American Family Children’s - UW Healthprivate practitioner in Madi-son for thirty-three years. “Life moves on.” Of course, a challenging transport between hospitals was far better

Children’sHospital

American Family

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AFCH GRAND OPENING 2007 3

AMERICAN FAMILY CHILDREN’S HOSPITALSPECIAL GRAND OPENING SECTION ● ● ● ●

Opening the Gift: American Family Children’s Hospital

A children’s hospital like you’ve never seen before.A community resource unlike any other.

In 2001, when we committed to create an outstanding place to care for children, we knew there was no better investment than the good health of ouryouth. Our goal was to build a healing environment where the latest technologywould blend with compassionate care to create hope and comfort for each andevery family. Hope for a cure, hope for an effective treatment, hope for health.

I believe hope lives in the American Family Children’s Hospital—in thecommunity’s amazing generosity and support, in the pediatric patients, whosefirst-hand experiences and suggestions helped us shape the child and familyfriendly features of the new hospital, and in the amazing pediatric caregiversof UW Health who have dedicated their lives to providing care to children.

This project has been an incredible journey. As the leader of the organiza-tion, I have been astounded at all the ways this community has offered theirsupport—from penny drives and cow auctions to formal galas and personaldonations. You and the American Family Children’s Hospital are now a partof a legacy which will care for children from throughout the state of Wiscon-sin and beyond.

Donna K. SollenbergerPresident and CEOUniversity of Wisconsin Hospital and Clinics

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4 AFCH GRAND OPENING 2007

LightFrom the days of ward rooms and dark tunnels to the new American Family

Children’s Hospital’s bright, family-friendly spaces, Madison’s children’s health-care facilities have come a long way

By Maggie Ginsberg-Schutz

Into the


HISTORY

Site of the first children’shospital built in 1918 andnamed after Mary CorneliaBradley, who died of spinalmeningitis at age 6.Bradley’s parents sold theirlot to raise funds for theLinden Drive building.

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them likely suffer more.Besides, the tunnel was a

huge improvement. Before itwas built in the late 1950s, theonly way to transport kids formost advanced procedures wasto bundle them up, cart themoutside and walk them over,regardless of the weather’sassault on their weakenedimmune systems.

“Fortunately there werenever any accidents andnobody ever suffered, otherthan getting a little chilly orwet,” says Dr. Gordon Tuffli, aUW medical student begin-ning in 1960, a member of theUW department of pediatricssince 1967, an academic pedi-atric endocrinologist, and aprivate practitioner in Madi-son for thirty-three years.“Life moves on.”

Of course, a challengingtransport between hospitalswas far better than having nochildren’s hospital at all.Before 1920, there were onlytwo buildings in the entirestate devoted to children’smedical care, both in Milwau-kee. (One possible exceptionof note: the Wisconsin StateSchool for Dependent Chil-dren, established in 1886 inSparta, Wisconsin, that even-tually morphed into a hospitalcaring for crippled children.)

Academic DreamWith the University of

Wisconsin’s birth in 1848 andthe medical school program’sinception in 1907—classes forthe two-year program wereheld in the attic of ScienceHall and the old ChemicalEngineering building—theUniversity of Wisconsin Chil-dren’s Hospital’s origins wereacademic from the start. But afreestanding facility devotedentirely to children was only adream for the University until1916, when six-year-old MaryCornelia Bradley contractedspinal meningitis and died.

In the two years followingthe heartbreaking death oftheir firstborn, Madison resi-dents Harold and Mary(Crane) Bradley started sell-ing pieces of the lot uponwhich their home stood.Eventually they sold thehouse itself to the AlphaSigma Phi fraternity, and withdonations from their extendedfamilies, scraped together$75,000 toward the construc-tion of the Mary CorneliaBradley Hospital for theStudy of Children’s Diseases.The Wisconsin legislaturepitched in $18,000, and crewsbroke ground on the LindenDrive site, facing Orchard

Street, in 1918. The facilityadmitted its first patients in1919, and the Bradley Hospi-tal was completed in its entire-ty by the summer of 1920.

Children slept at least twoto a room, many times in so-called “ward rooms” with mul-tiple beds. The collectiveenergy in these stark hospitalrooms had a domino-likeeffect on the patients. Whenone child was awake, all chil-dren were awake. When onechild cried in pain, all childrenwere affected. Parents sleptupright in wooden chairspulled bedside.

“It was a very old, mustybuilding,” says Dr. AaronFriedman, who came toUW–Madison as an intern in1974, became interim chair ofpediatrics in 1994, andbecame chair in 1996. “Whileit was a small, freestandingchildren’s hospital, it didn’thave in it the important facili-ties the major hospital wouldhave.”

Still, it was a blessing, andbuilt in the nick of time,too—the new facility wasimmediately squeezed in thewake of the Great Flu Epi-demic of 1918. Though themodestly constructed buildinglacked important features—such as advanced X-ray equip-ment, operating rooms and

lab facilities—the continuingsynergy between academicresearch and the hospital sys-tem meant more improve-ments were on the way.

In 1924, the WisconsinGeneral Hospital (now knownas the Old University Hospi-tal, at 1300 UniversityAvenue) was erected, and themedical school programbecame a four-year program.The Bradley Hospital waslocated adjacent to the rearentrance of Wisconsin Gener-al, and now patients couldtake advantage of both facili-ties. The children still slept inBradley, but were transportedout back to Wisconsin Gener-al for more advanced care.The short walk seemed asmall price to pay for access tocritical equipment andresources.

By 1930, a new epidemicwas sweeping the world—polio. The need for an ortho-pedic hospital eclipsed all else,and that year a new buildingwas quickly erected on LindenDrive, just west of the Bradleybuilding. During the fightwith polio, thousands ofAmericans died and tens ofthousands were paralyzed,until the first vaccine wasdeveloped in 1955.

And so it was that by thelate 1950s the once-bustlingOrthopedic Hospital wasthankfully losing its eminentrelevance. When the Depart-ment of Pediatrics was estab-lished within the UniversityHospital system in 1957,department members, includ-ing the first pediatric depart-ment chair, Dr. Nathan J.Smith, hungrily eyed themore spacious OrthopedicHospital. They won theirlobby; they moved out of the

FIRM GRASP ON TINY HAND,gurney wheels squeaking, the nursesang to distract her frightened patient.Dark and faintly damp, the tunnelconnecting the Children’s Hospital tothe Wisconsin General Hospital wasalways a challenge for the kids toendure, but sick kids grow accustomedto challenge and they are remarkablyresilient. The adults that worry over

Children slept at least two to a room,many times in so-called “ward rooms”with multiple beds.The collective energyin these stark hospitalrooms had a domino-like effect on thepatients.



Bradley building, and theOrthopedic Hospital officiallybecame the University ofWisconsin Children’s Hospi-tal in 1957.

Though they now had thespace they desired, doctorswere still forced to turn toWisconsin General foradvanced procedures, and nowthe outdoor commute wasslightly longer. Therefore, oneof the first items on the pedi-atric department’s agenda wasto construct the undergroundtunnel connecting the Chil-dren’s Hospital with Wiscon-sin General.

In addition to building-hopping and polio-battling,UW researchers and healthpractitioners were making sig-nificant medical contributionsin their first seven decades.

In the 1920s, UW–Madi-son biochemistry professorHarry Steenbock made Vita-

min D-related discoveriescredited with eventually elim-inating rickets. The world’sfirst successful sibling-to-sib-ling bone marrow transplantwas performed simultaneouslyat both UW and Minnesotain 1968. Arguably mostimportant, however, was hav-ing a facility dedicated to chil-dren’s health, so thatcaregivers could harness theachievements of researchersworldwide to serve theiryoung patients. The onlyproblem that never seemed togo away was the need formore space.

Out of the TunnelSpace came in spades

when, in 1979, the UW Chil-dren’s Hospital moved intothe new University of Wis-consin Hospital and Clinics.Wisconsin General becametoday’s Medical SciencesCenter, and the Bradleybuilding has undergone sever-al transformations. It stillcommemorates its namesakefounder with a dedicationplaque at its entrance.

“Every room in this currenthospital is a private room,which was somewhat revolu-

tionary in those days,” saysDr. Paul Sondel, a UW pre-med student back in 1968who now leads UW’s child-hood cancer program. “It wasterrific when we moved in. Itwas big, and beautiful, and somuch nicer than any otherhospital I had ever seen orbeen in.”

Certainly, one of the clearadvantages was losing thetunnel.

“We used to put them on agurney and roll them into themain hospital, going quite along way, through these verymusty, dark, not very pleasanttunnels,” says Sondel. “Backin the 1920s, that was proba-bly looked at as terrific. Atleast they were able to pro-vide services to get these kidswhat they needed. But it wasvery different by 1979’s stan-dards, and now as we look atthe new hospital, 1979 seemslike the dark ages.”

Out of the tunnel—out ofthe dark ages and into thelight—the new children’shospital still lacked a key ele-ment from day one.

“It’s quite clear that chil-dren do far better in the hos-pital if some adult familymember is able to stay in thehospital with them,” saysSondel. “So from the momentwe moved in, even though itwas a big beautiful hospital,when families needed to havetheir children stay in the hos-pital overnight—or for threemonths for a bone marrowtransplant—there just wasn’troom for them to stay.”

As it turned out, not onlyparents, but hospital caregiversas well, needed more room.

A major improvement inFebruary of 2002 helped. Aneighteen-bed, 5.4 million-dollar Pediatric IntensiveCare Unit was constructed

within the children’s ward.Now at least the direst caseswould have family-friendlyamenities, child-friendlydécor, and sorely neededspace.

Thanks to this ever-evolv-ing, exponentially expansiveformula of time, money, morespace, significant medical dis-coveries, and a better under-standing of the psychologicalneeds of sick kids and theirfamilies, the UW Children’sHospital has had an undeni-able impact on a disease onceconsidered incurable—cancer.

“Back in the 1970s, whilethe best treatments availablewere putting children intowhat we called remission, weweren’t ever using the wordcure,” says Sondel. “It wasquite clear that two-thirds ofthe children were still dyingrelatively quickly from theircancers, even with treatment.Now in 2007 it’s clear thatabout eight out of ten kidsdiagnosed with cancer are get-ting treatment that’s curingthem.”

In the new, 78 million-dol-lar American Family Chil-dren’s Hospital, patient roomsare twice the size of the 125-square-foot rooms of yester-day, and ample space is carvedout for adults to sleep, accessthe Internet, and achieve somesemblance of home as theyface the daunting task of nurs-ing their gravely ill childrenthrough treatment.

“This is a very excitingtime,” says Friedman. “We’veall had dreams about thisopportunity and we’re glad tosee it finally coming tofruition.”

Maggie Ginsberg-Schutz is a contributing writer forMadison Magazine.

“Every room in this current hospital is aprivate room, whichwas somewhat revolu-tionary in those days”

- Dr. Paul Sondel



The polio-era OrthopedicHospital became the UWChildren’s Hospital in 1957.

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Introducing

American FamilyChildren’s HospitalCommunity Open HouseSunday, July 29, 1:00 – 5:00 pm1675 Highland Avenue, Madison

Come and explore our new building! Enjoy a fun, free, family-friendly day. All are welcome to attend.

• Scavenger hunt• Music & entertainment• Refreshments• Meet Bucky Badger & Ronald McDonald• Face painting, Dance Dance Revolution and more!

For a schedule of performances, directions, parking and shuttle information, please visit uwhealth.org/kids.

New Building. New Name. Same Great Care.Wisconsin has received a wonderful new gift—the American Family Children’s Hospital. A world-class facility in Madison to match the world-class care our doctors, nurses and staff have been providing for 87 years.

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TouchTechHigh

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From a ceiling-high lighthouse in the lobby, to Wisconsin-themed hallways, to an entertainment theater, the new

American Family Children’s Hospital puts kids and families firstBy Nicole Resnick

CARE

Above: The new hospital’sdesign incorporates all thingsWisconsin, including light-houses and a stately sugarmaple in the first-floor lobby.Each floor of the hospitalreflects an individual regionof the state—the cow etchedinto the elevator lobby onthe second floor fits into thefarmland theme.

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surgery division and children’s hospital surgeon-in-chief Dr.Dennis Lund puts it, “a hospital within a hospital.”

“But we’re so much more than that,” says Lund. “We have overone hundred pediatric specialists here who provide specializedcare for children. While we’ve had the people, we just haven’tbeen organized like a true children’s hospital.”

For this reason, and despite its impressive group of pediatricspecialists culled from leading medical centers around the coun-try, UW Children’s Hospital has lacked a solid identity—a placeto call its own that’s dedicated solely to the care of children.


That all changed at the endof July, when the new six-story, sixty-one bed AmericanFamily Children’s Hospitalfirst welcomed potentialpatients and their familiesfrom around the region. Thestate-of-the-art facility wasdesigned from the ground upwith one goal in mind—tomake this a place for kids andtheir families.

“We can now provide fami-ly-centered care of the highestquality so that a child should-n’t have to leave Madison toget the best care in the UnitedStates,” says Dr. Ellen Wald,chair of pediatrics and physi-cian-in-chief of UW Chil-dren’s Hospital.

Family-centered care is akey phrase, and it’s whattoday’s children’s hospitals areall about. While we live in anultra-high-tech world, when itcomes to treating children, thenotion of “high touch” is oftenmore important.

UW Children’s Hospitalvice president David Berrypoints out that the new build-ing has all the technologicalcapabilities necessary in thisera of modern medicine, andthen some. “But we’ve workedeven more diligently to makeit kid-friendly and family-focused,” he says. “We builtthe building around thenotion of family-centeredcare, and the most significantfeatures are those that supportpatients and their families.”

Wald, excited to lead herteam of physicians in theirnew home, offers this explana-tion of high touch: “In theend, it’s the human interac-tions that people take awayfrom a place when they’retreated well, or when they findthat everyone interacting withtheir child is nurturing.”

Family-Friendly Design

The new $78 million build-ing showcases an impressivenumber of high-touch fea-tures—the design is invitingand fun for children from themoment they walk in thedoors. Each individual floorfits within a unifying theme of“All Things Wisconsin,” andincludes fun subject matterslike Badger sports, the northwoods, prairies, and farmland.Numerous family lounges andplay areas are equipped withamenities such as fireplaces,trees, outdoor balconies, andfish tanks. The idea is to keepthe building interesting andfriendly for patients and theirfamilies during an experiencethat might normally evokefear and dread.

“The main thing is that thisis space designed for kids andtheir families, and we can’tunderestimate the importanceof the families,” says Lund.Madison may not be a largecity, but its children’s hospitaldraws from 1.6 million peoplein the surrounding region andstates. Two-thirds of the hos-pital’s patients come from out-side Dane County, andpatients are admitted from allover the U.S. for complex sur-gical procedures, transplants,and cancer treatments.

IN A CITY RENOWNED FOR ITSquality health care and groundbreakingmedical research, one component ofthe overall package has lagged behind–its children’s hospital. Occupying spaceon the fourth floor of the UW Hospitaland Clinics, UW Children’s Hospital hasexisted for decades as essentially a chil-dren’s ward within the larger adultfacility, or, as the chair of UW’s general

“In the end, it’s thehuman interactionsthat people takeaway from a placewhen they’re treatedwell, or when theyfind that everyoneinteracting with theirchild is nurturing.”

- Dr. Ellen Wald



square feet in size. “Theselarger rooms are especiallyimportant, because manypatients who come to this hos-pital for tertiary and quaternarycare are here for weeks ormonths,” says Wald. “Familiesliterally move in, and they needcreature comforts like places tosleep, shower, store their things,even an Internet connection. Itall makes the passing ofthat time so much easier.”

Their Own SpaceEvery aspect of the new

hospital’s inpatient rooms wasconsidered carefully. JenniferBrazelton, administrativedirector of UW Children’sHospital, explains that theconcept of zoning in eachroom was born from muchdiscussion and research. Withthe goal of keeping all users ofa room in mind, each roomincludes a patient zone, a fam-ily zone and a caregiver zone.

The family zone is locatedat the back of a room, so fami-ly members have their ownspace but don’t feel they’re inthe way. The patient zone is inthe middle, so patients areaccessible to both family andcaregivers and can control fea-tures like the TV and lighting.The caregiver zone is closestto the door and is designed toallow physicians, nurses andother hospital staff to accesswhatever they need. “Everyonelikes to have their space andfeel more comfortable,” says

Brazelton. “We’ve incorporatedthis into the design of theroom, and we’ve tried to becognizant of everyone’s needs.”

The high-touch fingerprintis evident throughout the hos-pital—and well beyondpatients’ rooms. Siblings areconsidered a high priority, asthey often play an important

Above: Patient rooms incorporate“zones” for patients, families andcaregivers. At right, a rainbow ofbright, pastel colors mark inpatientand outpatient care rooms, many ofwhich have unusual design fea-tures—like the star-studded ceilingof the echocardiogram room.

“Parents and sib-lings have to movein too, and we needspace right in theroom along withthe patient.”

- Dr. Dennis Lund

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“Because kids can’t travelhere alone, we need facilitiesto accommodate their fami-lies,” says Lund. “Parents andsiblings have to move in too,and we need space right in theroom along with the patient.One of the more extremeexamples of long-term proce-dures—a bone marrow trans-plant—requires hospital-ization for at least six to eightweeks. And most parentsremain by their child’s sidethe entire time.”

The patient rooms in theold hospital averaged 125square feet, whereas the newrooms each average 270

CONTINUED ON PAGE 12

Dedicated

HDR, one of the nation's top healthcare designers, is proud to be partnered with the University of Wisconsin Hospital & Clinics to bring this new pediatric facility to life. We celebrate its Grand Opening...and its future in providing quality healthcare to the entire region.

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role in a sick child’s healingand recovery, so the newbuilding features thoughtfullydesigned play areas and familylounges. A teen loungedesigned for older patientsand their siblings is distinctfrom the younger kids’ play-room, and is equipped withentertainment more suited totheir ages. Family kitchens forpreparation of simple meals,reading nooks, lactationrooms, and laundry facilitiesare available and help familieslive as normally as possibleduring their stays.

A Special PlaceThe lobby is also filled with

inviting features for patientsand their families. A light-house reaching to the ceilingprovides soft seating for kidsto color or read, while a life-size tree and park benchesenhance the peaceful setting.Signature UW MemorialUnion tables and chairs are

situated not too far from thenew Picnic Point Café. Enter-tainment is provided in thefamily theater, where live per-formances and programmingon a fifty-inch LCD screenoffer families some welcomedistraction.

“The overall theme, colorsand visuals are intended todeliver the message that this isa special place designed andbuilt just for you—thepatient—and your family,”says Berry. “The idea is that you

No Lack of High Tech in this High-Touch FacilityWith so much emphasis on the family-centered look and feel of theAmerican Family Children’s Hospital, it might be easy to overlook thecutting-edge treatments it offers. The list of notable programs andspecialties that have helped shape the reputation of UW Children’sHospital is long. It includes a world-renowned pediatric organ trans-plantation program, the hospital’s status as one of two Level 1 Pedi-atric Trauma Centers in the state of Wisconsin, a highly successfulcochlear implant program, a leading program in cystic fibrosis, andprominent programs in pediatric cancers and genetics.

A new feature built into the hospital’s design enables an innovativeform of radiation therapy for children with advanced cases of neuro-blastoma, a more commonly occurring pediatric solid tumor. Dr. KenDeSantes leads the team of specialists offering MIBG (which standsfor meta-iodo-benzyl guanidine) treatment, in which the neuroblas-toma cells growing in a child’s body selectively take up a radioactivelylabeled chemical.

MIBG was initially used for diagnostic purposes (in conjunctionwith a specialized camera), as it allows radiologists to view the loca-tion and extent of the disease. The radioactively labeled moleculecan now be used for therapeutic purposes, effectively irradiating anddestroying tumor cells. “Radioactive MIBG acts like a guided missilegoing directly into the cells and killing the tumor,” explains DeSantes.

While proving to be successful, it’sa complicated form of therapybecause of the very large amount ofradioactivity involved. For this rea-son, those who administer the treat-ment are carefully trained, and theroom in which the treatment is givenmust be lined with lead to keep theradiation contained.

In the new Children’s Hospital, aseparate room designed for thispurpose keeps caregivers safe whileadministering MIBG therapy. Thespace includes a DVD player thatcan be operated from outside theroom. Other high-tech enhance-ments allow patients to communi-cate with families outside the room

during their typical three to five-day-long stay inside. “It’s really astate-of-the-art therapy, and we can now be the premier facility tooffer it,” says DeSantes.

Another cutting-edge service is the Comprehensive Fetal TreatmentCenter. Explains the Center’s director, pediatric surgeon Dr. Aimen Shaa-ban, “Maternal fetal medicine is unique in that it bridges different disci-plines in understanding the care of both the developing baby and themother.” The Center oversees and treats both patients in each case,working to ensure smooth continuity of care. One hallmark procedureoffered through the Fetal Treatment Center is the EXIT procedure, orEx Utero Intrapartum Treatment. With EXIT, the baby is treated whilepartially delivered, but before the umbilical cord is cut. “It’s anapproach used for a number of different diseases, and often it cancome down to a precious five-minute window of opportunity to getat this medical problem. Yet it can affect a child’s and a mother’shealth forever,” Shaaban says. ■

“Maternal fetal medi-cine is unique in that

it bridges differentdisciplines in under-standing the care ofboth the developing

baby and the mother.”- Dr. Aimen Shaaban

Above: Wisconsin’s prairieland is cel-ebrated in the nurse’s station in thePediatric Intensive Care Unit: Notethe prairie grass in the glass panels.

“This is a special placedesigned and built justfor you—the patient—and your family”

- David Berry

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CONTINUED FROM PAGE 10

��It’s what American Family Children’s Hospital does everyday. Doing their very best. Utilizing the latest technology. Work performed is by highly trained and dedicated doctors, backed by a great support team. And all of these pieces unite to work together in order to make sure that each child receives the utmost care. This is done every single day and we are proud to serve and support them.

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don’t have to be afraid because you’re in ahospital, but, rather, that you can havefun.”

Madison Metropolitan School Districtteachers provide instruction for patientsat the hospital’s school, where they’ll nowhave the luxury of teaching in a brightand spacious room with windows.

The entire hospital is wireless, allowingfamilies to remain connected to the out-side world during their time in the build-ing. Another valuable feature of thewireless capability—and something theold hospital didn’t have—is that childrenhooked up to any kind of monitor canmove freely throughout the facility whilecontinuing to transmit their signals.

Brazelton, who’s been intimatelyinvolved in planning the new hospitalsince it was merely a dream, is especiallyproud of certain unique features. TheSafety Center, for one, is a separate roomthat displays everything a parent mightneed to childproof a home and make itsafe. Parents can visit the Center andspeak with a hospital staff member aboutany kind of gadget, from bathwater ther-mometers to stair gates, carbon monoxidemonitors to outlet plugs. The Center isopen to the public and aims to educateanyone in need of more information.

Berry is proud of the Positive ImageCenter, a new service created to helppediatric patients cope with their physicalimages when they’ve been altered by dis-ease or treatment. For example, patientscan obtain wigs, hats, and scarves whenthey suffer hair loss from chemotherapyor undergo neurosurgical procedures, andthey can learn to apply makeup to maskscars or lessen the impact of otherappearance-altering treatments.

Every high-touch feature of the Amer-ican Family Children’s Hospital illustrateshow a children’s hospital functions unlikean adult hospital. “From A to Z, from thesmall things to the bigger picture, every-thing in a children’s hospital is differentfor the consumer,” says Wald. “Even thesize of lab samples and the drawing andprocessing of blood is different, and thosewho work in a children’s hospital under-stand that.”

Nicole Resnick is a contributing writer forMadison Magazine.



IMPACT

What the new American Family Children’s Hospitalmeans to the people of Madison and the region it serves

By Nicole Resnick

Hope And Health Restored: He’s anofficial cancer survivor, but the roadto recovery for little James wasn’tan easy one. His family is forevergrateful to the people at UW Chil-dren’s Hospital for their care andcompassion. Turn to page 22 for the Gilmores’ happy ending.

(STORY BEGINS ON PAGE 16)

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For those who work long hours in theChildren’s Hospital—physicians, nurses,technicians, administrators, central serviceworkers—having a facility they can calltheir own is sure to enhance their workperformance. The larger, brighter,thoughtfully designed space is a tremen-dous improvement over the hospital’s for-mer location. What used to occupy asingle floor and a smattering of otherunits in the vast adult UW Hospital andClinics structure has now expanded to anentire building—a free-standing tower sixstories high encompassing 252,000 squarefeet of space.

Dr. Ellen Wald, chair of pediatrics andphysician-in-chief of UW Children’sHospital, says, “It’s extremely importantfrom the perspective of the Departmentof Pediatrics that we have our own sepa-rate identity. We’ve gotten lost here onthe fourth floor of UW Hospital, and thiswill finally give us a face for the things wecan do for children.”

Quality of LifeThe Madison community has been for-

tunate to have some version of a children’shospital for over three-quarters of a centu-ry. And for families new to the city orthose considering relocating here, special-ized care for kids is an attractive offering.Ask any realtor and they’ll tell you thatparents ask about two things: the qualityof education and health care for their kids.

Jennifer Brazelton, UW Children’s Hos-

DRUMMING UP EXCITEMENT ABOUT Anew children’s hospital can pose some challenges.For those who have never been touched by the trau-ma of needing such a facility, it’s difficult to trulyunderstand and relate to its value. But for thosewho’ve personally dealt with a seriously sick orinjured baby or child, it’s easy to comprehend howthe quality of care a children’s hospital provides canimpact lives. ¶ Beyond the medical treatment dis-pensed by the hospital’s doctors, nurses and supportstaff, the physical surroundings, amenities and over-all feel of the facility may impact patient outcomeand shape a family’s overall experience in the worldof pediatric health care. That’s precisely why theAmerican Family Children’s Hospital addresses theneeds of everyone involved in a sick child’s care from the moment they walk through the door.

“It’s extremely importantfrom the perspective ofthe Department of Pedi-atrics that we have ourown separate identity”

- Dr. Ellen Wald



pital administrative director and a motherherself, knows that recruits to Madison’sworkforce often inquire about the qualityof pediatric health care in our city.

“People place cities that can providethat kind of health care higher on theirlists than cities that don’t have it,” shesays. “Parents are parents, first and fore-most, so they’re always thinking of theirkids. That’s often the most importantthing to them, so this new hospital is veryimportant for our community.”

Civic leaders whose work entails meas-uring the pulse of Madison’s economyand growth also understand why theAmerican Family Children’s Hospital isconsidered such an asset. “The new hos-pital brings an additional quality to thiscommunity that helps make it such anoutstanding place,” says Mark Bugher,chair of Madison’s Economic Develop-ment Commission. “We’re rapidlybecoming viewed as the science, technol-ogy and health-care center of the Mid-west, and the Children’s Hospital addsanother piece to that very important pic-ture of our community.”

Adds Bugher, “As we attract the bestand the brightest employees to work inthis hospital, we impact the quality of lifethat we have to offer here in Madison.”

“The new hospital brings anadditional quality to thiscommunity that helps makeit such an outstanding place,”

- Mark Bugher

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Jobs and the Economy

The new Children’s Hospi-tal’s impact on our local econ-omy starts within the buildingand reverberates beyond itsbrightly painted walls. Themassive construction projectalone stoked employment;between 150 and 250 con-struction workers from J.H.Findorff & Son and otherfirms have been on-site forover two and a half years. JimYehle, project manager atFindorff, says the Children’sHospital project has been oneof the company’s largest jobsever and represents a massivefeat of coordination.

Now that the new hospitalis functioning independentlyof the adult hospital, a num-ber of new jobs have been cre-ated. Separate servicesincluding a pediatric outpa-tient pharmacy, a children’sgift shop and a café translateinto the hiring of moreemployees. One of the hospi-tal’s new features, the FamilyResource Center, is recruitinga full-time librarian.

The number of new profes-sional positions will continueto expand along with the hos-pital itself. Phase II of con-struction is slated to begin inthe fall of 2008, and when it’scomplete the American Fami-ly Children’s Hospital willoffer a suite of state-of-the-artpediatric operating rooms anda twenty-four bed surgicalunit. This in turn will requirethe hiring of pediatric nurses,anesthesiologists, and surgicalsupport staff.

“Over time, year by year, aswe grow in terms of the num-ber of kids we serve, we’ll addmore jobs into the communi-ty,” says Donna Sollenberger,president and CEO of UWHospital and Clinics. “This iswhat keeps the economyfueled in Dane County.”

Sollenberger points to sev-eral studies showing theimpact a new health-carefacility can have within a localeconomy. In Madison hospi-tals and clinics, there are cur-rently more than 18,000health care employees—that’sone health-care worker inevery twelve households. Mostimportant, for every one jobthe hospitals and clinics cre-ate, an additional 1.9 jobs aregenerated in the metropolitaneconomy. “New positions havebeen created just to take careof the building,” says Sollen-berger. “New environmentalservices workers, security offi-cers, and positions in plantengineering—all of these arenecessary to keep the buildingrunning.”

The economic advantagesof having a new children’shospital will flow into thegreater community as well.UW Children’s Hospitalalready attracts patients fromoutside Dane County—more

than two-thirds of thoseadmitted—but the new facili-ty is expected to have an evengreater draw. Families thattravel here and need to stayfor extended periods of timeinevitably patronize localrestaurants, shops and attrac-tions; this all adds up to moredollars downtown.

An Elevated ImageIn today’s competitive

health care industry, imagealso matters. Sollenberger getsto the point: “Our new chil-dren’s hospital raises ourimage, and it also shows thecommitment our communityhas to children. Now Madisonis known not only for itsexcellent education, but itsexcellent health care as well.”

That reputation will helpthe hospital continue toattract and retain top-notchpediatric specialists. Brazeltonsays, “We’re building a world-class facility that matches ourworld-class staff and quality ofcare. This new hospital is defi-

nitely one more attraction forour staff, and it’s a visible signof the commitment the insti-tution has for this program.”

And in a city that pridesitself on all things UW, thenew children’s hospital isanother notch in the belt.Much like the recent renova-tion of Camp Randall Stadi-um and the bloom of newmulti-million-dollar campusdorms and research centers,the effort required to meet thegoals of the Children’s Hospi-tal campaign has broughttogether countless generousmembers of the UW family.Alums, their families, eventhose who simply have somekind of Wisconsin connectionhave contributed in the spiritof further elevating UW’s rep-utation.

Dr. Dennis Lund, chair ofgeneral surgery and surgeon-in-chief of Children’s Hospi-tal, served on planningcommittees when the newhospital was nothing morethan an idea. He still speaks ofthe rallying that occurred as

“Over time, year by year,as we grow in terms ofthe number of kids weserve, we’ll add morejobs into the community

- Donna Sollenberger

a littleINSPIRATION a lot of world-class CARECongratulations to everyoneinvolved in making the newAmerican Family Children’sHospital a reality for ourcommunity!

We continue to be inspiredby the dedicated nurses,physicians, and families itserves. Thanks for allowingus to be a part of this veryspecial facility.

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The GreatestImpact of All: Patients and their FamiliesUW CHILDREN’S HOSPITAL has longimpacted kids’ lives, from the tiniestbabies to the most courageous youngadults facing disease, even when thefacility existed as a single floor in anadult hospital. The new Children’sHospital has the potential to do thatmuch more. For the best insight intojust how it can make a difference, ithelps to speak to the families whoowe their children’s lives to Madison’squality health-care providers.

Jim Gilmore tells the story of hisson James, only thirteen months oldat the time he was diagnosed withcancer. Back then, in January 2002,Jim’s wife was five months pregnantwith their second child, so the fright-ening diagnosis, on top of anotherpregnancy, was overwhelming to saythe least. “The diagnosis came com-pletely out of left field,” says Gilmore.“It was all so sudden, and between theanxiety and the stress, it all seemed sodaunting. Yet once we met with thedoctors at Children’s Hospital, we

soon as the campaign got off the ground.“It all moved along faster than I couldhave ever dreamed,” says Lund. “I hadhoped to break ground by 2009, but thefacility will already be finished by then.”

Sollenberger has met with the samereaction. She recalls the energy and sup-port she felt throughout repeated roundsof travel for fundraising purposes. Suchevents had her meeting and greeting UWalumni from coast to coast, and every-where she was moved by the stories ofsupport and the interest in the campaign.

“This project is different from otherswe’ve been involved with, and it hasappealed to donors all across the country,with all kinds of UW connections,”Sollenberger says.

While the American Family Children’sHospital will profoundly impact patientsand their families, hospital employees,and the local economy, the process thatled up to the hospital’s grand opening hasbeen beneficial on a broader level. “Thewhole campaign in our community, andwith UW alumni across the country, has

increased everyone’s awareness of the spe-cific needs of kids and health care,” saysSollenberger.

“This particular project has really res-onated with UW alums, and they’veproven that they want to give back,” sheadds. “It’s brought more philanthropicdollars into our community and height-ened our image on a national level.”

With the hospital’s rooms still smellingof fresh paint, Lund is full of praise. “Thisis a tribute to how people in Madison andat the UW pulled it all together in such ashort period of time. We got a criticalmass of people who had the samevision—and not just the doctors, but thecommunity and businesspeople as well—and could see the dire need.”

“It’s just a tremendous resource for allof Madison—for its kids, families, andthe entire community,” says Lund. “Andmost important, building this facility wasjust the right thing to do.”

Nicole Resnick is a contributing writer for Madison Magazine.

Above: Five years after James Gilmore was diag-nosed with leukemia, he’s doing fine. Dad Jim wasso affected by the experience, he left his job towork for UW Hospital and Clinics.



knew right away that we were in theright place.”

With a diagnosis of AML (acutemyeloid leukemia), James lived at Chil-dren’s Hospital for four months as heunderwent three rounds of very inten-sive chemotherapy. Either Jim or hiswife Kim was always at their son’s bed-side, never leaving him alone for anevening. With room for only a singlecot, the two took turns spending thenight in the cramped room.

The design of the American FamilyChildren’s Hospital’s new roomsensures that families undergoing suchan experience are more comfortable,and the family lounges, kitchens andlaundry facilities make life much easi-er and more “normal.”

Now, five years later, James ishealthy and thriving. The Gilmoresjust marked the critical five-yearanniversary of his remission, qualifyingJames as an official cancer survivor.His family, including younger brotherKarl, who coincidentally left the hos-pital after his birth on the same dayJames was officially discharged, couldnot be more grateful for the careJames received.

“While no parent ever wants to betold their child has cancer, if you mustexperience it, you can’t be in a betterplace than Children’s Hospital,” saysGilmore. “The caring, commitment,

dedication, and compassion the staffgave our family during that difficulttime is something you can never for-get, regardless of the outcome. Itimpacts you as a person and it literallytransforms your life.”

Gilmore was so affected by hisexperience that he left his job follow-ing James’s recovery, and sought aposition at UW Hospital and Clinics,where he felt he could best use hisexperience and skills to help developthe hospital’s community outreachefforts. Gilmore is currently develop-ment program manager, where heworks closely with Nancy Francisco-Welke of the UW Foundation indevelopment and fundraising. “Mywhole experience with my family andChildren’s Hospital just changed myway of thinking and my priorities. Thishospital has become my focal point.”

– Nicole Resnick

Open for BusinessHelp celebrate this milestone byattending the American FamilyChildren’s Hospital CommunityOpen House. Families can try theirhand at the scavenger hunt through-out the Wisconsin-themed hospital;jam out to Ken Lonnquist, TheFigureheads and the Goongoo Peas;or even bust a move playing DanceDance Revolution. The event is free.

What: American Family Children’s Hospital Open House

When: July 29, 1–5 p.m.

Where: 1675 Highland Ave. There’s eventparking and free shuttle service availableat Lots 60 and 76. Guests can also accessparking on the eastern side of HighlandAvenue (UW Hospital’s main entrance).

The design of theAmerican Family Chil-dren’s Hospital’s newrooms ensures thatfamilies undergoingsuch an experienceare more comfortable,and the familylounges, kitchens andlaundry facilities makelife much easier andmore “normal.”

With those words, American Family Insurance resolved to help build a much-needed new children’s hospital in Madison.

Thanks to community, business, and individual commitment and generosity, the dream is reality.

Thank You

Documents

American Family Children’s - UW Healthprivate practitioner in Madi-son for thirty-three years. “Life moves on.” Of course, a challenging transport between hospitals was far better