MUSC Catalyst 12-18-2015

December 18, 2015

MEDICAL UNIVERSITY of SOUTH CAROLINA

Vol. 34, No. 16

Pediatric Patient conquers 50 state challenge Children’s Hospital patient Ryan Durant smiles, as he holds up yet another Christmas card, from yet another state, well on his way to completing his #50StateChallenge.

“Peanuts, Star Wars, Jesus, puppies and kittens seem to be the most popular themes,” said Ryan’s father, who came up with the idea to help Ryan pass the time as he fights acute lymphoblastic leukemia. As of Dec. 15, Ryan had received cards from all 50 states, plus Puerto Rico and 10 other countries.

Inside advancement of Women faculty aWard

3

Program honors one of its own.

photos by Michael Durant

MUSC board approves new medicine dean

By Mikie Hayes Public Relations

T

he MUSC board of trustees approved Raymond N. DuBois, M.D., Ph.D., as the new dean of the College of Medicine at the Dec. 11 meeting. DuBois will assume his new role effective March 1 and will have an academic appointment both in the College of Medicine as well as with the Hollings Cancer Center.

DuBois, his wife, Lisa, and their two grown children have a strong affinity for the Lowcountry, having many summers spent a week at Folly Beach. But an opportunity to make a substantive impact at MUSC at such an important time in its history drove his strong desire to become dean. "I am delighted to have been named the new dean of the College of Medicine. The MUSC

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College of Medicine is already on an upward trajectory.

It has enormous potential to be a game–changer for improving the health of the citizens of the state and for training a new era of world– class, enthusiastic physicians and DuBois academic scientists,” DuBois said. “I feel fortunate to be moving to such a vibrant city as Charleston and working at such a dynamic medical center as MUSC.” President David Cole, M.D., FACS, said the search committee devoted considerable time

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and effort identifying and recruiting the person felt to be best suited to lead the College of Medicine forward in its endeavors. There was consensus support for Dubois from multiple MUSC constituencies involved in the interview process. Cole was very excited that MUSC was able to successfully recruit its No. 1 candidate.

He said, “It is my distinct pleasure to welcome Dr. DuBois to the MUSC family and leadership team. He has the unique balance of academic experience, demonstrated leadership success, and the collaborative team building skills needed to lead the College of Medicine forward. He is joining us at an exciting time as MUSC and health care at large undergo dramatic transformation.

See Dean on page 9 @ Catalyst_MUSC

year in revieW

6

A review of the best news at MUSC.

4 Outreach 5 Meet Johnnie 10 New Campaign t h e c ata ly s t online http://www. musc.edu/ catalyst

2 THe CaTalysT,Dec. 18, 2015

Medical Center

‘Making a difference every day’

excellent Performance

Employee of the Month Award Shelby McCarthy 9East Neuroscience Unit “I am the DAISY Coordinator and Chair of Nurse Alliance.

While compiling the ballot for the November DAISY Award, I came across a nomination for PCT Shelby McCarthy, entered by one of her patients via the GetWell Network. As she is not an R.N., she does not meet the criteria for the DAISY, so I wanted to enter her nomination for the Medical Center Employee of the Month. The nomination below was entered on behalf of the patient and his family member who entered the original nomination for a DAISY award. “Shelby McCarthy was kind and helpful while my son Ryan was on 9 East. She taught us how to use the Get Well Service, gave us suggestions on how to help him sleep, i.e. meditation music on web, and help us figure out a way to cut his hair. She was always smiling and so upbeat. When Ryan moved to the west, she still came and checked on us and him. For a mom, this meant the world to me. She deserves the DAISY award.

Nominated by Chris Hatfield

Editorial of fice MUSC Office of Public Relations 135 Cannon Street, Suite 403C, Charleston, SC 29425.

843-792-4107 Fax: 843-792-6723 Editor: Cindy Abole catalyst@musc.edu Catalyst staff: Mikie Hayes, hayesmi@musc.edu Dawn Brazell, brazell@musc.edu J. Ryne Danielson, daniejer@musc.edu Helen Adams, adamshel@musc.edu Sarah Pack, packsa@musc.edu Jeff Watkins, watkinsj@musc.edu

Shelby McCarthy 9East Neuroscience Unit Todd and his wife recently welcomed a beautiful daughter into their family.

While his wife was in labor (she was asleep at the time), Todd assisted our EMU patient with getting our TV/Wii/ DVR system set up. The patient and her husband were so happy and appreciative of Todd doing this for them, especially while his wife was in labor.

Nominated by Kelly Kornegay

DHA Lunch ‘n Learn set for Feb. 23 Are you interested in learning more about one of the three online tracks for the MUSC Doctor of Health Administration program?

The College of Health Profession’s DHA Program will host a Lunch ‘n Learn at 12 p.m., Tuesday, Feb. 23, Bioengineering Building, Room 112. The presenter will be Jim Zoller, Ph.D., DHA program director. For information email kirwan@musc.edu.

The Catalyst is published once a week.

Paid adver tisements, which do not represent an endorsement by MUSC or the State of South Carolina, are handled by Island Publications Inc., Moultrie News, 134 Columbus St., Charleston, S.C., 843-937-7480 or 843-958-7488. E-mail: sales@moultrienews.com.

The College of Health Professions celebrated its annual Showcasing Success event, recognizing students and staff for their outstanding accomplishments. Scholarship recipients participated in a private brunch with donors followed by a formal awards ceremony at St. Luke’s Chapel attended by faculty, staff and guests. This year’s staff awards were presented to Annual Legend winner, Meghan Herbert, bottom right; Volunteer of the Year, Cami Meyer, bottom left, along with CHP Dean Lisa K. Saladin; and Team of the Year, Research & Administration, above photo, Stanley Smith, from left, LuAnne Harley, JoAnn King, Debra Battjes Siler, Renee Hutson Vick, Rebecca Truesdell, and Dean Saladin.

Meghan Herbert

THe CaTalysT, Dec. 18, 2015 3

Student life leader selected for WSI Women Faculty Award Darlene Shaw is the fourth recipient of the Women Scholars Initiative faculty award honor

By J. Ryne Danielson Public Relations Darlene Shaw, Ph.D., associate provost for educational affairs and student life, is the 2015 recipient of the Women Scholars Initiative’s award for the advancement of women faculty.

She accepted this honor at the annual Advancement of Women Faculty award ceremony Dec. 7.

From accepting its first female student in 1895 to appointing the first female dean of the College of Medicine in 2010, women have been instrumental in building MUSC into the first–rate academic medical center it is today.

The WSI was launched in 2007 to recognize the contributions of women and promote and advance the careers of women across all missions and colleges at MUSC. As the chair of WSI, Shaw has had a profound impact during her tenure at MUSC, said Tamara Nowling, Ph.D., vice chair of WSI. “Darlene Shaw is a full professor in the Department of Psychiatry, associate provost for Educational Affairs and Student Life and the chair of the Women Scholars Initiative. With all the hats Darlene wears, she has really impacted a number of women as well as men in their careers here. She is such an outstanding role model. It is due to her leadership that WSI has really grown into the program that it is today.”

Suzanne Thomas, Ph.D., director of the Office of Institutional Effectiveness, nominated Shaw for the honor. She wrote: “Because of her commitment to WSI, it grew to be an integral part of the university, helping to shape faculty hiring practices in ways that reduce unconscious biases against underrepresented groups.

She has mentored many faculty, both women and men, to help make MUSC a more inclusive and diverse community.”

Thomas underscored Shaw’s career– long commitment to advancing women faculty by “discovering individuals,’ innate talents, developing those talents

to best serve the university and then removing barriers for them to be considered for leadership positions.

She does not do it for her own benefit.

In fact, she’s often behind the scenes working to build others up and she doesn’t seek or expect recognition for her efforts. She does it because of an intrinsic drive to improve academic medicine and MUSC.” At the event, Mark Sothman, Ph.D., vice president for academic affairs and provost, reiterated Shaw’s commitment to diversity and inclusion at MUSC. “Throughout her career, she has devoted her considerable knowledge and expertise, not to mention her time and effort, to helping advance gender equity at MUSC. Because of Darlene, MUSC has evidence–based programs and policies that support the advancement of women faculty that make MUSC a stronger institution.”

“Dr. Shaw models women’s leadership and a passion for advancing women on a daily basis,” said Willette Burnham, Ph.D., chief diversity officer for MUSC. “She creates an environment that constantly encourages, acknowledges and promotes our professional development and serves as a visible role model for MUSC women. She increases the exposure of and opportunities for women in the MUSC community.

She encourages others to achieve or surpass the same level of success she has experienced, inspires others to succeed, and leads by example.”

Shaw accepted her award with gratitude and humility. “I can’t tell you how much I appreciate your kind words,” she said. “Thank you so much for your support. The WSI is a volunteer initiative and many of you devote your time to it. Because of your hard work, we have been successful, and because of your work, we earned a national leadership development award this year from the Association of American Medical Colleges.”

The 2015 Group on Women in Medicine and Science Leadership Awards were recognized at the AAMC

photos by Anne Thompson, Digital Imaging

Dr. Darlene Shaw, bottom row, associate provost for Educational Affairs and Student Life and WSI chair, was joined by fellow WSI members Drs. Samar Hammad, Lynne Nemeth Tammy Nowling, Paula Ramos, Melissa Cunningham, Carol Feghali-Bostwick, director for the Center for ARROWS, and Dr. Tina Lopez as Shaw receives the 2015 Women Scholars Initiative Advancement of Women Faculty Award.

Dr. Tamara Nowling, left, WSI vice chair, presented the award to Shaw at the Dec. 7 reception held at Colcock Hall.

WSI Women Faculty Award Recipients

annual meeting in Baltimore, Maryland, in November. The GWIMS leadership awards recognize the contributions of outstanding individuals and organizations in advancing women leaders in academic medicine and science.

Shaw said her WSI award was not only an affirmation of her work, but also of WSI and MUSC’s commitment to diversity more broadly.

q Dr. Etta Pisano (2012) College of Medicine q Dr. Kathleen T. Brady (2013) South Carolina Clinical and Translational Research Institute q Dr. Rosalie Crouch (2014) Ophthalmology q Dr. Darlene Shaw (2015) Educational Affairs and Student Life For information about WSI, visit: http://academicdepartments.musc.edu/ arrowinitiative/index-new.htm.

4 THe CaTalysT, Dec. 18, 2015

Postdoc leads fundraiser to help Chennai flood victims

By J Ryne Danielson Public Relations

O

n Nov. 9, it began to rain in the southern Indian city of Chennai, a metropolis of 5 million people on the Bay of Bengal. Heavy rains aren’t uncommon toward the end of summer monsoon season, which lasts from July to September. But this year ,the rains didn’t stop. Warmer than average ocean temperatures contributed to a low–pressure system which formed off the coast, and over the next month, inundated the city and the surrounding region with more than 41 inches of rain.

The rains continued well into December. To date, much of the Indian state of Tamil Nadu, of which Chennai is the capitol, lies under up to 20 feet of water. The floods have been one of the costliest natural disasters ever to strike India. At least 431 people have been killed and almost 2 million have been displaced from their homes.

“This was a hundred–year rainfall,” said Shanmugam Paneer Selvam, Ph.D., a postdoctoral fellow in Hollings Cancer Center. “No one had ever seen this before. It was devastating.”

Selvam is from Chennai, and his family still lives there. His house was flooded, and his family had to be evacuated, including his pregnant sister who is due to deliver in only a couple of weeks. “Fortunately, they’re all safe, and they moved into a relative’s house,” he said. “Many people were stranded without food and water for days, including my family. All their food was on the first floor, and they had to wait for humanitarian aid to bring more.”

Selvam explained that the disaster cut across all social and religious lines; everyone was affected. Despite the loss, however, he was encouraged that so many volunteers came forward to help.

“With all the bad things happening around the world, this is a remarkable story of humanity coming together and helping each other.”

Selvam was able to contact his family by phone to make sure they were safe after they evacuated from their house, but shortly thereafter the phones stopped working. “I couldn’t reach my family for several days. I didn’t know what was

happening.”

He explained that Facebook, Twitter and other social media helped him keep in contact after the phone lines went down. Facebook activated its Safety Check feature that allows users to check in with loved ones during natural disasters or in times of conflict. “My sister and some of my friends checked in on Facebook, and that made me feel they were safe,” Selvam said.

Many rescue efforts were organized on social media. In addition to Facebook’s Safety Check feature, Google launched a crisis response page that includes a list of emergency numbers, informational resources and a crowd–sourced map of flood–affected areas.

Selvam said it was difficult for him that he couldn’t be there to help. “It was hard to sleep. I had to do something, and I spoke to many others who felt the same way. This really opened my eyes. I wanted to do my part.”

While Selvam knew he couldn’t help in person, he decided to raise money for the victims. Working with members of Panai Nilam Tamil Sangam (PNTS), which according to Selvam translates to the Palmetto State Tamil Association, he organized a fundraiser to sell homemade South Indian food in the Horseshoe Dec. 15.

PNTS exists to promote the Tamil language and culture, explained John Samuvel, who serves on the association’s board. Food is an important part of Tamil culture, so the fundraiser serves a dual purpose: It helps victims of the floods in India and exposes Americans to one of the world’s oldest cultures.

“It’s very important that we lend our voices to bring awareness to this disaster,” Selvam said. “It’s not just any other flood. It’s a major humanitarian disaster. At the United Nations, the Chennai floods were even mentioned in the recent climate talks.”

While much of the American media ignored the floods, Selvam hopes that will change.

“I want to thank everyone who participated in the fundraiser,” he continued. “I want to thank Rebeca Mueller, who was exceptionally helpful in helping us organize this in a short amount of time, the

photo provided

MUSC researchers Drs. Sundaravadivel Balasubramanian, from left, Shanmugam P. Selvam, Yuvaraj Sambandam, Viswanathan Palanisamy and Anjan Motamarry serve homemade South Indian food to raise money for flood victims. Not pictured: Drs. Calvin Bernard, Harinarayanan Janakiraman and Dhandapani Kuppuswamy.

“It’s very important that we lend our voices to bring awareness to this disaster.

It’s not just any other flood.

It’s a major humanitarian disaster.”

Shan Selvam

members of PNTS — especially Dr. Sundaravadivel Balasubramanian, Dr. Yuvaraj Sambandam, Dr. Viswanathan Palanisamy – and everyone who contributed.”

If you missed the chance to buy a lunch, it’s not too late to help.

Donations to purchase relief supplies for victims of the South Indian floods are still being accepted via PayPal. Visit paypal.com and send donations to panainilam@gmail.com.

MUSC Waring Historical Library Presents Building a Medical Center: The Construction of the 1955 Medical College Hospital

60th Anniversary Web exhibit Visit http://waring.library.musc.edu/exhibits/1955Hospital/index.php Founded in 1824 under the auspices of the Medical Society of South Carolina, MUSC has grown from an initial faculty of seven and student population of five into one of the nation’s top academic health centers.

For information, call Brooke Fox, 792-6477

THe CaTalysT, Dec. 18, 2015 5

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2015 year in revieW — imagine 2020 P atients f irst

Epilepsy Center The staff of MUSC’s Comprehensive Epilepsy Center strives to provide pinnacle care for its patients. To support patients during their down times between appointments and monitoring, the center won a grant to purchase video games and a multimedia cart. May 29 Nursing Magnet Success

On Sept. 14, MUSC’s nursing leadership received word that they were awarded the Nursing Magnet designation — recognizing the MUSC team’s commitment to excellence by providing the highest quality of care for patients. Sept. 25

Palliative Care supports patients A new palliative care leader and team provide a collaborative approach to end– of–life care and more choices for patients and their families. Oct. 9 Bold move pushes innovation Following the difficult birth of her son, Casey, patient Susan Honowitz turned to MUSC as her newborn recieved an innovative therapeutic hypothermia treatment. Nov. 6 Pet Therapy Program The presence of furry faces and wagging tails has become a regular sight around MUSC, thanks to a new program that allows the presence of registered dogs and animal–assisted therapy to support MUSC patients. Nov. 6

Patients First celebrated On Nov. 23, current and former MUSC patients shared their remarkable journeys of healing in a spirited ceremony focusing on patients first and recognizing patient care excellence as one of five institutional goals. Dec. 4

d iversity & i nclusion

MUHA Diversity Chief In January, MUHA welcomed Anton Gunn to its senior leadership team.

The former director of external affairs for the Department of Health and Human Services, Gunn brought substational experience to the newlycreated position. Feb. 6 Scientist-mentor honored Former Provost and Distinguished University Professor Rosalie Crouch, Ph.D., is known for her dedication to supporting and mentoring women at MUSC. Feb. 13

Charleston businessman Shawn Jenkins and his family contributed the largest gift ever to MUSC — $25 million — to help establish the MUSC Shawn Jenkins Children’s Hospital. May 22 and June 5 June 17. The group was honored for their efforts during that difficult time.

Oct. 30

Diversity ‘chimes’ at MUSC

Awareness building Students from MUSC’s Chapter of the American Academy of Developmental Medicine and Dentistry rally the MUSC community to ban the “R” word and other hurtful language.

March 20 University Diversity Chief Willette Burnham, Ph.D., was appointed to the position of Diversity Chief for the University on July 1.

Burnham will be working with MUHA Diversity Chief Anton Gunn and leadership to implement the next steps of MUSC’s diversity and inclusion strategic plan. July 24 HPA pays it forward Employees of MUSC’s Environmental Services volunteered their time to assist following the shootings at Mother Emanuel AME Church on

On Sept. 28, MUSC unveiled a symbol of commitment on campus featuring five sets of wind chimes positioned around the Horseshoe, symbolizing harmony and inclusion that is the spirit of MUSC. Oct. 2

Students reflect on Paris, Beirut International students from France and Lebanon at MUSC shared their personal thoughts and reflections about the Nov. 12 terrorist attack in Beirut, Lebanon and the Nov. 13 attack in Paris.

Nov. 27

i nnovative l earning Masters in Health Informatics The College of Health Professions has created a new program to support people interested in health informatics, project management and the analytics of big data. Jan. 20 Telemedicine connects care Ugandan physician Godson Senyondo, M.D., has the ability to present some of his toughest cases to a team of MUSC physicians who were part of a new telemedicine group consultation set up linking Uganda, Honduras and Charleston. April 17 Nursing Camp MUSC offers a three–day summer nursing camp to help high school students explore their professional interest in nursing. July 3 MyQuest A new campuswide learning management system was unveiled to employees Oct. 1 replacing the CATTS learning system and opening the door to state–of–the–art learning. Oct. 16

THe CaTalysT, Dec. 18, 2015 7

MUSC employees and students gathered Aug. 17 for a studentled Ceremony of Unity and Hope and helped dedicate a Magnolia tree remembering the “Emanuel Nine.” Aug. 28

s cientific d iscoveries

Innovative funding ideas With shrinking budgets and federal funds drying up, research leaders at MUSC are turning to innovative funding ideas to boost research. Jan. 23 Science Cafe

This past fall, MUSC employees, faculty and students were introduced to the vision and values of MUSC’s Imagine 2020 collaborative plan. The campus emphasized the plan’s five institutional goals for the next five years through special celebrations and individual commitments. Sept. 25

unnecessary tests, hospitalizations, early delivery and anxiety. Sept. 29

h ealthy c ommunities Event features celebration

Student wins innovation prize Neuroscience doctoral student Bashar Badran’s proposal for a non–invasive method of brain stimulation won top prize during MUSC Student Innovation Day. Feb. 6 Antibiotics linked to toxicity A pharmaceutical watchdog group found that some powerful antibiotics like Levaquin, Cipro and others, may be linked to dangerous but unacknowledged side effects. April 3

Kenneth Tew, Ph.D., presented at Charleston’s first Science Cafe event Sept. 22 at Fish restaurant.

The idea was to bring innovative science and discussion with experts to a lay audience. Oct. 9

Match service connects people ResearchMatch brings together medical researchers with clinical trial volunteers to connect them with available research studies. April 24

Study finds fetal size differs A study suggests that as many as 15 percent of fetuses of minority mothers are being incorrectly labeled as undersized. That systematic misclassification is leading to

Benefits of video games A study conducted in the Department of Psychiatry and Behavioral Sciences examines the feasibility of using exercise video games for cardiovascular risk reduction among adults. May 1

MUSC’s commitment to healthy communities will contribute to a higher quality of life, a healthier environment and overall wellness. Oct. 30

MUSC Health MUSC unveiled MUSC Health as the new organizational model, combining the best of the Medical University Hospital Authority and MUSC Physicians, to allow for improving patient care and better collaboration across the enterprise. Oct. 23

Telehealth Alliance Telemedicine provides secure health care from a distance and the abilities of a specialist to offer care in a remote medical situations, providing consultation, evaluation, diagnosis, confirmation and treatment recommendations. Jan. 16 Team tackles gun violence A student team sponsored by MUSC’s Center for Global Health tackled the topic of gun violence in Honduras and other issues as they competed in Emory University’s Global Health Case Competition. April 24 Researcher brings expertise Chanita Hughes–Halbert, Ph.D., has dedicated her career to reducing disparities and enhancing equity through the design and testing of population–specific interventions.

She is the SmartState Center of Economic Excellence Endowed Chair in Cancer Disparities Aug. 28

See oBiTuaRies on page 11

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Dean

Continued from Page One

Additionally, as an internationally respected physician– scientist whose research success has positioned him as a national leader in translational science, I see many unprecedented opportunities ahead in all areas of our tripartite mission under his leadership.”

MUSC Vice President for Academic Affairs and Provost Mark Sothmann, Ph.D., echoed Cole’s sentiments. “Dr. DuBois has been extraordinarily successful in all he has chosen to do, and I anticipate the College of Medicine and MUSC will be the next beneficiaries of his many talents. I believe he is the perfect fit for the next stage of advancement of the College of Medicine.”

DuBois will join MUSC from his current role as executive director of the Biodesign Institute at Arizona State University and leader of a research laboratory focused on inflammation and cancer. In his role as executive director, he oversees more than 700 employees and a 350,000–square–foot lab with 14 research centers focused on bioscience, sustainability and national security research.

An internationally renowned expert in the molecular and genetic basis for colorectal cancer, DuBois also maintains his own laboratory and studies the molecular mechanisms by which inflammation affects the biology of cancer. DuBois also serves as one of the co–leaders of the Cancer Prevention Program at the Mayo Clinic.

Prior to his time at Arizona State, DuBois served as provost and executive vice president of the University of Texas MD Anderson Cancer Center where he oversaw all research, education, training and faculty development. While at MD Anderson, DuBois received a five–year, $6 million–plus grant to study the molecular underpinnings of how aspirin works to prevent colon cancer.

Before moving to MD Anderson, DuBois directed the Vanderbilt–Ingram Cancer Center in Nashville, Tennessee, where he began his academic research career.

In what has been characterized by colleagues as ground–breaking, his research in the 1990s demonstrated that colon cancer tumors contained high levels of the enzyme cyclo–oxygenase–2 (COX–2). The research led to important clinical trials that showed the arthritis drug Celebrex, which inhibits COX 2, reduces pre-cancerous colon polyps in patients with an inherited disorder known as familial adenomatous polyposis, characterized by polyps that form mainly in the outer layer of the large intestine, or colon, and rectum. This research laid the groundwork for understanding the cancer preventive effects of aspirin and other non– steroidal anti–inflammatory drugs.

Thomas Di Salvo, M.D., chief of the Division of Cardiology, had the highest praise for DuBois and this appointment. “I met Ray Dubois during my internship at Johns Hopkins when he was a senior resident.

Ray enjoyed a sterling reputation as an outstanding

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clinician, gentleman and rising physician-scientist ‘star.’

As a colleague he was warm, humble, friendly, and supportive and embodied the highest ideals of the Osler Medical Service as an educator and clinician. We then had the good fortune to overlap at Vanderbilt during the time Ray led the Vanderbilt–Ingram Cancer Center.

Then a renowned physician–scientist, Ray helped propel the Vanderbilt Ingram Cancer Center into the top ranks of comprehensive cancer centers around the country. I have no doubt that as our new dean, Ray will also help propel MUSC into the top ranks of academic medical centers in the U.S. He’s a terrific choice for this critical position at this most exciting time for MUSC.” DuBois is also a co–inventor of a method to identify cellular genes that function as tumor suppressors in mammals and prevent cellular genes necessary for viral growth. With more than 25 years of continuous funding from the National Institutes of Health, he has authored an extensive list of scientific publications and has received numerous national and international honors. He has served in many leadership roles, among them past president of the American Association for Cancer Research, the International Society for Gastrointestinal Cancer and the Southern Society for Clinical Investigation.

Once at MUSC, DuBois will continue his leadership in cancer discovery through his partnership with Hollings Cancer Center and his ongoing relationship with the National Cancer Institute.

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Imagination, wonder inspire new Children’s Hospital brand The rendering of the new MUSC Shawn Jenkins Children’s Hospital bears the new MUSC Children’s Health logo of children hanging the moon, signifying the potential children have to reach for their dreams.

By Mikie Hayes Public Relations

I

f you watch TV, you probably have noticed the enchanting new commercials for the MUSC Shawn Jenkins Children’s Hospital. MUSC launched an imaginative new campaign this month to inspire excitement and awareness for the campaign to build the new hospital and set the foundation for the launch of a new children’s health brand identity.

MUSC leadership recognized that patients today are more informed than ever and have a wealth of choices in terms of where they receive their health care. Therefore it’s more important than ever that MUSC continues to have a strong, recognizable brand. “Branding is the art of differentiation,” said brand identity specialist David Brier in his book “The Lucky Brand.” And at a time when so many children’s hospitals around the country are promoting their services, the communication challenge before MUSC was determining the most effective way to break through the TV and digital-advertising clutter with the message of transformational change that is currently taking place in its pediatric clinical and specialized services.

While talking about the launch of the new brand campaign, MUSC Health Brand and Marketing director Chris Murray could not be more excited. “This is literally a breakthrough moment for MUSC. The forward momentum for our pediatric clinical services has never in our lifetime been at such an all-time high. This is a historic milestone, so we had to think very strategically about how we wanted to convey this breakthrough moment with our brand to the people to whom it would really matter.”

But awareness was a problem. “Our recent market data showed that a large number of people in our nine-county market still didn’t know we were building

Artist rendering provided

“This is literally a breakthrough moment for MUSC. The forward momentum for our pediatric clinical services has never in our lifetime been at such an all–time high.”

Chris Murray a new children’s hospital. We know the public will want to be aware, and we hope they will want to support the effort, so we had to think critically about how to reach people when they probably don’t think about us until they actually need us.”

So how does MUSC establish a new brand and build awareness throughout the state when many people didn’t even realize MUSC was building a new children’s hospital? The answer was found in storytelling: imagining and sharing the possibilities and compelling stories to inspire the public and define the MUSC Shawn Jenkins Children’s Hospital.

imagining What’s Possible With a new spin on MUSC’s enterprisewide brand, “Changing What’s Possible,” and the concept of MUSC’s strategic plan “Imagine 2020,” the awareness campaign for the children’s health brand builds on both, taking the concept of childhood wonder and imagination and connecting it to the caring and compassionate – yet cutting-edge – health care children will receive in the new MUSC Shawn Jenkins Children’s Hospital.

“Our campaign is about building on the excitement, wonderment and imagination of children and our desire to build a state-of-the art facility that will help safeguard their futures by allowing them to continue to hope, dream and reach their potential,” Murray said. The SJCH communications team launched the “Imagine What’s Possible” TV commercial the first week of December.

Children featured in the commercial are seen letting their imaginations run wild as fairies, dragons, and spaceships take the viewer on an exciting ride to the final image which shows the proposed hospital emerging from sunny clouds. neW icons The new look and feel for the children’s health brand is a touching

tribute to the notion that parents feel their children “hung the moon,” and the MUSC Shawn Jenkins Children’s Hospital wants all children and their families to see themselves in that image.

The moon’s position, similar to that of the crescent moon in the South Carolina state flag, will hopefully remind those who see it of MUSC’s commitment to serve all children in South Carolina.

“We want all children, and especially our patients, to keep reaching for the sun, the moon and the stars through their imaginations, hopes and dreams,” Murray said. “We can help them reach bright futures they dream of and deserve by continuing to provide the state’s most comprehensive and specialized pediatric care.”

The commercial will run in Charleston, Myrtle Beach, Florence, Beaufort, Hilton Head Island and Orangeburg through the months of December and January. The goal is to increase awareness of the new hospital across Beaufort, Berkeley, Charleston, Colleton, Dorchester, Florence, Georgetown, Horry and Orangeburg counties.

At the end of January, a touching new TV commercial will air featuring children’s hospital patients talking about what they imagine for themselves.

THe CaTalysT, Dec. 18, 2015 11

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All other classifieds are charged at rate below. Ads considered venture-making ads (puppy breeder, coffee business, home for sale, etc.) will be charged as PAID ADS •• PROOF OF ELIGIBILITY REQUIRED * NO MORE THAN 3 LINES * FREE ADS RUN 2 WEEKS ONLY!

PAID ADS are $3 per line ( 1 line = 35 characters) DEADLINE: TUESDAY – 10:00 AM * CLASSIFIED ADS CAN BE E-MAILED TO sales@moultrienews.com, OR MAILED (134 Columbus St., Charleston SC 29403) Please call 849-1778 with questions. *Must provide Badge No. and Department of Employment for employees and Student I.D. Number for MUSC Students.

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Furniture

Rental Properties

King Size Euro Pillow Top Set New, will sacrifice for $275 Call 843-270-4283

Charleston, South of Calhoun Beautiful sunny newly painted apartment in historic district. Sitting room and breakfast room, new kitchen and bathroom,washer & dryer. Could be either 2 bedrooms or 1 bedroom with office/ studio/formal diningroom/guest room/ Available furnished or unfurnished. Close to Colonial Lake, and within walking distance of MUSC, College of Charleston and King Street, with off street parking$2,200 per month.

Available January 1 2016 843-443-7282 brockbank81@yahoo.com 843-367-7781 MissMara316@aol.com

Queen Plush Top Mattress Set, Brand New in Plastic, Must Sell!! $150 Call Chris (843)270-4283

Items for Sale Azus Zenbook touch screen; about 2 years old; rarely used. Windows 8.1, 8 GB RAM, lightweight. $1500 new, sell for $300.

Call 919-593-8121

in memory

James B. Edwards, DMD, former MUSC president, retired oral surgeon and former governor of South Carolina and U.S. Secretary of Energy, passed away at his home on Dec. 26, 2014 in Mount Pleasant following a period of declining health. He was 87 years old. Jan. 16 Mark Green, M.D., associate chair of research, director of the MUSC Proteogenomic Facility and director of the South Carolina INBRE Bioinformatics Core, passed away May 11 after a valiant battle with cancer.

May 23 Mar y Moultrie, civil rights champion and a voice for people during the March 1969 hospital workers strike in Charleston, died on April 28. May 8 Wayne Stanley, an audiovisual specialist in the Office of Instructional Technology and Faculty Resources, died July 29. He was 57 years old. Aug. 21 Louis Guilette, Ph.D., an internationally known reproductive researcher, endowed chair in marine genomics with the South Carolina Centers of Economic Excellence and director of the Marine Biomedicine and Environmental Sciences Center at MUSC, died at his home Aug. 9 from complications related to lymphoma. Aug. 21 John Michael Kilby, M.D., professor of medicine and microbiology, an internationally–recognized expert in the care of patients with HIV infection and director of MUSC’s Division of Infectious Diseases, died Aug. 10. He was 51 years old. Aug. 28 Kathryn Hufnagle, M.D., a retired speech language pathologist who worked in the MUSC Cleft Palate Clinic and Velopharygeal Insufficiency Clinic, died Sept. 20. She was 72 years old. Oct. 9

Concept 2 indoor rower; just like the one in gyms. Model D, rarely used. Folds easily for storage. Mint condition. $900 new, sacrifice for $400. Call 919-593-8121.

Lyndon L. Key, M.D., distinguished university professor emeritus, a world–reknowned pediatric endocrinologist and former chairman of pediatrics at the MUSC Children’s Hospital, died Nov. 29 at his home from complications related to Alzheimer’s disease. Dec. 4

Frigidaire Affinity Side Load Washer and Dryer set for $500 – Like New! Location: Wescott Plantation in Summerville Email Ryan at: RLau34@hotmail.com for Offers.

Marshall Kearney, an anesthesia technician in the Department of Anesthesia and Perioperative Medicine, died unexpectedly on Nov. 30. He was 38 years old. Dec. 11

Promoting Health at MUSC: Year in Review As the year comes to a close, we would like to take this opportunity to share some highlights and accomplishments of the MUSC Office of Health Promotion as we strive to create a culture of wellness to improve the health of the lives we touch.

In January, we launched the Charleston Healthy Business Challenge, a collaborative program with support from the City of Charleston to help businesses and organizations improve the overall health and well-being of their employees and create a culture of wellness in the workplace. We helped 60 businesses and over 350 participants implement workplace wellness strategies and also celebrated our own gold award.

OHP continued to work with East Cooper Meals on Wheels “Blue Apron” a physician referral program aimed at providing nutritious, free meals to patients who are not able to shop or

In June, MUSC became prepare meals for themselves, the first hospital in South resulting in fewer hospital Carolina to participate in readmissions and better USDA’s summer feeding health outcomes. These meals program where ALL children meet MUSC supervised meal are eligible to participate. requirements in every way.

Kids Eat Free at MUSC, In May 2015, BAM served developed by OHP/Sodexo 165 meals to 35 different wellness dietitian Debbie recipients.

Petitpain, served 2,385 meals In April, OHP and Sodexo at no cost between breakfast presented a free cooking and lunch. In addition, OHP series titled “A Taste of was awarded a $10,000 grant African Heritage.” This Susan Johnson from Share Our Strength nationally recognized program to create a tool kit to share was brought to MUSC by with other hospitals and was invited to registered dietitian Debbie Petitpain and attend the National Summer Feeding offered to over 50 participants from the Program Summit in Washington D.C. MUSC and Charleston Community this fall to share our successes. As to show them how to cook and eat partners in the second annual South healthfully, traditionally, and enjoyably.

In May, Miles to Change, participated in Carolina Fit Family Challenge, MUSC their first event at the “Run Forrest Run” celebrated another successful campaign to help families to get moving and race at the Joe.

Health at work

create healthier lifestyles from May through the end of July. On Saturday, Sept. 26, MUSC claimed the title of 2015 champion at the Cooking Well Invitational, part of the Southern Living Taste of Charleston weekend of events.

In October, a celebration of the Imagine MUSC 2020 Healthy Communities Goal was held at the MUSC Urban Farm as part of the Lowcountry Food Day kick off event. The Charleston Regional Business Journal honored health care professionals and volunteers on Nov. 20 at the 11th annual Health Care Heroes event at the Francis Marion Hotel.

Dr. Susan Johnson, director of health promotion who also serves as director of OHP, was honored in the community outreach category, along with 9 MUSC colleagues for their dedication to creating a healthy community.

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