CORTRON MEDIA has served the Department of Veterans Affairs both in the Pittsburgh area, specifically, and in the VISN 4 service area which includes Pennsylvania and six surrounding states. Our work included video production, live satellite media tours, public service announcements, and a one-hour documentary chronicling successful care of veterans experiencing a full gamut of injuries and illnesses.
PROJECT SCOPE
One of the projects we undertook quantified VA services as being timely, professional and very effective. It began with a detailed request for services. We were to produce a series of three thirty-second television public service announcements. The theme was the revelation of an interesting fact. Although the VA, as a government agency, does not participate in U.S. News and World Report’s annual rankings of private healthcare organizations, the VA does calculate and archive the same data regarding its service outcomes as are used in the magazine’s ranking protocol. When VISN 4’s managers compared their outcomes with those of the top private healthcare providers in the U.S., they either tied or surpassed those well-respected organizations in all major categories. In other words, when comparing results regarding success in critical care, surgical procedures, counseling and readmission rates, the VA was equal to or better than the Ronald Reagan UCLA Medical Center, Johns Hopkins Bayview Medical Center, the Cleveland Clinic and Massachusetts General.
PROJECT REQUIREMENTS
The VA stressed that their target audience would be twenty-one to twenty-five year-old vets recently separated from the military. The audience would include both genders and all races. We were specifically asked not to present the data representing the VA’s very positive outcomes in a clinical way, with charts and graphs, to avoid boring the youthful audience. We were also asked to create a strong brand with a memorable tag line and consistent stylistic cues including images, graphics and music, and to include all available contact information necessary for the veterans to register with their local VA for their care ASAP. And, of course, all of that needed to be accomplished within thirty seconds!
RESULTS
One measure of the success of the PSA was its designation as a national Accolade Award winner for production quality. More important to our client, though, was the fact that we were able to see the public services announcements air (at no charge for air time) 3,000 times over a six-month period! The VA then asked us to calculate what charges would have been for purchasing time to air in those same markets and the amount (we saved to the VA) was well into seven figures. Appropriately, the series was entitled “Quality of Care.”
Director Doug
[email protected]
PROJECT SCOPE
One of the projects we undertook quantified VA services as being timely, professional and very effective. It began with a detailed request for services. We were to produce a series of three thirty-second television public service announcements. The theme was the revelation of an interesting fact. Although the VA, as a government agency, does not participate in U.S. News and World Report’s annual rankings of private healthcare organizations, the VA does calculate and archive the same data regarding its service outcomes as are used in the magazine’s ranking protocol. When VISN 4’s managers compared their outcomes with those of the top private healthcare providers in the U.S., they either tied or surpassed those well-respected organizations in all major categories. In other words, when comparing results regarding success in critical care, surgical procedures, counseling and readmission rates, the VA was equal to or better than the Ronald Reagan UCLA Medical Center, Johns Hopkins Bayview Medical Center, the Cleveland Clinic and Massachusetts General.
PROJECT REQUIREMENTS
The VA stressed that their target audience would be twenty-one to twenty-five year-old vets recently separated from the military. The audience would include both genders and all races. We were specifically asked not to present the data representing the VA’s very positive outcomes in a clinical way, with charts and graphs, to avoid boring the youthful audience. We were also asked to create a strong brand with a memorable tag line and consistent stylistic cues including images, graphics and music, and to include all available contact information necessary for the veterans to register with their local VA for their care ASAP. And, of course, all of that needed to be accomplished within thirty seconds!
RESULTS
One measure of the success of the PSA was its designation as a national Accolade Award winner for production quality. More important to our client, though, was the fact that we were able to see the public services announcements air (at no charge for air time) 3,000 times over a six-month period! The VA then asked us to calculate what charges would have been for purchasing time to air in those same markets and the amount (we saved to the VA) was well into seven figures. Appropriately, the series was entitled “Quality of Care.”
Director Doug
[email protected]
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