Sutter Health, Eden Medical Center
Social Networks

by Cassandra Clark, Project Communications Director

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Sutter Medical Center Castro Valley is still under construction, but it is already earning international recognition. The project’s social media program is the winner of the 2009 Society for New Communications Research (SNCR) Excellence in New Communications Award for External Communications & Communities in the Nonprofit Division.

The honors were shared with developers Creative Sage/Cathryn Hrudicka & Associates and G2 Communications, Inc., social media strategy and communications consultants.

The award winners were announced at the 4th Annual SNCR Excellence in New Communications Awards gala at the Harvard Faculty Club in Cambridge, Massachusetts. Sutter Medical Center Castro Valley is a $320 million construction project to replace Eden Medical Center in Castro Valley.

The Society for New Communications Research Awards program honors innovative organizations that are pioneering the use of social media, ICT, mobile media, online communities, and collaborative technologies in the areas of media, marketing, public relations, advertising, entertainment, education, politics and social initiatives.

“The Sutter Medical Center Castro Valley social media program has been precedent-setting in the health care field. It has included using a variety of social media tools—a blog site with a Webcam, video, architectural renderings and other multimedia content, plus popular social networks, such as Twitter, Facebook, LinkedIn, FriendFeed and YouTube—to engage the community in open discussion about the design and construction of a new hospital,” said Project Communications Director Cassandra Clark. “We set out to reach new audiences and involve them in our process, and we discovered new ways to have conversations between the public and the project team, including the architects, engineers and president of the hospital. It’s a major shift in how we communicate, and we are seeing positive results.”

SNCR Senior Fellow Albert Maruggi nominated the Sutter Medical Center Castro Valley Social Media Project, the first social media project of its kind undertaken by Sutter Health as a pilot program, for the award.

Business author Shel Israel, who is also a Senior SNCR Fellow and Advisory Board member, included the story of the Sutter Medical Center Castro Valley social media project in his recently published book, Twitterville: How Businesses Can Thrive in the New Global Neighborhoods (pp. 103-105), and agreed with Mr. Maruggi that the SMCCV project could qualify for a SNCR Award. They both remarked that they “loved the story” and found this social media outreach project to be “unique, a first of its kind” as a health care community advocacy program.

“Sutter Medical Center Castro Valley’s social media program is an impressive example of the successful and innovative use of new tools, technologies, solutions and practices to enhance communications and relationships,” commented Jen McClure, founder and president of the Society.

A list of winners and all the winning case studies submitted to this year’s SNCR awards program have been published on the Society’s website.

Main Entrance

By Cassandra Clark, Project Communications Director

After much debate and public input, the Alameda County Board of Supervisors voted unanimously to certify the EIR (Environmental Impact Report) and approve the zoning and land use entitlements for the new hospital to replace 54-year-old Eden Medical Center.

Passage of the EIR and land use entitlement approvals is a major milestone for the Sutter Medical Center Castro Valley project—and the communities that will be served by this new, state-of-the-art hospital and adjoining medical office building.

About 20 speakers addressed the Board of Supervisors about the new hospital as well as concerns about future plans for San Leandro Hospital. Eden President & CEO George Bischalaney expressed to the Board members the overwhelming support for the new hospital, even among those who encouraged rejection of the EIR to “save San Leandro Hospital.” Bischalaney and others urged Board members not to delay approvals in order to meet “a very tight project timeline” and advised the Board not to tie the new hospital project to the uncertainty around San Leandro Hospital’s future.

In the end, the Board of Supervisors maintained that its obligation was to make a decision on the land use entitlement proposal before them. However, Board members promised to continue to work with Sutter and the District to come up with an optimal plan for San Leandro Hospital, and to meet the health care needs of the communities.

We are grateful to the many people of Eden Medical Center, San Leandro Hospital and our communities for participating in this process. We had tremendous support at both Board of Supervisors meetings, through the petitions, and all the phone calls and letters of encouragement.

What Happens Now?

The Board’s approval clears the way for SMCCV to use the designated property to build the new hospital, which will be on the northwest side of the Eden Medical Center campus, adjacent to the existing hospital.

In the coming weeks, we will file the appropriate permits to begin work on the land, including the demolition of the vacant apartment building and other site improvements, and the foundation work for the actual construction of the new hospital. Oversight and approval for the further construction is handled by the
California Office of Statewide Health Planning & Development.

The immediate work around the campus will get the land ready for construction and help minimize delays so we can proceed with building the new hospital as soon as possible in order to meet the deadline for State-mandated earthquake safety requirements.

We look forward to moving ahead with the project. As always, your questions and comments are welcome on this blog and on our social networks!

Main Entrance at Twilight

 

 

 

 

 

 

 

 

 

 

 

We’re hosting another Community Open House on Wednesday night, March 18th, from 7:00-8:30 p.m., at the Eden Hospital Conference Center, 20103 Lake Chabot Road, in Castro Valley, California. You’ll be able to see more of the architectural renderings of the beautiful new Sutter Medical Center Castro Valley and get an update on our progress. You’ll learn more about the proposed schedule for construction, and get answers to your questions and concerns. We’ll be serving refreshments, and members of our project team will be available to talk with you. We look forward to seeing you there!

You can also stay informed by reading this blog regularly, especially if you subscribe by email or RSS feed. Just click on the orange RSS icon on the right side of the blue bar above for simple subscription instructions.

If you’re on Twitter, Facebook, LinkedIn, YouTube, FriendFeed, or other social networks, you’re invited to connect with us online. The links to our social network communities are in the right side bar. Our blog is also now featured in Alltop, in the Health section!

Please let us know if you’re a member of another online neighborhood, health care or business network that members of our project team might join to discuss plans for the new medical center. We would be glad to participate!

Main Entrance at Twilight The new year brings renewed energy and focus on our project, as we move toward completing the entitlements to begin construction of the Sutter Medical Center Castro Valley hospital. The first major step in that process is the completion of the Environmental Impact Report. In December 2008, the Alameda County Planning Commission filed the Draft Environmental Impact Report (DEIR), and it is now available for inspection and comment.

As a reminder, the second public hearing on the DEIR is scheduled for tonight, Monday, January 5, 2009, at 6:00 p.m., in the Public Hearing Room of the Alameda County Planning Commission, 224 West Winton Avenue, in Hayward.

Of course, this isn’t the only opportunity to comment. The County can provide you with copies of the DEIR, or you can view them here, and you can send correspondence to the County directly in response to the DEIR. All of these links are provided here for your convenience.

In the meantime, we continue to grow our online network to keep our communities informed about our progress. We are still in the early stages, and we expect to continue to develop our online communities over the next several years through the construction period. Look for us on Facebook, LinkedIn, Twitter, FriendFeed and other popular sites, linked from the icons in the right sidebar.

You can also connect to us through your own social media networks. Contact our Social Media Team to let us know the URL (Web address) for your business, neighborhood or other social network where it might be appropriate for us to comment and discuss the new hospital with your online community.

Here’s to a healthy New Year!

Cassandra Phelps Clark
Project Communications Director

Main Entrance at Twilight We have launched a Social Media outreach program, using the Web to keep you informed about our progress in building the new Sutter Medical Center Castro Valley, a Sutter Health affiliate, which will eventually replace Eden Medical Center; and we want to provide you with a forum to interact with us so we can address your questions and concerns. Our blog will serve as your Internet “headquarters,” where you can find updated information and links to our main Eden Medical Center web site, plus you’ll find links to other popular online social networks in the right sidebar, where we have started groups and online communities for further discussion about the new medical center.

We hope you’ll subscribe by email or RSS feed—please go to the “Subscribe by Email” box or the orange RSS icon on the upper right corner of the blog. The blog will be updated every week, so come back and visit us often.

We look forward to hearing from you and starting a conversation! Please feel free to comment at the bottom of any of the posts. Scroll down this page to read the most recent posts by our Blog Team.


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    We have launched a Social Media outreach program, using the Web to keep you informed about our progress in building the new Sutter Medical Center Castro Valley, a Sutter Health affiliate, which will eventually replace Eden Medical Center. We want to provide you with a forum to interact with us so we can address your questions and concerns.

    Our blog will serve as your Internet "headquarters," where you can find updated information, plus you'll find links to other popular online social networks (see below), where we have started groups and online communities for further discussion about the new medical center.

    We hope you'll subscribe by email or RSS feed. Please go to the "Subscribe by Email" box or the orange RSS icon above. The blog will be updated frequently.

    We look forward to hearing from you and starting a conversation! Please feel free to comment at the bottom of any of the posts. We will respond.

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