MAHPRM SHOW-ME EXCELLENCE AWARDS

2017 Call for Entries

Narrative Template

Instructions:

This narrative template is a Word document to allow entrants to expand and condense sections under required headings. Do not change the headings (blue). Narratives must be single-spaced. Use Times New Roman no smaller than 11 point. The narrative must NOT exceed two pages (two single-sided pages or one double-sided page). No other form of narrative will be accepted. Please indicate “N/A” if the heading does not apply to your submission category. Remember to include one copy of the narrative per entry and insert it into the corresponding entry envelope. If applicable, also save the narrative on the USB. These instructions can be deleted when saving and submitting the narrative, to allow for more space.

Category (See Call for Entries)
8 - Crisis Communications
Division (See Call for Entries)
A
Entry Number (See Entry Form)
SM605
Entry/Project Name
Mumps
Entrant’s Name and Organization
Jeffrey Hoelscher - MU Health
Project Goals and Objectives
The goal of our response to the MU mumps outbreak was to successfully manage informational demands by local, state and national media without creating an undue burden on expert physicians. At the same time, we sought to establish MU Health as a leading source of information about the disease. The goal was accomplished through effective, accurate and timely communications that positioned MU Health as an expert medical source on mumps.
Statement of Opportunity
In early November 2016 officials from MU confirmed four cases of mumps within the university’s student population. Anticipating public and media interest based on a small number of student cases in 2015, MU Health worked with the MU News Bureau to proactively develop and disseminate information about the disease. Uncharacteristically, the campus outbreak continued to grow over the next two months, resulting in more than 300 MU student cases. As the number of cases rose, the level of media interest grew to include interview requests not only from local and state reporters, but also national media outlets. These events provided our public relations team with an opportunity to reinforce MU Health as an expert medical source. However, the excessive media interest over an extended period of time necessitated the creation of additional resources to ease the burden on busy clinicians who also provide patient care.
Project Implementation
MU Health worked with the MU campus to develop a news release about mumps. The news release was disseminated statewide on Nov. 2, 2016. Expert medical sources specializing in infectious diseases were identified to accomplish quick turnaround interview requests. Anticipating the need for additional resources as the outbreak grew, a video and dedicated web page featuring an MU Health infectious diseases expert were developed. The video included broadcast quality interview and B-roll clips that were updated throughout the course of the outbreak according to situational changes. The broadcast video was made available to media through a downloadable MU server for ease of access. (Please see examples of implementation materials on word document included on USB flash drive)
Results and Evaluation
During November and December of 2016, MU Health public relations activities concerning mumps resulted in 47 local, state and national media placements. The in house-developed video “Explaining Mumps: Michael Cooperstock, M.D.,” was posted on YouTube on Dec. 2, 2016, and received 156 YouTube views. The YouTube video also was used on an MU Health web page created on Dec. 1, 2016, that was dedicated to mumps information. After little more than a month, the dedicated page received more than 1,000 unique views. The broadcast quality interview and B-roll clips were used by several media outlets for their news stories. One example of the video’s effectiveness involved an after-hours interview request from a KTVI-2 TV reporter from St. Louis. Without the pre-produced video, this request could not have been met. However, our expert source not only was featured on KTVI that evening without having to do an actual interview, but he also was featured on another St. Louis station, KPLR-11 TV. The proactive measures implemented by MU Health resulted in less strain on physician resources during peak periods of concern. Actual expert interviews were needed for only 14 of the 47 placements. The crisis communications efforts provided effective, timely and accurate information to key stakeholders and positioned MU Health as a regional resource to Missouri citizens for expert public health information. (Please see examples of media placements on included USB flash drive)