The lead article of UC Davis Kids’s Hospital’s 2019-2020 digital annual report informed a compelling story — a big multidisciplinary workforce from greater than 30 pediatric subspecialties efficiently separated nine-month-old conjoined twins. The 2 women had been born fused on the head, a situation that happens roughly solely as soon as each 2.5 million births. As soon as they had been separated, they had been ready to have a look at every for the primary time.
The purpose of the annual report, launched in February 2021, was to help the hospital’s repute for specialty care and drive a rise in pediatric specialty referrals. The technique centered round showcasing private tales and highlighting UC Davis specialists after they had been the primary or solely docs to carry out newsworthy and progressive analysis or therapies.
The general public info officer recognized and interviewed sufferers and households who had skilled lifesaving care; the author compiled brief articles for the report and collaborated with the general public info officer to inform affected person care tales and describe images captured by the photographer.
The challenge had an extra problem: constructing out the report web site in-house as an alternative of utilizing a third-party vendor. The thought was to handle the method from begin to end, guaranteeing that the workforce was intimately acquainted with the content material.
The timeline was strict. To launch by early February 2021, the content material needed to be able to go by the top of December 2020 in order that it could possibly be rapidly carried out over the subsequent 4 weeks.
To construct out the web site, an in-house digital workforce designed a template to showcase UC Davis’s signature publications. The workforce personalized the template for the annual report, utilizing a contemporary design to emphasise the copy and images. They needed to make the template in step with UC Davis’s total model model and in addition present quick access to doctor referral info through the navigation bar.
As soon as the report was launched, the advertising and marketing workforce shared it on inside communications channels and newsletters. On exterior channels, the report was focused to succeed in referring physicians throughout the nation through a letter from UC Davis Kids’s Hospital pediatrician in chief, who shared information concerning the twins’ separation together with a hyperlink to the complete annual report.
The annual report helped drive a 20% improve in referrals to pediatric specialists.
Kudos to the workforce of Tricia Tomiyoshi, Michele Taber, Jennifer Jacobs, Emily Lilyla, Barbara Henelly, Brittany Collins, Cesar Cervantes and Davor Miksic.
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