Montefiore adds film­mak­ing to its ac­com­plish­ments

Modern Healthcare - - Outliers Asides & Insides -

Montefiore Health Sys­tem stepped out­side its com­fort zone for its lat­est honor—and into the klieg lights.

“Co­razón,” a 48-minute film the sys­tem fi­nanced to pro­mote or­gan do­na­tion, is a fi­nal­ist at the Tribeca Film Fes­ti­val. The film de­buted April 20 and is com­pet­ing in the Tribeca X cat­e­gory, which hon­ors “sto­ry­telling sup­ported by a brand rec­og­niz­ing the in­ter­sec­tion of ad­ver­tis­ing and en­ter­tain­ment,” ac­cord­ing to the New York fest’s web­site.

The short film, which fea­tures sev­eral Academy Award nom­i­nees and win­ners, is based on a real doc­tor­pa­tient re­la­tion­ship. It tells the story of Elena Ramirez, young and suf­fer­ing from a fail­ing heart, who couldn’t get the life-saving care she needed in the Do­mini­can Repub­lic. Dr. Mario Gar­cia, Montefiore’s chief of car­di­ol­ogy, was vol­un­teer­ing in his home­town of Santo Domingo when he met Elena and helped bring her to New York for a me­chan­i­cal-heart surgery. She’s still wait­ing for a heart trans­plant, the film­mak­ers say.

The Bronx-based sys­tem is part­ner­ing with Do­nate Life Amer­ica in a #GiveYourHeart cam­paign en­cour­ag­ing or­gan do­na­tion.

“Not only did Montefiore com­pletely fund Co­razón, we fa­cil­i­tated this con­cept as the most authen­tic way to tell the real-life pa­tient story in a new, in­no­va­tive and ef­fec­tive way,” said Loreen Bab­cock, vice pres­i­dent and chief mar­ket­ing of­fi­cer at Montefiore.

Bab­cock de­scribes it as a call to ac­tion to help the 115,000 pa­tients in the U.S. cur­rently wait­ing for a life­sav­ing or­gan do­na­tion.

“Twenty-two peo­ple die ev­ery day be­cause there sim­ply aren’t enough or­gans,” Bab­cock said. “If ‘Co­razón’ can bring that num­ber down to even 20 peo­ple a day, then Montefiore is ful­fill­ing its prom­ise of do­ing more.”

The film is avail­able for free on­line viewing at cora­zon­ ●

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