New Medical Foundation Connects with Medical Members
The Challenge
UCSF Benioff Children’s Physicians is a multispecialty pediatric physician foundation, and an associated clinically integrated network. The foundation is jointly operated by UCSF Benioff Children’s Hospital Oakland and UCSF Health, both internationally recognized institutions. As a startup organization, UBCP wanted to maintain regular communication with members, and deepen relations between its community primary care pediatricians and hospital-affiliated specialists.
UBCP hired G2 Comm to develop a monthly newsletter with relevant content to maintain connection with members and reinforce their relationship with the foundation.
The Strategy
G2 Comm designed an e-newsletter and corresponding landing page to publish and archive articles, researched and developed the topics, ghostwrote the pieces and confirmed with foundation administrators on key messages to convey to members. Content consisted of foundation news and changes, timely tips to enhance patient care, ghostwritten articles on specialist services, and surveys allowing doctors to weigh in on challenging topics, such as vaccinations and childhood obesity. G2 Comm also developed websites for UBCP and a pediatric practice.
Results
G2 Comm’s e-newsletters receive a 50% open rate, compared to the industry average open rate of 5%. By inviting specialists to share about their services and inviting them to receive the newsletter, G2 Comm has helped facilitate a more cohesive community of physicians and specialists affiliated with UCSF Benioff Children’s Hospital Oakland and UCSF Health. G2 Comm also designed a new brand image, specifically for UBCP, while adhering to UCSF branding guidelines, and created a template for brand consistency to be used for future practice websites.
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