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Macomb County: Hospital hot spot

Healthcare Strategist Trend Watch, June 15, 2007

Three of the most competitive health systems in metropolitan Detroit have launched all-out advertising campaigns hoping to win the business of consumers in Macomb County, just 25 miles north of Detroit. St. John Health System, Henry Ford Health System, and Beaumont Hospitals are all vying for the business of the 75,000 county residents, spending millions of dollars to do so. Health system campaign ads in the southeastern area of Michigan totaled $16.5 million in 2006, up from $10.3 million in 2001, according to the Detroit Free Press.

St. John Health will open a $23 million medical campus in Macomb County on July 18. The 51-acre campus will offer an emergency department (ED), same-day surgeries, cancer radiation and chemotherapy services, and a range of tests.

Henry Ford Health System will finalize the purchase of the St. Joseph Healthcare System, a 435-bed hospital, on July 1. The St. Joseph System has medical facilities in central and northern Macomb County. With 3,000 staffers and more than 700 doctors, it is the largest system in the county.

In July 2006, Beaumont Hospitals added a 128,000 square-foot medical center on 16 acres in Macomb County, and is spending a portion of its $4 million advertising budget to advertise its Troy and Macomb County hospitals. The 296-bed Troy hospital admits 22,600 patients annually, and sees 66,000 in the emergency department.

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