Bon Secours Portfolio

Sarah I Gray
MASC 333
Porfessor Hogeboom
Final Portfolio
Client: Bon Secours Health System

Sarah Inskeep Gray Bio
Sarah is a junior at Virginia Commonwealth University studying Public Relations
and Business. Sarah began her academic path at VCU in 2005 in pursuit of a Biology degree.
Taking 6 years off to travel and work, she developed an interest in the vast world of
communications while gaining experience in management and guest relations working at
Can Can Brasserie in Carytown, Richmond. An opportunity to Au Pair in Tokyo took her
overseas where she strengthened personal attributes in situational adaptation, strategic
response and communication by acting and responding to situations of crisis appropriately.
While in Japan, Sarah developed a fascination with the Japanese language. Unfortunately,
no classes are currently offered at any local colleges. So, she uses the help of technology
and studies when she can with podcasts and applications on her phone. Upon returning
from Japan, Sarah started at VCU in the fall of 2014 to complete her academic career. She
hopes to combine her initial interest in biology and life sciences with the world of public
relations in order to pursue a career in healthcare communications and community
relations.
Along with a full time school schedule, Sarah also works full time as a bartender at
the Church Hill restaurant, Dutch and Company. Located in Richmond’s historic Church Hill,
the restaurant draws neighborhood regulars as well as residents from all over Richmond
and tourists from all over the country. Behind the bar, Sarah works to provide consistency
in service and knowledge for all guests. The beverage program at Dutch and Company
includes an extensive wine list, beers, and craft cocktails. Sarah works with both owner,

Michelle Peake and bar manager, Aaron Lemire to create innovative and seasonal drinks
for all guests to enjoy. While maintaining the rotating cocktails, Sarah also works to keep
classic cocktails in rotation so as to educate unfamiliar guests. Sarah’s real passion behind
the bar, however, is found in wine. Her wine education began when she worked at the
French restaurant, Can Can. She took lessons under the sommelier, Bob Talcott, and has
since taken it upon herself to further her own education through research, reading, tasting,
and travel. Her love for wine has brought her to France three times to meet producers,
taste, learn, and enjoy. While she enjoys wine, the wines she is most knowledgeable about
are produced in France. She hopes her future travels will bring her to Italy and Oregon to
learn more about the terroir and production in those regions.
When at home in Richmond, Sarah enjoys spending time with her 11-year-old chow
mix, Copper. An avid animal lover, Sarah adopted her dog from the Richmond SPCA in
2006. She has since encouraged friends and family members alike to adopt from their local
shelters as well.

Client Brief
About Bon Secours Health System
Bon Secours Health System, Inc. based in Marriottsville, Maryland, is a $3.5 billion dollar
not-for-profit Catholic health system that owns, manages or joint ventures 19 acute care, 5 long
term care, 4 assisted living, 6 retirement communities/senior housing, 14 home care and hospice
services, and other facilities, primarily on the East Coast. Bon Secours Health System consists of
more than 23,000 caregivers helping people in six states. Its vision is to be a prophetic Catholic
health ministry partnering with communities to create a more humane world, build health and
social justice and provide exceptional value for those served. For more information, visit
www.bshsi.org.
In The News:
http://www.bshsi.org/assets/Diversity_and_Inclusion_Summit_Press_Release_4_27_15_FINAL.pdf
http://www.bshsi.org/assets/PressReleaseWork_Mothers_2015Local_1.pdf
http://www.progress-index.com/news/20160126/bon-secours-launches-app-for-virtual-doctor-
visits

http://www.richmond.com/news/local/article_bdcac9eb-9d8b-5d96-b03f-b4c56e20cd85.html
https://www.instagram.com/p/puBSD3PKlX/?taken-by=bonsecourshamptonroads
https://twitter.com/BonSecoursRVA/status/694279142288666625
Bon Secours Health System has a vast key audience as they have an extensive network
throughout the east coast. Primarily, their key audience is patients. They aim to provide
exceptional care and service and retain their patients through their network of care facilities.
Employee focused advertisements and press releases are also seen. Bon Secours Health System
actively discusses their program of Diversity and Inclusion, striving to build a workplace culture
that is world-class because of the variety and uniqueness of skill sets. They also actively
contribute to community events and programs, making them a well known name to community
leaders and influential persons. Bon Secours Health System's objective is to bring compassion to
health care and to be Good Help to Those in Need®, especially those who are poor and dying.
Challenges faced by Bon Secours Health System include:
- attraction and retention of a talented and diverse
workforce.
- successful communication and consistency throughout the various health
facilities operated by BSHS

- upholding a level of standard, setting BSHS apart from other Health
Systems
-maintaining a wholesome reputation amongst the community through
contributions to local organizations and active participation in community
events
-practicing ethical decisions while maintaining strong, moral, traditions based
on the teachings of the Catholic
Church
###

Bon Secours Message Architecture
Umbrella Message:
Bon Secours Health System is a principled network focused on delivering health services
to patients that are accessible, affordable, and state-of-the-art. Bon Secours Health System
extends their charity to support local businesses and contribute to the wellness of their
community.
Pillar 1: Bon Secours Health System aimto attract and retain a talented and diverse workforce
that mirrors the communities we serve.
- Bon Secours’ implements a diversity and Inclusion program throughout their health systems to
build a world-class workplace culture that is unique in their skill sets.
- WorldatWork Alliance for Work-Life Progress (AWLP) awarded Bon Secours Health
System the Work-Life Seal of Distinction for 2015. The seal is a unique mark of excellence
designed to identify organizational success in work-life effectiveness
- The Richmond Times-Dispatch named Bon Secours in its “Top Workplaces 2014”
Pillar 2: Practice ethical decisions while maintaining strong, moral, traditions based on the
teachings of the Catholic Church in order to strengthen ties with local businesses and
contribute to their community.
- Bon Secours invests 7 million dollars to repair their primary care center in West Baltimore in
order to re-establish trust and good relations with the community
- Bon Secours sponsors a new music festival coming to Richmond this May which will “inclusive
community celebration highlighting the diverse neighborhoods and unique quality of” the East
End.
- Bon Secours has donated $316,000 to the SEED program, which offers grants to new
businesses and start-ups within the 23223 area code of historic Church Hill
Pillar 3: Bon Secours Health System works continuously to include the latest technological
developments and educational resources in their facilities so that patients may receive a level
of conscious and evolving care.
- Bon Secours has launched new platforms for online appointment scheduling through
computers, tablets, and smartphones.

- Bon Secours launched their app 24/7 in January 2016. This app allows for virtual appointments
with their system’s healthcare physicians and professionals.
- Bon Secours Respiratory Care Department acquired the SPiN Thoracic Navigation System by
Veran Medical Technologies. This systemis a technological breakthrough for early detection of
lung cancer (August 2015.)
- U.S News & World Report names Bon Secours St. Mary’s Hospital among the nation’s best in
five critical-care procedures and conditions (July 2015.)
Actionable Monitoring Report
Client: Bon Secours Health System, Richmond Va
Coverage on Bon Secours Health System in the media is consistent in
showcasing stories and posts that highlight and coincide with Bon Secours’ key values
and culture. Posts not only discuss continuing community outreach, but encourage,
and engage audiences to participate alongside Bon Secours to strengthen community
as well as patient-provider relations. News articles bring attention and focus to the
area projects that Bon Secours sponsors; including health centers and grants for local
businesses. Innovation at Bon Secours is represented strongly with full articles giving
coverage to the latest 24/7 app release and social media posts educating the
audiences on innovations specific to departments within the hospitals. LinkedIn videos
help to provide updates and news to current and prospective employees in the area.

Facebook posts help to reach current and prospective patients by amplifying Bon
Secours community health efforts; ie; flu shots, heart health checks and challenges.
Overall, Bon Secours receives positive reinforcement for much of their actions.
There is some disparity found in the article regarding Bon Secours withdrawing from
involvement in a free standing Children’s Hospital in Richmond.
Bon Secours is encouraged to continue outreach and community posts,
educating the community and patients on the resources available to them.
Social Media Posts:
-LinkedIn Video: Co-Creating Healthy Communities
-LinkedIn Video: Patient Satisfaction Surveys
-Instagram Post: One Flu Shot Please
-LinkedIn Video: Innovation
-Facebook Post: #HeartCheckRVA
-Facebook Post: St. Mary’s Hospital Celebrates 50 Years
-Facebook Post: Bon Secours Sponsors RVA East End Festival
-Facebook Post: CBS 6 showcases Bon Secours Heart Check Challenge and Healthy
Living Expo
-Facebook Post: CBS 6 Showcases Bon Secours’ Innovative Valve Disease Treatment
-Twitter Post: Bon Secours Named Best Places to Work 2016
News Articles:
- Health systems team up on project to help the newly insured
- VCU, Bon Secours drop out of children's hospital project
- Bon Secours Richmond latest to offer virtual doctor's visits
- Bon Secours finishes building area's first freestanding hospice house
- Bon Secours awards $110,000 in grants to 12 Church Hill businesses

Health systems team up on project to help the newly insured
http://www.richmond.com/business/local/article_b5fc5f7e-6e24-5521-adba-37da84c91f08.html
Posted: Friday, January 8, 2016 10:30 pm
By TAMMIE SMITH Richmond Times-Dispatch
The world of copays, deductibles and coinsurance is confusing if you’ve had insurance for years
— imagine if you’re getting it for the first time, through the Affordable Care Act marketplace.

VCU Health, Bon Secours Richmond Health System, federally supported community health
centers and other partners are collaborating on a project that could be called Insurance Education
101.
The project has two components — communitywide education sessions and one-on-one
mentoring to those new to the insurance world. The coalition calls it the Health Exchange
Financial Assistance Program.
“What we have done is agree to jointly fund hiring a person who is like a health coach,” said
Sheryl Garland, VCU Health System vice president for health policy and community relations.
“Once people sign up for the marketplace, they get referred ... to start working with this health
coach.”
About 100 newly insured people — insurance neophytes referred from community health centers
— will spend about a year going to insurance education classes and individually sitting down
with a health coach who will help them understand health insurance ins and outs. Participants
will even get help on making a budget so they can pay their monthly premiums.
“Our health care delivery system is complicated,” said Beth Merchent, vice president for
community health services for Bon Secours Richmond Health System.
“Even if you’ve had insurance for years, it’s complex. If you are new to insurance, it’s even
more confounding, so I think to the extent we can help people who’ve never had insurance
before understand what it is and how it can benefit them and how to utilize it, they will be better
consumers of health care services.”
People who get insurance on the job have human resources people to help them navigate the
world of insurance, while those who buy insurance on the individual market do not always have
that same level of support, Garland and Merchent said.
The latest enrollment Affordable Care Act enrollment figures indicate 384,147 people in
Virginia were enrolled in marketplace plans, either new signups or automatically re-enrolled, as
of Dec. 26 for coverage that started Jan. 1.
“There are three weeks left in open enrollment, and Virginia has almost met enrollment figures
from 2015,” said Jill Hanken, an attorney with the Virginia Poverty Law Center. “There is also
very strong enrollment — 39 percent — from people under age 34. Younger people in the
insurance risk pools helps keep insurance premiums reasonable. “
Jan. 31 is the deadline to enroll in the marketplace to have coverage in 2016. Last year, about
385,000 Virginians were enrolled in marketplace plans. People who do not have health insurance
will pay a penalty at tax time, though there are ways to get exempted.
Federal enrollment reports show that in Virginia, 26 percent of those signed up are new to the
marketplace. That does not mean they have never had insurance.

Hospitals have a stake in seeing people get insurance. It gives them a bigger base of paying
patients and takes some of the pressure off their charity care programs and bad debt write-offs.
“From our perspective, even though people may sign up for a plan in which they may choose not
to come to either of our (health system) facilities, the important point is that they sign up for
insurance,” Garland said. “VCU and Bon Secours have taken the stance that it is important for
people to be insured.”
Communities in other states have done programs similar to the Virginia pilot project, Garland
said. People in one state are even getting financial help to pay premiums.
“We looked at actually providing assistance for copays and deductibles and stepped back and
said we are not sure how much would be enough,” Garland said.
Such assistance is legal if it comes through a foundation, she said. The program will offer
incentives to the 100 people getting personalized coaching.
“We will provide them assistance with their pharmacy copays,” Garland said. “That’s an
incentive for remaining in the program, for going through the series of sessions.
Funding for the initiative is from the Jenkins Foundation and the Richmond Memorial Health
Foundation, which each provided $30,000; and $20,000 each from the Bon Secours and VCU
health systems.
TLSmith@timesdispatch.com
(804) 649-6572
VCU, Bon Secours drop out of children's hospital project
http://www.richmond.com/business/local/article_ab9759ae-e27f-5381-8762-4e03e5e910f6.html
Posted: Thursday, May 21, 2015 1:30 pm
BY TAMMIE SMITH Richmond Times-Dispatch
VCU Medical Center and Bon Secours Richmond Health System have pulled out of efforts to
develop a free-standing, independently operated children’s hospital, leaving on the table a
philanthropic offer of more than $150 million from businessman William H. Goodwin Jr. and his
wife, Alice.
The unexpected decision dashes the hopes of some local pediatricians who see the health
systems’ actions as further proof that children’s needs are a secondary concern.
Officials at the health systems said they separately concluded it would be too financially risky to
pursue the project in a time of uncertainty over issues such as Medicaid expansion, federal funds
for training new doctors, and the future of Affordable Care Act premium subsidies.

Instead, the health systems will collaborate on initiatives in areas such as childhood obesity,
asthma and violence prevention, and they will put in place navigators to help families of children
with serious medical conditions who get care from multiple providers.
“This particular model that was proposed was a free-standing hospital with no ownership by
VCU or Bon Secours,” said Toni R. Ardabell, chief executive officer of Bon Secours Richmond
Health System, at a joint media briefing Thursday with VCU.
“That would have been a tremendous negative impact to the bottom line, and we were worried
about the sustainability of our ministry at St. Mary’s Hospital for the whole population of
Richmond,” Ardabell said. “We started having those concerns probably a good year ago and did
voice those concerns about that particular model.”
Virginia Commonwealth University President Michael Rao said those same issues worried
university officials, but they also had to consider the impact on VCU’s mission to train new
doctors and do research in addition to providing clinical care.
“Our executives have basically put their heads together and have said this is what you would
have to do in order to make this sustainable. We ultimately decided that we are not sure we have
the money,” Rao said.
“As a safety-net hospital we are headed into a very, very serious set of storms that are not totally
predictable but you can see them out into the future being difficult periods,” he said.
The announcement came after about a year of joint talks and was a blow to the Goodwins and to
supporters of Pediatricians Associated to Care for Kids (PACKids), an organization of local
pediatricians formed several years ago. PACKids brought the issue to the community’s attention
and kept it in the forefront.
“We are very disappointed and very devastated,” said William Goodwin, who learned of the
decision late Wednesday. “Alice and I put eight long years into this effort, but clearly Bon
Secours and VCU health systems have made a statement.”
Dr. Keith Derco of PACKids provided a statement on behalf of that organization:
“It is with extreme disappointment that we have learned of the failure of the health systems
involved to take advantage of the unprecedented opportunity for them to transform the medical
care of our children. … This is a sad day for RVA.”
Wallace B. Millner, chairman of the Virginia Children’s Hospital Alliance, a nonprofit formed to
oversee the collaboration and development of an independent children’s hospital, and Katherine
E. Busser, hired last year as chief executive officer of the alliance, both expressed surprise and
disappointment.
“I can’t explain it,” said Millner, who was told Wednesday night. He said there were several
more negotiating sessions on the calendar and they were close to deciding a location for a
children’s hospital.

“We were shocked by their decision,” he said. “Everyone’s core principles were on the table. We
had resolved a number of issues, and we felt that the few remaining open items could have been
settled.”
Timeline: Children's Hospital project
Busser said there still is a need for a children’s hospital.
“We think that we have good health care for our children in this community, but our children
deserve great health care. And the need for a children’s hospital very much exists. The alliance is
going to continue to work with the community to pursue all of the options that are available,” she
said.
Richmond Mayor Dwight C. Jones said he was “deeply disappointed” by the news. Before
Thursday, he said, the parties seemed closer than ever to reaching consensus.
“Progress in Richmond means that we can’t keep doing things the way they have always been
done, and I would urge VCU and Bon Secours to not miss this opportunity,” Jones said.
Bill Goodwin says children's hospital remains a long-term vision
He said rejection of his proposed $150 million gift does not mean he and his wife will stop
supporting local and regional causes.
VCU, which has a broad spectrum of children’s services, including the small, specialty
Children’s Hospital on Brook Road, always has expressed reluctance about the need for a new,
independently operated children’s hospital. VCU maintained that its obligations as an academic
medical center to train new doctors and to do research had to be protected.
But Bon Secours, a not-for-profit health system that operates St. Mary’s, Memorial Regional, St.
Francis and Richmond Community hospitals, had seemed to back the PACKids efforts. Bon
Secours’ turnaround was more of a surprise.
At the briefing, Ardabell said, “Equity and ownership and governance for Bon Secours was one
of the issues that was a stumbling block for us,” adding that the decision did not come lightly.
“Everyone involved in this exploration expended a tremendous amount of time.”

Such a project would have required existing hospitals to stop offering most pediatrics services in
order for a children’s hospital to be financially feasible. The hospitals would have lost an
important source of revenue, while at the same time facing uncertainty that the new project could
sustain itself.
The position of HCA Virginia, a for-profit hospital system, always has been that a children’s
hospital was not needed and that having multiple access points for care was better.
Richmonders have been confused about the project. Many believe the city already has a
children’s hospital and that the building VCU is erecting on Broad Street at 10th and 11th streets
is a children’s hospital.
The Children’s Hospital on Brook Road, which is part of VCU, is a small, primarily outpatient
pediatric facility that provides very specialized services such as a feeding program for kids with
swallowing problems and a concussion rehabilitation program.
The VCU Children’s Pavilion under construction on Broad Street will consolidate outpatient
pediatrics services from across the VCU medical campus into one building that will have its own
parking deck.
Another issue was where such a project would be located. Richmond and the surrounding
counties all were vying as locations.
This is not the first time such a project has been considered, but it is perhaps the closest it has
come to reality. Discussions about building a children’s hospital in Richmond date back more
than two decades.
The region’s three health systems are competitors, so asking them to work together goes against
the grain.
“If we needed an example of why we need a children’s hospital, we were given it today on a
silver platter,” Dr. Melissa Nelson, one of the leaders of PACKids, said Thursday.
“The leaders of our health care systems in our city today showed us that pediatric health care is
not a priority. It’s a line item that can be scratched. That is exactly why we need to get our kids
out of there.”
Both hospital systems have invested heavily in pediatrics services in recent years by hiring
specialists and improving physical spaces, but they admitted Thursday they were not at the level
where children with rare and complex medical issues would not have to leave town for very
specialized care.
Rao and Ardabell thanked the Goodwins and PACKids for “shining a spotlight on children’s
health and motivating everyone to roll up their sleeves and sincerely explore an independent
children’s hospital.”

“The Goodwins are the most generous philanthropists that most of us have ever experienced,”
Rao said. “We are incredibly grateful to them. They have done so much alone at VCU. We
wouldn’t have the engineering school that we have. We wouldn’t have the Goodwin Research
Laboratory at Massey Cancer Center that we have. Their visions are incredibly impactful, and as
I said, they have made an impact here.”
Asked what’s next, Millner, of the Virginia Children’s Hospital Alliance, said the discussion is
not done.
“I think we are going to take a deep breath over the weekend and figure that out. There are other
options. Our strong preference is to align with the systems that are in our community.”
Rao and Ardabell said they were not saying “never” to such a project.
Millner said the alliance’s door always is open.
“We are not going to get mad and walk away if they want to come back to the table,” he said.
(804) 649-6572
Bon Secours Richmond latest to offer virtual doctor's visits
http://www.richmond.com/business/local/article_a2c2417a-59fa-5a08-b3ca-f635ca473404.html
Posted: Saturday, February 13, 2016 10:30 pm
From her office at Ironbridge Family Practice in Chesterfield County, Dr. Andreya Risser can
see you even if you can’t get to her office.
She is just a few taps away if you have a smartphone or tablet handy, seeing patients through the
new Bon Secours 24/7 e-visits service launched in January by the Bon Secours Richmond Health
System.
“It certainly doesn’t address everything, but it takes care of a lot of the common problems and
straightforward issues that people have in a more simplistic way,” said Risser, her image
showing up on a reporter’s smartphone during a demonstration of the service.
“There are times when we see a patient on this platform and we recommend they follow up with
their doctor in the office,” said Risser, who was in her office, at her desk, using an iPad.
Digital, virtual, e-visits — whatever you call them — are expected to be one of the big health
trends this year as cost-conscious consumers and better technology align to make virtual visits
affordable and easier.
A growing number of hospital systems, health insurance plans and drugstores are on board.

Common, simple-to-treat conditions such as influenza, sore throats, sinus infections, pink eye
and rashes lend themselves to online video visits.
It’s simplistic because you do not have to get in your car and drive anywhere. Usually, the
doctors can write a prescription and send it to a local pharmacy if the patient needs it.
“What we are really trying to do is increase all of our access points and make it as easy as
possible for patients to access a provider in an appropriate way,” said Dr. Thomas Auer, CEO of
the Bon Secours Virginia Medical Group, which has more than 100 Richmond-area locations.
“Bon Secours 24/7 is one of our strategies to open up our access to our patients.”
The service launched just in time for the region’s epic snowstorm last month, which dumped
about a foot of snow on the region. The storm was good for the e-visits business, Auer said.
About 2,500 people downloaded the Bon Secours 24/7 web app, and the system had logged more
than 200 visits, he said recently.
The cost is $49 for a visit that lasts about 10 minutes and which some insurance plans may cover.
Bon Secours partnered with American Well, a Boston telehealth company, to develop Bon
Secours 24/7.
Anthem’s LiveHealth Online, a similar digital doctor visit service launched in 2013, also is
powered by American Well.
“We’ve been very pleased with the response from our members,” Anthem spokesman Scott
Golden said. “While I can’t disclose exact numbers for competitive reasons, I can see that the
number of visits for 2015 fall in the thousands.”
Anthem also offers a practice version of LiveHealth Online that doctors’ offices and hospitals
can purchase for their offices to use, Golden said.
Elsewhere in Virginia, Norfolk-based Sentara Healthcare in 2012 partnered with a different
telehealth firm, Florida-based MDLIVE, to offer online visits. Sentara has an equity or
ownership stake in privately held MDLIVE.
One of MDLIVE’s major clients is Walgreens, the nation’s largest drugstore chain. The
Walgreens mobile app has a link to a live doctor consultation provided by MDLIVE. The fee is
$49 per visit, the same cost as a Bon Secours 24/7 visit.
Dr. Mark Weisman of Sentara Medical Group said the format of MDLIVE changed over time.
The original plan had doctors conducting virtual visits after they completed their 8 a.m. to 5 p.m.
office hours.
One problem with that approach was that patient demand for virtual visits was highest in the
morning.
“The second problem is that doctors are not done at 5 p.m.,” said Weisman, medical director of
strategy, analytics, informatics and innovation for Sentara Medical Group.

“They are still doing their charts, closing their records, making their phone calls, and they just
didn’t have the capacity.”
Sentara now has a former urgent care physician who is dedicated to being on MDLIVE full time
to take calls from Virginia patients, seeing three to four patients an hour.
Weisman said that in 2014, there were about 5,000 virtual visits on MDLIVE from consumers in
North Carolina and Virginia. “That doubled in 2015, and we think it will double again in 2016,”
he said.
The Walgreens app includes a disclaimer that the cost for the visit is health flexible spending
account eligible, but that the visit currently is not covered by most insurance plans.
Direct-to-consumer telemedicine is booming, said Dr. Karen Rheuban, director of the University
of Virginia Center for Telehealth, which for the past two decades has focused on integrating
telemedicine into patient care.
“I’ve been a strong proponent of telemedicine,” Rheuban said. “I was never more surprised at the
transformation of the field than to see the tremendous consumer demand for online and direct-to-
consumer telemedicine services.
“What drives it certainly includes convenience, perhaps high-deductible health plans that people
have adopted, so they would like to not necessarily go to the emergency department after hours
or go to other facilities,” Rheuban said. “Technology has evolved such that these platforms are
now available.”
For two years, Rheuban helped write national guidelines on use of telemedicine in primary and
urgent care for the American Telemedicine Association. The document spells out some things
that ought to be standard among such services.
“What is clear is we need to understand what can and cannot be done using such platforms and
technology,” Rheuban said. For instance, if a consumer using one of the services reports having
chest pains, there should be standards on how such calls are handled.
“That provider upon initiating that consult with the patient needs to be able to refer the patient to
the right setting for the right care at the right time. So much depends on the medical history and
the examination of the patient,” Rheuban said.
“We want to ensure that such programs provide high-quality care that is integrated and as much
as possible with the patient’s medical home,” Rheuban said.
Bon Secours 24/7 sends a transcript of the visit to the patient’s medical record in its MyChart
system, said Louise Edwards, senior manager of business development/planning for the Bon
Secours Health System.
“It travels with them wherever they go within the Bon Secours system,” Edwards said.
One major concern as direct-to-patient telemedicine platforms evolve is how to replicate as
closely as possible the in-person exam.

For instance, to get a better look at a patient’s sore throat, the doctor might ask the patient to
shine a flashlight in their mouth. The iPhone flashlight has been mentioned as coming in handy
at such times.
“Sometimes it takes a minute or two with the patient to set it up,” Risser said.
Rheuban pointed that there are companies making devices for the exact purpose of facilitating e-
visits. She is on the advisory board of one such firm, New York-based TytoCare, which is
developing a handheld device that can be used to listen to the lungs and heart, look down the
throat or at rashes, and check temperature, and send pictures and readings remotely.
Another company, AliveCor, makes a mobile electrocardiogram device that is attached to a
smartphone to take heart function measurements.
“It’s a balance of access versus quality in many of these cases,” Rheuban said.
Down the road, “I think every physician is going to be able to offer this service to their own
patients,” she said. “It behooves us as physicians within the telemedicine community to evaluate
the impact, evaluate devices and provide assistance to policymakers who also weigh in on behalf
of patients and providers.”
(804) 649-6572
Bon Secours finishes building area's first freestanding hospice house
http://www.richmond.com/business/local/article_5fc5bc6a-079b-523d-b3d0-
80569e88313d.html
Posted: Wednesday, August 12, 2015 10:15 pm
By KIERAN MCQUILKIN Richmond Times-Dispatch
Construction is complete on the Richmond area’s first free-standing hospice house. The Bon
Secours Community Hospice House — one of only about 600 nationwide — is slated to open in
early fall in Chesterfield County.
Hospice is end-of-life treatment typically offered in homes, but also in hospitals and free-
standing facilities like the new Bon Secours palliative care center.
Work on the $8 million hospice house began in 2013 at Old Bon Air and Robious roads in the
Bon Air community.
The 6.5-acre site was donated to Bon Secours by John Cullather and Anthony Markel, whose
relatives benefited from hospice care.

The 19,000-square-foot facility has 16 beds; every room looks out onto a central garden, a
crucial feature of the site, according to Bon Secours officials.
“There’s a connection with nature that patients at the end of life really crave and, of all the
patients that go into these houses, two-thirds are in the last few days of their lives and will die
there,” said Dr. William Anderson of Bon Secours Hospice.
Bon Secours officials said hospitals can be chaotic and a repository of bad memories, so hospice
patients requiring intensive care are more comfortable in a quieter facility.
“We know from studies in the past that, given the option, people would much prefer to spend
their final days in surroundings that are familiar and not very clinical, surrounded by loved ones
and not in a sterile atmosphere of a hospital,” said Spencer Levine, vice president of programs
for the Hospice Foundation of America.
Instead of working to cure the patient’s illness, hospice is designed to reduce suffering and
provide comfort for the terminally ill.
Most hospice programs serve patients in their homes. About 85 percent of hospice care is based
on the home model in the U.S., according to the National Hospice and Palliative Care
Organization.
Hospice organizations need to be able to offer inpatient care, but the majority do not have their
own brick-and-mortar facilities, said Jon Radulovic, spokesman for the national organization.
They typically provide that care by leasing beds in nursing homes or assisted living facilities.
“We are starting to see a demographic shift with families spread across the country and not as
many caregivers,” said Radulovic, adding that the American home-based model does not always
provide the necessary support system for end-of-life care.





PHOTOS: Bon Secours Community Hospice House
Construction is complete on the Richmond area’s first free-standing hospice house. The Bon
Secours Community Hospice House — one of only about…

“Sometimes, a hospice house can be a really important asset.” Also, many communities use these
facilities to provide grief and bereavement counseling and healing services, Radulovic said.
Stand-alone hospice facilities and those attached to hospitals are designed for more intensive
care and shorter stays, Levine said.
Wendy Pestrue, senior development officer at Bon Secours, said the average stay at a stand-alone
facility is between seven and 10 days.
Terminally ill people are eligible for hospice care in the last six months of life, according to
Medicare regulations.
Medicare covers most hospice services, under some conditions: The patient’s doctor and the
hospice doctor must certify the patient will have less than six months to live if the illness runs its
regular course; patients accept palliative care (for comfort, not to cure the illness); and the patient
agrees to choose hospice care instead of other Medicare-covered options.
More Americans than ever before are choosing hospice care for themselves or their loved ones,
with the numbers more than doubling since 2000.
In 2013, about 5,800 hospice programs served 1.542 million people nationwide, according to
data from the National Hospice and Palliative Care Organization.
About 41 percent of hospice patients are 85 or older, and 84 percent are older than 64, the
organization says. In 2013, more than a third of patients had cancer, 15 percent had dementia and
about 13 percent had heart disease.
Although Medicare is spending more on hospice care, the financial loss is mitigated by having
patients receive consistent care, Levine said. In this way, he said, there would theoretically be
fewer trips to the emergency room, which are more expensive than daily monitoring.
An average emergency room visit costs up to $1,000, according to data from Virginia Health
Information, whereas hospice care in a patient’s home costs about $150 per day, according to a
Virginia Association for Hospices and Palliative Care official.
Inpatient hospice services cost about $600 per day.
kmcquilkin@timesdispatch.com
(804) 649-6349
Bon Secours awards $110,000 in grants to 12 Church Hill businesses
http://www.richmond.com/business/local/article_5d77a6ce-628a-5e9c-b13e-
e8064e1f267b.html

DOUG BUERLEIN PHOTOGRAPHY
2015 Supporting East End Entrepreneurship Development (SEED) Grant Awards
........................ ADVERTISEMENT ......................
Posted: Monday, December 14, 2015 10:30 pm
A gourmet hot dog restaurant, a bicycle tour company, a pastry business, a general store and a
hair salon are among the first-time recipients of a combined $110,000 in business development
grants awarded Monday through a Bon Secours Richmond Health System partnership helping to
revitalize Richmond East End neighborhoods.

“For five years, this program has helped improve the overall health of the East End by
revitalizing the 25th Street and Nine Mile Road corridor,” Bon Secours Richmond CEO Toni R.
Ardabell said.
The grants are the fifth in a series of money awarded annually to small, startup businesses that
are driving economic change in the Church Hill neighborhood.
Over five years, Bon Secours has contributed $316,000 to the Supporting East End
Entrepreneurship Development grants, or SEED for short. Capital One, also a partner, has
contributed $25,000.
“These SEED recipients have put Church Hill back on the map,” Ardabell said.
The SEED program is administered by the Virginia Local Initiatives Support Corp., a nonprofit
agency that since 1990 has raised millions locally to spur investment in neighborhoods.
The program, initiated five years ago, has helped jump-start 27 businesses in the East End. All
SEED grant recipients must have businesses located in the 23223 ZIP code in the city of
Richmond. A panel selected the winners.
Bon Secours’ operates Richmond Community Hospital, located on North 28th Street in the East
End, also a focal point of redevelopment.
In addition to the direct grants to recipients, the SEED program also includes business plan
planning and coaching. Bon Secours and Capital One have contributed an additional $150,000
and $20,000, respectively, for those support services.
The 12 SEED grant winners announced Monday are:
 April Scott of April Scott Kids, a children’s clothing line, at 200 N. 21st St., $5,000 for
manufacturing and computer equipment and marketing.
 Juliette Highland and Christopher Davis of Boudreaux’s, a family-style restaurant, at 412 N.
25th St., $25,000 for building renovations and a wood-fired grill.
 Marian H. Fields of C. Alexander’s Cleaners, an eco-friendly dry cleaners, at 2007 Venable St.,
$15,000 for commercial sewing machine, awning, air conditioning unit and marketing.
 Jaida Curreton of Jade Salon, 3304 E. Marshall St., $5,000 for renovations and salon
management software.
 Heather A. Hoark of Kolache, specializing in Czechoslovakian pastries, $5,000 for commercial
kitchen equipment, with location pending.
 Tracy and Ryan Doherty of Pudding Please, 2715 E. Broad St., $25,000 to buy filling and
manufacturing machine.
 Catherine G. Illian of Richmond Rides Bicycle Tours, $5,000 for marketing materials.
 Andrew Dayberry of Roaring Pines, a general store, at 2005 Venable St., $5,000 to buy
specialized soda fountain equipment.
 Xavier Cibes of Song’s Market, 1400 Mechanicsville Turnpike, $5,000 for gondolas and
shelving, a security system, a meat slicer and marketing.
 Phillip Perrow, Michelle Shriver and Caleb Shriver of Stroop’s, specializing in gourmet hot
dogs and more, at 2709 E. Marshall St., $10,000 to buy a commercial grill and an air
conditioning unit and for marketing.

 Hunter Robertson, Gillian Field and Shawn Tunstall of Union Hill RVA Group (Union
Market), market and causal dining, at 2306 Jefferson Ave., $2,500 for signage and weather
coverage for patio seating.
 Christine Greenberg and Jennifer Haines, Wood Grain and Lace (Urban Set Bride), 602 and
604 N. 29th St., $2,500 for store fixtures, displays and signage for expansion of bridal boutique.
***
First-time recipients are Boudreaux’s, C. Alexander’s Cleaners, Jade Salon, Kolache, Richmond
Rides Bicycle Tours, Roaring Pines and Stroop’s. Three of the recipients are second-time
winners; two are third-timers.
Bon Secours in 2014 pledged to support the SEED program for an additional three years.
(804) 649-6572

Media Contact
Sarah I. Gray
Director of Communications
(804)244-5555
graysi@bonsecourshealth.com
App allows patients 24/7 access to physicians through Bon Secours
new platform increases accessibility for patients and physicians
RICHMOND, Va., February 26, 2016- Today, Bon Secours of Richmond, the area’s leading
health system in urgent and non-urgent care, launched their app, 24/7, a first in the area
market, as means for patients to meet with physicians virtually. The 24/7 telehealth
platform allows patients and health system employees access to a portal in which they can
schedule and access virtual, non-urgent care appointments with physicians 24 hours a day,
365 days a year. The platform aims to increase accessibility to health services for those
within our communities without the means or schedule to make an in-person visit to a Bon
Secours care facility.
“The technology is allowing us to expand the trust and relationship between
patients and health care providers. Busy parents, patients without means of transportation,
late night illnesses, we can meet all of these needs for non-urgent care in real time.” says
Mark Weinstein, chief of Patient Resources at Bon Secours.

The new technology can work on any computer device, smartphone or tablet. While
Bon Secours recognizes that the market is still limited to only those patients who have a
compatible device for the platform, they are confident in a noticeable impact of benefit for
those who use the platform. “We are the first in the Richmond market to implement this
platform,” says Weinstein. “While we can’t reach everyone, we are excited for the
accessibility this technology will provide to many of our current patients and hopefully to
new patients who will benefit from integrating this type of service into their lifestyles.”
The 24/7 app will accept most insurance plans as well as Medicaid. Virtual visit costs will
be consistent with any non-urgent physician visits at a Bon Secours health center.
For more information or to schedule an appointment, please visit the Bon Secours 24/7
website at: https://bonsecours247.com/landing.htm
About Bon Secours
The Mission of the Bon Secours Health System is to bring compassion to healthcare
and to be good help to those in need, especially those who are poor and dying. As a system
of caregivers we commit ourselves to help bring people and communities to health and
wholeness as part of the healing ministry of Jesus Christ and the Catholic Church.
###

Holding Statement
Client: Bon Secours Health System
A breach of privacy has occurred at Bon Secours Health Systems involving
confidential patient information. Bon Secours has reached out to those patients involved to
provide resources to ensure their personal safety and understanding of the situation. Both
legal and information security teams are currently working towards identifying the source
of the breach and installing security to prevent any incidents of similar nature from
occurring in the future. Our priority at Bon Secours is to provide the highest level of trust
and confidence to our patients through our professional health services. We aim to ensure
patient safety by maintaining that patient and employee information and documents
remain private and confidential.

Background/Talking Points
NOT FOR DISTRIBUTION
BON SECOURS HEALTH SYSTEM
Interview Background and Talking Points
Monday, March 21, 2016/ 3 pm / Bon Secours Conference Room / In Person
Reporter: Katie Demeria (804)555-5555
Media Outlet: Richmond BizSense
Sarah Gray, Communications, grayinskeep@bonscecours.com
ABOUT RICHMOND BIZSENSE AND KATIE DEMERIA
Katie Demeria is reporter for Richmond BizSense. Demeria has been at
Richmond BizSense since October 2014. She reports on a variety issues including real
estate, healthcare, nonprofits, and higher education.
Richmond BizSense was founded in 2008 and delivers the city of Richmond daily
news stories of local, state, and national business. Richmond BizSense is the River
City’s premier source of business news and information. They publish four to six original
news stories each weekday and provide regular roundups of
local foreclosures, business licenses, building permits, legal disputes and more.
PREVIOUS BON SECOURS COVERAGE
In the past, much of the coverage on Bon Secours from Richmond BizSense has
been favorable. Coverage has included new construction on healthcare facilities,

community construction projects, and updates on funding for the proposed Richmond
Children’s Hospital. Richmond BizSense has not featured any full-length articles on Bon
Secours since the fall of 2015. However, they have posted small blurbs of ongoing news
in their consolidated daily news posts.
More recent coverage of Bon Secours has included their 50,000 dollar funding to
support the construction of a Play 360 playground with partners, the Washington
Redskins. This coverage helped to highlight Bon Secours active role in supporting and
aiding the health of the local community. A recent article also covered the construction
of the organizations first, freestanding hospice center in Bon Air. The project was
funded, in large, by a successful 8 million dollar fundraising campaign. Recent
controversial coverage has been the decision by Bon Secours, along with VCU, to
withdrawal funding for a freestanding Children’s Museum in Richmond last May. That
decision came in part to issues over cost, as well as disagreement in how Bon Secours’
mission would be a part of an independent institution.
TALKING POINTS
- Bon Secours 24/7 is the first interactive health portal to enter the
Richmond Market
- 24/7 makes doctor visits accessible to those with busy schedules or lack
of transportation
- 24/7 continues to accept most insurance plans and Medicaid
- The telehealth platform addresses the needs of individuals in a digital era
- The platform is available on Apple and Android smartphones, tablets, or
with access from the internet on a computer or laptop
- Introduction of the new technology engages Bon Secours with their
patients in a new way
- The success of the app can be in part credited to the trust that is
associated with the care and attention received by Bon Secours health
professionals
- Information and visits through the app are available 24 hours a day, 365
days a year

- The app only allows for non-urgent care visits
- Preventative care information and answers about immunizations are
available as well
- No appointment is necessary, connection to a provider typically take 3
minutes
- Visits are $49 when not covered by health insurance
- Bon Secours is the only health system in Virginia supplying this
telehealth platform
- More information can be found at the bonsecours247.org website
OUT SENTENCE:
“Katie, thank you so much for that question and interest in that topic. I am sure you and
the readers of Richmond BizSense are anxious for answers regarding ______.
However, I do not have enough information to provide you at this moment.”
If stuck, toss the question back to me, “Sarah, do you have any information you could
provide Katie on the topic?”
REMINDERS:
-Limit your use of medical jargon, the app is designed for easy, simple, use regardless
of the patients’ knowledge
- Focus and lead with the positive, the accessibility of the app and the availability of care
to patients
-Don’t answer hypothetical or leading questions, bring it back to our key message

April 16, 2016
Bon Secours Announces Health Center Development to Aid Residents of Richmond’s
East End
Bon Secours Health System is planning on opening a new health center in the east
end of the City of Richmond. Our health center will differ from existing Bon Secours health
centers as it will focus on offering a variety of free or scaled services based on the financial
eligibility of patients. Much like the services offered at the existing Fan Free Clinic on
Thompson street in the fan, this health center will aim to provide access for the community
living in the east end area including Church Hill, Downtown, and Shockhoe slip residents.
A primary focus of our services to be offered will be STD and HIV testing. Along with
testing and treatment for the diseases, the center will include a resource center where
patients and family members can receive information and resources that will extend to
benefit and aid home and family life.
We plan to construct, along with the center, a separate wing, used to hold and
maintain counseling services for patients suffering from a variety of illnesses. One focus of
counseling services will be counseling for mothers and expecting mothers. Provided
services will include clinical and community aid for mothers to help promote healthy home
lives for children and families. Classes will be offered to encourage healthy eating,

economical shopping practices, and at home care for children of all ages. We will even hold
and conduct culinary classes for young children and adolescents who are in situations that
demand an emphasis on providing meals for themselves or other siblings. Pregnancy
testing and family planning resources will be offered along with gynecology services and
contraceptive counseling. At this time, we do not plan on offering any abortion services and
instead will offer counseling, literature, and other services in line with the teachings of the
Catholic Church. There will be a chapel to provide access to a priest for interested patients.
“Family planning can be scary for anyone, woman or man. We hope to offer our services
and expert care to help individuals and families prepare for their next steps.” Said Melissa
Palavas, future director of patient resources at the center. “We want a place for the
community to come together instead of secluding the individual. I believe it’s important for
residents to feel included in community health.”
Our planned location of the new center is as intentional as it is thoughtful. Long-
term criticism has been given to developers in Richmond who continue to ignore the lack of
resources for residents in the east end to health centers and grocery stores. Considered one
of the “food deserts” of Richmond, the east end and its residents continue to go without as
many accessible food options while areas, such as Carytown, have seen the development of
two new grocery stores in the last five years. We hope to bring much needed resources to a
community in need by including healthy shopping and eating classes along with medical
and treatment services. Mark Deans, who will oversee the development of the nutritional
community outreach sector of the center is eager to offer an alternative to the overlying
issue. “We’re not in the market to provide a full functioning grocery store to these
community residents, but what we can offer is an education service so that they can

appropriately use the resources around them to provide healthy meals for themselves and
their family,” says Deans. “We will have full paid staff and volunteers to help conduct
classes in an operating kitchen within the center. In addition, we can help children who are
more reliant on themselves not only build lifetime skills, but build confidence in an area
that might have seemed overwhelming to both them and their parents before.”
We are excited to have on board as development partners both the Catholic Church
Outreach and the Church Hill Developmental Group. The Catholic Church Outreach is an
international organization that aids in funding and administering programs to benefit
communities while the Church Hill Developmental Group, a young development group
founded by community members of east end businesses and investors to aims to enrich the
landscape of the east end community. The project has seen a green light from the city with
full endorsement from Mayor Dwight C. Jones who says he’s been “waiting for a project
with this much momentum to come forward…Richmond has seen some milestones in terms
of historic preservation, small business startup, restaurant, and residential development.
It’s time we bring the focus back to the well being and health of our residents.” Patients
seeking services and treatments at the center will have to undergo financial and residential
screening to determine eligibility for certain medical services, while much of the counseling
and classes will be provided for all Richmond residents free of charge. We estimate an
opening to the medical treatment wing of the center in the Spring of 2017 with a staggered
opening to the remaining wings to complete by December of 2017.
Further and future information can be found on website where we will post
continuous updates. www.BonSecoursRichmond.com.
###

Amplification Plan
Bon Secours Health System 24/7 App Amplification Plan
Title: Bon Secours Announces Health Center Development to Aid Residents in
Richmond’s East End Amplification Plan
Core elements for publication: amplification to launch May 7
Paid Promotion through social media outlets to continue for duration of the month of May
Newsroom post: Where Does Health Matter: At Home with residents of Richmond’s east
end community
Newsroom post: Expanding the barometer. Isolation within the city of Richmond. Bon
Secours’ CEO Andrew Tinsley discusses food and health resource deserts
Newsroom post: Bon Secours and the Community. An overview of projects dedicated to
community outreach and involvement
Video: Community Health
Homepage Marquee:
A Healthier Community in the City
Limited health services disconnect communities. What if community healthcare services
encouraged community health and involvement? What if resources were available to you
and your family for family planning along with family caring? Could a health center benefit
to educate and expand the knowledge of those in need of service?
At Bon Secours we believe in the idea of offering help to those who need it the most. We
want to involve our residents in the fight to become healthy residents of the Richmond
community while providing services to help combat disparities amongst the accessibility of
health services in the city.
Insights Box:

Bon Secours Health System is working to open a Community Health Center in the east end
area of Richmond to service families and individuals in financial and lifestyle need in
opening in Spring 2017.
Left Block:
Bon Secours remains dedicated to medical services, treatment, and resources to those
within the arms of the community
Newsroom
Featured Story

Featured Story: Expanding the barometer. Isolation within the city of Richmond. Bon
Secour’s CEO Andrew Tinsley discusses food and health resource deserts
Featured Video: Community Health
What defines a strong community? How can we reach out to help one another on the
journey to personal, family, and community health? Together, using the resources and
education provided we can share with one another and teach one another the practices
towards obtaining and maintaining a healthy community.
LinkedIn: Recommended To launch May 7
How does a healthy community build a strong, aware community? Be apart of the efforts to
make Richmond healthy with #RVAhealthyeffort and access to Bon Secours Community
Health Assessments.
(feature video of Bon Secours mobile outreach vehicles)

Twitter:
Promoted Tweets
Monday May 7th 10 am
Tweet:
Bon Secours announces plan for community health center to service Richmond's east end
community #RVAhealthiereffort #bshcoutreach
Subhead:
Bon Secours plans for outreach in east end
Monday May 7th 3 pm
Tweet:

Affordable access to testing, treatment, and other medical services will soon come closer to
you! Bon Secours wants to join the community
Subhead:
Bon Secours to offer financially scaled testing and treatment at future east end location
Tuesday May 8th 10 am
Tweet:
Join the team in community outreach. Seeking Nurses, NPs, and Counselors to service a
community team. #RVAhealthiereffort #BonSecoursRVA
Subhead:
Bon Secours seeks healthcare professionals to staff upcoming community health center
Wednesday May 9th 11 am
Tweet:
There are never too many cooks in the kitchen! We will soon offer classes on weekly food
prep and grocery management #RVAhealthiereffort
Subhead:

Bon Secours to offer community culinary and planning courses in healthy eating and
grocery management
Wednesday May 9th 2 pm
Tweet:
You're not alone. BSCHC has resources and information for your next step. Join us and your
community in family planning efforts. #BonSecours
Subhead:
Bon Secours Community Health Center offers classes and resources for mothers and
expecting families
Facebook:
Recommended posts to rotate through week of Monday May 7-Sunday May 12th
Post:
You’re never alone. Bon Secours of Richmond remains dedicated to services for mothers
and children alike. We provide treatment and resources to all mommies and mommy’s to
be! Get educated on our services or join our team of professionals and volunteers.

Post:
It’s a go! Bon Secours new Community Health Center will provide low cost treatment,
service, counseling, and more to families of Richmond’s east end communities. Follow our
progress #RVAhealthiereffort

Outbrain Headlines:
Bon Secours to Open New Community Health Center
Bon Secours Offers Culinary Classes for the Old and the Young
Bon Secours to Rival Fan Free Clinic in Affordable Services in the East End
New Health Center to Offer Counseling and Classes for Residents in Need
Community Receives Needed Help and Resources Through New Bon Secours Development
Notes for Amplification:
Sarah to pitch media outlets including Richmond Times Dispatch and local stations; CBS 6,
NBC 12, Fox 8 to promote release of information. Include interviews with Mayor Jones and
Bon Secours CEO. Gather interviews from development groups and residents within areas
to include with pitches. Include demographic comparisons of east end area with west end.

Hire producers to create and distribute reaction video including residential and business
commentary. Gather further statistics on STD/HIV/disease rates amongst east end
community. Gather further statistics on unplanned pregnancies in east end area. Bring Bon
Secours Mobile vans to continue community health assessments throughout area.

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