November 18, 2004

Dear Colleagues,

There's so much noise in the health care marketplace about research and clinical advances that most people can't differentiate one institution from another, one ad campaign from another. Hopkins Medicine hasn't undertaken a major image campaign in years, because, for the most part, our problem has been finding appointment slots and beds for the patients who want to come to us. Yet at the same time, we must broaden our circle of friends in order to meet our 10 year financial objectives and rebuild our East Baltimore campus.

Consequently, we're attempting to brand our image in the minds of people who want to invest in the future of medicine. This is an important and ambitious undertaking that will focus first on New York City and then on Baltimore. The most visible part of the campaign will be the ads. If you're in the New York City area on November 28, you'll see them on the Sunday morning shows. The first print ads will run in the New York Times Magazine on Sunday, December 5, and in the Forbes issue of that week. "Imagine" is the name of the campaign, and I think it captures the essence of this institution. It is described in this news release.

Sincerely,
Edward D. Miller, M.D.