1. Marketing & Communications Faculty Senate April 8, 2013 1

2. 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

3. Marketing and Communications – Key Functions and Structure Marketing Digital Communications Media Relations Corporate Communications and Reputation Business and administration 3 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 Develop the digital strategy Innovate and integrate digital tools Digital measurement Brand integration with decentralized content management Mobile applications Generate non-paid media that supports marketing and reputation goals Local, regional, state and national focus Crisis communication and issue management 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 Market intelligence and research Financial management Office management Contract management Payroll management