In Focus: FY24 Annual Report

Titled “In Focus,” this year’s Annual Report highlights some of our teammates who are helping to advance our mission and elevate our environment and shares a close-up look at the many ways MD Anderson is advancing cancer prevention, treatment and research and educating the next generation of oncology experts. The report is organized into three sections: 1 Precision in Focus: Profiles of team players and thought leaders 2 New Clarity: Advances shaping the future of cancer prevention, treatment, and research 3 Champions of Impact: Recognition of donors and supporters who propel our mission to end cancer The visual concept concentrates on our goals, our people, and our impact. Clean, modern layouts create an intentional reading experience, while circles act as a key design element representing unity and vision. Photography pairs crisp, high‑contrast images with softly blurred backgrounds to emphasize clarity. Macro shots and magnified visuals draw attention to the fine details of patient care and research. Special design touches include metallic paper on the cover for a dynamic, light‑catching finish and fold‑out spreads, such as a timeline showing our expanding footprint, designed to leave a lasting impression. In total, close to 100 people contributed to our FY24 Annual Report, from contributing story ideas and data to participating in interviews and photo shoots. Strategic Communications’ writers, editors, photographers, designers, videographers and digital experts produced the Annual Report. We assigned stories and scheduled photo shoots in early October. To ensure the photos met our digital and print needs, a designer art directed each of the 27 photo shoots over six weeks. Simultaneously, writers conducted interviews and wrote 17 articles and 12 print sidebars, timelines and infographics. The editor edited two versions of each article – one for digital, another for print – and worked with the designer to develop infographics for both versions. Video production began in mid-November, with all four videos wrapped by late January. We launched the landing page in mid-February shortly before the print mail drop in March. We promoted the landing page and digital content to: 27,000 employees through an Intranet article our digital audiences through: 41 social posts reaching 200.1K and receiving 5.1K engagements 6 email newsletter sends to nearly 40K subscribers, with the email send promoting the landing page receiving an open rate of more than 50% Our Cancerwise newsletter sent on Feb. 26, 2025, featuring our digital Annual Report landing page and titled “A close-up look at what we're doing to end cancer,” exceeded health care industry benchmarks. With 18,059 emails sent, it achieved a 53.5% open rate (above the typical 22-30% in healthcare), a 6.1% click-through rate (higher than the 3-5% average), and a 99.8% deliverability rate. As a result of our digital promotion tactics, the digital content had already received 25K visits through Feb. 26 (one-week post landing page launch) – 8% higher than total digital traffic for our FY23 Annual Report. We mailed the print magazine to nearly 17,000 donors and stakeholders in mid-March.