Case Study: H1N1 Flu Crisis Communications

©2008 American Marketing Association Houston

2009 H1N1 Influenza CrisisTexas Children’s Hospital Case Study

Chris FerrisManager, Web MarketingTexas Children’s Hospital

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Spring 2009

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History and Context

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Internal Communication

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External Communication

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Fall 2009

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Proactive Education

• H1N1 Flu vs. Seasonal Flu• Vaccines for H1N1 and

Seasonal Flu• When to come to the

Emergency Room


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Online Communication

www.flu.texaschildrens.org


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Results

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• All media coverage was positive or neutral

• Texas Children’s experts quoted more than any other local source

• Key coverage in national media• Heavy traffic online


What Worked

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• Proactive with the media• Consistent messages – both

internal and external• Inclusion and education of

employees• Online channels


Fall 2009

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Case Study: H1N1 Flu Crisis Communications

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