Podcasting in medical education

The Pritzker Podcast A novel way to communicate with medical school applicants Ben Ferguson | Mary Bister University of Chicago Research in Progress 29 January 2009 1

Podcasting in medical education Ben Ferguson | Mary Bister University of Chicago Research in Progress 29 January 2009 2

Outline Introduction to podcasting Growth of iPod and media player use Growth of podcasts and expansion into new forms of supplementary media Podcasting in (medical) education The Pritzker Podcast Listenership and listener responses Potential for applications in other areas of medical education The future of the Pritzker Podcast 3

Disclaimers We are not ofﬁcial representatives of the Pritzker School of Medicine. We (mostly) do not make admissions, ﬁnancial aid, or curriculum decisions. We are probably less important than we are about to make ourselves sound. We are mere medical students, as well as recent ancestors to the modern-day, struggling medical school applicant. 4

Introduction to podcasting iPOD + broadCAST Series of downloadable audio or video episodes hosted on internet Subscriptions using RSS feed (e.g. using iTunes) Time- and place-shifted media consumption Simple and very inexpensive to produce 5

Introduction to podcasting A podcast is a digital audio or video ﬁle that is: episodic downloadable program-driven, mainly with a host and/or theme convenient, usually via an automated feed with computer software Center for Journalism and Communication Research, University of Texas 6

Growth of iPod and media player use 7

Own iPod or Other MP3 Player 80% 73 71 64 60% 55 54 51 52 48 46 42 39 38 38 40% 34 31 30 30 31 24 24 20% 16 14 15 7 6 6 6 2 0% 12-17 18-24 25-34 35-44 45-54 55-64 65+ 2006 2007 2008 2009 The Inﬁnite Dial. Arbitron/Edison Media Research. Jan 2009. 8

Percent of all 8- to 18-year-olds who own an iPod/MP3 player 2009 76% 2004 18% Kaiser Family Foundation / New York Times. 20 Jan 2010. 9

“That iPods are ‘in’ on college campuses might not surprise you. That Apple's portable music players are more popular than beer? Now that's surprising.” —USA Today, 2006 iPods knock over beer mugs. USA Today. 7 Jun 2006. 10

93% of college students who own iPods use them every day 40% for 1-3 hours every day (~2.5 hours on average) Ferguson et al. J Radio Stud. 2007;14(2):102-21. 11

“By 2010 podcast audience growth is expected to reach a conservative 45 million users who will have ever listened to a podcast. Aggressive estimates place this number closer to 75 million by this date.” —Bridge Ratings The Podcasting Outlook. Bridge Ratings. 12 Nov 2005. 12

Aware of Audio Podcasts Audio Podcast Ever-Consumers 50% 25% 43% 22% 40% 37% 37% 20% 18% 30% 15% 13% 22% 11% 20% 10% 10% 5% 0% 0% 2006 2007 2008 2009 2006 2007 2008 2009 Among 12+ population The Inﬁnite Dial. Arbitron/Edison Media Research. Jan 2009. 13

Aware of Audio Podcasts Audio Podcast Ever-Consumers 50% 25% 43% 22% ~54 million people 40% 37% 37% 20% 18% 30% 15% 13% 22% 11% 20% 10% 10% 5% 0% 0% 2006 2007 2008 2009 2006 2007 2008 2009 Among 12+ population The Inﬁnite Dial. Arbitron/Edison Media Research. Jan 2009. 13

“What is the main reason you watch/listen to podcasts?” Access whenever I want 35% Content unavailable elsewhere 15% Portability 13% More control over content 13% Fewer commercials 9% Shorter content 3% 0% 10% 20% 30% 40% The Podcast Consumer Revealed. Arbitron/Edison Media Research. Jan 2009. 14

“You generally trust the hosts of the podcasts you watch/listen to.” The Podcast Consumer Revealed. Arbitron/Edison Media Research. Jan 2009. 15

“30% [of college students] create or listen to podcasts.” —Experience, Inc., 2006 2006 Media Perception Survey. Experience, Inc. 19 Jul 2006. 16

The case for podcasting 17

Podcasting’s expansion into supplementary media 18

Podcasting in medicine and science 19

Podcasting in medicine and science 20

Podcasting in education T O U R S T O P S 1. Crimson Promenade 2. Woods Quad 3. Morgan Hall 4. Bidgood Hall 5. Bashinsky 6. Bryant-Denny Stadium 7. Reese-Phifer Hall 8. Denny Chimes 9. Corner of Quad 10. Nott Hall 11. Gorgas Library 12. Engineering Row 13. Corner of Campus & 7th 14 14. Lakeside Dining 13 15. Ferguson Plaza 15 12 1 2 10 11 3 9 4 8 5 7 6 iTour Bama. http://itour.ua.edu 21

iTour Bama. http://itour.ua.edu 22

Podcasting in medical education 23

The Pritzker Podcast Origins: Pritzker chats, science/medicine podcasts, growing role of social media and technology in medicine and medical education Goals: transparency, informativeness, rapport Cost: <$50 at outset, <$100/year 25

The Pritzker Podcast Means: USB headphones, free VoIP, free audio recording/editing software, free blogging/podcasting platforms, ﬁle hosting, domain registration Topics: the application, tips and advice, FAQs, ﬁnancial aid, interviewing, school features, research programs, updates Interaction: email, SDN Forums, on-site questions, chat questions, word-of-mouth, Twitter, Facebook, FriendFeed, Google Voice 26

This is the ﬁrst use of podcasting in medical admissions. 28

“A shapeshifting, virtual brochure that answers in depth frequently- and non-frequently-asked questions alike.” 29

Skype Mary Joni Sk e yp yp Sk e Ben 31

Listenership and listener responses 41

39,151 unique downloads 42

39,151 unique downloads (~1,500 per episode) 42

“I drove almost six hours to my interview, and I found that listening to the podcasts was a great way to keep me awake during the drive as well as a convenient way to get some more information about Pritzker.” 45

“I always felt like the application process was like smoke and mirrors, but hearing the words right out of the mouth of the admissions personnel...made things much, much clearer.” 46

“Your shows are informative and interesting, and have convinced me that Pritzker is right for me!...I’ve listened to upwards of 10 of your podcasts. This has helped me prepare for this and all my interviews.” 47

“The episode transcripts deﬁnitely helped me prepare for my interview and gave me a better sense of Pritzker's mission.” 48

100% agreed or strongly agreed that Pritzker was accurately represented. 88% agreed or strongly agreed that the Pritzker Podcast encouraged their decision to attend. 49

Applications in other areas of medical education? Lecture recordings (audio/video; Pritzker/Bowman/Schwartz/Grand Rounds) iTunesU Residency/fellowship programs Continuing medical education Patient education/preventive medicine Press/promotion/advertising/bragging 50

The future of the Pritzker Podcast Video tours/podcasts? Forum? Faculty proﬁles? Lecture/seminar recordings? Live broadcasts with chatrooms? Augmented reality? iPhone application? 51

Thanks Joni Krapec Laura Hodges David Raleigh Vinny Arora David Owen Colleen Plein Erica Sullivan Shalini Reddy Sylvia Robertson Becky Bielang Mike Drazer Leo Faoro Holly Humphrey Erin Kirkham Katie Gielissen Herb Abelson Halina Brukner Mac Walter Marcus Dahlstrom Darrel Waggoner Mike Glista Melanie Odeleye Anthony Montag Jeff Eisen Lucia Navar 52

Thank you too. Questions? 53

Resources Pritzker Podcast http://pritzkerpodcast.com Podcasting: A Teaching with Technology White Paper http://www.cmu.edu/teaching/resources/PublicationsArchives/StudiesWhitepapers/ Podcasting_Jun07.pdf A Podcast Primer http://www.radicaltrust.ca/2007/08/07/a-podcast-primer/ Making a Podcast (Apple) http://www.apple.com/itunes/podcasts/specs.html The Podcasting Legal Guide (Creative Commons) http://wiki.creativecommons.org/Welcome_To_The_Podcasting_Legal_Guide 54

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Podcasting in medical education

by Ben Ferguson on Jan 29, 2010

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Podcasting in medical education — Presentation Transcript