Reposted from BusinessWeek

Originally posted: Knight Ridder/Tribune 01/07/2009 9:06 PM ET [in The Daily Review, Hayward, Calif., by Kristofer Noceda]

Jan. 7 — CASTRO VALLEY — Don’t be alarmed if that “new friend” request on Facebook comes from Sutter Health and Eden Medical Center.

But no “pokes” here. It’s all part of an online outreach program to promote their plans for a new hospital to replace the aging Eden Medical Center. Officials are touting their efforts to delve into social networking sites as a first for such a project.

“It’s an adventure and sort of uncharted territory in many ways,” said Cassandra Phelps, communications director for the new hospital project.

The heart of the program is a blog Web site aimed at informing and gathering feedback from the community regarding the proposal.

“We want our patients, employees, volunteers, and the community to have a voice in the future of their hospital,” said George Bischalaney, president and chief executive of Eden Medical Center. “We hope to have a constant, active online public and local dialogue, in addition to meeting face to face with our neighbors and the community.”

At the blog site — http://suttermedicalcentercastrovalley.org/blog — visitors will be able to get updates and comment on building regulation approvals through all phases of construction, officials said.

“There’s just so much that goes behind the scenes that people aren’t aware of,” Phelps said. “It’s a wonderful way to be transparent.”

The required draft environmental impact report for the proposed construction is also featured on the site.

In addition, community members can get pose questions and get answers from Bischalaney in a post titled “Straight Talk with the CEO.”

The online outreach program also branches outside of the blog, entering such social networking sites as Facebook, LinkedIn, Twitter, FriendFeed and even YouTube, where viewers can watch videos of site plans and hear presentations regarding the new hospital.

Officials launched the blog in October in response to a previous public meeting that drew just seven attendees.

“It was clear to me that we needed to find a new way to reach out to folks,” Phelps said. “People are far too busy to come to a hospital and learn about a project like this.”

Plans to build a new hospital are in keeping with a Jan. 1, 2013, deadline for all hospitals in the state to meet specific construction criteria that would protect buildings from the effects of major earthquakes.

Sutter Health has agreed to foot the nearly $400 million construction bill. Sutter owns and operates the current eight-story, 176-bed Eden Medical Center built in 1953 on Lake Chabot Road.

The new hospital would be built into a hillside slope on the northwest side of the current medical center, closer to Stanton Avenue. The seven-story structure is to include 130 beds — 90 medical and surgical, 24 critical care and 16 maternity — according to proposed plans.

Reach Kristofer Noceda at 510-293-2479 or knoceda@bayareanewsgroup.com.

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Copyright (c) 2009, The Daily Review, Hayward, Calif.

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