
cinematography to business, medicine and law.
Athletes have represented 16 different sports
on levels ranging from high school junior varsity
to NCAA Division 1. Two former Keck medical
students have been Swim with Mike Scholarship
recipients.
Swim with Mike began as a fundraiser to
purchase a specially equipped van for three-time
All-American USC swimmer, Mike Nyeholt, who
became paralyzed in a motorcycle accident in
1981.
At Nyeholt’s suggestion, the excess monies
raised that year were used to aid other athletes
in overcoming paralyzing or physically disabling
injuries or illnesses, and in returning to school.
With the help of Nyeholt’s teammate and now
USC Associate Athletic Director Ron Orr, Swim
with Mike was born the following year when
Nyeholt returned to swim laps.
The event, featuring a barbecue at noon, live
entertainment, celebrity guests, massage tent,
Kid’s Corner, and silent auction, will run from 8
a.m. to 4 p.m. at USC McDonald’s Swim Stadi-
um. Parking and admission are free for sponsored
swimmers. Barbecue at noon is $15 if you are not
swimming.
For more information, call (213) 740-4155 or
visit the event web site at
www.swimwithmike.org.
‘Swim with Mike’ fundraiser slated for April 18
From left: Kaia Hedlund, Swim with Mike coordinator,
Brandon Johnson, USC student Swim with Mike Scholarship
recipient, and fourth-year Keck School student Maria Reese
speak in Mayer Auditorium on March 24 with Keck School
and physical therapy students to encourage them to swim
in the event and also get to know scholarship recipients like
Johnson who benefit from the fundraiser.
Carol Matthieu
APRIL 10 • 2009
Notice: Deadline for calendar submission is 4 p.m. Monday
to be considered for that week’s issue—although three weeks
advance notice of events is recommended. Please note that
timely submission does not guarantee an item will be printed.
Send calendar items to HSC Weekly, KAM 400 or fax to
(323) 442-2832, or e-mail to [email protected]. Entries must
include day, date, time, title of talk, first and last name of
speaker, affiliation of speaker, location, and a phone number
for information.
Calendar of Events
This Calendar of events is also online at
www.usc.edu/hsccalendar for the Health Sci-
ences Campus community
Monday, April 13
Noon. “NEPHSAP: Fluid, Electrolyte and Acid-base Distur-
bances,” Alan Yu, USC. GNH 4420. Info: (323) 226-7307
Noon. “Case Presentations,” Shahrooz Bemanian, USC. DNT
B3B105. Info: (323) 409-7995
Tuesday, April 14
8:45 – noon. The 19th Annual Cancer Surveillance Program
Educational Symposium. “From Surveillance to Prevention,”
Various speakers. NOR Aresty Conference Ctr. RSVP: csp.
11:30 a.m. Psychiatry Grand Rounds. “Body Dysmorphic Dis-
order,” Katharine Phillips, Brown Univ. ZNI 112. Info: (323)
442-4000
Thursday, April 16
Noon. Cellular Homeostasis Lecture Series. “PPARs, Mac-
rophage Activation and Insulin Resistance,” Ajay Chawla,
Stanford. MCH 156. Info: (323) 442-3121
4 p.m. USC Ctr. For Excellence in Research. “Writing Persua-
sive Proposals,” Bonnie Lund, The Writing Co. NML West
Conference Room. Info: (213) 740-6709
Friday, April 17
8 a.m. CHLA Grand Rounds. “Challenges of Protecting
Children, It’s not all ‘Law and Order’ and ‘CSI’,” Karen Kay,
USC/CHLA. CHLA Saban Research Auditorium. Info: (323)
361-2935
11 a.m. Hematology Grand Rounds. “Diagnosis and Treatment
of Gaucher Disease,” John Barranger, USC. IPT C2J103. Info:
(323) 865-3950
Noon. “Case Presentations,” Yi Zheng, USC. OPT A5C129.
Info: (323) 409-7995
Monday, April 20
Noon. “NEPHSAP: Transplant,” Yasir Qazi, USC. GNH 4420.
Info: (323) 226-7307
Wednesday, April 22
4 p.m. USC Ctr. For Excellence in Research. “Cellular Imaging
Methods in Basic Research,” Susan Forsburg, USC. UPC: CUB
329. Info: (213) 740-6709
Friday, April 24
8 a.m. Pathology and Laboratory Medicine Grand Rounds.
“Diffuse Aggressive B-cell Lymphomas,” Jonathan Said, UCLA.
NOR 7409. Info: (323) 442-1180
8 a.m. CHLA Grand Rounds. “The Child is the ‘Sentinel Spe-
cies’ for Good or Bad Environments: How the ‘Built’ Environ-
ment Shapes Children and their Health,” Richard Jackson,
UCLA. CHLA Saban Research Auditorium. Info: (323) 361-
2935
Monday, Apr. 27
Noon. “NEPHSAP: End-stage Renal Disease and Dialysis
(2008),” Hosameldin Madkour, USC. GNH 4420. Info: (323)
226-7307
Wednesday, April 29
Noon. ZNI Seminar Series. “Emergence of Synaptic Specificity
in the Mouse Cerebellum,” Peter Sheiffele, Univ. of Basel. ZNI
112. Info: (323) 442-2144
Noon. “Renal Biopsy,” Michael Koss and Vito Campese, USC.
GNH 4420. Info: (323) 226-7307
1 p.m. “Head & Neck Cancer Awareness,” Tom Labonge, LA
Councilmember, and Chief Bratton, LA Police Dept. HNRT
Level G, Rm. 503. Info: (323) 442-7808
USC Health Sciences
Public Relations and Marketing
1975 Zonal Ave.
KAM 400
Los Angeles, CA 90033
Non-Profit Organization
U.S. POSTAGE PAID
University of Southern
California
In Case of An Emergency...
Call the Emergency Information Phone: 213-740-9233 The emergency telephone system can handle
1,400 simultaneous calls. It also has a backup system on the East Coast.
Visit the USC Web: http://emergency.usc.edu This page will be activated in case of an emergency.
Backup Web servers on the East Coast will function if the USC servers are incapacitated.
USC is hitting for the fences with a promo-
tional agreement signed with the Los Angeles
Dodgers for the larger of its two new hospitals.
The partnership, announced on April 9, makes
USC University Hospital the “Official Hospital
of the Los Angeles Dodgers.” The multi-year
agreement guarantees the hospital in-stadium
and promotional exclusivity among hospitals and
medical centers.
“Partnering
with the Los
Angeles Dodg-
ers is a strategic
move to align the
USC University
Hospital brand
with another iconic
brand in Los Ange-
les,” explained
hospital CEO
Mitch Creem. “We
look forward to
bringing Dodg-
ers fans timely
health information
through in-stadium
promotions and
educational op-
portunities. This
partnership with
the Dodgers also
will allow us to expand our community outreach
through many activities that will be fun and
educational for our patients, their families and
our employees and friends.”
The Dodgers’ partnership with USC Universi-
ty Hospital features homeplate rotational signage
during all local regular season television broad-
casts on PRIME TICKET and KCAL, perma-
nent Pavilion Wall signage during all regular
season games, and sponsorship of the Dodgers’
“Heart of Dodgertown” platform, which high-
lights various community programs throughout
the season on Dodgervision. Additionally, USC
University Hospital will receive LED Ribbon
board messaging during all regular season home
games.
As part of the “Heart of Dodgertown”
platform, current and former Dodgers players
will visit patients at USC University Hospital.
The visits will be featured in the Dodgers on
Demand content on Time Warner Cable.
USC University Hospital will be showcased
at Dodger Stadium with extensive promotional
opportunities throughout the baseball season,
including:
• auto gate distributions of USC University
Hospital marketing collateral to more than
10,000 cars per game for four games
• in-stadium concourse booths during select
Dodgers home games that will facilitate interac-
tion between Dodgers fans and USC University
Hospital physicians and staff offering topical
health information
• full-page ads in Dodgers Magazine sold at
each game and
available to all
premium seating
clients.
The Dodgers
will also provide
USC Univer-
sity Hospital with
radio spots on
KHJ 930AM, one
of the top-rated
Spanish-language
radio stations in
the Los Ange-
les market and
the home of the
Dodgers’ Span-
ish-language radio
broadcast.
Additionally,
the partnership
will include a
promotional night,
“Friday Night Fireworks presented by USC
University Hospital” on Sept. 18. On that date,
USC University Hospital representatives will be
featured in a pre-game first pitch ceremony at
Dodger Stadium.
“We couldn’t be more thrilled to call USC
University Hospital a Dodgers partner,” said
Dodgers Vice President of Partnerships Steve
Spartin.
USC University Hospital signs promotional
partnership with the Los Angeles Dodgers
As a special benefit from the USC Uni-
versity Hospital-Dodgers partnership, Weekly
readers can now buy discounted Dodger
game tickets for the 2009 season through
the Dodgers “Super Groups” site.
To purchase discount tickets online, visit
www.dodgers.com/uscuniversityhospital and
follow the on-screen instructions.
Discounted Dodgers tickets
available to all Weekly readers
