Marketing Materials and Additional Annual Reports Caring Headlines From the Desktop

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1 12.6 Provide examples of how nursing is featured in the organization s promotional advertising strategies and materials, including newsletters, bulletin boards, internet sites, published leadership profiles, and so forth. Nearly two decades ago, Dr. Patricia Benner came to the MGH to dialogue with nurses about creating a narrative culture. She talked about how nurses only write about what they know. She noted that if something is missing from a narrative, it s not an integral component of one s practice. Just like clinical narratives, the hospital s marketing and communication materials reflect the hospital culture and the integration of services and disciplines. If MGH Nursing is truly valued, it should be reflected prominently in the advertising and communication vehicles of the organization. And, it is. What follows are examples to illustrate how MGH Nursing is portrayed in a variety of media modalities. Web Sites In today s computerized, web-based environment, MGH s and Patient Care Services web sites are key destinations for patients, families, health care professionals, and support staff. On the Hospital s web site s home page, timely news items are showcased. For example, in the News section, (attachment 12.6.a.) the link to an article (Nursing comes of age: Project helps older practitioners) featuring an MGH nurse s experience studying the challenges of the older nurse in clinical practice, can be found. The MGH Patient Care Services web site (attachment 12.6.b.) contains information about each of the professions and support departments within Patient Care Services, clinical and professional development opportunities, the Clinical Recognition Program and career opportunities. In addition, the site chronicles timely news and information via the PCS News & Information link (attachment 12.6.c). This section showcases current and archived issues of Caring Headlines and PCS News You Can Use, Annual Reports, MGH Nursing history milestones and timely news updates linking to other media (e.g., Boston Globe, hometown newspapers, etc. featuring stories about nurses and other health professionals at MGH). MGH and Patient Care Services Annual Reports Copies of the Massachusetts General Hospital and Patient Care Services 2006 Annual Reports can be found in OOD 12a. and OOD 12b, respectively. In the MGH Annual Report, 90

2 (OOD 12.a.) two MGH nurses, Lucinda Langenkamp, RN, NP, and Chanda Plong, RN, both recipients of the Thomas S. Durant, MD, Fellowship in Refugee Medicine, are featured on pages The article shares their on-line journals that they kept to update their family, friends and MGH colleagues about their experiences caring for populations in need. The work of MGH nurses is captured throughout the PCS Annual Report (OOD 12.b.) in the feature stories, milestones and professional achievements. Marketing Materials and Additional Annual Reports MGH nursing is featured in a variety of marketing materials. One example is the marketing brochure for the MGH Heart Center (attachment 12.6.d.). This brochure was designed by an interdisciplinary team with nursing representation and features the Hospital s Magnet designation on page 3 of the brochure. Another example can be found in The MGH Cancer Center s publication, Synergy, which shared information about the Oncology Nursing Fellowship Program, in its Summer 2007 issue (attachment 12.6.e). In the MGH Community Benefit 2006 Annual Report, the clinical practice of MGH Senior HealthWISE nurse Cheryl Wall, RN, is featured (attachment 12.6.f.). And, in the Vincent Memorial Hospital for Obstetrics and Gynecology 2006 Annual Report, (attachment 12.6.g) Nursing Director, Lori Pugsley, RN, talks about the importance of skin-to-skin contact in the promotion of bonding between a newborn and parents. Caring Headlines The bi-weekly publication of Patient Care Services Caring Headlines enjoys a vast readership. One of the most popular issues of Caring Headlines is the special issue that showcases the annual week-long celebration of Nurse Recognition Week. In Attachment 12.6.h., the events of Nurse Recognition Week 2007 are captured. From the Desktop At the end of each month, Dr. Peter Slavin, President of the MGH, sends out an newsletter titled, From the Desktop, to leadership and staff throughout MGH. Nursing accomplishments are often reflected in his newsletters. Attachment 12.6.i. references the dedication of The Norman Knight Nursing Center for Clinical & Professional Development and attachment 12.6.j. shares the news that two MGH nurses will be inducted into the American Academy of Nursing as fellows in November

3 Nursing Advertisements In addition to the newspaper ads placed to showcase nursing job opportunities at MGH, a number of other advertising models are used including taxi tops (attachment 12.6.k.), and billboards in the Boston area, (attachment 12.6.l.). During the September 14-16, 2007, Red Sox games against rival team, the New York Yankees, MGH Nursing was prominently showcased in a virtual ad behind home plate (attachment 12.6.m). MGH Nursing is also marketed to nursing students in the New England Nursing Magazine (attachment 12.6.n). Throughout the MGH As you walk down the hallways of the MGH, Nursing is promoted in a number of prominent locations. For examples, in one of the busiest corridors of the MGH, the Patient Care Services and Nursing Award and Recognition plaques are displayed along with the Magnet Recognition plaque. Patient Care Services and Nursing Awards and Recognition Plaques 92

4 Another example can be found as you walk into the MGH Hemodialysis Unit on the 10 th floor of the Bigelow Building. Named after Jean M. Nardini, RN, this patient care area is the first unit to be named after an MGH nurse and recognizes her contributions to the care of the patient with kidney disease both within and outside the walls of the MGH. Entrance to Jean M. Nardini, RN, Hemodialysis Unit at the MGH The impact MGH nurses have had on nursing history is another great source of pride. Displayed on the walls of The Norman Knight Nursing Center for Clinical & Professional Development are key milestones in MGH nursing history. Nursing History Display in The Norman Knight Nursing Center 93

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42 Attachment 12.6.i. From: Broadcast MGH Sent: Friday, June 29, :42 PM To: All User MGH Subject: From the Desktop of Peter L. Slavin, MD From the Desktop of... Peter L. Slavin, MD MGH President June 2007 MGH Measures Up Well on Various Quality Report Cards In recent years there has been a virtual explosion of public information about quality of care in hospitals. Each day, it seems, brings a new measuring tool, a new quality report card, a new ranking scheme along with a host of questions about which of these systems are helpful and reliable and which are misleading, even dangerous. Sorting through the maze of information can be mind-boggling. Our newly formed MGH/MGPO Center for Quality and Safety is helping to assess, interpret and clarify these various scorecards to offer a better sense of what is being measured, how it is being measured and how we should use the information to enhance the quality of care we provide to patients. Within the past several weeks, new data about the MGH and other hospitals around the state and across the nation have been released on three separate quality measurement websites. Hospital Compare, the Center for Medicare and Medicaid Services site, measures how well hospitals deliver the recommended care for heart attack, heart failure, pneumonia and surgical infection prevention. Leapfrog is a member-led voluntary quality and safety program that collects and analyzes categories of data from hospitals computerized physician order entry, ICU physician staffing, performance on certain high-risk procedures and adherence to National Quality Forum Safe Practices. Massachusetts Health Quality Partners (MHQP) reports performance on various quality measures including appropriate use of depression and asthma medications; breast, cervical and colon cancer screenings; Chlamydia screening in young women; diabetes care; and pediatric care. I am pleased that the MGH s performance was outstanding in most of the measures on these websites. Still, we have plenty of room to improve and are working hard to do just that. Close and ongoing scrutiny of our quality measures and related improvement efforts are becoming ingrained in the way we operate. In addition to these quality measurement programs, the Internet offers a range of other hospital information sources. One well-respected report is the Joint Commission for Accreditation of Healthcare Organizations Quality Check, which offers information about a number of hospital quality indicators, including performance in heart attacks, heart failure, community acquired pneumonia, pregnancy and surgical care improvement for infection prevention. Another widely cited hospital rating system is the US News and World Report Best Hospitals report, which provides assessments based in large part on the reputation of hospital specialties as determined by physicians in those specialty areas, as well as on Medicare claims data. More troubling are the many programs that derive quality measures from billing information, which generally lacks the detail and depth to control for significant differences between patients, making it difficult to measure outcomes accurately. While some such systems are more robust than others, all have certain 131

43 Attachment 12.6.i continued drawbacks because of the data source. Examples of rating systems that rely on administrative data are Solucient, HealthGrades, Consumer Checkbook and UCompare. As the field of quality measurement continues to grow and evolve, the MGH is working hard to assume a position on the front lines. We are developing a quality and safety dashboard to make available on our website important and informative measures, and we are encouraging clinical experts at the MGH to become involved in promoting the quality measurement agenda through their professional societies and national organizations. When it comes to delivering high-quality and safe care, no matter how well we perform on surveys, we need to be our own toughest critics and continue to reach higher and higher. Department of Nursing Marks Milestone with Dedication of the Knight Center I want to extend my deepest appreciation to Norman Knight, a longtime supporter and friend of the MGH, for his leadership and vision in helping to establish The Norman Knight Nursing Center for Clinical and Professional Development. In early June, hundreds of MGH staff and guests gathered together to celebrate the dedication of the recently opened Knight Center and to mark this significant milestone for MGH Patient Care Services and for the hospital. An innovative and thriving hub of learning, the Knight Center is focused on integrating innovations in clinical practice, research and continuing education and training to promote high-quality patient care. I extend congratulations to Jeanette Ives Erickson, RN, MS, senior vice president for Patient Care Services and chief nurse, for her dedication to creating the Knight Center. I also applaud the team in Patient Care Services who have worked so hard to establish an incredible resource that will provide wonderful and enriching support for the professional development of nurses now and in the years to come. MGH Physicians Honored with Harvard Professorships I was delighted to have had the opportunity recently to celebrate with several esteemed members of the MGH medical staff who were honored with endowed Harvard Medical School professorships. Bertram Zarins, MD, chief of MGH Sports Medicine, was named the Augustus Thorndike, MD, Clinical Professor of Orthopaedic Surgery. The Thorndike Professorship, which honors the legacy of Augustus Thorndike, MD, a pioneer in the field of sports medicine, was made possible by the generosity of the family of the late Dr. Thorndike, as well as Dr. Thorndike s colleagues, former patients and friends. Nick Thorndike, who served as an MGH trustee, chairman of the board and is now an honorary trustee, is Dr. Thorndike s son. Bert Zarins is a fitting choice to be the first incumbent to the Thorndike Professorship. Under Bert s leadership, sports medicine at MGH has flourished and grown so that now the hospital cares for most of Boston s professional sports teams. I also want to mention that two MGH physicians received much-deserved recognition at the celebration of the Morton N. Swartz Academy Professorship and the naming of Stephen Calderwood, MD, as its first incumbent. Morton Swartz, MD, served as MGH s chief of the Division of Infectious Diseases for 30 years. During his tenure, he established a standard of clinical excellence that has inspired a generation of physicians in internal medicine and infectious diseases. His encyclopedic knowledge of medicine, meticulous attention to detail, and dedication to patients are legendary at the MGH and throughout the field of infectious diseases. Steve Calderwood developed and refined his interest in infectious diseases while studying with Mort. Steve possesses many of Mort s remarkable qualities and has followed in these giant footsteps, now serving as chief of MGH s Division of Infectious Diseases. James Thrall, MD, Earns Prestigious Radiology Prize Congratulations to James H. Thrall, MD, chief of the MGH Radiology Service, who received the American Roentgen Ray Society s Gold Medal for Distinguished Service at the society s recent annual meeting. The Gold Medal is the society s highest honor awarded to a leader in radiology who maintains an extraordinary commitment to care, service, research and education. Domingas Pires Receives the 2007 Ricardo Diaz Award 132

44 Attachment 12.6.i continued Congratulations to Domingas Pires of Environmental Services who was presented with this year s Ricardo Diaz Memorial Award at the Operations Support Staff Day luncheon. Pires exemplifies professionalism, kindness and the same work ethic and wonderful spirit that characterized Ricardo Diaz, a longtime member of the Buildings and Grounds staff who died tragically in 2003 while plowing snow from the hospital s sidewalks. On behalf of the MGH community, I applaud all of the operations support staff members whose behind-the-scenes support helps to keep the hospital running smoothly. Hospital Prepares for the Joint Commission Laboratory Survey The Joint Commission for the Accreditation of Healthcare Organizations is scheduled to conduct a laboratory survey at some point before the end of this calendar year. Like the hospital wide Joint Commission survey we had last December, the inspection team will arrive unannounced. I want to take this opportunity to remind all staff in the laboratories as well as staff throughout the hospital community that our goal is not merely to be ready for the Joint Commission survey, but rather to be ready for the next patient, and the next. If we keep our eyes on this ultimate goal, then we should sail through the survey with flying colors. May Financial Update The MGH in May recorded an operating gain of $11.5 million, which was $4.5 million better than budget. Year to date, the MGH reported a $55.2 million gain, or $16.9 million better than budget. Admissions in May were 35 above budget and 303 better than the previous year, while discharges were 19 below budget and 100 ahead of last year. On a year-to-date basis, admissions were 303 higher than budget and 489 above last year, and discharges were 113 higher than budget and 613 better than prior year. Length of stay in May was 5.64 days, or.32 days lower than budget and.1 days shorter than last year. Year-to-date length of stay was 5.9 days, which was.06 days under budget and.03 days longer than last year. On the outpatient side, visits were above budget by 1,716. Net patient service revenue for May was $7.6 million above budget, which was primarily related to strong inpatient and outpatient activity. Expenses were unfavorable by $2.8 million associated largely with higherthan-budgeted salaries and benefits. Have a happy and safe Fourth of July! 133

45 Attachment 12.6.j. From: Broadcast MGH Sent: Tuesday, July 31, :21 PM To: All User MGH Subject: From the Desktop of Peter L. Slavin, MD July 2007 From the Desktop of... Peter L. Slavin, MD MGH President Reaching Ever Higher on Hand Hygiene: Plan Links Portion of Bonus to Quality/Safety Goals Proper hand hygiene has long been a top patient safety priority at the MGH, with study after study demonstrating that hospital-acquired infections which can lead to lengthened hospital stays, complications and even death are most frequently spread from one patient to another via the hands of health care providers. Hand washing and the use of alcohol-based hand rubs, such as Cal Stat, before and after contact with every patient, greatly reduces the spread of these infections. Effective hand hygiene is fundamental to safe patient care, and we rigorously measure our compliance against the highest standards. The MGH has made significant improvements on its hand hygiene performance in recent years. We believe it is important to share our rates of hand hygiene compliance with the hospital community. We also want every employee to share in our success if we meet our hand hygiene goals and indeed, we are getting close. To provide a sense of how much we have improved, in the third quarter of 2002, our hospital wide hand hygiene compliance rates were just under 50 percent after patient contact and around 10 percent before patient contact. Jump ahead to the second quarter of 2007, and we are seeing hospital wide compliance rates averaging around 86 percent after patient contact and 78 percent before patient contact. Thanks to the hard work and dedication of many in the hospital, including the multidisciplinary Stop Transmission of Pathogens (STOP) Task Force, we have made great progress. Our patients and their families, however, deserve even better they should expect nothing less than 100 percent compliance. The outstanding performance of several MGH units demonstrates that perfection is attainable. Blake 10, for example, as well as our physical and occupational therapists, were at 100 percent compliance after patient contact, and 13 units are at or above the 90 percent after-patient-contact standard. Achieving higher performance in all hospital units requires the effort of every member of the MGH community. With this commitment to patient safety in mind, I want to announce an innovative quality incentive pilot program for the MGH. So far this fiscal year, we have been fortunate to surpass our budgeted hospital financial performance. And, as we have done in the previous years, we have been planning to share this success with employees through a fall bonus. This year, however, as part of our quality and safety initiative, we plan to begin a program that links a portion of the bonus to successful hand hygiene performance. Eligible employees will continue to receive half of the available bonus dollars based on our financial performance. To receive the other half of the bonus, the institution must meet hand hygiene standards practicing hand hygiene at least 90 percent of the time before and after patient contact. Additional details on eligibility and timing will be described soon. While I am pleased that we will likely offer an employee bonus for a third consecutive year, we must recognize that our financial performance may not allow us to provide bonuses every year. Moreover, this 134

46 Attachment 12.6.j continued year s pilot program will likely evolve, and future years may involve different quality incentives or goals that are more department-specific. Nevertheless I hope that this year s bonus program will enable us to reward our staff for our budgetary success while simultaneously celebrating a significant improvement in the care we deliver to our patients. Two MGH Nursing Leaders Named Fellows of American Academy of Nursing Jeanette Ives Erickson, RN, MS, senior vice president for Patient Care Services and chief nurse, and Diane Carroll, RN, PhD, cardiovascular research nurse in the Yvonne L. Munn Nursing Research Center, recently were among the 54 nurse leaders from throughout the country and around the world named fellows of the American Academy of Nursing. They both will be inducted into the prestigious organization during a ceremony in the fall in Washington, DC. Induction into the academy recognizes outstanding achievement and leadership in the nursing profession. The academy, which is made up of top nursing executives, policy makers, scholars, researchers and practitioners, aims to serve the public and nursing profession by advancing health policy and practice through the generation, synthesis and sharing of nursing knowledge. Fellows are selected based on an individual s work to improve nursing practice and health policy and make contributions in the future. Please join me in congratulating Jeanette and Diane on this well-deserved honor. Commitment of Staff Leads to Increase in Donor Organs The dedication and professionalism of people all across the institution helped to significantly increase the number of donor organs the hospital has been able to offer to help save live of patients who have been waiting for such a chance at health. I particularly want to recognize the superb efforts of David Greer, MD, of Neurology, and Wendy Valerius, RN, the MGH s New England Organ Bank liaison, who are both members of the MGH Transplant Center Organ Donation Committee, for their tireless work and advocacy and for inspiring a can-do attitude among staff. I am pleased to let you know that the number of families at the MGH who have generously said yes to saving lives through organ donation has more than doubled in the first six months of this year, compared with the same period last year. This increase in MGH organ donors has resulted in 41 organs being transplanted into 41 recipients, many at our own hospital. To put this progress into perspective, last year we had 12 donor organs. Practically speaking, the increase demonstrates that staff throughout the MGH have identified and referred ventilator-dependent patients with a poor neurological prognosis. It also means that staff members are providing all families with the opportunity to have an informed discussion about donation at a time that is right for them. And it shows clearly that people throughout this hospital are committed to improving their knowledge of the donation process, especially communicating with families regarding end-of-life prognosis and brain death diagnosis. On behalf of the MGH Transplant Center, and especially on behalf of the families of every one of these transplant recipients, I remind staff to contact the New England Organ Bank s 24/7 referral hotline at if a potential donor situation arises. I also want to extend heartfelt thanks to all those who are making organ donation happen. Keep up the wonderful and life-saving work. Gift from Generous Donors Help MGH Set New Fund-raising Record An extraordinarily generous gift of $10 million from MGH donors Disque and Carol Deane has established The MGH Deane Institute for Integrative Research in Atrial Fibrillation and Stroke. The institute will bring the Cardiac Arrhythmia Service, led by Jeremy Ruskin, MD, and the Stroke Service, led by Karen Furie, MD, together to capture the rich research and clinical expertise within each specialty and to funnel this knowledge into an accelerated and intensified effort aimed at AF-related stroke prevention and treatment. This wonderful gift from the Deanes helped to bring the Development Office s fund-raising total so far this year to $180 million a new record for the hospital. Continuously Evolving MGH Campus Marks Milestone 135

47 Attachment 12.6.j continued I m sure most of you have noticed the remarkable transformation that has taken place on the MGH campus during the past five years. Many hospital facilities have been reconfigured and reshaped with an eye toward expanding space, improving access, increasing comfort and convenience and preparing for construction of the Building for the Third Century, which is slated to be completed in As this multi-faceted campus reshaping effort has unfolded, literally thousands of MGHers have relocated to newly constructed or renovated spaces on or near the campus. This month s closing of the Clinics, Vincent Burnham Kennedy and Tilton buildings in preparation for their demolition this fall, marks an important milestone in the hospital s plan for the campus. I want to thank all of the staff and volunteers who have been a part of the renovation, relocation and rebuilding projects, which will help the hospital grow and expand in the coming years. We will be providing a more detailed look at the reshaping and evolving MGH campus later this summer. June Financial Update The MGH recorded a $10.9 million operating gain in the month of June, $1.6 million better than budget. Year to date, the hospital has achieved a $66 million gain, which was $18.4 million better than budget. Admissions for June were 79 below budget and 55 lower than last year, and discharges for the month were 36 above budget and 62 ahead of last year. On a year-to-date basis, admissions were 225 ahead of budget and 434 more than last year, while discharges were 149 higher than target and 675 ahead of the prior year. Length of stay in June was 5.65 days or.31 days shorter than budget and.04 days longer than last year. Year-to-date length of stay was 5.87 days, or.09 days below budget and.03 days longer than last year. On the outpatient side, visits were below budget by 3,713. Net patient service revenue was $7.1 million ahead of budget in June, while expenses were $2.8 million unfavorable to budget. Enjoy the rest of the summer. Go Sox! 136

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50 Attachment 12.6.m Virtual Display behind home plate at the September 14-16, 2007 Red Sox/Yankees baseball games at Fenway Park 139

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