UMHS Public Relations and Marketing Communications: Progress Report FY14

Hail to the Victors Valiant

UMHS PUBLIC RELATIONS & MARKETING COMMUNICATIONS PROGRESS REPORT

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Table of contents 2.

PRMC Teams

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The Seven UMHS Strategic Goals

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GOAL 1 - Create the ideal patient care experience

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GOAL 2 - Attain market leadership in key areas

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GOAL 3 - Generate margin for UMHS investment

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GOAL 4 - Translate knowledge into practices and policies that improve health and access to care

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GOAL 5 - Engage in groundbreaking discovery and innovative scientific collaboration

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GOAL 6 - Cultivate an interdisciplinary, continuous learning environment

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GOAL 7 - Promote diversity, cultural competency and satisfaction among faculty, staff and students

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UofMHealth.org

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Looking Forward

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Supporting our Health System CEO

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PRMC teams

All PRMC groups—Marketing Communications, Public Relations, Web Development, and Physician and Consumer Communications—work together to create and deliver comprehensive communications that support the University of Michigan Health System’s seven strategic goals. Our work is visible locally, regionally, nationally and around the world.

Marketing Communications

Web Development

Marketing Communications advances the University of Michigan’s goals, strategies and metrics through the disciplined application of marketing principles and methods. We:

PRMC designs and maintains major portions of the Health System’s external web environment and select internal sites, including:

• Manage the U-M Health System brand • Align Heath System goals with effective, efficient and measurable marketing strategies • Ensure consistency and quality of marketing materials and plans across the Health System • Identify and prioritize target audience(s) • Define and refine messages • Provide auxiliary services such as graphic design, production and print management and advertising planning and execution

Public Relations The Public Relations group is the Health System’s news team. We: • Serve as the interface between the news media and the entire Health System—faculty, staff, patients and programs • Translate the latest U-M Health System research findings into plain English for the everyday person and news media • Find and tell stories about unique individuals and teams who are making a difference and whose achievements can help inspire others • Look for new ways to tell our stories to more people: UMHS YouTube channel, Twitterfeed and Facebook pages, and new media as it arises • Ensure that crisis or urgent information is disseminated in a timely manner

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• The patients’ gateway for information about medical services UofMhealth.org (see page 20 UofMhealth.org) • Frankel Cardiovascular Center website UMCVC.org • C.S. Mott Children’s Hospital website Mottchildren.org • Cancer Center website MCancer.org • Blogs site containing information on topics that impact your health UofMHealthBlogs.org • UMHS Homepage (the gateway to information about U-M Health System services and programs) med.umich.edu • UMHS Newsroom uofmhealth.org/News • UMHS Intranet and Clinical homepages med.umich.edu/i med.umich.edu/clinical

Physician and Consumer Communications Physician and Consumer Communications provide services to support physician relations and marketing initiatives. We: • Serve as Health System navigators • Provide referral coordination for our affiliated providers • Serve as a conduit between the Health System and referring providers • Inform patients and prospective patients on new services, treatment options and clinical trials • Maintain a comprehensive provider demographic database • Assess referring physician satisfaction • Promote faculty expertise and clinical services through a quarterly physician newsletter

Denise Gray-Felder, Chief Communications Officer

Marketing Communications

Web & Digital Communications

Public Relations

Physician & Consumer Communications

David Brudon Director

Josie Aguirre Interim Director

Nicole Fawcett Interim Director

Josie Aguirre Director

Clinical Services Corporate/Brand Development Ambulatory Care Medical School/ Student Recruitment

UofMHealth.org Corporate Web Strategy

External Communications • Media • Social Media • Crisis Communication

Internal Communications • umhsheadlines.org • Global Messages

Physician Relations • Physician Liaisons • M-NET • Physician Database (Marketscope) • Colleagues in Care newsletter

Call Management • Cancer AnswerLine™ • M-LINE • Provider Access Center • Consumer Services • Emergency Medicine Consult/Request Service

Financial Operations Carolyn Brink Manager • Procurement • Budget • Forecast • Internal Controls & Certification

Administrative Operations Tracy Justice Manager • Office Support • Human Resources • Timekeeping

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The University of Michigan Health System: Creating the future of healthcare through discovery

The seven UMHS strategic goals

1. Create the ideal patient care experience 2. Attain market leadership in key areas 3. Generate margin for UMHS investment 4. Translate knowledge into practices and policies that improve health and access to care 5. E ngage in groundbreaking discovery and innovative scientific collaboration 6. Cultivate an interdisciplinary, continuous learning environment 7. P romote diversity, cultural competency and satisfaction among faculty, staff and students

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Today, UMHS is working on delivering the ideal patient experience by: creating a “medical home” for each patient that coordinates care, providing patient-and family-centered care, promoting high-quality clinical care, making safety a priority of the entire clinical system, creating an environment of superb service, and providing facilities and amenities that promote well-being and healing.

PRMC actively supports this mission in everything we do.

Some examples include: 2014 flu awareness/prevention campaign—We support this vital health and safety campaign every year.

• 9 4.5% of employees were compliant with flu vaccine requirements in 2013–2014 vs. 92.2% in 2012–2013. More staff who get flu shots means better protection for patients and families.

• F lu health information distributed externally and to Health System staff: 82,000 views of press release, 5,300 views of 3 blogposts, thousands of views of Health System Headlines articles.

MyUofMHealth.org 24/7 patient portal—The web-based patient portal is a self-service 94.5% FLU VACCINE COMPLIANT

system for patients to view their health history, renew prescriptions and send and receive messages from their doctor’s office around the clock. We engaged patients in designing overall portal functionality and made special efforts to target expected low-enrollment populations in our communications planning.

• Tactics included direct mail to 300,000 patients who had appointments during launch period; handouts, posters with Post-It takeaways; window and wall clings; elevator wraps; and digital displays on main campus including animated promotional video on landing page and social media.

• We enrolled 50,000 users in the first 6 months of promotion and 100,000 in first 15 months, far exceeding expectations.

Patient education/support—The Comprehensive Cancer Center’s quarterly print and online patient magazine, Thrive, continues to be well received by patients. Topics include patient stories and helpful tips for our cancer patients and caregivers. mcancer.org/living-with-cancer/thrive/spring-2013 • Ragan awarded Thrive’s Spring 2013 with several honorable mentions.

• The cover story about a Native American cancer patient was well received on Facebook.

Patient videos—Creating a more robust, interactive, informative web experience means higher consumer preference, higher search engine performance and an improved patient experience. u-mich.me/1mJem5G Superheroes visit Mott—In June, UMHS patients had a special treat: Window washers dressed as Spiderman, Superman, Ironman, Captain America and the Hulk scaled down the side of the C.S. Mott Children’s Hospital building to bring a little cheer. Our YouTube video of U-M contractors wearing their crime-fighting costumes received almost 145,000 views. u-mich.me/1dFCyw9

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Transforming lives GOAL 1: CREATE THE IDEAL PATIENT CARE EXPERIENCE

145,000 SUPERHERO VIEWS

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Market leadership

GOAL 2: ATTAIN MARKET LEADERSHIP IN KEY AREAS

19,000 MORE THAN

PEOPLE SAW THE NEWS ON LINKEDIN

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New partnerships, affiliations and facilities mean a stronger UMHS and the ability to deliver the right care, at the right place, at the right time, for patients across Michigan. Strengthening relationships with other physicians—and educating them about our physicians, programs and services—is a big part of market change. PRMC communications support is making UMHS a market leader.

Affiliations—UMHS has many partnerships, affiliations and provider service agreements across the

state. Three recent agreements warranted special attention: • MidMichigan Health affiliation (Midland): Statewide media coverage; thousands of web and social views u-mich.me/1lnVpns • Trinity Health initiatives (two inpatient expansions at Chelsea and Saint Joseph Mercy ACE). More than 7,000 web views and regional press coverage • Allegiance Health (Jackson) proposed affiliation announcement: Tens of thousands heard and saw the news and details from statewide press coverage and our announcement materials. More than 19,000 people saw the news on LinkedIn alone, and 2,019 watched our online animated presentation.

Referring physician communications—PRMC works with several clinical service lines to publish quality and outcomes information. Electronic tactics include a quarterly e-newsletter to referring providers with a goal of strengthening relationships and boosting our reputation for U.S. News rankings.

Physician & Clinic Directory—In January 2014, the Physician and Clinic Directory was distributed to 10,000 physicians in the state of Michigan and northern Ohio. The directory contains a listing of all the physicians and clinics within the University of Michigan Health System.

Physician and Consumer Call Centers—The call center services handles 130,000 calls

annually from referring physicians and consumers who are seeking access to clinical services and faculty at UMHS. •M -LINE (referring physician 800#): M-Line is the 24/7 resource for physicians and handles over 7,000 calls per month.

• Provider Access Center: coordinates close to 2,000 referrals per month for our affiliated providers • Cancer AnswerLine: oncology nurses who handle nearly 700 calls per month • Consumer Services: Supports UofMHealth.org and handles approximately 4,000 calls per month

Physician newsletter—The Colleagues in Care newsletter is a quarterly publication for referring

physicians that highlights trends in the practice of medicine at UMHS. It is distributed to 15,000 physicians in the state of Michigan and northern Ohio.

Physician Liaison Program—A team of physician liaisons visit over 3,000 physician offices

M-LINE 24/7 3,000 DOCTORS 26 DEPARTMENTS

and impact close to 5,600 physicians across the state of Michigan to understand their needs and inform them of new clinical services, treatment options and clinical trials.

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15%

INCREASE IN WEB VIEWS FOR CVC

275 TAVR CASES BY MARCH 2014

PRMC is instrumental in helping to attract more consumers to the Health System’s providers, services and programs by targeting what the consumers need and want.

Marketing high-acuity clinical programs—We developed a program to market niche clinical services in which UMHS excels. Our overall strategy is to attain increased market share in Michigan that will provide unique clinical research opportunities. All programs go through a vetting process to ensure maximum efficiencies, accessibility and high referring-physician satisfaction.

• Market share is trending upward.

Transcathether Aortic Valve Replacement (TAVR)—The transcatheter aortic valve

replacement is a minimally invasive procedure that is giving new hope to patients who previously had very limited options. The CVC is the top site in Michigan for TAVR cases by a large margin—and among the top 3 in the country. Our multifaceted communications effort drove high volumes of patient traffic.

• TAVR is projected to increase aortic business by 20 percent with a halo effect • UMHS projected to reach 275 cases by end of March

“Block Out Cancer”—Higher consumer awareness of research leadership means stronger

consumer preference. We developed a large-scale public awareness initiative designed to improve engagement in and awareness of the need for more aggressive pediatric cancer research. Campaign included online display advertising, branded coffee sleeves at neighborhood coffee shops, chalk art installations, on-field recognition at a U-M football game and daily blogposts throughout the month of October.

• Nearly $10,000 in donations to U-M pediatric cancer research at U-M • More than 10,000 web views u-mich.me/1dFCX1V • Hundreds of shirts sold

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Margin for investment

GOAL 3: GENERATE MARGIN FOR UMHS INVESTMENT

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Translate knowledge

G OAL 4: TRANSLATE KNOWLEDGE INTO PRACTICES AND POLICIES THAT IMPROVE HEALTH AND ACCESS TO CARE

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2,000th LIVER TRANSPLANT

Whether it’s making sure that patients, staff and the community understand what the Affordable Care Act means for them, or publicizing the Health System’s latest medical achievement, PRMC gets the word out.

2,000th liver transplant—PRMC arranged to be on call for

2,000th liver transplant; filmed patient Marie Janus before, during and after surgery • Story successfully pitched to WDIV-TV Channel 4 in Detroit, as well as Detroit Free Press • Featured in Colleagues in Care, our magazine for referring physicians • PRMC video lives on uofmhealth.org/transplant and has been viewed more than 750 times

Affordable Care Act (ACA)—Helping patients, staff and the community understand the ACA means that more people will be covered and receive the right care at the right time.

• Our web pages, news/social items and printed materials have helped bring more than 1,500 people in contact with our Patient Financial Counselors • More than 15,000 pageviews of online info • Flyers in all UMHS outpatient locations • Attracted the attention of the White House communications office via the Association of American Medical Colleges • More to come in March/April with launch of Michigan Medicaid expansion and private Marketplace deadline Genetic defect brings family together—When we noticed this family of 15 gathered at the Cardiovascular Center, all donning maize and blue “We Love Team Patel” shirts, we knew there was a good story to be told. Generations of the Aleo family have suffered from a life-threatening heart disease, and on the day this picture was taken, they showed their support as the third person in the family underwent surgery with our Dr. Patel.

Project ADAM—More educated, prepared schools means a higher likelihood of saving lives in the event of sudden cardiac arrest. PRMC developed communications to support PROJECT ADAM, an initiative designed to assist schools with sudden cardiac arrest preparedness, including establishing drills, familiarity with AED use and training and educational programs within communities. Developed web presence, blog and social media posts, created collateral and orchestrated mailings to schools statewide. mottchildren.org/projectadam • 450 pageviews since launch in September Wolverines For Life—Every fall, the U-M Transplant Center leads the effort to increase awareness about organ, blood, bone marrow and tissue donations. We wrote press releases and pitches. And we let our patients tell the story by asking them a simple question in our “Be a Hero” video: What did your donor give you?

• We posted the video to YouTube and it was shared widely throughout our University of Michigan campus channels, Facebook and Twitterfeeds.

• “The Ellen DeGeneres” show posted the video to its Facebook page, driving views up when she wrote, “I love this video from the University of Michigan.” The post received more than 6,000 likes and 484 shares.

• The video has been viewed on YouTube more than 21,570 times, marking it among the University of Michigan Health System’s most viewed videos.

• We also used the video to encourage coverage from local media, which featured some of the patients in the video in coverage. For example: Detroit Free Press ran a Sunday edition story about the mother who received the liver transplant.

• Outcome: Michigan beat perennial rival Ohio State University in all three challenges: collecting more blood, signing up more organ/tissue donors and adding more registrants to the Be The Match bone marrow registry. u-mich.me/1ht393K

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STORIES/YEAR ON UMHS RESEARCH

UMHS is a medical research powerhouse, with nearly $440 million/year in research dollars fueling discoveries in cancer, heart disease, diabetes, childhood illness and much more.

PRMC leads the efforts to make sure the world learns of these amazing stories.

Aortic Branch Endograft—A world first at the U-M Frankel Cardiovascular Center—implantation of the new device that will treat thoracic aneurysms without using invasive surgical procedures. The GORE® TAG® Thoracic Branch Endoprosthesis offers another option for the mostly elderly population facing life-threatening aortic aneurysms.

• Media coverage: Endovascular Today, WEMU-Radio, University Record, Cardiovascular Devices Business Review and other industry publications.

Gore Medical posted a release on PR Newswire.

• We distributed a special referring physician e-newsletter to a statewide and national list of cardiovascular specialists. In the first 24 hours, it was opened by 76 e-mail users, and now has close to 100 opens.

• Spanish translation supported a global push to foreign-language media.

• More than 3,200 people saw a Facebook post featuring Dr. Himanshu Patel, which generated comments from grateful patients. The University Research Corridor shared with their Facebook audience.

• 2,152 web views on the Cardiovascular Center website to date; page views of linked pages also went up significantly.

• Tweeted on U-M Health System Twitterfeed and re-tweeted by CEO Dr. Ora Pescovitz for 16,117 impressions on Twitter.

Alzheimer’s researcher lauds blogpost—A blogpost on UofMHealthBlogs.org netted PI Stephen Campbell, LLMSW, five phone calls from people who wanted more information about research studies. The post received extra visibility by being featured as a “UMHS headline” as well. u-mich.me/1funcKL Bionic Eye—In January, Kellogg Eye Center surgeons performed the first

two retinal prosthesis implants in the U.S. since FDA approval. Dozens of media outlets used our press release, including Reuters, Healthcare Global, Michigan News, Southeast Michigan Start-Up, Product Design & Development, Tech Times and Med City News. To date, our YouTube video has had more than 1,600 hits. u-mich.me/1pzqjtC

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Baby’s life saved by groundbreaking 3D printed device—A physician and researcher alerted us that they were able to

use a 3D printer to create a device that opened a baby’s airway, saving his life. It is believed to be the first time a 3D printer was used to save a life, and emergency clearance was required from the FDA. We knew that a case study was going to be published in the New England Journal of Medicine, and that it would become a breaking news story.

• We traveled to Ohio to film the family, put together a video and prepared a press release along with still images for media. We also prepped faculty for media interviews and created a blogpost to go along with the press release. We anticipated a surge of media coverage.

• National and international newspapers, magazines and major broadcast and cable TV shows spread the word of the extraordinary event—close to 1,000 stories in all.

• Media outlets included “The Today Show,” The Associated Press, CNN, USA Today, U.S. News & World Report, The Washington Post, “CBS This Morning,” NBC News, Time, San Francisco Chronicle, The Boston Globe, Detroit Free Press, Toronto Star, Minneapolis Star-Tribune, Houston Chronicle, The Huffington Post, Las Vegas Sun, Miami Herald, El Caribe and El Pais. A Tokyo network came to Ann Arbor to do a story, and requests keep coming.

• The video is the most viewed on the UMHS YouTube channel (387,000+ views and counting).

Blogpost: u-mich.me/1funhOq Video: u-mich.me/1kdpyFR

Clinical trial for advanced prostate cancer patients—

Dr. Maha Hussain is the lead for a phase 2 multi-site clinical trial for advanced prostate cancer patients which incorporates Dr. Arul Chinnaiyan’s gene fusion research. We did a digital search campaign, created two videos (a teaser and a more detailed one), and created a FAQ page on the trial. u-mich.me/1kq8Rnt

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Advancing medicine

GOAL 5: ENGAGE IN GROUNDBREAKING DISCOVERY AND INNOVATIVE SCIENTIFIC COLLABORATION

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Learning environment GOAL 6: CULTIVATE AN INTERDISCIPLINARY, CONTINUOUS LEARNING ENVIRONMENT

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5,000 APPLICATIONS RECEIVED

PRMC is continuously involved in communicating our efforts to create an interdisciplinary learning environment for students, staff, patients and the public.

Creating the ideal medical school applicant experience—Multichannel recruitment

communications campaign means an upward trend in quality of applicants. The University of Michigan Medical School is consistently among the top 10 in the U.S. News & World Report rankings but faces stiff competition from other top schools when it comes to recruiting the most promising students. Working with the Office of Admissions, PRMC leverages online and digital communications strategies to: help attract the most qualified MD applicants, inform and engage prospective and admitted students (and their parents) and support the team’s mission of creating the ideal applicant experience.

• Admissions homepage avg. views/month = 9,000+ • Med student blog page avg. views/month = 5,000+ • Twitter followers = 4,000+ • #GoBlueMed Tweet chats = 6/year • Facebook fans = 5,800+ • Admitted Student Facebook group members: 300+ • Med student social media team = 27 • New this year: - Admissions website u-mich.me/OHlil5 - Instagram@umichmedschool - Admissions YouTube channel u-mich.me/1o9f73l

New health policy institute—We worked to boost the profile of the Institute for Healthcare Policy & Innovation (IHPI) by: • Creating its first website and advising on next phase of web presence ihpi.umich.edu • Announcing key milestones (new building at NCRC, new director, 400+ faculty) • Mentioning IHPI and our health services/policy research prowess in key UMHS communications about Medicaid expansion, ACA implementation and NCRC growth • Promoting research by IHPI’s director and the 54% of its faculty who are in the Medical School • Publicizing IHPI-sponsored events to the U-M community • Consulting with IHPI communication and administrative staff on communication strategy • Advising on the creation of the new Impact Accelerator, which will help IHPI faculty engage with the media, stakeholders, funders and policy makers ihpi.umich.edu

North Campus Research Complex (NCRC)—We ensure that the University community, local community and beyond understand how NCRC is being transformed into a vibrant, multidisciplinary research environment. Publicity efforts around key milestones: 2,000th person to work at NCRC, 4th anniversary of purchase (coming this summer: the 5th anniversary). ncrc.umich.edu

Cross-campus connections—PRMC staff stay involved with other campus communicators, taking an active part in organizations such as the University-wide Communicators’ Forum, the Executive Marketing Council (XMC) and the Identity Standards Advisory Committee.

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64% RESPONSE RATE TO THE 2013 EMPLOYEE ENGAGEMENT SURVEY

No one knows Health System faculty, staff and students like PRMC, as evidenced by the high rate of return on the communications we developed just for them.

Employee Engagement—Every year, we are heavily involved in communications for the

Employee Engagement survey. · More than 13,000 employees took the 2013 Employee Engagement survey for a total response rate of 64%. · 1 2 % increase in participation from the 2012 survey and Health System’s highest participation rate in annual survey since it began more than 15 years ago. · H igher response rate from staff means more engagement and input on how UMHS can become a better place to work and provide care. · N ew ambassador communications program increased survey participation by assigning representatives from each unit to promote the survey to their teams. · F lyers, direct employee emails, online advertisements, newsletter articles, leadership messages and more also contributed to the survey’s recent success.

Mott “Have An Amazing 2014” video—(7,810 views) and This Place Feels Like Home (12,983 views) these Mott videos—both built good will among employees and staff, as well as promoted our hospitals as warm, child-friendly places that are also wonderful places to work. u-mich.me/1kdDWhe Nurse Retention—We helped select images of our nurses and created dozens of elevator door

wraps that were placed across our medical campus. The effort was a large part of the way that Nursing Recruitment and Retention celebrated their staff that year.

Office for Health Equity and Inclusion—A shared service between the UMHHC and U-M

MANY NURSING ELEVATOR WRAPS INSTALLED THROUGHOUT THE HOSPITAL

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Medical School the OHEI leads efforts, advises and coordinates initiatives to enhance inclusion, increase diversity and promote equity, a core value of the University of Michigan. Toward this end the office works to enhance the status of those who entrust their healthcare, education and professional lives to the UMHS, especially those who are marginalized and vulnerable. Its primary mission is to change the language and culture of the health system and future health professionals and scientists as they relate to health equity and inclusion in a diversifying population.

• O ur communications goals: Solicit participation in the “Join the Conversation: Talk Health Equity” project; raise awareness of health equity issues; engage the broad U-M community in a discussion about healthcare equity; obtain data from the community.

• Audience: Members of the media. Also UMHS faculty, staff, students, patients and visitors, especially School of Public Health, School of Nursing, School of Social Work, School of Dentistry, School of Pharmacy and the Institute for Social Research.

•M essaging: Your voice counts. Join the conversation! Visit the site or follow our Twitter hashtag #talkhealthequity.

• A secondary message is that Michigan starts national conversation on health care equity, important in the context of the Affordable Care Act.

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Faculty, staff and students

GOAL 7: PROMOTE DIVERSITY, CULTURAL COMPETENCY AND SATISFACTION AMONG FACULTY, STAFF AND STUDENTS

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UofMHealth.org PROVIDING CONSOLIDATED PATIENT-FOCUSED CONTENT ONLINE

A New Front Door for Patients—UofMHealth.org offers the

community a front door into the clinical programs and information of the University of Michigan Health System. In just under 5 years, UofMHealth.org evolved from an idea to better serve our consumers to the primary means of communicating with prospective patients. It exemplifies how innovative collaboration guided by visionary leadership can match the needs of our patients to develop quality relationships.

Years ago, online information about the U-M Health System was fragmented across many websites and was not written in a manner that was easily accessible to our patient populations. Many people came away with the impression that UMHS was cold or unfriendly. UofMHealth.org was the solution—consolidating Health System patient-focused content and providing the best user interaction online.

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Today, UofMHealth.org provides a wide array of support resources.

Michiganders can discover world-class experts in their local communities who specialize in their medical issue or concern. From condition explanations to directions to insurance information, UofMHealth.org gives our patients a smooth and easy introduction to the Health System.

• In less than 2 years, the number of visitors to UofMHealth.org has almost tripled.

• More than 2.2 million people visited UofMHealth.org during FY2013, and more than half of them were first-time visitors.

• PRMC Physician Referral Call Centers report that more than 90 percent of callers were referred from UofMHealth.org.

Hundreds of visitors have said that UofMHealth.org has given them easy and understandable access to the Health System—and they’re seeing U-M in a bright new light.

83% 4.3 MILLION VISITORS UP 58%—3 YEAR TREND

SITE PERFORMANCE SATISFACTION

PRESS RELEASES HAVE BEEN VIEWED MORE THAN 600,000 TIMES SO FAR IN 2014 VIA UOFMHEALTH.ORG

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10 SPECIALTIES

50+ PATIENT CARE CLINICS

PRMC develops communications strategies for existing programs and new facilities and clinical offerings. We work with administrative and clinical leadership to create and execute best-practice marketing, PR, digital and referring physician communication tools—and deliver programs that are professional, timely, effective and creative.

Comprehensive Musculoskeletal Center (CMC)—A

strategic initiative bringing together all musculoskeletal care across UMHS in a coordinated manner has been underway for the past several years. Led by the departments of Orthopaedic Surgery and Physical Medicine & Rehabilitation and supported by Ambulatory Care Services, the musculoskeletal initiative brings together 250+ physicians in 10 specialties, offering services in more than 50 patient care clinics located in 22 facilities in 9 communities.

Together they account for more than 300,000 outpatient visits, surgeries and medical procedures annually. PRMC supports this initiative through several efforts, including consumer research around naming and brand awareness in the geographic area that will primarily be served by this initiative. In addition,

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we are developing internal communications materials support and external brand marketing efforts: • Produced several videos to assist Musculoskeletal Center faculty and staff in understanding the vision for the initiative as well as the journey a consumer takes in engaging with the Musculoskeletal brand.

• Developed Patient Journey animation to be used in Call Center agent awareness and training sessions. u-mich.me/1jE7qST • Dr. Carpenter and Dr. Hurvitz interview video (Chair and Co-Chair) • External Branding video

Looking forward LATEST DEVELOPMENTS

22 FACILITIES

ACROSS 9 COMMUNITIES

250+ 300 ,000+ PHYSICIANS OUTPATIENT VISITS, SURGERIES AND MEDICAL PROCEDURES ANNUALLY

Northville Health Center—The Northville Health Center is a two-story, 100,000-square-foot facility being constructed in the saturated I-275 marketplace. The new space will bring primary and specialty care closer to home for our many patients in the region. We are implementing a comprehensive launch plan including referring physician communications, advertising, public relations and community outreach.

• Rogel gift, November 2013: Announcing this new $50M gift, which goes partly for Medical School education and partly for Chinese studies, involved an extensive cross-campus planning effort which we led. The result: More than 20,000 web and social media hits in two languages, international media and blog coverage, nearly 400 views of an online presentation, and hundreds of online views of photos of the celebration event.

Medical Development Support—As the importance of

• Davidson Foundation grant, January 2014: We led the communication effort for this three-part, $4.35M grant to spur entrepreneurship across campus – which generated statewide news coverage, thousands of web hits, and served as an important component of the overall stewardship effort with the family behind the foundation.

philanthropy to our financial health grows, PRMC works closely with development staff from UMHS and campus to promote awareness of the transformative power of major gifts & foundation grants. Examples: • Frankel naming gift for Cardiovascular Center, March 2013: When the donors of a previous $50M gift decided to make their names known, we planned a multi-faceted announcement based around the Regents vote to name the center after them. It received statewide media attention, widespread social media traffic, and our article was re-used by many development publications. Plus, we rapidly made sure the Frankel name was incorporated into CVC’s online presence, logo and name usage.

PRMC has partnered with Medical Center Development for the past 18 months to develop a comprehensive communications plan to launch the $1 billion “Medicine Needs Victors” philanthropic campaign in April, 2014.

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Supporting our Health System CEO

30% NIH TARGET MARKET SHARE

On May 11, 2009, Ora H. Pescovitz, M.D., became the University of Michigan’s first female Executive Vice President for Medical Affairs and Health System CEO. She is the face of the Health System at the national level and in Michigan and on campus. PRMC supports the EVPMA’s office in a number of efforts.

Promotion plan

Our plan to promote Dr. Pescovitz to both traditional media and social media includes: · Arranging interviews · Accompanying her at speeches and conferences · Incorporating tweets · Providing prep for media encounters · Monitoring the media appearances of other hospital/health system CEOs

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Op-eds

Efforts to connect Dr. Pescovitz with local media resulted in prominent opinion pieces published in Detroit Free Press. Topics include: · Expansion of Medicaid in Michigan · The need for federal funding for research · Perspective on the Affordable Care Act (ACA)

% OF MULTIDISCIPLINARY GRANTS RECEIVED

Medicine that Speaks

We provide technical and design support for Dr. Pescovitz’s blog. medicinethatspeaks.org

Mackinac Policy Conference

We attended this annual gathering of Michigan’s top business and government leaders on Mackinac Island, setting up interviews with multiple reporters that resulted in seven different stories and broadcasts. PR staff assisted in tweeting from Dr. Pescovitz’s account multiple times during the conference.

Coverage included: · Detroit Free Press · Detroit Public Television · WDET-FM · WWJ 950 AM · CBS Detroit · Michigan Chronicle

Hospital of Tomorrow

Staff identified and arranged Dr. Pescovitz’s appearance at the U.S. News & World Report inaugural Hospitals of Tomorrow conference. She appeared on a panel and did several interviews with journalists. PR staff also assisted in Tweets from the national conference. This resulted in coverage in: · U.S. News & World Report · Becker’s Hospital Review · American Journal of Managed Care

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Š 2014 Regents of the University of Michigan Office of the Executive Vice President for Medical Affairs Ora Hirsch Pescovitz, MD Executive Vice President for Medical Affairs, University of Michigan, and CEO, U-M Health System Douglas L. Strong, MBA CEO, University of Michigan Hospitals and Health Centers David Canter, MD Senior Associate VP & Executive Director, NCRC Quinta Vreede Chief Administrative Officer, Chief of Staff Robert Anderson Acting Chief Development Officer Paul Castillo, CPA Chief Financial Officer Sue Schade, MBA Chief Information Officer James O. Woolliscroft, MD Dean, University of Michigan Medical School Kathleen Potempa, DNSc, RN, FAAN Dean, School of Nursing 140038

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