Strategic Marketing CommunicationsHighlights of our key accomplishments for FY16. Detailed monthly reports are available at uwhealth.org/messaging

Paid Media

Brand StrengthDane and Ring Markets-Current Brand Position

Earned Media

0 10 20 30 40 50 60 70

MostPreferredforAllHealthNeeds

BestImage/ReputaAon

MostPersonalizedCare

BestNurses

BestDoctors

BestOverallQuality

UWHealth

St.Mary'sHospital

MeriterHospital

NaAonalResearchCorporaAonJul15-Jun16N=596,+/-4.0%

Media Coverage of UW Health Extends Nationwide

The biggest story of the year was the publication of research in which UW scientist Nathan Welham, PhD, of the department of surgery, and his team successfully bio-engineered functional human vocal-cord tissue in the lab. The story was carried by more than 200 research outlets worldwide and attracted 30.4 million page views on the Huffington Post alone.

UW Carbone’s Dr. Amye Tevaarwerk’s study found that many metastatic-cancer patients continue working but that the heavy burden of symptoms prevents others from doing so. Stories about her findings hit multiple national outlets and garnered 17.5 million page views on the US News & World Report site alone.

Colored shapes represent the number of stories in a given market area in FY16.

1-6

6-10

10-21

21-1,500

PA-46012-16

Brand Extentions

+

at ProHealth Care

SUPPORT STRATEGIC FOCUS ON POPULATION HEALTH

Joe’s story of rejuvenated health following a heart attack starts our move to position UW Health as a lifestyle brand in support of our focus on population health.

OUR DOCTORS WORKING WITH YOUR DOCTORS

We strengthened our relationship with northeast Wisconsin by showcasing patients from the region.

Watch at: uwhealth.org/remarkable

Online Activityuwhealth.orgSessions: >8.7 millionPageviews: >18 million

e-newsletters/e-blasts sent: 373Recipients: >2 million

USER FEEDBACK: “Hi, just wanted to encourage you. It’s genius to have a video profile for each dr. Finding a new dr often requires wading through several names, making many phone calls, and then scheduling “get to know you” first visits. It can take an obnoxious amount of time, which is hard to find with our 4 young children. I feel like these videos allow viewers to get a sense of the dr’s personality and vibe from the comfort of my own laptop. I’ve chosen based on a video, and I think we’ll find a good fit. Thanks for being relevant and helpful in today’s changing world!” –Brandy

Billpay: $12.9 millionRxRefills: 5,100

FIND A DOCTOR VIDEOS

MD profiles with videos: 37%MD profile views: >1.3 million

Social Media GrowthAmerican Family Children’s Hospital +20% +17% +163%Carbone Cancer Center +51% +24% +108%UW Health +32% +6% +242%UW Health Sports +146% +145% +351%

Growing Up Healthy Blog Pageviews: >151,000

Rehabilitation Hospital

In partnership with UnityPoint Health-Meriter

QUIT SMOKING1-800-QUIT-NOW

EVERYONE KNOWS YOUR HEALTH IMPROVES WHEN YOU QUIT SMOKING OR CHEWING. BUT YOU MIGHT

BE SURPRISED AT HOW FAST IT HAPPENS.

20 MINUTES AFTER QUITTING: Your blood pressure drops to a level close to that before the last cigarette. The temperature of your hands and

feet increases to normal.

12 HOURS AFTER QUITTING:

The carbon monoxide level in your blood

begins to drop to normal.

2 WEEKS TO 3 MONTHS AFTER QUITTING:

Your circulation and lung function improve.

1 TO 9 MONTHS AFTER QUITTING: Coughing, sinus congestion, fatigue

and shortness of breath decrease; cilia (tiny hair-like structures that move mucus out of the lungs) regain normal function in the lungs, increasing the ability to clean

the lungs and reduce infection.

1 YEAR AFTER QUITTING:

The excess risk of coronary heart disease

is half that of a tobacco user.

5-15 YEARS AFTER QUITTING:

Your stroke risk is reduced to that of a nonsmoker.

10 YEARS AFTER QUITTING: The lung cancer death rate is about half

that of a continuing tobacco user. The risk of cancer of the mouth, throat, esophagus,

bladder, kidney and pancreas decrease.

15 YEARS AFTER QUITTING: The risk of coronary heart disease

falls to that of a nonsmoker’s.

uwhealth.org/lungcancer • ctri.wisc.edu

1/2

C

Source: 2004 U.S. Surgeon General

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82-1

5

Events

School of Medicineand Public Health

Quarterly magazine for alumni and friends:More than 14,000 copies printed and mailed per issue.

Patient Engagement Saves LivesCorporate Communications

Hosted 12,000 guests from local and regional markets raising $1,296,000.

STREAMLINING AND TAILORING NEWS

Organizational news and information is aggregated, segmented by importance and distributed weekly via email to more than 15,000 employees, physicians/advance practice providers and managers.

EVERYDAY REMARKABLE

17 UW Health employees were featured in a campaign to demonstrate the “friendly faces” of UW Health. The multimedia campaign featured Sunday Wisconsin State Journal ads, social media posts, LCD screens, In Brief article and computer screen savers.

Visit med.wisc.edu for more information about the UW School of Medicine and Public Health.

alzheimer’s disease

and dementia

MS-

4408

9-15

better health for everybody— uw mini med school 2016 —

alzheimer’s disease and dementiamarch 3, 2016

Although we still don’t know how the Alzheimer’s disease process begins,

it seems likely that damage to the brain starts a decade or more before

problems become evident.

— National Institutes of Health, National Institute on Aging

Your aging brain and Alzheimer’s:• Alzheimer’s is the most common cause of dementia• It affects an estimated 5.1 million Americans• As the population ages, the incidence of Alzheimer’s

is increasing• Risk factors include age, family history and heredity

AMBULATORY

PATIENT EXPERIENCE

and

QUALITY EXCELLENCE

June 7, 2016

Celebration UT

UT

LUNG CANCER SCREENING CAMPAIGN

Multimedia campaign on low-dose CT screening for lung cancer included patient brochure, physician flier, radio, clinic communications and Quit Smoking infographic.

Campaign results:

• 286 patients screened

• 8 diagnosed with lung cancer and received follow-up care

COMMUNICATING OUR INTEGRATION JOURNEY

Integration is a journey, not an event, described via ongoing communications.

UW Health is the integrated health system of the University of Wisconsin-Madison serving more than 600,000 patients each year in the Upper Midwest and beyond

with 1,400 physicians and 16,500 staff at six hospitals and 80 outpatient sites

UW Health is governed by the UW Hospitals and Clinics Authority and partners with UW School of Medicine and Public Health to fulfill their patient care, research, education and community service missions

UW Health Madison Hospitals • University Hospital

• American Family Children’s Hospital

• UW Health at The American Center

• UW Health Rehabilitation Hospital

UW Health Regional Hospitals• SwedishAmerican Hospital, Rockford, IL

• Belvidere Medical Center, Belvidere, IL

UW Health Clinics Throughout Wisconsin and Northern Illinois

UW Medical Foundation UW faculty physician practice

UW Carbone Cancer Center Comprehensive Cancer Center, designated by the National Cancer Institute (NCI)

Unity Health Insurance 183,000 members

University Health Care Regional relationships and contracting

What is UW Health?

Joint Ventures and Affiliations Cancer centers, surgery centers, dialysis programs, home health, infusion and many other programs and services

PA-45703-16

DIGITAL NEWS MANAGEMENT

LCD monitors broadcast patient and employee communications 24 hours a day. • 207 LCD monitors managed• 37 Building locations

UW HEALTH AT THE AMERICAN CENTER

Vegan / Vegetarian Cooking

Learn to cook flavor-packed meatless recipes

March 1 ■ 11 am

Register at uwhealth.org/learningkitchen

Our volunteers generously donate their time and talents, so our patients

and families will have the best possible care experience.

You are out of this world!

SUPPORTING CORE PRIORITIES

Our Patient Experience Recognition Program is considered a national best practice by leading industry sources.

Multidisciplinary Lung Cancer Clinic UW Hospital and Clinics

J5/2 Cancer Clinics

600 Highland Avenue, Madison, WI 53792

CC-4

3060

-15

uwhealth.org/lungcancer uwhealth.org/lungscreen

Lung Cancer ScreeningUsing the latest imaging technology

If you smokeIf you are a current smoker, the best action that you can take to reduce your risk of lung cancer is to stop smoking. It is more effective than any test or intervention to reduce your risk.

Talk to your doctor or contact the free and confidential Wisconsin Smokers’ Helpline 1-800-QUIT-NOW (1-800-784-8669)

You can also consult the University of Wisconsin Center for Tobacco Research and Intervention: ctri.wisc.edu

Where can I get screened?

Lung cancer screening is available at the following

locations:

• UW Hospital and Clinics

• 1 S. Park Clinic

Learn more about lung screening at UW Health and

our multidisciplinary team approach to care:

uwhealth.org/lungscreen

If you feel you are eligible for lung cancer screening or would like to have this test, contact your primary care physician. For further questions, please call:

UW Hospital and Clinics: (608) 263-9630

An ACR Accredited Facility

One South Park Street: (608) 287-2050

An ACR Accredited Facility and

Diagnostic Imaging Center of Excellence Patients, Professionalism and Public Health

Body in Balance

Food, Fasting and Fitness

Human Family Tree

Invaders and Defense

Mind and Motion

Acute Care

Care Across the Life Cycle

Chronic and Preventive Care

Surgical and Procedural Care

Advanced Clinical

Experiences

Career Focused Basic Science

Public Health Selectives

InternshipPreparation

GRADUATION

Phase 2

Phase 3

Phase 1

✹

Moving Medical Education Forward

Wisconsin Partnership

Program2014 Annual Report

Logo, graphic and website for ForWard Curriculum, representing a new model of medical education that fully integrates basic, public health and clinical sciences.

Annual report and outcomes report for the Wisconsin Partnership Program.

SMPH ONLINE ACTIVITY

Sessions: 833,553Pageviews: >1.8 million3 monthly e-newsletters: >20,000 subscribers

MINI MED SCHOOL

SMPH hosted three Mini Med School events for approximately 1,500 attendees, plus statewide broadcast via Wisconsin Public Television.

UW HEALTH THE AMERICAN CENTER GRAND OPENING

UW Health introduced our new facility with the help of sports stars Donald Driver, Sam Dekker and Josh Gasser. More than 5,000 people toured the new facility.

COMMUNITY EDUCATION EVENTS

Over a dozen community educational events held on such topics as kidney stones, menopause, migraines and more.

STRATEGIC CORPORATE EVENTS

161 organizational events with 23,500 faculty, staff, visitors attending.

MIKE AND JESSICA MCCARTHY GOLF INVITATIONAL AND DINNER

Green Bay Packers Coach Mike McCarthy and wife Jessica hosted annual golf invitational and dinner raising $440,000 for American Family Children’s Hospital. Over the last seven years, they raised more than $1.8 million.