Marketing & Communications
Faculty Senate
April 8, 2013
1
Goals of Marketing and
Communications
• Lead/support the growth of the mainland business and referrals to
the hospital
• Grow regional, state and national reputation of UTMB and its
unique contributions to health
• Support the engagement of physicians and employees in the Road
Ahead and support change management/key initiatives
• Integrate public messages and positioning of UTMB by
partnerships with development, health policy and legislative affairs,
and other outward focused groups
2
Marketing and Communications –
Key Functions and Structure
Marketing
•Grow the business
with focus on the
mainland
•Partner with focused
service lines and
growth services
•Strategy and
execution of marketing
and advertising
•Partner with
community and
physicians relations
Digital
Communications
•Develop the digital
strategy
•Innovate and
integrate digital tools
•Digital measurement
•Brand integration with
decentralized content
management
•Mobile applications
Media Relations
•Generate non-paid
media that supports
marketing and
reputation goals
•Local, regional, state
and national focus
•Crisis communication
and issue
management
Corporate
Communications
and Reputation
•Establish strategic
message platform and
approach
•Brand management
•Employee
communications
•Executive/President
communications
•Corporate
publications
•Manage interface with
public focused groups:
policy, development,
alumni relations,
community
Business and
administration
•Market intelligence
and research
•Financial
management
•Office management
•Contract
management
•Payroll management
3