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Tarpon Springs hospital ad campaign wins award

Business digest

Competing against more than 4,000 entries from across the United States, Florida Hospital North Pinellas in Tarpon Springs has received a silver award from the national Healthcare Advertising Awards for its "I Choose" television campaign, produced with Tampa Bay advertising agency ChappellRoberts.

"As we evolved from Helen Ellis Memorial Hospital to Florida Hospital North Pinellas, we realized there was an opportunity to raise awareness and explain the value of Florida Hospital to patients in Pinellas and Pasco county communities," said Bruce Bergherm, president and CEO of Florida Hospital North Pinellas. "After investing heavily in capital improvements and top-notch medical expertise, Florida Hospital wanted members of the community to see evidence of why we should be their hospital of choice."

The "I Choose" campaign began in late 2012 and features testimonials that showcase patient experiences and the care people can expect from the hospital. The videos were distributed through an integrated media buy and a microsite that houses these stories and additional hospital information.

Since the campaign's launch, the hospital has seen an increase in consumer awareness.

"When optimized, narrative marketing campaigns are extremely powerful because they emotionally connect with audiences — they become authentic brand storytelling," said Colleen Chappell, president and CEO of ChappellRoberts. "Any sustainable health care brand must create a personal connection with consumers in order to thrive, and we were proud that the 'I Choose' campaign delivered that powerful connection."

Florida Hospital North Pinellas is a member of the Florida Hospital network of the Adventist Health System, the largest health care provider in the state.

• • •

Palm Harbor Dermatology has announced plans to open its third area location at 11601 Sheldon Road in northwest Tampa later this year.

With a location in Brandon and business at capacity in Palm Harbor, a decision was made to lease and renovate a 4,140-square-foot building that was purchased for $900,000 earlier this month by Ross Real Estate LLC from Chiarito Enterprises Inc.

"Many of our patients have been driving to Palm Harbor from Odessa, Westchase and other communities in northwest Tampa, so it makes sense to open a facility closer to where they live," said Dr. Amy S. Ross, president of Palm Harbor Dermatology and one of only nine fellowship-trained Mohs surgeons in the Tampa Bay area, according to the American College of Mohs Surgery.

The Tampa location is scheduled to open in November.

• • •

Saint Paul's School in Clearwater has announced that Nancy Wood will be its 2013-14 interim head of school and serve a one-year term ending June 30, 2014.

Wood holds a bachelor of arts degree in elementary and special education from the University of Missouri, a master of arts degree in teaching from Jacksonville University and holds 21 post-master's credit hours in administration and supervision/educational leadership.

She has worked as an administrator and educator at all grade levels at public and private schools in California, Florida, Georgia and Pennsylvania.

She served on the board of the Florida Council of Independent Schools from 1992 to 1996; on the Florida Kindergarten Council board from 1997 to 2007; and is currently the chair of the Episcopal Diocese of Florida Board of Regents.

Wood also has experience leading accreditation teams for FCIS, FKC and the Southern Association of Colleges and Schools, and she has more than a decade of interim headships.

At the end of Woods' term with Saint Paul's School a new, permanent head of school will take over her position.

• • •

According to the U.S. Bureau of Labor Statistics' biennial update of employment projections, employment in all computer occupations is expected to increase by 22 percent in the next seven years.

In an effort to build a solid foundation of qualified IT and telecommunication professionals to employ across the region, Tampa Bay WorkForce Alliance and WorkNet Pinellas have announced the launch of a new information technology and telecommunications training initiative, the Tampa Bay Hi-Tech Training program.

It is expected to serve more than 2,300 participants by providing education, training and job placement assistance within the IT industry.

It was created through a partnership that includes St. Petersburg College, Hillsborough Community College, IBM and AT&T and funded with a $3.8 million grant awarded by the U.S. Department of Labor.

For individuals who meet the program's eligibility requirements, the HITT program offers paid tuition, books and fees for industry certification exams in information technology fields.

To view the eligibility requirements and program offerings and to begin the registration process, visit or and click on the Tampa Bay Hi-Tech Program button on the home page.

Tampa Bay Workforce Alliance and WorkNet Pinellas serve as the regional workforce development boards for Hillsborough and Pinellas counties, respectively. Auxiliary aids and services are available upon request to individuals with disabilities by calling TTY/TDD 711.

Mail business news to Nova Beall at Tampa Bay Times, 1130 Cleveland St., Suite 100-A, Clearwater, FL 33755; fax to (720 445-4119; or email

Tarpon Springs hospital ad campaign wins award 07/06/13 [Last modified: Friday, July 5, 2013 1:49pm]
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