How does a Washington state software company's marketing campaign create a three-hour hazardous materials "lock-down" at Gunnison Valley Hospital?

Such was the case Monday, and it's an unusual story indeed.

It all started when a GVH employee was on her usual internal mail delivery route. She noticed a white substance was leaking out of a small envelope. Then, according to hospital and police spokespeople, she began feeling a "burning sensation" where the substance came in contact with her skin.

"She wrapped the envelope up in paper towels and walked it down to our (chief operating officer), Betsy Bair," explained GVH Public Relations Director Dan Marshall. "They decided they should take precaution."

It wasn't long ago in this country when "white powdery substance" and "mail" meant "anthrax attack." So a response equal to unthinkable potential ensued -- involving Gunnison Police, Gunnison Volunteer Fire Department and airport rescue personnel, the local Hazardous Response team and the GVH Emergency Medical Services crew.

"What was the worst case scenario? We didn't know, because we had an unidentified potential," explained Gunnison Police Chief Keith Robinson. "The initial report was that there was a powdery substance that caused burning. That's all we knew, which is the worst case scenario because there are so many possibilities."

The hospital was placed in "lock-down" mode, while emergency response procedures that hospital staff practice were put into motion. About 100 people were evacuated from GVH, but because the suspected potential exposure area was limited to the business and administrative wings of the hospital, no patients were among them. The emergency room continued to function during this time.

"Patients located in the medical surgical floor, OB and emergency department were at no time at risk," Marshall said.

Meanwhile, emergency responders began setting up a decontamination station outside the hospital. Haz-Mat crews, encased in protective garments, eventually made their way into the hospital and retrieved the questionable envelope. It was addressed to GVH's technology department.

The return address? GWI Software, 110 E. 17th St., Vancouver, Wash.

Gunnison Police Detective Chris Danos began making phone calls. The Vancouver police were brought into the picture. The company's story checked out.

The powdery substance was called "SnoWonder" -- the so-called "most amazing man-made snow on the market."

It's made of a non-toxic polymer powder (sodium polyacrylate). You add water to it, and it turns into long-lasting, fake snow.

"GWI Software recently undertook a summer marketing campaign titled 'Beat the Heat,'" explained company CEO Daren Nelson.

On the back of the promotional flyer is the saying: "Does the effectiveness of your service desk melt like a snowball under heat?"

"It was a promotional gimmick," Robinson confirmed.

"Prior to undertaking this campaign, GWI Software worked closely with the manufacturer of SnoWonder, our mailing house and the United States Post Office to ensure that the marketing piece adhered to all current mailing regulations," Nelson added.

He said that the powdery substance is so safe it is used in baby diapers.

That was little solace to the 40 people who, before the contents could be confirmed, had to strip naked and be washed in a blow-up decontamination tent in the parking lot.

"We got to take a shower, that was nice," said GVH Director of Culinary Services John Ralston. "It was a different day altogether, that's for sure."

GVH's patients, Ralston added, were still able to get their "three squares" despite the kitchen staff being out of commission for a good part of the day. That's because they have a bank of pre-made lunches available on the main patient wing, just in case.

The hospital returned to business as usual around 2 p.m., Marshall said. Despite the big disruption, Robinson said the procedure went "pretty fast in the whole scheme of things."

Nelson said he "sincerely apologizes" for the problems this mailer caused, and said that upon learning of this problem the company "immediately discontinued the remainder of this campaign."

Marshall, on the other hand, offered this parting statement: "All expenses incurred by the participating agencies and departments ... will be forwarded to the software company."

Just another manic Monday.

 

(Chris Dickey can be contacted at 970.641.1414 or editor@gunnisontimes.com)