Sinai to run TV spots on 'Chicago Hope,' 'ER'

MARYLAND WATCH

January 13, 1998

Life-imitates-art note: Sinai Hospital will be promoting its new emergency room this week by buying all the local ad slots on the television shows "ER" and "Chicago Hope."

Jill Bloom, a hospital spokeswoman, said she could not discuss the cost of the ads "for competitive reasons," but that it would mark the kickoff of a campaign, costing "several hundred thousand dollars," promoting Sinai's new emergency department on billboards and in print and radio ads.

The spots -- four on "Chicago Hope" and two on "ER" -- will feature tours of different sections of the $16 million facility, which opened last month.

Although not all patients select which emergency room to use (about 20 percent of Sinai's emergency patients arrive by ambulance or helicopter), Bloom said, many patients do choose, and those who see the ads "may want to give us a try."

"Chicago Hope" airs Wednesday at 10 p.m. on WJZ-TV, Channel 13; "ER" on Thursday, 10 p.m. on WBAL-TV, Channel 11.

Hospitals are competing for emergency room business because ERs produce nearly half of hospital admissions.

Pub Date: 1/13/98

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