February 21, 2011

Announcing The Promise of Medicine Extended Rollout

Dear Colleagues,

As you know, working for Johns Hopkins Medicine brings with it a special pride and purpose—a sense of belonging to an institution that's filled with the most collegial, best and brightest in our fields. Since its inception more than 120 years ago, Hopkins has stood for the promise to tie together unmatched scientific discovery, the best clinical care and exemplary medical education, all in the name of human health and well-being. It is part of our ethos to never stop searching for better answers, better treatments and better ways of caring.

And we want the world to know it.

The Johns Hopkins name has always carried with it a combination of cache and hope. And now, after careful research and planning, all that is special about JHM's reputation is to be reflected in a new and deeply authentic brand expression: The Promise of Medicine. We believe that our patients, faculty, nurses, employees, students, residents, fellows, trustees, volunteers, community constituents and visitors—along with the public at large—will find The Promise of Medicine a strong and true statement, one that's rooted in our history but that's forward-looking as well.

Today, the goal is to make that statement synonymous with what we are and what we do, to secure its place as the essence of an academic medical center like no other, one that's driven by discovery, the safest care and the education of world-class physicians and scholars.

The Promise of Medicine statement embraces the ethics and values that the JHM family brings to our tripartite mission every day. It's at once a representation, a rallying cry and a calling card for those who work, learn and seek care here. The expression respects our past and announces our future.

Introduced in July 2010 in advertising and communications around our annual #1 ranking with U.S. News & World Report, The Promise of Medicine statement was developed around four attributes. Think of them as pillars of the JHM brand: hope, innovation, human connection and collaboration. These were identified and defined after rigorous conversations with our scientists, clinicians, patients, staff and other constituents about what they value most about our way of working, discovering, caring, teaching and learning.

We are adopting this statement not only because it codifies and reminds us artfully about our mission, but also because it recognizes the challenges we face.

Our world has become more and more competitive. To be successful in attracting patients, grants, donors, students, volunteers, physicians, nurses, scientists and staff, we must further the understanding of what is different about us, what it means to come here for care, and what it means to be part of Johns Hopkins Medicine.

Before Dalal Haldeman, Ph.D., vice president of JHM Marketing and Communications, and her team premiered the statement last summer, they tested it with several consumer groups nationally, and the feedback was impressive and positive. Responses included:

• Hopkins won't give up on you.
• The tradition comes across very strong.
• They bring both the potential of the science and the medicine…and the promise that those caring for you will do everything in their power.
• They are never going to quit looking for answers.

Now, we are poised to introduce The Promise of Medicine to new audiences.

Beginning today, people beyond our walls and local community will see and hear communication and advertising that expands and extends last summer's campaign. The initial messages will feature the overall brand promise but also highlight clinical innovations in neurosurgery and cancer surgery. The ads are designed to position JHM as the preferred destination for such care and will appear in Web, print, radio and television venues both nationally and across eight states along the East Coast.

Our out-of-state strategy is significant. The majority of our patients continue to come from the greater Central Maryland region, but projections indicate a likely decline in the number of people who will seek specialized medical care in the immediate region over time. In this, we find a compelling reason and opportunity to better inform the nation about the promise that we offer and to leverage our reputation by connecting to people beyond our traditional borders.

Combined with our new partnerships and overseas models, the out-of-state campaign is a key part of keeping our institution strong. Stay tuned also for other communications and advertising campaigns regionally and internally about the promise that we are delivering through our growing network of hospitals, our ongoing innovation in delivering primary and specialty care, and the new Johns Hopkins Hospital facilities opening in April 2012.

We hope you will take some time to learn more about The Promise of Medicine and how it was developed, and to watch or listen to upcoming advertisements that showcase this new reflection of our mission and values. All of this can be found at intranet.insidehopkinsmedicine.org/promise.

Sincerely,

Edward D. Miller, M.D.
Dean of the Medical Faculty
CEO, Johns Hopkins Medicine

Ronald R. Peterson
President
The Johns Hopkins Hospital and Health System
EVP, Johns Hopkins Medicine