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Botsford Battleground
Community hospital fights for a bigger place in the spotlight
as well as a bigger share of support dollars.
Judith Doner Berne
Special Writer
A
s the battle for hearts, minds
and dollars continues among
Metro Detroit's hospital
"Goliaths," a "David" — Botsford Hospital
— is joining the fray.
The Farmington Hills-based hospital
has begun its first major advertising
campaign built around the theme: "What
can you expect from a smaller hospital?
Smaller size. Big results!'
And the Botsford Foundation, its fund-
raising arm founded in 2000, recently held
its first event for financial professionals.
The idea was "to introduce Botsford
as an organization to these professionals
who have clients who might be interested
in making a gift to a charity," said Margo
Gorchow, foundation executive director
and corporate vice president of communi-
ty relations, marketing and development.
"We want to get Botsford on their radar
scope said Gerson I. Cooper, president of
Botsford Health Care. "We've never done
anything like this before."
Cooper speaks from experience. He will
retire after 50 years with Botsford in 2008.
That's also the year he will become presi-
dent of Temple Israel in West Bloomfield.
He and Dr. Paul LaCasse, Botsford
Hospital president and CEO, stressed
its position as an independent, non-
profit hospital, with strong ties to the
Farmington/Farmington Hills, Redford
and Novi communities.
Setting The Stage
The 30 or so attorneys, financial advisers
and accountants, handpicked by Botsford
investment consultant Norton Stern of
Southfield, were served lunch and an over-
view of the 330-bed hospital, its outreach
facilities in Novi and Redford, and, in
particular, its plans for a new freestanding
cancer center scheduled to break ground
in October.
"There are huge
naming opportuni-
ties;' Cooper told his
audience. "And we
don't need $50 mil-
lion."
In fact, the total
cost is $6.5 million
with $5 million ear-
marked for the cancer center and $1.5
million going toward renovation of the
original Botsford Inn as a cancer respite
area and Botsford Foundation headquar-
ters.
Dr. Craig Gordon, head of Botsford's
oncology department, called the new can-
cer center "an absolute necessity:' empha-
sizing that the United States "leads the
world in the diagnosis of cancers of the
lung, breast and prostate."
Botsford, he said, makes 700 new cancer
diagnoses each year. In the past, he said, a
cancer diagnosis was a death knell. Now,
60 percent of newly diagnosed patients
"There are huge naming
opportunities. And we
don't need $50 million
)
7
- Gerson Cooper
will be alive in five years.
"It's so important to offer them a cancer
center which has a comfortable environ-
ment, that's close to home and provides
innovative and specialized treatments,
prevention and education:' said Gordon, a
member of Congregation Adat Shalom in
Farmington Hills.
"Sometimes, it's good to be a 'best kept
secret," he added, acknowledging that
Botsford name recognition rests primarily
within its nearby communities. "We look
forward to offering a model for other cen-
ters to follow!'
Botsford Battleground on page 48
September 27 • 2007
47