AnnualReport2021

The goals of the campaign are:

from health care institutions across the country. Judges for the HDM Awards consisted of a national panel of health care marketers, advertising creative directors, marketing and advertising professionals and the editorial board of Healthcare Marketing Report. The Leaders In Care content hub also earned a Silver award in the “Website” category from the 37th Annual Health care Advertising Awards. The Health care Advertising Awards is the oldest, largest and most widely respected health care advertising awards competition. The awards are sponsored by Healthcare Marketing Report , the leading publication covering all aspects of health care marketing, advertising and strategic business development. A national panel of judges reviewed all entries based on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact. PATIENT The Shriners Hospitals for Children 2021 Patient Acquisition Marketing Campaign (PAM), The Most Amazing Care Anywhere/Watch Me , builds on the foundation of the 2019 and 2020 campaigns. All of our U.S. health care locations have customized campaigns for their local media markets and specific catchment area markets. The hospitals offering burn care have a separate program, which is the first patient acquisition campaign for these locations. Our Northern California hospital also has a separate program. The campaign will be implemented on a variety of media platforms to specific regions and demographics with intentional calls to action. The campaign includes new creative elements for TV, radio, outdoor ads and social media. Separate custom marketing plans have been developed for the locations offering burn care and the Northern California location, apart from this campaign. ACQUISITION MARKETING CAMPAIGN

» Continue to increase patient numbers for orthopaedic, cleft lip and palate, and spinal cord injury programs » Raise the general public’s and the health care industry’s awareness of the excellent care provided by Shriners Hospitals for Children » Support local market business development initiatives The ads showcase kids just being kids, emphasizing the care and ultimate positive outcomes Shriners Hospitals for Children achieves for its patients. This message is paramount to our target audiences of moms and referral physicians, and we anticipate further success with these efforts. MAJOR PRINTED PROJECTS Printed materials, especially magazines for specific audiences, are an important element in our marketing portfolio. Leaders in Care , the corporate health care system's magazine, produced quarterly, continues to emphasize and showcase Shriners Hospitals for Children as a single entity, and to provide content meant to attract and interest both moms and referring physicians.

a new look, layout and added a digital version.

The full magazine is available digitally on our online hub, myleadersincare.com , giving all members of the Shriners family access to more hospital stories and information than ever before. The digital Leaders in Care hub is a user-friendly, searchable website that features the same great content that is in the magazine, but with the benefit of being able to browse stories by key topics, specialties and programs, all on your computer, tablet or mobile phone. You can also download a PDF of the magazine in English, Spanish or French. In addition to the articles included in the print version of the magazine, the website also features digital exclusive articles, allowing for more space to share our stories of the Most Amazing Care Anywhere . Along with providing a central, accessible place to share even more patient stories and hospital updates, the online hub also features engaging digital content, such as videos and high-resolution photo galleries, which can be easily shared on social media and more. AWARDS AND RECOGNITION The Leaders in Care website has recently been recognized for excellence in digital communication. Below are some of some highlights: The First Annual Health care Digital Marketing Awards in 2020 presented the Shriners Hospitals for Children Leaders in Care website with a Gold Award in the Microsite category. The Health care Digital Marketing Awards recognize the best health care websites, digital content, electronic communications, mobile media and social media. Entries were received

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