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Media Contact:
Michael Schwartzberg, Media Relations Manager, GBMC (Office: 443-849-2126/Cell: 410-258-3465)

          Greater Baltimore Medical Center, Baltimore Sun and WJZ-TV 13
             Launch Baltimore Regional Healthcare Information Initiative
        Partnership Aims To Deliver Healthcare Education, Information To Baltimore Community
BALTIMORE – November 3, 2004 – Area healthcare and media leaders today announced the launching of the
Baltimore Regional Healthcare Information Initiative, a multi-media partnership among Greater Baltimore
Medical Center, the Baltimore Sun, and WJZ-TV 13 to deliver health news and education across the region.
Zizzo Group Healthcare Communications of Milwaukee, WI is also a partner in the initiative, responsible for the
creative development and execution of the campaign.

The three-year campaign, beginning in April 2005, includes extensive television and print promotion on WJZ
and in the Baltimore Sun, as well as a content-specific dedicated Internet website offering interactive and
customized healthcare information refreshed regularly.

“This is a strategic opportunity for GBMC, already considered a leader in the highly competitive Baltimore
healthcare market, to deliver a branded package of education and news about medical issues of concern
across our community,” said Larry Merlis, GBMC’s president and chief executive officer. “This initiative will offer
expert advice from proven professionals in our own community.”

“Today’s healthcare consumer demands information on which to base their medical care decisions,” Merlis
said, “and they routinely turn to the newspaper, television and the Internet to search for information
addressing their pressing healthcare needs, concerns and issues.” Merlis also noted this initiative coincides
with GBMC’s plans in 2005 - the hospital’s 40th anniversary - to open a Community Resource Center and
expanded Medical Library.

“WJZ 13 is pleased to partner with GBMC and the Baltimore Sun to offer important health and medical
information to the community,” said Jay Newman, the station’s vice president and general manager. “This
partnership further enhances WJZ’s established leadership position in Maryland.”

“The multi-media partnership between The Baltimore Sun, GBMC and WJZ-TV is an example of business
organizations working together to provide community health related information – an area of strong interest
for our readers,” said Denise Palmer publisher and CEO of the Baltimore Sun.

“The partnership that has been assembled in Baltimore provides residents with education and information
related to their health,” said Jim Denor, vice president of development at the Zizzo Group. “As consumers take
on more responsibility for healthcare decisions they seek knowledge to make better, more informed choices.
Zizzo Group is excited about adding our healthcare communications expertise to this program specifically-
tailored to Baltimore healthcare consumers.”
                                                                      - more -
                            GBMC includes Greater Baltimore Medical Center, Hospice of Baltimore and the
2-2-2                       Gilchrist Center, GBMC Harry and Jeanette Weinberg Community Health Center and
                            GBMC Foundation.
The campaign is strategically targeted to an audience of women ages 25-54. Typically this demographic is
charged with making healthcare decisions for several generations of family members; controls a vast majority
of dollars spent on healthcare products and services; visits doctors 25 percent more often and are hospitalized
15% more often.
About GBMC
GBMC includes Greater Baltimore Medical Center (GBMC), Central Maryland’s leading community hospital; Hospice of Baltimore, which provides comfort
and care to patients with life-limiting illnesses; the Harry and Jeanette Weinberg Community Health Center, which offers comprehensive health and
family services to the residents of East Baltimore; and the GBMC Foundation, which supports the GBMC mission by managing fundraising efforts. The
300-bed Medical Center, located on a beautiful suburban campus, serves nearly 22,000 inpatients annually as well as providing approximately 50,000
emergency room visits. For more information, go to

About the Baltimore Sun
The Sun is the leading newspaper in Maryland, serving more than 1.2 million readers each week, primarily in the five counties in the Baltimore market.
The Sun has published a daily, morning newspaper since 1837 and has won 15 Pulitzer Prizes. The paper is published by the Baltimore Sun Co., which
also operates as well as a community newspaper group, Patuxent Publishing Company and The Aegis, Harford County's community

About WJZ-TV13
WJZ- TV13 is a leading Baltimore television station well known for news, sports, and community involvement. The television station offers more hours of
local news then any other Baltimore TV station and has taken the lead in coverage of health and medical news. WJZ broadcasts Baltimore Ravens,
Orioles, Golf, US Open Tennis, and the NCAA basketball tournament. WJZ is a CBS Owned Television Station and is part of the Viacom Inc.

About Zizzo Group Healthcare Communications
Established in 1995, Zizzo Group Advertising and Public Relations is a full service, integrated marketing communications firm based in Milwaukee,
Wisconsin. The Zizzo Group has a specialized healthcare practice area providing strategy, creative development and project execution services to
healthcare organizations across the nation including San Francisco, Pittsburgh, Salt Lake City, Tampa, Louisville, Milwaukee, Eau Claire (WI) and
Baltimore. For more information, visit


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