VUMC’s ‘Promise of Discovery’ campaign gets new messaging

Posted on Monday, Nov. 26, 2012 — 8:00 AM

Mary Zutter, assistant vice chancellor for integrative diagnostics, is featured in new messaging for Vanderbilt University Medical Center’s “Promise of Discovery” awareness campaign. (Vanderbilt University)

Vanderbilt University Medical Center’s “Promise of Discovery” awareness campaign has received an infusion of new television messaging.

New video began airing this month on national outlets, including CNN, FOX News and MSNBC as well as local broadcast and cable channels.

These new messages continue the theme of physician-scientists discussing their innovative work in personalized medicine and add first-person vignettes to illustrate how patients and families benefit from the care they have received at VUMC.

“It is an honor to add the important voices of our patients about what the promise of discovery at VUMC has meant in their lives,” said Jill Austin, assistant vice chancellor for strategic marketing and VUMC’s chief marketing officer.

The new videos feature interviews with:

• Mary Zutter, assistant vice chancellor for integrative diagnostics at VUMC, about the groundbreaking “Diagnostic Management Team” approach to assure that patients with blood cancers such as leukemia and lymphoma receive the right tests at the right time;
• Patrick Grohar, assistant professor of pediatrics, about his research to understand and target the genetics that underlie Ewing sarcoma;
• Young mother Katie Creech about the specialized treatment she received from the Vanderbilt Brain Tumor Center for a complex and difficult-to-reach brain tumor;
• Wayne Trammelle about the DNA testing that allowed his team in Vanderbilt Heart’s Lipid Clinic to identify the most effective and safest dose of a cholesterol-lowering statin to reduce his heart attack risk;
• Lynn Reagan about the minimally invasive aortic valve replacement by the experienced team at Vanderbilt Heart that was his only option for a second chance at life;
• Steve Whitten about the clinical trial at Vanderbilt-Ingram Cancer Center that offered his wife, Rosemary, hope and another option for her advanced breast cancer;
• And dermatologist Elizabeth Strow about her search for the right treatment for advanced melanoma that led her to clinical research pioneered at Vanderbilt-Ingram Cancer Center.

The television commercials are accompanied by radio messaging, content on VanderbiltHealth.com, online marketing and social media activity. The campaign began two years ago to highlight VUMC’s leadership in the emerging fields of personalized medicine, drug discovery and genomics research.

View the videos on YouTube.

Contact: Cynthia Manley, (615) 936-3171
cynthia.manley@vanderbilt.edu