Annual Report 2023-2024

A MESSAGE FROM THE CHIEF MARKETING AND COMMUNICATIONS OFFICER Systemness. It’s a word we use to describe the synergy of our vast network of care and the tireless dedication of our fraternity, coming together to support one incredible mission. We’ve seen this focus on systemness in so many places over the past year. The Shriners Children’s Medical Group has grown to serve as one cohesive professional home for physicians and advanced practice providers. Phase two of Epic – our integrated medical record system – is in full swing. And we are seeing the strength of unified teams in philanthropy and business development – with regional markets strengthening our connectedness across the country. The fraternity is celebrating membership growth in the U.S. and internationally. And we are treating more children in more access points than ever before. What does that have to do with marketing and communications? Well – everything. MarCom tells the story. We carry the messages of compassionate, innovative care that sets Shriners Children’s apart. We share stories that highlight the fraternity’s principles of fun, fellowship and philanthropy. And we craft communications for our workforce to keep them engaged and informed. telling our stories

Over the past year, MarCom has rolled out initiatives that capitalize on the strength of our cohesive team. We launched a new corporate newsletter to streamline internal communications and formed an earned media task force, pulling together staff from every region, with great results that elevated our profile. Our support of international outreach, research and the Genomics Institute, POPS and our signature sporting events grew significantly. We’ve elevated our quarterly publications, created systemwide burn care collateral and launched the next patient acquisition marketing campaign. More than ever, colleagues from across Shriners Children’s and Shriners International are coming to MarCom for guidance on communications strategies and support for social media, publications, materials, videos and messaging. And we are happy to help. I am very proud of our efforts to support our systemness – building our brand identity, strengthening our initiatives and supporting these organizations that make such a meaningful impact in the world. Sincerely, Mel Bower Chief Marketing and Communications Officer Shriners Children’s

“MarCom tells the story. We carry the messages of compassionate, innovative care that sets Shriners Children’s apart.”

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