Running Head: COM 19420 Week 2 Assignment

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Fall 2016 COM 19420 Week 2 Assignment-Research and Planning Writing Assignment
Mainline Health Tackles Heart Health Issues in Women
Nancy Perone
Purdue University

Running Head: COM 19420 Week 2 Assignment

Nancy Perone

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Problem
The Go Red for Womens initiative says that about one in every three women die due to
cardiovascular diseases and stroke each year. Thats one mother, friend, sister, grandmother, or
aunt every eighty seconds. Its a serious problem not just within the United States of America as
a whole but within our major metropolitan cities and their outlying suburbs. This is mostly due to
lack of resources, knowledge, and fast paced lifestyle, in addition to whatever genetic
predisposition that people have. This is why the Philadelphia area should be given additional
resources, education, and support. The top three populations in the last census were black, white,
and Hispanic cultures. Hispanic and black are the most vulnerable as heart disease is the main
cause of death in its communities. It even sometimes occurs ten years earlier in Hispanic cultures
than in others.
Rationale
Mainline Health, as one of the Philadelphia suburban areas largest healthcare systems,
should take a focus on womens cardiovascular issues simply because it is such a serious
problem in the Philadelphia area. Mainline Healths tagline is Well Ahead could be interpreted
many ways. It could mean that you want to feel better or that you want to exercise preventative
healthcare, all of course through the use of Mainline Healths vast array of facilities. Our vision
also supports this, Be the health care provider of choice in leading and optimizing the health of
all in our communities. So, in order to do this within the realm of womens cardiovascular
health, we must amplify what they already do and introduce new initiatives and literature.
Mainline Health already has a lot to boast about5 hospitals, 4 clinics, 20 doctors offices, and
over 20,000 physicians. Specifically related to the area of heart health, MLH already has a
medical research facility at one of their largest hospitals. The Lankenau Institute for Medical

Running Head: COM 19420 Week 2 Assignment

Nancy Perone

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Research conducts biomedical research on a whole host of disease including that of heart
disease. In addition, MLH has the Lankenau Heart Institute-Womens Heart Initiative. Our
thirteen-woman team of cardiologists makes it that much more personal for female patients.
Many of MLHs locations host events geared toward heart and other disease prevention and
education. Already offering so much, we should begin a strategic communication campaign that
advertises health tips and some of what MLH already offers patients.
Research
In a study done by Good and Abraham on the psychology of health promotion
campaigns, self-efficacy and self-affirmation seem to be the key components of a successful
health related campaign. Since this was a study done on young British women on sun protection,
similar approaches can be taken when crafting a strategic communication campaign for Mainline
Health and its Philadelphian women audience. Through the use of television, radio, Internet
advertisements, and social media campaigns Philadelphia women can be reached using selfempowerment and womens empowerment as the main theme. Key publics would be used either
for advertising a service or event that MLH provides while giving advice, or just a heart health
tip on its own with MLHs name attached to it with contact information.
Key Publics
The key publics involved would be broken up into two groups: internal and external.
Internal publics would need to be aware of the strategic communication campaign in order to
help Mainline Health successfully implement it. Those internal key publics would be its
employees, media relations staff, all Cardiology doctors, and specifically the thirteen women
doctors who are already invested in the Womens Heart Initiative at Lankenau. Then, the external

Running Head: COM 19420 Week 2 Assignment

Nancy Perone

Page

publics would be Philadelphia and its suburban area women, specifically black and Hispanic
women who are at the highest risk.
Key Messages
1. More women can take charge of their heart health through the many resources at
Mainline Health System. By scheduling regular visits to their Mainline Health doctor,
whether its a cardiologist or family doctor, it will greatly impact their overall health.
2. There are various locations with specialists and doctors within the Mainline Health
System, women can see a doctor close to home. There are no more excuses; women can
get regular health screenings or see a specialist within a quick drive.
3. Employees can take advantage of working for Mainline Health System by living
healthy lifestyles and seeing one the many doctors available. Employees are no
exception to the statistic of women being at a greater risk of cardiovascular disease. They
can be examples of healthy lifestyles and take advantage of having access to so many
doctors.
4. Through initiatives that Mainline Health System sponsors, both employees and
patients can change the current statistics. Patients and employees can take part in
initiatives that Mainline Health System offers at its various locations. Through their
participation, the number of women with heart disease can go down.

Bibliography

Running Head: COM 19420 Week 2 Assignment

Nancy Perone

Page

About Us | Main Line Health. (n.d.). Retrieved October 30, 2016, from
https://www.mainlinehealth.org/about
Association, A. H. (2016). Heart Disease Statistics at a Glance - Go Red for Women. Retrieved
October 30, 2016, from https://www.goredforwomen.org/about-heartdisease/facts_about_heart_disease_in_women-sub-category/statistics-at-a-glance/
Current Philadelphia, Pennsylvania Population, Demographics and stats in 2016, 2015.
Retrieved October 30, 2016, from https://suburbanstats.org/population/pennsylvania/how-manypeople-live-in-philadelphia
Good, A., & Abraham, C. (2011). Can the effectiveness of health promotion campaigns be
improved using self-efficacy and self-affirmation interventions? An analysis of sun protection
messages. Psychology & Health, 26(7), 799-818.
http://dx.doi.org.ezproxy.lib.purdue.edu/10.1080/08870446.2010.495157
Women's Heart Initiative | Lankenau Heart Institute | Main ... (n.d.). Retrieved October 30, 2016,
from https://www.mainlinehealth.org/specialties/lhi-womens-heart-initiative