September 28, 2010

Faculty and Staff Information Regarding the New VUMC Messaging Initiative, "The Promise of Discovery"

As you may be aware, Jeff Balser, M.D., Ph.D., vice chancellor for Health Affairs and dean of the School of Medicine, unveiled a new messaging initiative at his recent State of the Medical Center Address.

Below is some specific information about this initiative, as you may receive questions from patients or families once they see/hear the television/radio ads.

The specifics of the campaign:

New positioning statement: The promise of discovery

Phase one of the campaign includes cancer, heart and neuroscience messages. To view the commercials, go to

Locally, some spots began airing on TV stations this week. The 60-second introductory ad that sets up the campaign will run for two weeks before the 30-second ads begin on Oct. 11.

Radio ads will begin airing locally on Oct. 4. Other ads will air nationally on CNN and National Public Radio beginning on Sept. 27.

The campaign includes cancer-related messages on:
• developing and offering new targeted therapies for breast cancer, lung cancer and melanoma
• personalizing care for cancer patients based on their tumor DNA
• working to build molecules that turn off cancer cells.

Jennifer Pietenpol, Ph.D., and William Pao, M.D., Ph.D, appear in the TV ads. Stephen Fesik, Ph.D., and David Carbone M.D., Ph.D., appear in the radio ads. Print ads are still in development.

If you have questions about the personalized cancer medicine initiative, which involves attacking tumors at the molecular level using DNA tests to select treatment, go to

The campaign includes heart-related messages regarding:
• blood thinners
• genetics and individualizing care
• hypotrophic cardiomyopathy

John McPherson, M.D., and Keith Churchwell, M.D., will be featured in the 30-second TV and radio ads on these topics.

FAQs for these initiatives will be posted on or before Sept. 29 on

The campaign includes neuroscience-related messages on:
• drug discovery for major brain disorders
• Treating Parkinson’s disease with deep brain stimulation
• Treating essential tremor with deep brain stimulation

P. Jeffrey Conn, Ph.D., will be featured in the 30-second TV ad and Peter Konrad, M.D., Ph.D., will be featured in the radio ad on these topics.

FAQs for these initiatives will be posted on or before Sept. 29 on

Thanks for all you do. We can only tell the story that you deliver on in your daily work. We hope that you enjoy and take pride in this campaign.