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SPOTLIGHT ON...Einstein Contact Center
Einstein's First Laparoscopic Cryosurgery for Renal Cell Carcinoma
Einstein Physicians to Staff Elkins Park ED
Cancer Center Marks Five Years of Service
MossRehab Studies Drug to Treat Brain Injury
Welcome New EPP Inc. Docs

SPOTLIGHT ON...Einstein Contact Center
Did you know that the Einstein Contact Center averages 500 physician and service referrals a month? Are you in our referral database?

Consumers and patients get information and answers. Physicians get referrals and appointments. Together, Einstein Corporate Marketing and Communication’s Contact Center – 1-800-EINSTEIN– and web site – www.einstein.edu– serve about 1,250 consumers a month, providing Einstein physicians with about 500 physician and service referrals and 100 scheduled appointments.

By making one, toll-free call to 1-800-EINSTEIN or visiting www.einstein.edu consumers and patients can obtain comprehensive information about Einstein physicians, programs and services – and virtually any health topic.

Contact Center staff converts calls and e-mails to physician referrals and appointments by:

• Introducing consumers to Einstein and answering their questions
• Providing free information on thousands of health topics and medications
• Matching consumers’ needs and provider requirements to the most appropriate and accessible Einstein physicians
• Securing and confirming patient appointments
• Providing specialist referrals and helping to cross-market Einstein services.

Staffed by experienced marketing professionals and registered nurses, the Contact Center uses a sophisticated, rotating referral database. The database can include a wide range of information about physician practices including: office locations and hours of operation, accessibility by public transportation, type of practice and in-office services, education and training of physician(s), specialty and board certification status, special areas of interest, foreign languages spoken, average fees for office visits and insurance plans and credit cards accepted.

The Contact Center can also conduct outbound telemarketing surveys to gauge patient satisfaction for a service, program or practice.

To list (or update) information about your practice, please call 215-456-6730.

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Einstein’s First Laparoscopic Cryosurgery for Renal Cell Carcinoma
On Tuesday, April 13, Phillip C. Ginsberg, DO, Chairman of the Division of Urology at Einstein Medical Center Philadelphia, and his associate Michael J. Metro, MD, performed Einstein’s first renal cryosurgery for renal cell carcinoma, laparoscopically treating a 4 cm tumor without blood loss or the need for sutures. One of the most promising recent evolutions in nephron-sparing surgery, laparoscopic-directed cryosurgery provides a safe, minimally invasive technique for the in situ destruction of renal masses smaller than 3 to 4 cm. The procedure involves exposing the kidney laparoscopically, localizing the lesions, and subjecting them to a double freeze-thaw cycle. After treatment, the tumors shrink and scar over a six to 12 week period. Initial clinical studies have demonstrated promising short-term results and an excellent safety profile.

Along with open nephrectomy and hand-assisted laparoscopic surgery, the new procedure provides Einstein patients with a third option for the treatment of kidney cancer. Third party insurers, including Medicare, cover the FDA-approved procedure.

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Einstein Physicians to Staff Elkins Park ED
Beginning July 1, Einstein-employed physicians board certified or board eligible in emergency medicine will staff the Emergency Department at MossRehab/Einstein Medical Center Elkins Park. (Prior to this, an outside service provided physician staffing.) Deepa Macha, MD who was previously working under contract in the Elkins Park ED, has joined Einstein. Steven Parrillo, DO, Director of the Einstein ED at Germantown Community Health Services, will also serve as Director for the Elkins Park ED. Kathleen Hayward, MD, an attending physician in the Germantown ED, will practice full-time at Elkins Park.

To ensure responsive, high-quality emergency care throughout the network, the Department of Emergency Medicine recently added six attending physicians: Charles Fasano, DO, James Goldberg, MD, Frederick Randolph, MD, Peter Sananman, MD, Gregory Schneider, MD, and Robert Woodson, MD. David Jaslow, MD, has joined Einstein as Director of Emergency Medical Services. “Staffing the Elkins Park ED with physicians directly employed by our institution demonstrates our commitment to this community,” says Carl R. Chudnofsky, MD, Einstein’s Chairman of Emergency Medicine. “We want to make sure residents have access to the highest quality emergency care and, when appropriate, the specialized tertiary care available at Einstein Medical Center Philadelphia.”

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Cancer Center Marks Five Years of Service
Einstein Cancer Center observed its fifth anniversary with events to honor patients, cancer survivors, and the many Einstein physicians, clinical staff and administrative leaders who have supported the center’s work. According to Director William Tester, MD, FACP, the center is fulfilling its mission of providing a multidisciplinary team approach to cancer treatment, research, education and screening. “We’ve created tumor treatment programs for breast, lung, gastrointestinal, prostate and gynecologic malignancies, enlisting the help of Einstein physicians from many disciplines to review patients’ diagnoses, staging, and treatment options,” says Dr. Tester. “We developed combined radiotherapy-chemotherapy protocols that resulted in excellent long-term outcomes and reduced morbidity for patients with bladder, head/neck, esophageal, rectal and lung cancers. We’ve also participated in clinical trials to demonstrate the effectiveness of newly developed therapies and provide our patients access to these treatments.” Last August, the Commission on Cancer of the American College of Surgeons awarded Einstein Cancer Center a Certificate of Approval to recognize the high qualityof the center’s treatment approach.

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MossRehab Studies Drug to Treat Brain Injury
John Whyte, MD, PhD, Director of Moss Rehabilitation Research Institute, is serving as Co-principal Investigator of a 5-year, $3 million, multi-center prospective randomized controlled study to determine the effectiveness of amantadine hydrochloride in promoting recovery of functioning following severe traumatic brain injury. The National Institute on Disability and Rehabilitation Research awarded the collaborative grant to JFK Johnson Rehabilitation Institute in New Jersey, MossRehab and six other institutions.

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Welcome New EPP Inc. Docs
Richard A. Menin, MD, and Ronald I. Waloff, MD, have joined the Division of Gastroenterology as full-time faculty members. Dr. Menin completed subspecialty training in gastroenterology at Temple University School of Medicine. Dr. Waloff obtained his subspecialty training in gastroenterology and liver diseases at Yale University.

Rebecca G. Smith, MD, has been appointed Director of the Musculoskeletal Rehabilitation Program in the Department of Physical Medicine and Rehabilitation. Dr. Smith completed a Pain Fellowship at the Harvard-affiliated Physical Medicine and Rehabilitation Program in Boston and worked as a member of the Dartmouth Pain Program.

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