1. Cancer Treatment
Centers of America
Hospital Growth Intern
Summer2015
Cancer TreatmentCentersof America
Mackenzie Palmer

2. Cancer Treatment Centers of America at Southeastern Regional Medical Center
Hospital Growth Intern
Summer 2015
Projects
 Direct Mail
o Mail piecesthatincludedinformationforthose whorequestedcancertreatment
information
 QualitycheckedDirectMail piecestoensure noerrors
 Countedreturnedmail pieces
 Over11,000 returnedmail pieces,resultingina16% returnrate from
overall list
 AccuBoost Communication
o New non-invasiveintra-beamradiation treatmentforwomenwithearlystage breast
cancer
o Goal isto largelyestablishcommunicationviaOIScampaigns.Cancercenter.com,
interviews,etc.
 Daily Connection
o Dailynewslettertoall stakeholdersacrossthe enterprise thatincludedaThoughtof the
Day, Announcements, PatientInformation(numbersforNPSScore,New PatientAppts.,
ReturnPatients,Inpatient,Hotel RoomsOccupiedOnsiteandOffsite),Birthdays,
Anniversaries,andNutritionandWellnessTips
o NetPromoter Score
 June 6th
: How do we measure forthe NetPromotorScore and whodoesit?
 ShadowedandinterviewedLori Monkabouther role inthe surveyingof
the NetPromotorScore withthe PatientSatisfactionSurvey
 NPS Finale
 Wrote about how CTCA Stakeholderscanimpactthe DailyConnection.
Wrote about how actions,bigor small,can go a longway andimpact
the livesof patientsandcaregivers,givingthemthe experiencethat
theywill always remember.
o July 6-12 Content
 I was responsible forwritingthe “Thoughtof the Day” contentforthe weekof
July6-12, withthe theme being“OurService Standards”,eachdayhavinga
differentService Standard of CancerTreatmentCentersof America.Eachhad
the contentsectionanda discussionquestionthatwouldleadthe groupintoa
discussion.
o August 19-23 Content
 Responsible forwritingthe “Thoughtof the Day”contentfor the weekof August
17-23, withthe theme being“OutValues”.Eachhadthe contentsectionanda
discussionquestionthat wouldleadthe groupdiscussion.
 SpectrioSite Visit- Real Time CommunicationsProject
o Representative fromSpectrioCommunicationsvisitedsitetoplace TV screensin
differentstakeholderloungesthatwoulddisplaysite announcements.
 Photo/ Video/Testimonial Release FormOrganization (physicians)*

3. o Documentthat givesCTCA permissionfromstakeholderstouse anypictures,videos,
testimonials,etc.toadvertise andpromote CTCA
o Basedon an updatedphysicianlist,Iorganizedcontractsbytype of physician;full-time,
full-time contacted,andcontracted) andnon-physicians.Iscannedthemfromprinter
ontocomputer,organizedPDFFilesintofolders. ThenIorganizedlistbythose whohave
and have notturnedin a form
 CTCA MediaPlacementsfor 2015 Fiscal Year
o OrganizedtopmediaplacementsforCTCA Southeasternthathighlightedthe following
categories:Clinical Excellence,Certificate of Need(CON),Corporate Social
Responsibility,EventsCoverage,GrowthandExpansion,Innovation,New Hires,Patient
Experience-Results,Regional Bylines,andTopWorkplace/Executive Spotlight
o Organizedthemintofoldersonthe sharedGrowthDrice
 South FloridaBusinessand WealthMagazine JournalistVisit
o June 22nd:
KevinGale fromthe SouthFloridaBusinessandWealthMagazine visitedCTCA
at Southeasterntolearn more aboutthe hospital andlearnaboutour unique model of
care.
o Priorto the visit,I:
 Workedwithothermembersof myteamto planand organize schedule of the
day that wouldgive Gale the unique andfull CTCA experience
 ConductedresearchonMr. Gale’sbackground,includingothermagazineshe
wrote for,healthcare relatedarticles,etc.
 Contactedwithcliniciansandtopexecutiveswhowe thoughtwouldbe agood
fitto speakwithMr. Gale andworkedaroundtheirschedules
 Preppedwithcliniciansandtopexecutivesbeforethe visitaboutMr.Gale and
hismagazines,whatquestionstoexpect,pastarticleshe haswritten,etc.
 Had to be flexible withclinicians’schedules,knowingthatpatientscome first
always
 Come up withlastminute plansandbe creative onhow to make a certain
cliniciantoa part of thisday
o Duringthe visit,I:
 AssistedwithMr.Gale withwhateverhe needed
 Made sure to stay onschedule
 Sat inon interviews toensure questionswereappropriateandresponseswere
appropriate
 Shared Drive ContentManagementOrganization
o On the SERMC GrowthSharedDrive,Iwas askedto organize contentbythe type of
content(PowerPointslideshow,WordDoc,PDF,etc.),make sure the namesof the
contentmade sense,placedthemincorrectfolder basedonthe type of content
 Breast Cancer Commercial Shoot Photos
o I was askedtolookthroughand organize photosof a patientfroma recentcommercial
shootonto the sharedGrowthdrive (Patient_Name_BreastCancer)
 Social MediaPosting
o I draftedposts forthe CTCA Facebookpage and theywouldbe uploadedtoSpredfast,a
systemwhere we couldscheduleposts,whichwouldultimatelyuploadtowhichever
social mediapage we wanteditto go to
 The WeeklyUpdate

4. o VideosfeaturingDavidKent,Chief Operating Officer,whichgive informationto
Stakeholders(hospital employees) informationaboutnewsworthyeventsgoingonin
the hospital (events,operationsimprovements,recognitionof stakeholders,etc.)
o Focuson the Who, What, When,Where,Why,andHow of each topic
o Done ina mannerthat isfunyetinformative
o The WeeklyUpdate:Reimagine-TownHalls
 Videohighlightingtown hall meetingsthatwere heldbyDavidKent
 https://vimeo.com/129613822
o The WeeklyUpdate:LLS Man of the Year#3
 Thirdin a seriesof videosforDr.BrionRandolph,hematologistnominatedfor
the 2015 LeukemiaandLymphomaSocietyManand Woman of the Year
 https://vimeo.com/129841868
o The WeeklyUpdate:Annual Summer Picnic
 Videomade topromote the Annual StakeholderSummerPicnic.Topicsincluded
whatactivitieswouldbe happeningforkidsandadults,
 Featuredeventcoordinator,andthree stakeholders andhearingtheir
experiencesfromthe previouspicnic
 https://vimeo.com/130399340
o The WeeklyUpdate:Coding
 VideointroducingICD-10,a new wayto fill
 https://vimeo.com/131943141
o The WeeklyUpdate:Hand Hygiene
 Videofocusingonthe importance of washinghands,teachinghow towash
hands,alternativestohandwashing,etc.
 https://vimeo.com/131943140
o The WeeklyUpdate:Financial Resources
 Videorequestfeaturing the Financial ResourcesandFirstConnectionsteam
 Teamsthat helppatientswithfinancial hardshipsthatcome withcancer
 https://vimeo.com/134244086
o The WeeklyUpdate:Softball
 Informational videoaboutSoutheasternAssistance inHealthcare event/
fundraisercalledSoftball forSurvivors
 https://vimeo.com/134733912
o The WeeklyUpdate:3rd
Anniversary
 Co-producedwithGrowthteammember
 Videomade tocelebrate the 3rd
anniversaryof the openingof the newestCTCA
hospital inNewnan,Georgia
 “Man on the Street”style filming
 AskedStakeholdersquestionsaboutCTCA andtestingtheirknowledge
on the company
o Stakeholdersin1st
,2nd
, and 3rd
shifts
o The WeeklyUpdate:Documentation
 RequestedbyDr.Gary Bernstein,Anesthesiologist,toinformStakeholdersthe
importance of correctlydocumentingpatients
 “otherside of ICD-10”
o The WeeklyUpdate:Centers
 Videofeaturingthe leadersof the Centersfor AdvancedOncology
 Alsofeaturednew wayof doingthe WeeklyUpdate

5.  Nowfeaturingthe entire ExecutiveTeam, notjustDavidKent,COO
 https://vimeo.com/135258721
o The WeeklyUpdate:RapidResponse Team
 Videofeaturingthe RapidResponseTeamatCTCA
 https://vimeo.com/135258722
o The WeeklyUpdate:Misc.
 UploadedvideostoEmpowerNet(CTCA Stakeholderwebsite)-Stakeholders
wouldbe able toview them
 WeeklyUpdate ImpactResults:Kepttrackof how manyviewseachvideohad.
 Organizedbyvideoname,whowasinvolved,linkandpassword,how
manyviews,whichdepartmentswere featured,andspecial notes
 Social MediaResearch*
o Researchednewsocial mediabreakthroughs,whatdifferentbrandswere doing,what
not to dowithsocial media
o Focusedonsocial mediainthe healthcare setting
 Lung Force 5K Timeline Planning
o Workedwith Key MarketingDevelopmentManagerwithplanningatimeline forfuture
Lung Force 5K
o Timeline includedkeydatessuchascommunicationdistribution,contests,t-shirt
ordering,etc.
 CommunicationsChampionsGroup
o A newplanforinternal communicationinthe hospital
o This is a group comprised of one or two Stakeholder from each department who
will be the communications liaison for their respective departments. With many
of our Stakeholders not being able to access computers throughout the day, they
miss out on important internal announcements and events going on inside and
outside of the hospital.
o Goal: to form a more open line of communication and to give our Stakeholders
the opportunity for their voices to be heard and to share information with each
other.
o I contacted different department managers to see who they would recommend
to have represent their department
 Meet the Physician Videos
o Videos that introduced new physicians to CTCA Stakeholders
o Basic questions such as their role, their background, why they chose CTCA, what
skills they were bringing to the table, what goals they had, etc.
o Dr. Kevin Woods, MD- Oncologist
o Dr. Ritwick Panicker, MD- Oncologist
o Dr. Richard Wilder, MD- Director of Radiation Oncology
 Cancer Fighters
o Event Flyers

6.  Worked with local print center to create flyers for the 1st anniversary
celebration for the Cancer Fighters Corner at SERMC
o Patient Stories
 Interviewed a prostate cancer patient turned artist who had been
treating at SERMC since September 2014
 Focused on how during his treatment he discovered a passion for
painting, with the message being “why go left when you have
always gone right?”
o Patient/ Caregiver Interviews
 See above for patient
 Interviewed a mother turned caregiver and focused on how she, as a
mother, coped through the process and advice for other mothers
 Both were written for a feature story in the September 2015 Cancer
Fighters Newsletter
 Written in a four-paragraph format with 3-4 sentences each
 DAISY Award
o Interviewed a nurse who had been awarded the DAISY Award, a prestigious
award for nurses who go above and beyond the line of duty
o Asked him questions such as why he became a nurse, what does being a nurse
mean to him, recalling a special patient memory, and why would he encourage
someone to become a nurse
*= indicated ongoing project

7. Nonprofit Involvement
SoutheasternAssistance in Healthcare
 A 501(c)(3) nonprofitorganizationthatprovidesfinancial assistance tothose whoare
undergoingtreatmentataCancer TreatmentCentersof Americahospital
 SAIHBoard of DirectorsMeeting
o Sat inon a meetingwiththe boardof directorsastheyplannedfuture fundraisersfor
the organization
 3rd
Annual Friendsof the Fightplanning
 Discussedpastevents,financials,promotionandmarketing,invitees,etc.
Newnan-CowetaHabitat for Humanity
 DevelopmentCommitteemeeting
o metnewExecutive Directorof Habitat
o brainstormingmeetingfor“signature”eventtohave ineitherthe spring,summer,or fall
o fundraisingideasforthe organization
 One-on-Onemeeting
o Sat withCTCA communicationsdirectorandexecutive directortotalkaboutpossible
healthcare organizationhousebuildcollaboration
 InvolvingCTCA Southeaster,Piedmont,andHealthSouth