University of Maryland Medical System Invests in Visual Storytelling

A Leading Healthcare Provider’s Digital Journey

The University of Maryland Medical System (UMMS), a private, not-for-profit organization based in Baltimore, is one of Maryland’s largest healthcare providers. 

With over 29,000 employees, 11 hospitals, and over 150 care locations, UMMS is dedicated to delivering top-notch healthcare services. Michelle Bamburak, Creative Manager at UMMS, emphasizes the importance of their work, stating, “I always say we indirectly save lives. Our stories provide comfort and answers to people who are feeling lost, worried, or fearful about their health.”

Managing its brand across this extensive network requires a robust system for handling digital assets efficiently in marketing. 

The Challenge: Fragmented Systems and Scattered Files

Mike Ruddock, Senior Director of Creative Content at UMMS, and Chris Lewkovich, Production Manager, oversee the organization’s digital assets. The creative team was asked to produce a higher volume of compelling, effective content at scale for their 100+ clients across the hospital system. And all those clients have come to expect a quick turnaround. He faced significant challenges due to fragmented systems and scattered files:

• Disorganized storage and fragmented systems. Photos, videos, documents, and design files were scattered across various drives and locations, making it difficult to locate the right asset when needed. Mike noted the frustration this caused, stating that “nothing was being shared properly,” which created a disjointed workflow.
• Lack of remote access. UMMS lacked a centralized system that allowed for easy access to assets from different locations. This was a major obstacle, especially for teams working remotely or across different facilities. Mike explained that having everything on local drives made it nearly impossible for team members to access files remotely, further complicating their work.
• Difficulty in managing permissions and access. Without a centralized system, controlling who had access to specific files was a challenge. The struggle to manage permissions effectively added another layer of complexity to their digital asset management.
• Security and compliance concerns. Operating in the healthcare sector means the security and compliance of digital assets is crucial. The creative team works closely with the legal and media relations teams to ensure they have all necessary rights and permissions from patients before they share their stories.

“It is paramount to have some sort of place to put all this content. Not having a solution wasn’t an option. If we need to deliver several projects a week, we can’t waste time trying to compress files to fit into an email or hoping our emails won’t bounce back due to the large file size.”

Chris Lewkovich, Production Manager

The Solution: A Unified and Streamlined Approach to Asset Management

To address these challenges, UMMS implemented a new workflow supported by a new system to manage its digital assets. The new system brought about several key improvements:

• Centralized control and accessibility. All digital assets are now housed in one central location, UMMS’s PhotoShelter library, making it easy for teams across the organization to find and access the files they need. The system also allows for granular control over permissions and access, ensuring that only authorized personnel can view or edit specific files. Mike emphasized that setting specific permissions and giving specific access have been crucial in maintaining order and security. Chris can deliver broadcast-quality commercials to local television stations with a simple download link, and even fill image requests when he’s out on a shoot.
• Comprehensive digital asset management. The new system goes beyond just photos and videos. It serves as a central repository for a wide range of assets, including graphic design files, videos, branding elements, logos, flyers, PDFs, Word documents, PowerPoints, and more. These files are updated regularly, ensuring that the latest versions are always accessible. Michelle Bamburak noted, “I’m like the tagging queen,” as she tags all design assets with relevant keywords, making it easy for stakeholders to find what they need quickly.
• Enhanced collaboration and inspiration. With powerful search and tagging features, teams can easily browse through older projects, designs, and campaigns, improving creativity and maintaining brand consistency. The improved efficiency gained through this streamlined process has significantly impacted operations. Everyone in the organization can log in and access the content they need on their own. Chris highlighted the speed and quality of their work, saying, “Our turnaround times are so fast that it’s now become the standard. We can do the quality of work that clients would otherwise have to spend thousands of dollars for a freelance professional to do, and we deliver it way faster than outside agencies and freelance talent.”
• Long-term archival and compliance. Every day, UMMS captures new stories of their patients, doctors, nurses, and medical discoveries. These stories are preserved in their library, ensuring that their unique, authentic creative assets will be used to share the UMMS’s message for years to come. Chris added, “There are so many that it’s important to preserve these assets in an archival form. There’s the medical significance of certain assets that could come back in a time where we need something that we shot 10, 15, 20 years ago.” The creative team ensures all necessary rights and permissions are obtained from patients before sharing their stories, maintaining compliance with HIPAA regulations.
  

Efficiency, Collaboration, and Creative Empowerment

Switching to a new digital asset management system has made a world of difference for UMMS. They’ve gone from scattered and hard-to-find files to a well-organized, accessible library of assets. Now, everyone has easy access to a well-organized library, making collaboration a breeze and freeing up valuable time for more meaningful work. It’s a simple change that’s made a big difference in how UMMS operates, helping them work smarter, not harder.

Go Behind the Scenes with the University of Maryland Medical System

Watch the video below to see how this team creates moving patient stories that build trust in the community and inspire people to seek out the care they need. Plus, find out why they believe investing in an in-house creative team has strengthened the UMMS brand, improved the quality of their visual content, and created real connections with patients and future patients across the state of Maryland.

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