AnnualReport2020

an impressive 2.4 million, Instagram is at 495,000 and Twitter 115,000, demonstrating the importance and relevance of our messages and mission in text, photo and video storytelling formats. The digital marketing team is also leveraging social media presence to boost engagement of our corporate partners and events. In 2019, posts on behalf of Joffrey’s, Build-A-Bear, Scentsy, NASCAR driver David Ragan and Exploria Resorts reflected impressive support by our audiences. Social media played an increased role in our organizations' signature events with special features such as the Off the Green with Alec series for the Shriners Hospitals for Children Open. In 2020, the team continued adding social features for the East-West Shrine Bowl and the College Classic. Major Printed Projects Printed materials, especially magazines for specific audiences, continue to be an important element in our marketing portfolio.

and highly successful. The stories of positive patient outcomes, medical expertise, innovative research and profiles of our medical and clinical staff are meant to encourage families to choose Shriners Hospitals for Children for needed care. We are proud to share that the fall 2019 edition received a bronze award in the “publication, external” category of the Healthcare Advertising Awards, and the content hub (electronic edition) received a silver award.

Common Conditions: This commercial communicates that we provide care for more than rare conditions and that our specialists who provide complex care are highly capable of providing care for more standard and basic conditions within our service lines. This clarifies the misconception that the care we offer is limited and confined to hyper- specialized conditions. This initial six-month pilot campaign had a noticeable and positive impact on the system, as measured by a lift in new patient referrals and website inquiries that were directly attributed to the patient acquisition advertisements. • 3 .23% increase in new patient referrals * • 4 .04% increase in net patient revenue * • 3 26,411 new website visitors (directly attributed to the campaign) • 3 ,439 website goal completions (directly attributed to the campaign) (Goals include: Click to Call, Request Appointment Page View and Donation Link Click) Social Media With an audience of more than 1.12 million across platforms, social media continues to be an important part of our communications strategy. This audience calculation includes the total number of followers and fans on the corporate Shriners Hospitals for Children and Shriners International sites and all of the individual health care locations on Facebook, Twitter and Instagram combined. Clearly, our brand has a powerful voice and reach in this arena. In addition to having a large following, engagement with audiences is crucial to success. Combined, cummulative social media engagement numbers (total number of likes, comments, shares and reactions) from July 2019 to mid- May 2020 are as follows: Facebook is *Source: YTD December 2019- STR Comparative Report

Shriner Magazine: Pride and Tradition , the fraternity’s quarterly magazine,

is distributed to every Shriner possible. The publication was

created at the request of an Imperial Potentate during his year in office to strengthen the connection of individual fraternity members to Shriners International. With each issue, the team tries to honor that goal as they select stories, and does their best to include temple news from every corner of the globe. The annual report, a substantial and comprehensive review of the events of the concluding Imperial year, is a major project that creatively highlights the important activities and successes for both the philanthropy and fraternity.

Leaders in Care , the corporate health care system magazine, underwent a total revision in 2019. The new format of a single edition more accurately reflects Shriners Hospitals for Children as one system. The new style, with additional pages and content more specifically targeted to moms has been both challenging

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