winter edition 2011
AMAZING healthcare
THE COMMUNITY EDITION
Hollywood proudly
supporting the West
Australian Opera
and the future of arts
in our community
Mole Patrol: Saving Our Skin p4
Heart Patients May Soon Breathe Easy p18
Anorexia Athletica p22
Hollywood is artist sponsor of
West Australian Opera's
Rachelle Durkin in
The Tales of Hoffmann.
Photo by James Rogers.
WEST AUSTRALIAN OPERA
SHELTERBOX
HOLLYWOOD PRIMARY SCHOOL
Hollywood
Private Hospital:
Supporting our
community
NORTH COTTESLOE SURF LIFESAVING CLUB
MOLE PATROL
Hollywood proudly supports
Black Swan State Theatre
Company. Claire Lovering as
Dee in Rising Water. Photo by
Clay Bryce & Rob Frith.
BLACK SWAN STATE THEATRE COMPANY
HBF RUN FOR A REASON
WEST AUSTRALIAN BALLET
AMAZING healthcare
4
8
9
10
14
16
18
20
21
Mole Patrol: Saving Our Skin
Making The Admission Process
Faster And Friendlier
A Path Through Art In Kashmir
Hollywood Staff Run For Many Reasons
Easing Tendon & Joint Pain
New Heights For The Helix Project
Heart Patients May Soon Breathe Easy
Marking An Act Of Bravery
Hollywood Gives Generously To Shelterbox
22
24
26
28
29
30
31
Anorexia Athletica
Making The World Easier,
One Child At A Time
The Value Of Internal Community
Culture At Hollywood: Priceless
Introducing Dr Daniel Heredia
Profiling Hollywood Specialists
New Hollywood Pharmacy
Brings Exceptional Service
Hollywood In Brief
amazing healthcare
This issue is dedicated to the
community. Whether it be the local
or global community, Hollywood
Private Hospital is always focused
on how we can get involved to
make a difference.
There is a saying ‘community starts
at home’ and I’m happy to say
that Hollywood boasts an internal
culture that in every way reflects
our core values. Our staff recognise
the connection between the caring
environment in which they work
and the caring commitments we
have in our community. They are
the real heroes behind the amazing
service and excellent health care
for which Hollywood is recognised.
Our contribution to the community
is about building constructive
relationships to achieve positive
outcomes and forms an integral
part of how Hollywood operates.
As Executive Director it’s personally
important to me to know that what
we do contributes to the health of
our community in many ways.
The Hollywood Star © Hollywood Private Hospital 2011
Please direct all editorial enquiries to:
Penny Tassone Manager, Marketing and PR
Tel 08 9346 6664 email [email protected]
Clare Sadlier Senior Marketing & PR Coordinator (Editor)
Tel 08 9346 6662 email [email protected]
Writers: Andrea Lewis, Penny Tassone & Clare Sadlier
Monash Avenue, Nedlands WA 6009
Mail: Locked Bag 2002 Nedlands WA 6909
www.hollywoodprivatehospital.com.au
AMAZING healthcare
welcome
AMAZING HEALTHCARE
amazing
Hollywood has a reputation for
sponsoring the arts through
long standing relationships with
the West Australian Ballet and
the West Australian Opera and
recently the Black Swan State
Theatre Company. As well as
supporting the talent and dreams
of WA artists, Hollywood is also
proud to contribute to HBF’s Run
for a Reason, North Cottesloe
Surf Lifesaving Club, ShelterBox,
Hollywood Research Foundation,
Hollywood Primary School and
keeping skin cancer at bay with
Mole Patrol.
True health is about reaching
beyond your doors and getting
involved in a real way. We love
our community and we are firmly
committed to making a difference
in exactly the same way we do
daily for our patients.
Happy reading everyone.
Kevin Cass-Ryall
Executive Director
Hollywood Private Hospital
PP639699/00110
A member of Ramsay Health Care
3•
Below: The Mole Patrol's HamilTANs
MOLE
PATROL
SAVING
OUR
SKIN
•4
community
S
lip, slop, slap and now SCREEN is
the new call to action after the Mole
Patrol’s blistering summer in the Perth
sun unearthed more dodgy moles than
expected.
Mole Patrol is an initiative by Hollywood
Private Hospital and Joondalup Health
Campus and is aimed at promoting
skin cancer awareness among the Perth
community. Now in its second year, the
popular Mole Patrol campaign has
upped its visibility and its impact on the
health of our community. The 2011
campaign offered preliminary skin
checks at five metropolitan locations
during summer including Scarborough
beach, Murray street mall and Garden
City shopping centre.
At each event, the Mole Patrol’s Spot
Team were present. The team of highly
skilled medical specialists and nurses
from RediMed volunteered their time to
provide free skin cancer checks through
the temporary consulting rooms at each
of the Mole Patrol venues.
Over the campaign, the Mole Patrol
screened more than 2,000 people with
surprising results. At least ten serious
skin lesions were detected, two of which
were confirmed melanomas. On
average, one in ten were referred for
biopsy and follow up testing. The results
highlight the importance of regular
screening in the prevention and early
detection of skin cancer.
Penny Tassone, Marketing and PR
Manager, Ramsay Health Care WA said,
“Mole Patrol provided the opportunity
for the Perth community to receive a
free skin cancer check where an
appointment at a mole clinic would cost
around $70 and often involve a long
wait. The response from the public has
been overwhelming. At our Lakeside
Joondalup shopping centre event
people travelled from as far as
Rockingham and Murdoch to have their
skin checked by the Mole Patrol. At
some events we were screening up to
600 people within a few hours.
Feedback from visitors was that they
found it challenging to get a quick skin
cancer check in Perth and were
frustrated with the lengthy processes.
Mole Patrol allowed them the
convenience of being checked on the
spot by a team of specialists.”
Dr Adrian Brooks from RediMed says
that the screenings were very successful
in getting the message out about
regular checks.
“The idea behind getting specialists on
site wasn’t to find cancers,” said Dr
Brooks. “It was to promote the idea of
getting your skin checked. It was
primarily a public health campaign. We
were there to do awareness raising.”
However, several cancers were detected.
Ann Cullen knew she had a couple of
spots on her skin that needed to be
looked at by a specialist. So when she
heard on the radio about Mole Patrol
coming to Garden City shopping centre,
she took the opportunity to have her
skin checked there.
5•
Clinton Heal, Melanoma WA
Ann Cullen
“I work at Garden City,” said Ann. “So
it was a convenient way for me to
get professional advice on my skin
condition.”
Ann was seen by Dr Anh Nguyen,
one of the specialists from RediMed
participating in the Mole Patrol.
“Dr Nguyen was very thorough and
knew immediately that I had two
basal cell carcinomas,” said Ann.
“When I asked if I could get them
removed quickly, she was able to
see me in her surgery within a
matter of days.
“I had already made an
appointment with another
specialist, but that was a few weeks
away, and I wanted the carcinomas
removed as quickly as possible.”
Ann says that the Mole Patrol was
an excellent service that was able to
confirm her suspicions about her
skin damage, and to expedite
getting the lesions removed.
“My brother passed away several
years ago with skin cancer, so I
wanted my skin checked
professionally,” said Ann.
Phil O’Reilly is another person who
had to have a skin cancer removed
following his experience with the
Mole Patrol. “I guess I am like most
men and tend not to visit a doctor
unless I’m really ill,” said Phil. “So on
a rare Saturday off work from the
races, I visited Garden City shopping
centre to have a coffee with a
friend. I saw the Mole Patrol stand
and, very uncharacteristically,
decided to stand in line to have a
skin screen.”
•6
Dr Anh Nguyen
That decision turned out to be one
that Phil is thankful he made. The
skin screen led to the unexpected
finding of a basal cell carcinoma on
his back. After the Mole Patrol
specialist suggested he get the dark
spot removed and biopsied, Phil
made an appointment with his local
doctor, who confirmed the
suggestion. Phil then immediately
booked in to RediMed to have the
lesion removed by Dr Hanh Nguyen.
“I’ve been involved in WAFL and AFL
football as an umpire for 20 years
running around football ovals.” said
Phil. “I’m also the Principal
Investigator with Racing and
Wagering Western Australia, a job
that keeps me outdoors. So I’ve
spent a lot of time in the West
Australian sun.
“I’d heard the Mole Patrol advertised
on the radio, and in the newspaper,
so when I saw it at Garden City, I
thought I’d just stop in quickly to
have my body screened.”
Dr Adrian Brooks
The campaign generated an
enormous amount of interest
with over 2,000 individual public
enquiries made directly to Joondalup
and Hollywood hospitals. Almost
6,000 people visited the campaign
website buggeroffmole.com.au
which provided valuable information
on skin cancer prevention, Mole
Patrol locations and other activities
taking place over summer.
Another part of the campaign was
inviting organisations to register
their workplace on the website for
staff skin screenings. More than 250
applications were received from
Perth businesses requesting the
Mole Patrol’s Spot Team ambush
their workplace. Large organisations
such as RAC, WA Police, Woolworths,
West Coast Eagles, Fremantle
Dockers and the Department of the
Prime Minister and Cabinet are
amongst those who applied.
Phil says that had he not been
screened that day, he would never
have known about the problematic
spot on his back. He says the
experience has prompted him to
continue to get annual checks by a
skin screening specialist.
An on-air ambush with the breakfast
crew at Nova 93.7 helped increase
the impact of the campaign. Dr
Brooks checked the skin of Nova’s
Nathan, Nat and Shaun during the
breakfast segment and relayed the
results on-air. During the interview,
the importance of regular screening
was highlighted.
“From my point of view, the Mole
Patrol initiative is excellent and really
has the potential to save lives” said
Phil. “It’s raised my awareness about
keeping an eye on my skin and has
also prompted me to have other
male checks done – just to be more
comfortable that I’m doing things to
keep myself healthy.”
At each event the Barbagallo cars
– decked out with the fun-style
branding of the campaign – helped
to draw people to the screening
points along with sun-bassadors
George HamilTAN and the
HamilTANs who issued skinfringement notices to those not
obeying the sun smart rules.
Invisible Zinc sunscreen was handed
out along with Mole Patrol
merchandise such as UV indicator
bracelets.
The Mole Patrol was once again
supported this year by Melanoma
WA. The organisation assisted at the
hot spots in talking to people about
getting skin checks.
Founder and CEO of Melanoma WA
Clinton Heal was on-site.
“We wanted to show people the
ramifications of what they were
doing by spending too much time in
the sun and not getting checked,”
said Clinton.
Clinton himself was diagnosed with
metastatic melanoma in 2005 at the
age of 22, and thinks that had he
had regular skin checks, his health
outcomes may have been different.
Clinton established the not-for-profit
Melanoma WA to assist other people
overcome the challenges he has
experienced.
“It wasn’t until I was ready to take
control of my own journey with
melanoma that I started to look for
information and realised how little
there was for people with this
diagnosis.
“It’s great to
see Hollywood
and Joondalup
hospital's
commitment to the
community by trying
to communicate
the idea that skin
checks are part
of a person’s
commitment to their
overall health.”
The campaign website received a
traffic increase of 60% compared
to the 2010 campaign. Mole Patrol is
a finalist in the ‘Marketing and
Community Awareness Initiatives’
category of the Private Hospitals
Association of Queensland
Innovative Practice in the Private
Sector Conference & Awards,
with the winner being announced in
June.
Supporting Hollywood Private
Hospital and Joondalup Health
Campus’ Mole Patrol were key
sponsors Invisible Zinc, Barbagallo,
The West Australian and Nova 93.7.
“From my point
of view, The Mole
Patrol initiative
is excellent and
really has the
potential to
save lives”
Dr Hanh Nguyen extracting
Phil O’Reilly’s basal cell
carcinoma
7•
ONLINE
ADMISSIONS
FASTER AND
FRIENDLIER
MAKING THE ADMISSION PROCESS
Hollywood Private Hospital has enhanced its
patient experience with a new easy and effective
online admission system – the first of its kind in
Western Australia.
P
atients being admitted to
Hollywood Private Hospital
can now register their admission
online prior to presenting at the
hospital instead of completing
confusing and copious
paperwork. The new system
improves the customer
experience as details are provided
easily and now include clinical,
health fund and personal details.
paperless systems that offer
people more efficient service
and more accurate information.
Once the booking interfaces
Meditech, staff can then check
the private health fund websites
and patient’s coverage. We then
“Because customers have their
endeavour to confirm any outown reference number and
of-pocket costs prior to
password, they can control and
admission, thereby forgoing the
update their own personal data,”
need for patients to carry
said Ms Harding. “They can
numerous information cards
update details, such as next of
with them.
kin or a change in health fund
coverage. They can also
“For people who do not have
Patients complete their online
complete their booking 24/7
access to the internet or if
admission form through the
and know it is received by the
they are experiencing any
Hollywood website and, after
hospital immediately, rather
difficulties we offer personal
doing so, receive a reference
than relying upon traditional
customer service,” Ms Harding
number and password that allows mail delivery and distribution
said. “We have a dedicated
them to return to their online
around a large hospital before it customer assistance number
booking at any time and make
is processed onto the
where our staff enters details on
amendments or even enter
computer system.
patients’ behalf.”
subsequent admissions, rather
“Once received this data
The online booking system has
than being required to resubmit
interfaces with the Meditech
been introduced as a result of a
the same data again.
patient management system.
recommendation made from
The online form gathers
This means Hollywood’s clinical extensive research involving
necessary information that
and administrative staff have
medical specialists. The research
becomes part of a patient’s
easy access to the information
found that medical specialists
medical record, including
to assist a patient. For patients
overwhelmingly wanted to see
demographic data, medical
needing repeat admissions, the easier access to hospital systems
history and health fund
system eliminates the need to
for their practices and their
information.
repeatedly provide information patients.
Director of Corporate Services Lyn to the hospital.
Administrative Services Manager
Harding says that offering an
“The admission form also
Emily Cooper and the bookings
online booking service to patients eliminates the need for
team at Hollywood have driven
makes sense, as so many
endlessly duplicating and faxing the implementation providing
businesses are moving towards
content to different areas of the support for patients and
medical system that require it.
specialists to ensure an easy
•8
transition. “Online admissions is
part of the hospital’s Amazing
Service business strategy to
make processes efficient for
patients and specialists,” said
Ms Cooper.
“Medical specialists want
hospitals to take that extra step
to enhance the patient
experience. So Hollywood took
this feedback on board and the
challenge to be the first WA
hospital to offer this service. We
dedicated a senior clinical
manager for a full year to
introduce the online booking
form and ascertain the exact
data required,” Ms Harding said.
“We have made this as patientfriendly as possible, providing
guidance on our website and in
our printed patient booklet on
how to complete the online
process with information such
as how long it will take to
complete and how privacy and
security concerns have been
addressed.”
“Both patients and staff have
embraced the system. We have
found that once people start
using the system and see how
easy and quick it is, they strongly
prefer it over a paperwork
approach.”
GLOBAL SU P P ORT
Dena Lawrence
D
ena Lawrence – an art
therapist and mental health
nurse at Hollywood’s mental
health clinic – has established a
community-based art therapy
project in Kashmir.
Dena took a pioneering step last
year when she travelled to
Kashmir in July, September and
December to create and facilitate
a series of art therapy workshops.
Her aim was to address the
trauma amongst the Kashmiri
people who have experienced
violent events as a result of the
ongoing conflict in the region.
Dena will be facilitating the next
workshops in April and May this
year, with part of her trip funded
by Hollywood.
The program provides art therapy
for those who suffer from post
traumatic stress disorder as well
as those experiencing depression
and anxiety as a result of trauma.
The group consists of male and
female adolescents, young adults
and professionals who are
interested in expressing their
feelings and experiences of living
in Kashmir through painting,
drawing and poetry. Dena assists
by facilitating an exploration of
the images and associated
thoughts and feelings.
“Art therapy is the deliberate use of
art-making to address a variety of
psychological and emotional needs:
to enhance coping skills, to manage
stress, to create new pathways to a
more authentic self and to nurture
a positive sense of self.
Besides being a registered art
therapist and a registered mental
health nurse, Dena is also a
practicing artist who has been
working as a mental health
practitioner for 26 years. For the
past 16 years, she has been
working at Hollywood’s mental
health clinic, where she has
created, developed and
implemented an art therapy
program.
“In the case of trauma, art therapy
can assist with the containment
of traumatic material within an
image, giving a participant
control over terrifying or intrusive
memories.”
“Art has the potential to change
lives in profound ways,” said Dena.
“When words are not enough, we
turn to images and symbols to tell
our stories.
“In telling stories through art, we
can find a path to health and
wellness, emotional reparation,
recovery and, ultimately,
transformation.
The groups in Kashmir provide a
way to find new meaning and to
develop a sense of community
and trust amongst the
participants who have seen or
experienced traumatic events in
the ongoing violent conflict
between India and Pakistan.
The three-week workshops
culminate in an exhibition of
artworks, showing the shifts and
changes and renewed creativity
of the participants after the
sessions. Exhibitions are planned
for Srinagar, Delhi and Australia.
9•
HOLLYW
O
OD STA
FOR M
FF RUN
ANY RE
ASONS
• 10
Above: Dr Clay Golledge
fitness
“HBF and Ramsay
Health Care have
a strong business
relationship, and
work collegiately
to improve the
health of the
West Australian
community”
L
ast year, Ramsay WA signed up
as a major sponsor of the HBF
Run for a Reason, supporting one
of Perth’s biggest community
events and giving Ramsay staff a
fun and healthy annual day out.
HBF’s commitment to improving
the health and wellbeing of all
West Australians is nowhere more
evident than in its exciting annual
event, the HBF Run for a Reason. In
its inaugural year last year, the
event inspired many West
Australians to commit to their own
health and the cause of the six
charities supported by the event.
As a three-year major sponsor,
Ramsay WA supports both the
Corporate Teams and the Wellness
Marquee. Ramsay chose the event
as it allowed the organisation to
support a major health-related
community event that had real
local impacts on health.
The HBF Run for a Reason also
suited Hollywood as it provides
staff with an activity that promotes
health and wellbeing. Last year,
Ramsay WA had over 100 staff
participating in the HBF Run for a
Reason, and hopes to have more
this year.
Penny Tassone, State Marketing &
PR Manager at Ramsay WA, said
that the event shows the amazing
spirit amongst staff.
“We had excellent feedback from
staff who participated last year,
commenting on the great
atmosphere and the enjoyable
course,” said Ms Tassone. “Because
family and friends of staff members
can join teams, participants get
really motivated by the social and
community feel of the event.
“It’s an opportunity for people
to build their fitness but it’s an
important event for many reasons
– it’s about community, it’s about
giving and it’s about health which
is in line with the core business of
Hollywood.”
Dr Mark de Cruz, a doctor
specialising in Sports and Exercise
Medicine at Hollywood’s Sports
and Exercise Medicine clinic, says
that any physical activity is always
beneficial and an event such as the
HBF Run for a Reason is particularly
so because it offers participants a
goal when they are training.
“Having a goal to aim for is
important,” said Dr de Cruz.
“Whether you are an elite athlete or
a beginner, having an endpoint can
really motivate and help you with
your training. It’s that process of
training that is an achievement in
itself, and being part of a team
makes it that much easier to get
yourself back on the exercise track.
“I’m using the HBF Run for a Reason
myself for that purpose.”
HBF CEO
Rob Bransby
Participants can choose their own
personal reason for taking part by
choosing one of six charities
supported by the event. The
charities have been carefully
chosen, with each one involved in
tackling serious diseases today:
Arthritis WA, the Asthma
Foundation, Cancer Council WA,
Diabetes WA, Heart Foundation WA
and Lifeline WA.
Participants choose one of two
events: the Act-Belong-Commit
4.5km event or the Act-BelongCommit 14km event. The course
takes participants through the
iconic areas of central Perth,
finishing at the WACA.
In 2010, more than 10,000 people
participated, raising over $250,000.
This year, HBF hopes to see 15,000
participants raising over $350,000.
The new North-South of the river
competition should increase
entrance numbers.
HBF CEO Rob Bransby said that
sponsors were absolutely critical to
the event and that he was
delighted that Ramsay Health Care
has become a three-year sponsor.
“HBF and Ramsay Health Care have
a strong business relationship, and
work collegiately to improve the
health of the West Australian
community,” said Mr Bransby. “We
are very pleased that they are part
of this event.”
11 •
DR CLAY GOLLEDGE
CLINICAL MICROBIOLOGIST
Infectious diseases specialist Dr Clay
Golledge keeps fit and active all year
round, but says that the HBF Run for
a Reason 14km event gives him that
extra incentive to train harder.
“For me, exercise – and particularly
running – is the only thing that keeps
my weight down. I normally swim
every morning at North Cottesloe
and then use the gym at the surf
club there.
“I only run two or three times a week,
and I run one of those times in Bold
Park because I enjoy trail running.
Moreso than bike riding or swimming,
running is the best at managing that
‘middle-age spread’ that we’ll all face
one day.
“I did the 14km run in the HBF Run for
a Reason last year and I’ll do it again
this year. Participating in the event
makes me train a bit harder for the
longer run. I also do several triathlons
each year, which – like the HBF Run
for a Reason – give me the incentive
to train a bit harder.
“From a medical perspective, I think
it’s important that everyone is doing
some sort of physical exercise within
their capabilities about three to four
times a week.
“Running is not suitable for everyone.
If you want to pursue running, you
must get the right shoes and advice,
and you must run on a suitable
surface. Excessive running on
bitumen or concrete footpaths can
be very detrimental to your joints in
the long term. Walking is a great
alternative that most people can
easily do.”
Clay says that Hollywood’s
participation in the HBF Run for a
Reason shows the incredible spirit of
the hospital and of Ramsay Health
Care in general.
• 12
ROBYN STURDY
PHYSIOTHERAPIST
HOLLYWOOD PRIVATE HOSPITAL
Robyn participated in the HBF Run for
a Reason last year and is preparing to
run the 14km event again this year.
“I run regularly and like keeping fit,”
said Robyn. “But every couple of
months, I look for a fun run to
participate in. It just gives me that
extra challenge that I enjoy.
ANNE GREEN
“I did the HBF Run for a Reason last
year. It’s a great event because there is
lots of choice for participants. You
can either do the 14km or the 4.5km
race, and you can choose to run or
walk. So it caters for people at all
levels of fitness and ability.
“I ran because Ramsay was
participating. I had always been a part
of the City to Surf, but it’s been nice to
have a new event with a new circuit
to do.
“I donated to the Cancer Council WA.
I work on the oncology ward at
Hollywood and also attend the
Cancer Council’s professional
development workshops. So I wanted
to give that little bit extra to them,
because I think they do excellent work.
“Events like the HBF Run for a Reason
can really motivate you to start
exercising regularly. I’d say to people
thinking about participating in the
HBF Run for a Reason this year: Have
a crack at it. At the very least, you can
walk the 4.5km event, but you might
surprise yourself.
“It’s great to see all the Ramsay staff
out running and all wearing their
Ramsay T-shirts. There’s lots of
entertainment along the way and
the marquee at the end where you
can catch up with people from work.
It’s just a lot of fun!”
MANAGER, TRAINING &
DEVELOPMENT
HOLLYWOOD PRIVATE HOSPITAL
“I used to do marathons in the UK –
over hills, dales and cobbles – but that
was a long time ago. I do the 4.5km
walk in the HBF Run for a Reason
event, and I do it with my husband.
He’s been a diabetic for over 40 years,
so we walk for the WA Diabetes
charity.
“We walk anyway during the year, so
that is our training, although having
the event coming up is always extra
motivation for walking, especially
when the weather starts to turn cold
or it’s raining.
“The HBF Run for a Reason is very wellcoordinated. We catch the train and a
bus takes us from the station
to the WACA, where the event starts
and finishes.
“It’s nice to have the Ramsay marquee
and to see colleagues and socialise.
And the food at the end
was fabulous.”
JULIAN ZELONES
HELPDESK ANALYST, IT SERVICES
HOLLYWOOD PRIVATE HOSPITAL
“I do enjoy staying fit so entering the
HBF Run for a Reason was great
motivation for me to keep my fitness
up. I also like running as part of a big
group – it makes it so much easier to
keep going and I find I can better my
time.
“I do a lot of physical exercise regularly,
so I managed to train solo for this
event. I’ve participated in a lot of runs
but I’m always looking for new fun runs
to do.
“I’d recommend it to anyone who
wants to get fit because working
towards the day of the run is a driving
motivation.
“Last year, the event was really a lot of
good fun. They had bands and different
forms of entertainment along the way,
so it was quite festive. And at the end,
there’s a big gathering of everyone,
which was great.”
13 •
EASING
TENDON &
JOINT PAIN
H
ollywood’s new Sports and
Exercise Medicine clinic
(SEM) is offering access to the
latest non-operative approaches
for managing joint and tendon
injuries.
Tendons and joints are some of
the areas most commonly
injured during sport and
exercise. Injuries may range
from trauma to the knee, to joint
pains from early degenerative
changes, to tendon pain from
overuse and inflammation.
Past treatments have usually
involved icing the affected area
and resting it until the
symptoms disappear. However,
this approach has often proved
unsatisfactory as the aches and
pains usually return when
normal activity is resumed. Also,
because symptoms are often
mild enough not to significantly
interfere with activity, they can
be ignored for a long time.
New approaches to joint and
tendon injuries indicate that if
managed well early and treated
correctly, normal function of the
joint and tendon can be
achieved earlier and
degeneration and progression
to over use can be minimised.
The recently opened Sports and
Exercise Medicine clinic, located
in the Hollywood Medical
Centre, aims to promote this
approach. The clinic will be
focusing on non-operative
• 14
Above: Dr Mark de Cruz
management of injuries related
to overuse or trauma, ranging
from simple aches and sprains,
to more complex management
of overused tendons, ligaments
and joints.
“Management in the past has
been to wait for injuries to be
severe enough for an operation
to be required,” said Dr Mark de
Cruz from the Sports and
Exercise Medicine clinic. “We
now know that this is not
necessarily the best for the
patient. There are many options
available to help minimise the
progression of joint and tendon
deterioration.”
Achilles tendinitis, tennis elbow,
shoulder bursitis, patella
tendonitis and plantar fasciitis
are injures that should undergo
early assessment and treatment.
Depending on the severity of
presentation of the tendon or
ligament symptoms, treatment
options can include a structured
eccentric exercise program,
extra-corporeal shockwave
therapy, platelet-rich plasma
therapy and stem cell therapy.
“While treatment options may
be varied, they all have the
common aim of using and
enhancing the body’s natural
ability to rejuvenate and heal
itself,” explained Dr de Cruz. “It's
like giving a wake-up call to the
injured area to start healing
itself.
“Early osteoarthritis is an
example of a condition where
the early use of an exercise
program,
“viscosupplementation”
(through an injection of
lubricant-like fluid into the
knee), and platelet-rich plasma
may decrease the level of joint
pain and decrease the progress
of joint degeneration. Combined
with a good structured exercise
program, the ultimate aim is to
delay the need for joint
replacement surgery until the
patient is ready for it and their
body is in the best shape for the
operation."
Hollywood’s Sports and
Exercise Medicine clinic offers
all treatment options as an
outpatient. Each patient receives
an individualised exercise
program following their
procedure to maximise the
benefit of the therapy.
“Our focus is on exploring the
evidence-based non-operative
medical options available to the
patient before an operation is
considered,” said Dr Alex Strahan
of SEM. “These alternatives have
existed for some time, but have
usually been available only to
elite athletes and sporting
teams.
"The formation of the Sports
and Exercise Medicine clinic at
Hollywood brings all these
therapies under one roof and
makes them accessible to the
public and their treating
doctors."
“Education is the key to a
healthier, more mobile
population, and our aim is to
inform doctors, specialists and
the public that there are many
options before surgery.”
Above: West Coast
Fever’s Caitlin Bassett
15 •
NEW
HEIGHTS
FOR THE
16
•• 16
Above Daryl Brandwood.
Photo by Ashley de Prazer
HELIX PROJECT
S
arts
H
ollywood is sponsoring a
ground-breaking artistic
production featuring the celebrated
dancer Daryl Brandwood and
choreographer Barry Moreland.
Hollywood has a long-standing
commitment to supporting the arts
in Western Australia, with its
sponsorship of the West Australian
Ballet one of its best known
partnerships. Now, Hollywood is
putting its name behind an innovative
new dance production as principal
sponsor of the exciting Helix project.
You can look at all of those things
that human beings are and do –
things like love and despair, but
also all those physiological aspects
like blood lines and oxygen and
cardiac function.”
The idea of exploring both the
emotional and the physiological
aspects of humanity led the team
to integrate high-resolution
medical imaging into the filmed
components of the production.
And that’s where the partnership
with Hollywood became a perfect fit.
Hollywood and SKG Radiology
have assisted the Helix project
by providing access to CT and
The brainchild of dancer Daryl
MRI imaging that has been
Brandwood and choreographer
choreographed into the
Barry Moreland, the Helix project
cinematography of the show.
explores the essence of humanity,
Dr Alar Kaard from SKG Radiology
but does so in an intriguing way.
has provided Mr Moreland with
hundreds of images showing
It is a solo show – featuring the
highly talented Mr Brandwood – that different parts of the internal
combines film with dance and takes workings of the body.
its starting point from the double
The medical imagery is juxtaposed
helix – the basic structure of DNA.
with Mr Brandwood dancing, and
“THE HELIX IS WHERE
ALL LIFE BEGINS,” SAID
MR MORELAND.
“IT REPRESENTS
ALL HUMANITY."
scenes of the natural landscape.
Collectively, they create a rich
visual experience. Double AFI
award-winner Ian Batt has produced
the cinematography. The result is a
highly striking production that
marries medical science, film and a
range of dance forms.
“Daryl is one of Australia’s most
extraordinary dancers,” said Mr
Moreland. “He can do anything. I
don’t think people realise that.
“Helix has been created especially
for Daryl. It’s a mixture of different
styles – pure ballet, contemporary
dance, even a little jazz and tap.”
“This is one of the few times where
I’ve been totally taken out of my
comfort zone,” said Mr Brandwood.
“Without the backing of a big
company, it’s incredibly daunting.
But I’ve thrown my heart, soul and
body into the project.
“After a 20-year career in ballet, I
needed to do something different.
I started off doing jazz and tap
dancing, so parts of Helix have
allowed me to return to my early
interests and training.”
The three core players in this
production – Moreland,
Brandwood and Batt – are all either
West Australian or have spent
significant time here, and showcase
the truly international level of
talent nurtured in the state.
Born in Perth, Mr Brandwood
graduated from the West Australian
Academy of Performing Arts and
has worked with, amongst others,
The Australian Ballet and BalletMet.
Helix will run at the new State
Theatre Centre in the Heath Ledger
Theatre from 8 to 11 June 2011.
17 •
HEART PATIENTS MAY SOON
BREATHE
EASY
HEART FAILURE REMAINS A
MAJOR CAUSE OF DEATH
AND HOSPITALISATION
– WITH HIGH COSTS TO
THE COMMUNITY.
Despite all of the current drug and
device therapies – many of which are
prohibitively expensive – the mortality
rates still remain at about 50 per cent
over 5 years, often with only
transplantation or an implantable heart
pump as the next step. More research
and innovation are needed.
• 18
Above: Dr Philip Currie
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zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
sleep including CSA/CSR and to
Sleep-disordered breathing (SDB) is
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eliminate OSA in patients with heart
much
more
than
just
obstructive
sleep
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failure. It works by monitoring
apnoea
(OSA)
seen
commonly
in
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respiratory patterns during sleep and
overweight
patients
who
snore
loudly
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provides variable pressure support to
and stop breathing overnight and are
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assist normalisation of the patient’s
sleepy during the day. Multiple studies
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breathing.
have shown that a different type of SDB
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is very common in patients with heart
Early small studies suggest that heart
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failure. This is Central Sleep Apnoea
function can be significantly improved
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(CSA) where the patient stops breathing
by ASV, but it is still unknown whether
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with periods of waxing and waning
ASV improves life span and reduces
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breathing called Cheyne Stokes
hospitalisation for heart failure.
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respiration (CSR) separating the CSA.
“Importantly, this is the mortality study
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Approximately 40 per cent of patients
we must have, which will determine if
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with heart failure have SDB – either
we should be using ASV in these highzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
predominant OSA or predominant CSA.
risk cardiac patients,” said Dr Currie.
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Both OSA and CSA place acute stress on
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“And for the first time it brings together
the cardiovascular system while
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cardiac specialists and sleep specialists
sleeping and cause intermittent low
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who have previously been seeing
blood oxygen levels, increased blood
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pressure, atrial fibrillation and damage to patients separately. Yet the two areas of
medicine have much to share, and the
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the heart muscle itself.
combined approach will prove
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CSA/CSR is far more sinister as it does
important in terms of the results we get.
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not have the clinical markers of heavy
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“We have to improve identification and
snoring or daytime sleepiness that are
Above: ASV Machine
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management of SDB in high-risk cardiac
and Nasal Mask
very common to OSA. Its detection is
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patients. There is evidence that SDB is a
with a small screening device attached
contributor to the downward spiral in
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to the patient overnight – which
patients with heart failure, but we don’t
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monitors air flow, oxygen level and
Hollywood is
know whether treating it with ASV will
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chest movement - then confirmed by
participating in an
save lives.”
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comprehensive sleep monitoring in the
international study of
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Hollywood sleep lab.
“In many ways, this is the pivotal trial for
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SDB
in
heart
failure.”
the use of adaptive
Continuous positive airway pressure
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(CPAP) therapy has been shown to
The SERVE-HF is a multicentre, outcome
servoventilation to
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effectively treat OSA and decrease the
study with parallel group design,
treat sleep-disordered
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cardiovascular risk associated with this
comparing a control group receiving
breathing with
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condition in patients with normal heart
only optimal medical management with
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function. However, CPAP has not been
active treatment – patients receiving
predominant central
proven to reduce mortality in patients
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optimal medical treatment in
sleep apnoea in patients
with heart failure.
combination with adaptive
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with heart failure.
servoventilation.
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Now, a highly coordinated international
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randomised control trial on the
“The trial is substantial and truly
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effectiveness of adaptive
international. Coordinated by Clinical
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servocontrolled ventilation (ASV) in
Research International and funded by
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patients with sleep apnoea is underway
ResMed, it is involving 80 active centres
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and Hollywood’s Cardio Vascular
from around the world," said Dr Currie.
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
Services and Cardio Respiratory Sleep
The total sample size will be 1,260
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
Services are participating as one of
patients and the study should take
several research centres around the
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approximately two years to complete.
world. Cardiovascular specialist Dr Philip
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
Australia will recruit 300 patients for the
Currie and sleep specialist Dr Jack
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
trial and also perform a sub-study
Philpott are leading the Hollywood
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looking for the effect on heart function
component of the trial.
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
measured by echocardiography and
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Adaptive servocontrolled ventilation
cardiac MR.
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(ASV) incorporates a significantly more
Further information can be obtained by
advanced design than CPAP. ASV has
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
emailing [email protected] or
been shown in small studies to
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
phoning Trudy Young, SERVE-HF Study
essentially eliminate complicated
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
Co-ordinator on (08) 9389 5333.
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
abnormal breathing patterns during
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
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19 •
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
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MARKING AN ACT OF
BRAVERY
A
ward in Hollywood’s Brislee
Wing has been named after
Victoria Cross recipient Trooper Mark
Donaldson. The soldier was recently
decorated by Queen Elizabeth for an
act of courage in Afghanistan, and
has helped Hollywood continue
important links to its veteran history.
“In September 2008, while travelling
in a combined Afghan, US and
Australian vehicle convoy, Trooper
Mark Donaldson and his fellow
soldiers were attacked by a highly
sophisticated enemy ambush. The
convoy suffered numerous casualties
and became immediately
suppressed. It was over two hours
before the soldiers were able to
establish a clean break and move to
an area free of enemy fire.
"In the early stages of the ambush,
Trooper Donaldson reacted
spontaneously to regain the initiative.
During an early stage of the enemy
ambush, he deliberately exposed
himself to enemy fire in order to draw
attention to himself and thus away
from wounded soldiers. This selfless
act alone bought enough time for
those wounded to be moved to
relative safety.”
According to the official statement
released by the Australian
Defence Force:
“Trooper Donaldson’s acts of
exceptional gallantry in the face of
accurate and sustained enemy fire
ultimately saved the life of a coalition
force interpreter and ensured the
safety of the other members of the
combined Afghan, US and
Australian force.
Top: Trooper Mark Gregor Strang
Donaldson, VC
Below: Dr Margaret Sturdy with
Trooper Donaldson during his visit
• 20
“Trooper Donaldson’s actions on this
day displayed exceptional courage in
circumstances of great peril. His
actions are of the highest accord and
are in keeping with the finest
traditions of the Special Operations
Command, the Australian Army and
the Australian Defence Force.” The Victoria Cross is Australia’s
highest military honour and Trooper
Donaldson is the first Australian to be
awarded the Victoria Cross medal in
40 years.
HOLLYWOOD IS PROUD TO
HAVE NOW NAMED ONE
OF THE HOSPITAL’S NEW
WARDS IN THE BRISLEE
WING AFTER MARK
DONALDSON.
On the day of the official opening of
the Brislee Wing, Mark was in London
accepting an award from Her Majesty
Queen Elizabeth. Hollywood was
able to arrange a visit by Mark and
his family to Hollywood on 24
February this year.
“Mark was very happy to accept our
proposal of naming a ward after him,
and he was very pleased to be invited
to see ‘his’ ward,” said Dr Margaret
Sturdy, Director of Medical Services.
“There are constant demands on his
time as a guest speaker and for
formal occasions, but he told us that
he enjoyed spending time with
school children, nurses and other
hospital staff at Hollywood.
“At the celebration event, Mark spoke
in a very matter-of-fact manner
about the prolonged firefight, and
his role in protecting the convoy and
saving the life of the interpreter. He
felt he was just ‘doing his job’.
“Those of us present for the
afternoon tea felt an enormous sense
of Mark’s humility, courage,
determination and strength. He has
promised to drop in again when his
time allows."
HOLLYWOOD GIVES GENEROUSLY TO
SHELTERBOX
H
ollywood is one of the biggest
donors to the ShelterBox
initiative in Australia, exceeding
even its own donation targets over
the past three years.
ShelterBox is an international charity
that delivers emergency shelter
and supplies to people affected by
disaster worldwide. Its priority is
providing immediate needs for lifesaving shelter in the aftermath of
disaster.
ShelterBox works alongside other
organisations – such as the Red
Cross and United Nations – to get
the boxes to those in need. The
initiative is designed to be able
to act quickly at the beginning of
response. The boxes are all packed
and ready to dispatch when a
disaster hits. The boxes weigh about
50kg and can be carried by two
people, or can be loaded on to a
pack animal to deploy in isolated or
mountainous areas.
Each box contains crucial
equipment to keep 10 people alive
if buildings and infrastructure have
been destroyed. Boxes contain items
such as a 10-person tent, blankets,
a water purification kit, cooking
equipment, basic tools and crayons
to keep children occupied.
ShelterBox is headquartered in the
UK and has 18 international affiliates.
IT IS ONE OF THE
BIGGEST INITIATIVES
OF ROTARY AND, IN
AUSTRALIA,
HOLLYWOOD IS
KNOWN TO BE ONE OF
THE MOST GENEROUS
SUPPORTERS.
Key to Hollywood’s success in
this project has been the dollarfor-dollar fundraising approach
that the hospital established, with
the executive team matching
each dollar contributed by the
community.
Jackie Bullock, Quality Improvement
Manager at Hollywood and a Rotary
member, brought the ShelterBox
project to Hollywood almost three
years ago, and received warm
support from the Hollywood
executive team. Jackie says that
current levels of fundraising have
surpassed anything the hospital
imagined it could achieve.
“When we first started, we set a
target of raising money to fund 20
boxes,” said Jackie. “We raised the
funds easily in just over a year. Since
then, we have gone from strength
to strength, with the hospital having
contributed 46 boxes in total by
April this year.
“With each box costing about
$1000, that amounts about to
$50,000, made up of community
and matching dollars. It’s a
significant amount.”
To raise funds, Jackie relentlessly
looks for opportunities to get
community groups on board and
has come up with a number of
creative and fun ways to achieve her
purpose.
In late 2009, a quiz night for staff
raised over $3000. She organised
businesses to donate the prizes. The
Hollywood Clinic Seniors Program
is also a donor, collecting funds to
provide two boxes over the past
couple of years.
“We have a sample box in the main
foyer of the hospital – not with
contents – but it gives people a
real idea of what the box looks like,”
said Jackie. “People can donate
money into the box or, if it’s a larger
amount, they can contact me to
make the donation.
“People like donating to ShelterBox
because they can see where their
money is going. When you donate
to ShelterBox, you are essentially
buying a box. Your box is given a
number and you can track where
your box goes. We know Hollywood
boxes have gone to the Philippines,
to Pakistan and to Haiti, for example.”
Closer to home, this lifesaving
equipment was deployed to those
areas affected by the Victorian
bush fires and the Christchurch
earthquake in neighbouring
New Zealand. Over 1500 boxes
have already been sent to Japan,
with ShelterBox arriving on the
ground less than 24 hours after the
earthquake struck in March 2011.
21 •
ANOREXIA
ATHLETICA
E
ating disorders can take more
than one form. When excessive
exercise becomes an addiction, serious
health problems can emerge.
“Our approach is multidisciplinary,
whereby patients also attend a daily
group therapy program and are
medically managed.
Anorexia nervosa and bulimia nervosa
are well-known eating disorders
affecting mostly young women. One
sub-type of anorexia nervosa features
people who are addicted to over
exercising to achieve weight loss.
Strikingly, anorexia athletica – as the
condition is known – also frequently
affects men.
“When their health improves, they are
encouraged to take day leave from the
hospital as part of supervised family
leave, as they establish normal eating
patterns.”
Hollywood Private Hospital’s mental
health unit offers both inpatient and day
patient programs to people experiencing
this condition. Kim Maserow, clinical and
counselling psychologist, is the
coordinator of the therapy program at
the eating disorders unit. She runs
groups and supervises staff working on
the program.
Patients enter the program through
referral by their GP to a hospitalaccredited psychiatrist. If the psychiatrist
deems it is appropriate, the patient is
referred to the eating disorders program.
“A large focus of the inpatient program is
to restore nutrition,” said Ms Maserow.
• 22
The inpatient and day patient program
also offers family-based treatment
groups. These groups support parents
and partners in assisting their children or
partners to continue with recovery once
they are discharged from hospital – at
which point, they attend as a
day patient.
“The day patient program is also
multidisciplinary,” said Ms Maserow. “As
with the inpatient program, we offer
nutritional, psychological and medical
treatment.
“We also offer a separate eight-week,
closed-group bulimia nervosa treatment
program for day patients. As part of the
once-a-week therapy, they attend the
evening meal with us. The meal is part of
a three-hour comprehensive group
program followed by relaxation practice
as a strategy to break the after-eating
cycle of purging.”
Ms Kim Maserow
Ms Maserow points out that
anorexia athletica is
characterised by a person
trying to compensate for what
they perceive to be over-eating.
The condition is often missed
because exercise is considered
a healthy activity. It may go
undetected until symptoms
such as severe weight loss or
erratic moods become evident.
“People with anorexia athletica
exercise beyond what we
would consider a normal
amount,” explained Ms
Maserow. “They are exercising
excessively, several hours a day.”
The condition impacts on
normal lifestyle such as
relationships, careers and
leisure time. It can be difficult
to begin treatment as patients
often do not admit to or see
themselves as having a
problem.
“It’s important
that we work
with the guilt
and fear patients
have about giving
up excessive
exercise,
especially when it is used as a
means to manage weight,” said
Ms Maserow. “Many patients
experience anxiety at not
being able to exercise as much
as they have been, and so we
address this in our therapy
program.
“The medical management of
this condition is also vital, as
the patient’s health can be
negatively affected. This
population will continue to
exercise when injured or
exhausted.”
Dr Mark de Cruz, from
Hollywood’s Sports and
Exercise Medicine clinic, says
that the physiological toll from
anorexia athletica can be multisystemic and serious.
“With this condition, the body’s
equilibrium is upset,” said Dr de
Cruz. “There is a significant
imbalance between the body
being damaged through
exercise, and its ability to
recover itself.”
Dr de Cruz says that the
condition is linked to the idea
of “exercise dosing.” If you
exercise too little, you don’t get
the benefits. If you exercise too
much, it can be damaging.
“In women, the damage in
anorexia athletica appears in
the form of the female triad:
low energy availability,
menstrual irregularities and
weak bones,” said Dr de Cruz.
“Because people manifesting
anorexia athletica are driven,
highly motivated people, they
think they’re doing all the right
things by exercising so much.
They often don’t see that they
have a ‘disease’.
“For effective management of
this condition, it must be
addressed on multiple levels.
Not only should the physical
symptoms be addressed
but the psychological factors
also need to be looked at.”
Dr de Cruz regularly works with
elite athletes and dedicated
trainers in managing this
condition. He is looking to
establish a wider collaborative
network within the GP
community to provide early
management and
identification of this disease.
Ms Maserow and her team at
the Hollywood Clinic attend
mental health professional
network group meetings with
other organisations specialising
in eating disorders. She chairs
the Bridges Eating Disorders
Reference Group, which brings
the Hollywood Clinic together
with other organisations
involved in prevention and
treatment of eating disorders.
Ms Maserow also assists in GP
education, and has presented
papers at state and national
eating disorder conferences.
23 •
MAKING THE WORLD EASIER,
ONE
CHILD
AT A
TIME
• 24
Dr Michael Watson outside
the CEDARS Centre
A new centre in
Nedlands will review
and assist children with
developmental delay,
and offer support to
parents, childcare workers,
community nurses and GPs.
Children with developmental delay and
their families encounter considerable
hardship just to get through each day.
Early recognition and implementation of
effective interventions has shown that
the quality of life of these children and
their families can be greatly improved.
Perth has some of the best
services available for children with
developmental delay in Australia. Once
children and families are identified
as having needs, they are referred to
one of the excellent service providers,
and assisted through programs and
therapies.
Currently, however, demand far outstrips
the capacity of the system to properly
assess and care for these children.
Dr Michael Watson, now a clinical
microbiologist at Hollywood, previously
worked as a paediatrician. His specialist
knowledge and his personal experiences
with a child with developmental
challenges have raised his awareness
of the difficulties that families may
encounter because of the limitations of
the availability of services in both the
Below:
Drprivate
Michael sectors.
Watson
public
and
outside the CEDARS Centre
To address these limitations, Dr
Watson recently established a
charitable organisation called
Children’s Equity, which aims to
provide a fast-tracked triage program
for children with developmental
delay.
“Currently one of the biggest delays
in the system is getting children
assessed by a multi-disciplinary team,”
said Dr Watson. “Once the assessment
has been completed, a therapy plan
can be drawn up and children and
parents can access intervention
programs within the community.
“Children’s Equity aims to improve the
short-term and long-term wellbeing
of these children and help them to
meet the challenges of daily living.
We know that without intervention,
they can get very badly left behind,
leaving the education system with a
lot of catching up to do.
“Developing a new service for
children could easily become an
overwhelming concern, but if you
concentrate on the individual in front
of you, and do the best that you can
for that individual, you will make a
difference. Our motto is ‘making the
world easier, one child at a time’.”
Children’s Equity has a base in
Hampden Road in Nedlands called
the Children’s Equity Developmental
Assessment, Review and Support
(CEDARS) Centre. This will become
the hub for the initial assessment of
children whose parents, community
nurse, childcare worker or GP have
raised concerns.
Initially the CEDARS Centre will
focus on early intervention in
children less than four years of age
with developmental concerns. The
assessment team will consist of a
developmental paediatrician, GPs
with a special interest in childhood
developmental delay, a nurse
practitioner and childcare worker.
Collaborative arrangements are in
place with a range of allied health
professionals who have expertise
and interest in this very challenging
field of medicine. This should result
in rapid assessment and really get
parents started down the road of
helping their child early.
“Developmental paediatrics is a bit
daunting for a lot of GPs, not simply
because of the enormous medical
and social complexity of these
patients, but also because of some
negative beliefs that there is not a
lot that can be done for these kids,”
explained Dr Watson.
“Providing peer support for parents
is also crucial. Many parents can feel
quite isolated and unsupported.
Formal and informal meetings can
help to break down the isolation
barriers, assist in the exchange of
management tips, and provide
for greater interaction with the
therapists.
“It is hoped that, with adoption of
video conferencing equipment, we
will be able to take the education and
support program to rural and remote
regions of Western Australia. Modern
technology allows for a home
computer attached to a broadband
connection, to be the avenue for
home video conferencing, without
the need for expensive hardware.”
Dr Watson has already received
encouraging support from his
employer Clinipath Pathology to
work on this project and Children’s
Equity has received strong support
from a range of individuals and
organisations including the Freehills
legal team, The Brand Agency,
Batterham and Associates Accounting
and Tax Services and the Llama Bar in
Subiaco.
“SkyWest has pledged funding for
our rental expenses for the next 12
months and free flights to assist
our specialists to visit regional and
remote areas of Western Australia,” Dr
Watson said.
“I have been simply blown away
with everyone’s generosity. We have
received the most extraordinary
support from individuals. An
example is, a local pharmacist in Mt
Claremont, who donated $15,000 of
his personal money when he heard
what we are doing.
"It is very heartening as a parent of a
child with developmental challenges
to find such depth of support in the
local community.”
The CEDARS Centre clinic opened in
pilot form in May 2011. If you would
like to know more, Dr Michael Watson
would be happy to speak with you.
Please contact him by email
at [email protected]
Hollywood Hosts
CEDARS Centre
Information Sessions
The CEDARS Centre will become an
information resource centre for parents
and for health care professionals. Dr
Watson, in collaboration with a range of
local allied health providers, is planning
a series of evening parent information
and training sessions that will also be
suitable for GPs and other health care
professionals who wish to learn more
about children with developmental
concerns.
“I am hoping that by providing
informative, interactive and entertaining
education sessions for parents and
health care professionals – including
GPs – we will promote early referral and
better integration of these children into
a happy and healthy childhood,” said
Dr Watson. “We want them to take full
advantage of all of the opportunities
available to them.”
It is anticipated that Hollywood‘s lecture
theatre will be able to accommodate
the series of information sessions
that are planned, and that Hollywood
will promote the development of
networking groups. These sessions will
be held one evening per week and a
series of talks will run over five weeks.
The series will be held ten times per
year allowing rapid and easy access for
parents and health care professionals.
25 •
THE VALUE OF
INTERNAL CULTURE
AT HOLLYWOOD:
PRICELESS
• 26
H
ollywood has a unique and
robust internal culture. What
does this mean for staff, patients
and the community?
Most organisations boast a set of
core values. To what extent an
organisation lives up to these
values in everything it does is a
different matter.
Hollywood is one of those
organisations that can truly say it
lives and breathes its vision, motto
and values. From the CEO through
all ranks of staff, those who work at
Hollywood know what Hollywood
stands for and they can see and
feel it in the work that they do.
How does Hollywood achieve this?
And what does it mean for those
who work or receive care there?
Any business expert will tell you
that the CEO plays a pivotal role in
whether core values are truly
adopted or not. In the case of
Hollywood's CEO, Kevin Cass-Ryall
is an example of a CEO who has
nurtured and shaped that culture.
“I was involved in the creation of
the Ramsay Way values 15 years
ago, and I live and breathe those
values,” said Kevin. “I come from a
working class background. My
parents worked hard and the
Hollywood values are ones that I
grew up with. It’s not hard for me
to see how they can create a
positive organisational culture.
There are five values: respect for
the individual, teamwork, pursuit of
excellence, the Ramsay spirit and
contributing to the community.
They emanate from the original
philosophy that Paul Ramsay set up
for Ramsay Health Care – one
based on caring.
Kevin says that when new staff join
Hollywood, their induction
includes a session on the core
values, and those messages are
reinforced constantly in their daily
working life.
“Respect for the individual is of
paramount importance in
nurturing a vibrant internal culture,”
said Kevin. “Basic etiquette – things
like treating others politely,
establishing eye contact with
colleagues, smiling and having a
‘can-do’ attitude – is not trivial.
These things generate a positive
work environment and help to
build a sense of teamwork.”
Penny Tassone, Marketing and PR
Manager at Ramsay WA, says that
the sense of caring and pride
amongst staff is related to the
relationship the hospital has with
its community.
“Hollywood has built a reputation
as an organisation that cares about
the community in which it
operates,” said Penny. “And it’s not
just about funding. We encourage
our staff to be involved in events
like the HBF Run for a Reason and
the ShelterBox project – both
significant charity events.
“Staff see the connection between
the caring environment in which
they work and the caring attitude
we want to display towards our
community.”
“OUR STAFF ARE OF
PARAMOUNT
IMPORTANCE IN
CREATING A
PRODUCTIVE AND
WELCOMING HEALTH
CARE ENVIRONMENT,”
Hollywood’s success at developing
a healthy internal culture that has
real benefits has been confirmed
by national performance surveys.
Last year, Hollywood was voted the
number one private hospital in
Australia by patients in a national
Press Ganey patient satisfaction
benchmark survey for private
hospitals over 300 beds. Hollywood
also achieved the highest ranking
for hospitals over 300 beds in the
2010 staff satisfaction survey.
This good news came on the back
of Hollywood winning Employer of
the Year in the Australian Training
Awards in 2009.
Kevin points out that it’s no
coincidence that Hollywood ranks
well nationally in these surveys and
awards.
“The two are integrally connected,”
he explained.
“Staff satisfaction is directly related
to the outstanding service that
they provide to the patients they
care for.”
Hollywood staff have fun celebrating
international nurses day with
bed pan and wheel chair races
said Kevin. “If staff are unhappy,
they won’t do a good job. And if
they don’t do a good job, then
referrals from doctors to Hollywood
will drop. This doesn’t serve anyone
well.
“Similarly, the care that patients
receive and the experience that
they have while at Hollywood can
only come from our staff.”
Hollywood staff at the Las Vegas
themed Christmas Party
27 •
Introducing
DR DANIEL
HEREDIA
DEPUTY DIRECTOR OF MEDICAL SERVICES
M
edical Administration has
become the fastest growing
department at Hollywood Private
Hospital with the recent
appointment of a Deputy Director
of Medical Services. Dr Daniel
Heredia joins Sue Mearns, Cheryl
Poultney and Dr Margaret Sturdy
in the department, which has
responsibility for medical services
at Hollywood Private Hospital.
Daniel is a familiar face at
Hollywood Private Hospital,
having worked here over the last
three years while completing a
Master of Business
Administration. “I have always
been interested in health
management,” said Daniel. “So I
welcomed the opportunity to
take up the position of Deputy
Director of Medical Services
working with Margaret earlier this
year.”
Daniel was previously employed
by Medicare Australia as the
Medical Adviser for the WA
region. While at Medicare
Australia, he also acted as the
Senior Medical Adviser with
responsibility for WA, SA, NT,
Victoria and Tasmania. Prior to
• 28
this, Daniel worked as a Registrar in
Psychiatry at Sir Charles Gairdner
Hospital, where he also completed
his internship and residency.
In this role, Daniel will focus on junior
medical staff and salaried medical
officers, looking after all aspects of
their employment including training
and development, mentorship, and
general management issues.
“I identify strongly with the Ramsay
vision and values, and look forward
to making a positive contribution to
Hollywood Private Hospital.”
“I am really pleased that Daniel has
agreed to join the team in medical
admin,” said Margaret Sturdy. “I have
had my eye on him for some time
now. He brings with him a great
balance of very good management
skills, a passion for learning and
sensational synergy with our unique
culture at Hollywood Private
Hospital”.
Outside of work, Daniel’s interests
include travel, food and wine. His
most memorable travel experience
has been spending three days
cruising Halong Bay in Vietnam in a
Chinese junk boat.
profiling hollywood
specialists
Dr Susan Kuruvilla
Specialist in Cardiology
Dr Ashwini Davray
Specialist in Palliative Care
Dr Laura
Groombridge
General Physician
Dr Laura Groombridge recently joined
Hollywood Private Hospital as a general
physician.
Dr Groombridge received her MBBS from
The University of Western Australia in 1994.
She then went on to complete the FRACP in
nuclear medicine, commencing advanced
training at Brisbane’s Princess Alexander
Hospital in 2002. In 2003 she undertook
a year of clinical and research work in
metabolic bone disease with Professor
Richard Prince at Sir Charles Gairdner
Hospital.
Dr Groombridge subsequently undertook
a Fellowship in PET (Positron Emission
Tomography) at the Austin Hospital in
Melbourne.
Prior to joining the team of general
physicians at Hollywood, Dr Groombridge
worked at the Perth Radiological Clinic
doing nuclear medical imaging with a
special interest in nuclear cardiology and
endocrinology.
After receiving her MBBS from the University
of Health Sciences in India, Dr Ashwini
Davray completed her three-year Residency
at St Luke’s–Rooseveldt Hospital (Columbia
University) in Manhattan in the US.
She completed her FRACP in palliative
medicine in Perth, and subsequently took
up a position of coordinator of palliative
care teaching with The University of Western
Australia and consultant physician with
Bethesda Hospital’s palliative care unit.
Dr Davray has recently joined the
palliative care unit at Hollywood. She
has a symptom-assessment clinic for
patients with non-curative illness in the
Hollywood Medical Centre. The clinic is a
new initiative at Hollywood and will offer
the latest approaches in palliative care. She
has admitting rights to Hollywood Private
Hospital and will be working alongside Drs
Phua, Liew and Pickstock.
“Palliative care as a field of medicine has
advanced significantly in the past decade,”
said Dr Davray. “Research has shown that
when palliative care is commenced earlier,
patients show improved health outcomes
and enhanced quality of life.
Dr Groombridge’s work covers all general
medicine issues, including patients needing
pre and post-operative care, osteoporosis,
diabetes and care of the elderly.
“Palliative care specialists work increasingly
with other members of a patient’s medical
team, so the approach is much more
collaborative than it used to be. The new
palliative care clinic at Hollywood will take
this approach.
She also has a strong interest in cardiology,
including stress testing and preventative
medicine. Dr Groombridge is available for
outpatient appointments and inpatient care,
and is happy to accept emergency referrals
after hours and on weekends.
“I am very happy to be doing clinical work
at Hollywood. I did part of my basic and
specialist training at Hollywood, and I very
much value the ethos of the hospital. I am
pleased to be a part of what Hollywood has
to offer.”
Dr Susan Kuruvilla undertook her residency and
registrar training at Sir Charles Gairdner Hospital
from August 2000. She completed her cardiology
training at Royal Perth Hospital and Hollywood
Private Hospital, after passing the FRACP exams
in 2007.
Dr Kuruvilla recently started her private practice
with the Perth Cardiovascular Institute at
Hollywood Private Hospital and Joondalup
Health Campus.
Dr Kuruvilla works primarily in cardiac evaluation
and the long-term management of cardiac
diseases. She sees patients presenting with a
variety of conditions, including hypertension,
coronary heart disease and heart failure.
“We are seeing increasing incidence of ischemic
heart disease, even in the young population,
so it’s important to attend to both primary and
secondary prevention of coronary heart disease,”
said Dr Kuruvilla. “This includes lifestyle changes
and medical management of cardiovascular risk
factors.
“My practice involves attending to urgent
referrals, routine outpatient appointments and
inpatient management – at both Hollywood
and Joondalup hospitals. I also do the reporting
of stress testing and holter monitors, and
perform angiograms and transoesophageal
echocardiograms.
“I work with an expert team of professionals
including interventionalists, electrophysiologists,
heart failure and cardiac transplant specialists
and imaging specialists. It is a unique situation,
as we are the only private cardiology group with
all of these subspecialties. All aspects of cardiac
care are well covered by our team at the Perth
Cardiovascular Institute.”
The Perth Cardiovascular Institute offers
comprehensive cardiology services that include
general cardiovascular evaluation, diagnostic
testing, interventional techniques and cardiac
rehabilitation.
Please call (08) 6314 6816 for patient bookings
for Dr Kuruvilla at her Hollywood or Joondalup
rooms. For more information visit the Perth
Cardiovascular Institute website
www.perthcardio.com.au.
29 •
NEW HOLLYWOOD
PHARMACY BRINGS
EXCEPTIONAL SERVICE
A
smooth transition has seen the
well-respected APHS Pharmacy join
the Hollywood team as the hospital’s
new pharmacy provider.
When Hollywood Private Hospital
sought a new pharmacy provider, the
brief was simple: find a team who can
deliver an exceptional service that
matches the hospital’s high standard of
care.
The selected provider, APHS Pharmacy,
joined the team in April and brings an
equal mix of innovation and clinical
experience. APHS has had a long
relationship with Ramsay Health Care
through service provision at
Greenslopes Private Hospital - a sister
Ramsay hospital with a strikingly similar
model to Hollywood’s veteran past and
current market position, and their 25year history in hospital pharmacy sees
them well-equipped for the challenge.
The complete refit…
prioritising efficiency
“We are now striving to take
Hollywood’s pharmacy service to the
next level through solid planning
including a complete refit of the
pharmacy and the introduction of new
technologies and processes to enhance
our efficiency,” said Russell Hill, APHS
state manager for Western Australia.
APHS Pharmacy is no stranger to
identifying and redeveloping processes.
They undertook this exact process after
acquiring one of the largest PBS
processing pharmacies in Australia,
stripping back the facility’s processes
and applying ‘Lean’ principles to them.
Primarily used by manufacturers, ‘Lean’
principles are designed to achieve an
optimum workflow. The result was a
more timely pharmacy service with
greater integrity – something we can
expect to see at Hollywood.
“This combination of streamlined
processes and complete reorganisation
of our workspace should result in an
• 30
extremely efficient workflow, much like
what we have achieved at other
pharmacies in our group.”
The process has already commenced
with a more proactive approach to script
management on the wards, with regular
collection and better workflows in the
pharmacy – this will continue to improve
the service provided to the patients and
to the wards. The introduction of an
oncology isolator will enable the
pharmacy to prepare and distribute
bespoke chemotherapy orders on-site
within tight turnaround times – a
positive for both oncology practitioners
and patients.
Bringing technology to the
pharmacy…more than just a
dispensary
APHS’s strong belief in innovation has
seen technology become the backbone
of their modern pharmacy service,
especially in the field of oncology. With
the implementation of Charm Health’s
Pharmacy Module, an oncology
information management program,
APHS Pharmacy will be offering one of
the safest and most streamlined
approaches to oncology pharmacy
available today.
“This system not only validates the
appropriateness of the chemotherapy
order in accordance with the patient’s
details and health records, it increases
efficiencies from ordering through to
administration,” explained Scott
McGregor, APHS Pharmacy Practice
Advisor. “With oncology accounting for
almost a sixth of Hollywood admissions,
this experience is certain to benefit
practitioners, staff and patients.”
Technology is also set to advance APHS’s
overall pharmacy service through the
use of iPads during ward rounds.
Currently being trialled at another major
private hospital, this technology gives
APHS pharmacists access to drug and
dispensing information on the ward, as
well as allowing them to develop and
access medication profiles and make
medication risk assessments at the
patient’s bedside.
This ensures the pharmacist has clear
visibility of all the relevant data at the
time they are dispensing a medication or
counselling a patient, rather than doing
so retrospectively. The success of the trial
should see technology like this become
commonplace in the halls of Hollywood.
Providing the expertise…
focused on clinical excellence
As part of their governance structure,
APHS has established a Pharmacy
Practice Unit (PPU). The role of the PPU is
simple: to ensure pharmacies and their
partner hospitals have the tools and
experience to achieve quality use of
medicines. Through collaboration and
the sharing of best practice across the
APHS group, the PPU delivers key
quality-improvement initiatives that
safeguard a high standard of care for
hospital and oncology patients.
Western Australia’s local PPU division will
be working with Hollywood to help
achieve this goal. As part of this, PPU will
be sharing information on the cost
effectiveness of new drugs and
highlighting issues associated with
medication risk management. They will
also have strong involvement in the
medicines audit and oncology
pharmacy quality-assurance program.
“When the APHS team walked into
Hollywood Private Hospital, it was clear
we were joining something amazing,”
said Mr Hill. “To be partnering with an
organisation that values an innovative
approach to exceptional care is exciting
and something we are all looking
forward to.”
With the smooth transition to APHS
Pharmacy that has already taken place,
Hollywood looks forward to a solid
partnership with its newest pharmacy
provider.
hollywood
in brief
Book sales support research foundation
Hollywood’s Research Foundation received a significant boost to its funding when
presented with a cheque for $70,000 by the hospital’s Executive Director Kevin Cass-Ryall.
This major contribution comes thanks to the success of the recently-published coffee table
book “Everyone’s a Hero” and the hospital’s commitment to donate all proceeds to the
Research Foundation.
Of the donation, Dr Terry Bayliss, from the Hollywood Research Foundation, says: “This very
generous donation from the hospital provides a major boost to the Research Foundation.
The funds will mean we can continue to support more excellent research this year.”
Giving comfort to those in need
In January Hollywood kindly donated 2,600 comfort packs for UnitingCare West (a
community services agency of the Uniting Church) to distribute to people in need. John
Dunn, Acting Mission Development Leader of UnitingCare West said the packs will go a
long way and help various communities.
“300 packs are going to Carnarvon to be distributed to people affected by flooding and
Frontier Services will use some as they visit rural and remote Australia”.
“We have all been touched and affected by the devastation of natural disasters in our
country of late and our thoughts go out to those close to home in Carnarvon. Every little bit
helps. Ramsay’s slogan is ‘People Caring for People’ and we like to live by that at Hollywood
Private Hospital,” Margaret Sturdy, Director of Medical Services at Hollywood said.
UWA students present designs for decommissioned boiler room
Hollywood has a long association with the medical students and the medical faculty at the
University of Western Australia however; in March five students from the university’s School
of Architecture, Landscape Design & Visual Arts presented their individual designs for the
redevelopment of the decommissioned “boiler room” at the hospital.
The idea was the brainchild of Lyn Harding, Director of Corporate Services, who with
assistance from Wayne Williams, Building Programs Manager, shared their vision to convert
the 70 year old boiler room into a multifunctional social space for hospital employees.
36 students participated in the project which was part of their formal assessment in the last
semester of 2010.
First year student Leo Showell was announced the winner and received $500 from
Hollywood for his concept.
Hollywood winners in Ramsay’s Safe Work Australia
competition
Hollywood’s workplace health and safety department was awarded first place in Ramsay
Health Care’s Safe Work Australia competition in March. The competition, which had 38
entries, was all about demonstrating proactive initiatives covering the entirety of the
control hierarchy including elimination, engineering, design and administration.
Hollywood’s OHS team organised the manufacturing of a mini slide board for insertion of
slide sheets under patients on a theatre table. John McDonnell, Theatre PSA, came up with
the idea and developed the prototype.
Ramsay’s national safety manager Chanelle McEnally, presented the OHS team with their
$4,000 first place prize in March. The prize money will go towards aiding occupational
health and safety at Hollywood.
31 •