Download - Case Study: H1N1 Flu Crisis Communications
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©2008 American Marketing Association Houston
2009 H1N1 Influenza CrisisTexas Children’s Hospital Case Study
Chris FerrisManager, Web MarketingTexas Children’s Hospital
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©2008 American Marketing Association Houston
Spring 2009
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©2008 American Marketing Association Houston
History and Context
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©2008 American Marketing Association Houston
Internal Communication
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©2008 American Marketing Association Houston
Internal Communication
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©2008 American Marketing Association Houston
Internal Communication
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©2008 American Marketing Association Houston
External Communication
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©2008 American Marketing Association Houston
External Communication
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©2008 American Marketing Association Houston
External Communication
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©2008 American Marketing Association Houston
External Communication
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©2008 American Marketing Association Houston
Internal Communication
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©2008 American Marketing Association Houston
Fall 2009
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©2008 American Marketing Association Houston
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Proactive Education
• H1N1 Flu vs. Seasonal Flu• Vaccines for H1N1 and
Seasonal Flu• When to come to the
Emergency Room
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©2008 American Marketing Association Houston
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Online Communication
www.flu.texaschildrens.org
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©2008 American Marketing Association Houston
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Online Communication
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©2008 American Marketing Association Houston
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Online Communication
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©2008 American Marketing Association Houston
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External Communication
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©2008 American Marketing Association Houston
Internal Communication
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©2008 American Marketing Association Houston
Internal Communication
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©2008 American Marketing Association Houston
Results
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• All media coverage was positive or neutral
• Texas Children’s experts quoted more than any other local source
• Key coverage in national media• Heavy traffic online
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©2008 American Marketing Association Houston
What Worked
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• Proactive with the media• Consistent messages – both
internal and external• Inclusion and education of
employees• Online channels
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©2008 American Marketing Association Houston
Fall 2009
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