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Provider - Public Relations Case Studies

Red Ball  Promoting Neurosurgical Excellence Neurological Surgery, P.C.
Red Ball  Making News with a Sleepy Topic Somerset Medical Center
Red Ball  Competing with Manhattan Medical Centers New York Hospital Queens
Red Ball  Building a Hospital’s Media Relationships NYU Hospital for Joint Diseases
Red Ball  Rebranding an Urban Hospital Newark Beth Israel Medical Center


Promoting Neurosurgical Excellence

Red Line
Neurological Surgery, P.C.
Despite being metro New York’s premier (and largest) neurosurgery private practice, Long Island-based Neurological Surgery, P.C. (NSPC) received little media coverage, and did not have staff devoted to public relations.  Tartaglia Communications was hired to address these issues, bring media attention to the practice’s expertise, publicize patient success stories, and develop ways to get NSPC physicians in front of the media when relevant news broke.

Tartaglia Communications had to address significant challenges in order to achieve these objectives: New York media have long-term relationships with the city’s leading academic medical centers and health systems, focus largely on research-related news and new treatments, and rarely interview physicians from private practices outside of the five boroughs.  Despite these challenges, we were able to use our media relations skills and contacts to “break through” and bring NSPC’s neurosurgeons the media visibility they rightly deserve.  The practice’s physicians are now regularly featured in New York’s daily and weekly newspapers, on network-affiliated news broadcasts, on top-rated radio stations, and even in national media.  Dennis Tartaglia won the 2012 HPRMS Award for Excellence in Public Relations for his firm’s work with NSPC.



Making News with a Sleepy Topic

Red Line
Somerset Medical Center
Somerset Medical Center, a 355-bed hospital in central New Jersey, called on Dennis Tartaglia and colleagues to open its offsite sleep disorders center – Sleep for Life.  Medical Director Dr. Carol Ash had little previous media experience, but was eager to raise public awareness about sleep disorders and the new center.

Tartaglia designed a program that successfully launched Sleep for Life and positioned Dr. Ash as a leading authority on sleep medicine. Through  partnerships, media tours of the sleep center and development of ongoing story angles, Tartaglia led an effort that resulted in Dr. Ash and Sleep for Life being featured in hundreds of national and regional news stories. The campaign won a number of awards including PRSA’s Bronze Anvil Award of Commendation.



Competing with Manhattan Medical Centers

Red Line
New York Hospital Queens (NYHQ)
New York Hospital Medical Center of Queens (NYHQ) was faced with a serious challenge:  How to communicate to borough residents that its clinicians delivered the same high level of care as well-known academic medical centers just across the river?  The challenge was complicated by the fact that NYHQ relied on Queens weeklies for most of its news coverage.

Over three years, Dennis Tartaglia designed and executed an intensive media relations program that mined NYHQ’s patient care expertise and clinical research programs to develop news angles and publicize key institutional initiatives.  The result was ongoing coverage on all New York City TV stations, in the city’s daily newspapers, as well as the hospital’s first breakthroughs in national media. This program won the Public Relations Society of America’s Big Apple Award.




Building a Hospital’s Media Relationships

Red Line
NYU Hospital for Joint Diseases
Dennis Tartaglia achieved unprecedented ongoing regional and national media coverage for the NYU Hospital for Joint Diseases, a specialty hospital  engaged in intense competition for patients and medical staff with other New York providers.  Tartaglia’s aggressive outreach resulted in ongoing TV and newspaper coverage from top New York media, as well as key national placements.  Tartaglia also reinvigorated the hospital’s advertising efforts, creating its first radio advertising campaign.  The campaign featured Tony Randall and Gloria Estefan, both of whom Tartaglia recruited to record the ads pro bono. Tartaglia’s work resulted in a 12% increase in physician referrals and dramatic increases in clinical trial enrollment.



Rebranding an Urban Hospital

Red Line
Newark Beth Israel Medical Center
Dennis Tartaglia directed the communications office of Newark Beth Israel Medical Center after the medical center was acquired by Saint Barnabas Health Care System.   Tartaglia managed external and internal communications at a time of significant institutional change, and established re-branding and employee communication initiatives. He launched Newark Beth Israel’s pages on the first Saint Barnabas Web site; created, wrote and edited employee and community newsletters; and managed a number of initiatives to support service-line rebranding.



 




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