MEDICAL : Doctors Are in the Spotlight on 2 Health Education Shows on Cable

Physicians are getting a chance to shine as cable television stars in south Orange County, courtesy of two medical education programs sponsored by an imaging center company and a hospital.

Last week, MRI Centers, a Santa Ana-based chain of imaging centers, began airing 10-minute health spots called “Community Health Hints” on Dimension Cable Channel 10, a San Juan Capistrano station that claims to have 97,000 subscribers. The spots run twice a day on Mondays, Wednesdays and Fridays.

In September, South Coast Medical Center in Laguna Beach introduced a biweekly, 30-minute program on the same channel called “Women’s Pavilion.” It features physicians affiliated with the hospital talking about issues of public interest, ranging from snoring to plastic surgery.

Both MRI Centers and South Coast Medical Center say the payoff from the television exposure is worth the cost: MRI pays $750 for each segment, including $50 for the purchase of air time, and South Coast Medical Center pays $150 to produce its half-hour show and $127 for the air time.

MRI Centers says the cable show gives it an opportunity to develop closer relationships with south county physicians, who potentially could send their patients to the company’s imaging facility in Laguna Hills.

South Coast Medical Center finds that the programs are a good way to advertise the hospital and give a boost to the practices of its staff physicians while providing a public service.