Case Studies

George Mark Children’s House in People Magazine

Getting the most widely circulated magazine in America to cover a tiny, regional facility, even one with as heart-rending a story as GMCH, was a practically impossible task. But if it could be done, the consequences would be phenomenally positive. There were even some good strategic reasons why it should be done.

Even though GMCH was small, as a clinical facility, it was breaking new ground in an important new field: pediatric palliative care. It was the first free-standing facility of its kind in the United States, and it was destined to become a model of care for many pediatric care organizations. GMCH also had strategic goals that were far bigger than its reality. The organization saw itself as the catalyst in the creation of a national pediatric palliative care and reimbursement model, coinciding with a state and national legislative movements already underway. Clearly, this little House in San Leandro and its pediatric palliative care model were world-changing ideas in need of a stage to match.

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It started by evaluating national TV news and variety shows with the intention of interviewing children and families for the shows. But the timing and privacy issues involved quickly made those choices unworkable; there is simply no way to know when a family that has gone through the loss of a child is going to be ready, willing or able to talk about their loss. But the flexibility of the long lead-time of a print medium could provide families the forum for their story on their own terms and timeline. The Dologhan family, and their daughter, Caitlin, a remarkably courageous and creative teenager battling cancer, agreed to be the subjects of the story. Because they believed so strongly in GMCH and its mission, they felt that if telling their story could help other families in their position, the difficulties of talking about their ordeal would be well worth it. On the strength of that commitment, People agreed to be the vehicle.

When the article broke, it not only brought GMCH to national attention with donors and the pediatric medical community, it also raised the issue of pediatric palliative care to national prominence for the country’s one and a half million terminally ill children and their families. Overall, more than 5,000 inquires poured in, along with donations of $2.0 million. Relationships that would not otherwise have been formed were created and continue to this day—the PGA Tour Charities, Fred Couples, the Super Nanny, Brian Boitano, Dorothy Hamil and Elizabeth Edwards.

But perhaps the most important anecdote about the story involves Caitlin herself. In the article, she was photographed wearing an Edward Scissorhands t-shirt. Johnny Depp saw the article and asked if it would be possible to arrange a phone call with Caitlin to offer a few words of encouragement. That unforgettable phone call was arranged, and Caitlin got to speak with a kindred spirit whose generosity and kindness touched her and her family deeply. She died three months after the story broke. And Johnny invited her family down to the set of Pirates 3 later that year to celebrate Caitlin’s life. It was a day none of us would ever forget.

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GMCH and Charlotte's Web