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Telling the Story:How Emory Health Sciences Communicates in theNew Media Landscape<br />Presenter: Jeffrey Molter<br />
At A Glance<br />The Robert W. Woodruff Health Sciences Center of Emory University is an academic health science and servi...
Introduction to<br />Health Sciences Communication<br />Our office serves the external and internal communications needs o...
Responsibilities of<br />Health Sciences Communications<br />Our responsibilities include:<br /><ul><li> media relations
 crisis communications
 publications
multimedia
 web sites
 special events</li></li></ul><li>Health Sciences Communications<br />
National Media Coverage<br />
Publications<br />Local Media Coverage<br />
Publications<br />Local Spotlight: Atlanta Journal-Constitution (AJC)<br /><ul><li> Weekly blog on AJC.com
 Emory Health Sciences / Healthcare +   Children’s Healthcare of Atlanta
 Practical advice
 Topical issues
 Promotion of strategic topics</li></li></ul><li>Publications<br />Local Spotlight: Atlanta Magazine<br />Summary:<br />Ac...
 Emory doctor on cover
 Promoted by Media Relations
 Promoted by Healthcare Marketing</li></li></ul><li>Publications<br />Healthcare Marketing<br /><ul><li> Tie-in to Emory H...
 Emory Healthcare’s video on YouTube
 Blog uses EHC video, links
 Call-outs & links to EHC content</li></li></ul><li>Web Site:<br />www.emoryhealthsciences.org<br /><ul><li>Multimedia web...
 Launched Nov. 2008
 Employs modern Content  Management System
 Includes:
 Newsroom
 Magazines
 Publications
 Research
 Video
 Podcasts
 Slide Shows
 Guide to patient info</li></li></ul><li>Web Site:<br />Newsroom<br /><ul><li> Online news releases
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How Emory Health Sciences Communicates in the New Media Landscape

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An overview of how the Woodruff Health Sciences Center (Emory University) has overhauled and expanded its communications efforts by employing a wide range of technology-based outlets, from YouTube to blogs to Twitter to online press kits.

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Transcript of "How Emory Health Sciences Communicates in the New Media Landscape"

  1. 1. Telling the Story:How Emory Health Sciences Communicates in theNew Media Landscape<br />Presenter: Jeffrey Molter<br />
  2. 2. At A Glance<br />The Robert W. Woodruff Health Sciences Center of Emory University is an academic health science and service center focused on missions of teaching, research, health care and public service.<br />Its components include:<br /> Emory University School of Medicine;<br /> Nell Hodgson Woodruff School of Nursing;<br /> Rollins School of Public Health;<br /> Yerkes National Primate Research Center;<br /> Emory Winship Cancer Institute; and<br /> Emory Healthcare<br />The Woodruff Health Sciences Center has a $2.3 billion budget, 17,953 employees, 2,487 full-time and 1,561 affiliated faculty, 4,384 students and trainees, and a $5.5 billion economic impact on metro Atlanta.<br />
  3. 3. Introduction to<br />Health Sciences Communication<br />Our office serves the external and internal communications needs of Emory’s Woodruff Health Sciences Center and its principal constituents, including Emory Healthcare.<br />
  4. 4. Responsibilities of<br />Health Sciences Communications<br />Our responsibilities include:<br /><ul><li> media relations
  5. 5. crisis communications
  6. 6. publications
  7. 7. multimedia
  8. 8. web sites
  9. 9. special events</li></li></ul><li>Health Sciences Communications<br />
  10. 10. National Media Coverage<br />
  11. 11. Publications<br />Local Media Coverage<br />
  12. 12. Publications<br />Local Spotlight: Atlanta Journal-Constitution (AJC)<br /><ul><li> Weekly blog on AJC.com
  13. 13. Emory Health Sciences / Healthcare + Children’s Healthcare of Atlanta
  14. 14. Practical advice
  15. 15. Topical issues
  16. 16. Promotion of strategic topics</li></li></ul><li>Publications<br />Local Spotlight: Atlanta Magazine<br />Summary:<br />According to a survey of Atlanta doctors published by Atlanta magazine in its July 2009 “Top Doctors” issue, almost half (72) of all 165 doctors selected for recognition are Emory Healthcare doctors and Emory School of Medicine faculty.<br /><ul><li> July 2009 cover story
  17. 17. Emory doctor on cover
  18. 18. Promoted by Media Relations
  19. 19. Promoted by Healthcare Marketing</li></li></ul><li>Publications<br />Healthcare Marketing<br /><ul><li> Tie-in to Emory Healthcare campaigns
  20. 20. Emory Healthcare’s video on YouTube
  21. 21. Blog uses EHC video, links
  22. 22. Call-outs & links to EHC content</li></li></ul><li>Web Site:<br />www.emoryhealthsciences.org<br /><ul><li>Multimedia web site
  23. 23. Launched Nov. 2008
  24. 24. Employs modern Content Management System
  25. 25. Includes:
  26. 26. Newsroom
  27. 27. Magazines
  28. 28. Publications
  29. 29. Research
  30. 30. Video
  31. 31. Podcasts
  32. 32. Slide Shows
  33. 33. Guide to patient info</li></li></ul><li>Web Site:<br />Newsroom<br /><ul><li> Online news releases
  34. 34. Extras
  35. 35. Print
  36. 36. Share – Email, Sharing Services
  37. 37. Images
  38. 38. Links to video
  39. 39. Related Resources (Links)
  40. 40. Online Media Kits
  41. 41. About a dozen developed
  42. 42. News releases
  43. 43. Articles from our magazines
  44. 44. Image downloads
  45. 45. Video, slide shows, multimedia</li></li></ul><li>Web Site:<br />Magazines & Publications<br />4 Magazines<br /><ul><li>Emory HealthFlagship
  46. 46. Emory MedicineSchool of Medicine Alumni
  47. 47. Emory NursingSchool of Nursing Alumni
  48. 48. Public HealthSchool of Public Health Alumni</li></ul>Additional Publications, including<br /><ul><li> Annual Reports
  49. 49. Community Benefits Report
  50. 50. Brochures</li></li></ul><li>Web Site:<br />Publications<br /><ul><li>All magazines & publications online
  51. 51. Standard site template
  52. 52. Design adapted for larger photos and illustrations
  53. 53. Graphic designers trained in content management system
  54. 54. Share & “email to friend” options on every story
  55. 55. Slide shows and other multimedia being integrated with time
  56. 56. Also available for PDF download</li></li></ul><li>Web Site:<br />Research<br /><ul><li> Profile of research raised
  57. 57. “Sound Science” twice-monthly podcast
  58. 58. Work with University site, including web site specifically to promote stimulus funded research</li></ul>www.whsc.emory.edu/soundscience/<br />
  59. 59. Web Site:<br />Mobile Site<br />WHSC Mobilewww.whsc.emory.edu/mobile/<br /><ul><li>Accessible via mobile phones (smartphones) or PDAs
  60. 60. Users can easily access:
  61. 61. phone numbers
  62. 62. addresses
  63. 63. latest news releases
  64. 64. media information.</li></li></ul><li>Multimedia:<br />Overview<br />Video, audio, slides & more!<br />
  65. 65. Multimedia:<br />YouTube<br /><ul><li> University standard
  66. 66. 72 health sciences videos uploaded
  67. 67. Saves time
  68. 68. Easily shared
  69. 69. Reaching new audiences
  70. 70. Also uploading video to Emory Healthcare’s YouTube Channel</li></ul>University Channel - www.youtube.com/user/EmoryUniversity<br />
  71. 71. Multimedia:<br />Video Production<br /><ul><li> 2 video packs – each with:
  72. 72. mini DV video cameras
  73. 73. wireless microphone
  74. 74. tripods
  75. 75. accessories
  76. 76. Video recorded by our staff
  77. 77. Videos produced with Final Cut Express
  78. 78. High-profile video produced by contract video staff</li></li></ul><li>Multimedia:<br />Podcasts & Audio Slide Shows<br /><ul><li> Basic digital audio recorders
  79. 79. SlideShowPro for Flash slide shows
  80. 80. Slide shows with or without audio
  81. 81. Easy to custom format</li></li></ul><li>Multimedia:<br />Partners<br />
  82. 82. Social Media:<br />Overview<br /><ul><li> Reaching audiences in new & powerful ways
  83. 83. Makes use of our rich content
  84. 84. Social Media so far:
  85. 85. Blog
  86. 86. Twitter
  87. 87. YouTube</li></li></ul><li>Social Media:<br />Health Sciences Blog<br /><ul><li> Looked before leaping
  88. 88. Planned for upkeep
  89. 89. Whole team asked to contribute ideas, write
  90. 90. Updated every weekday
  91. 91. Brings threads together – news, magazine articles, press, video, & more
  92. 92. Videos being produced -for- blog
  93. 93. Tied to Twitter
  94. 94. Content easily shared
  95. 95. Keywords “tags” turn blog into reference library </li></ul>Emory Health Now<br />www.emoryhealthblog.com<br />
  96. 96. Social Media:<br />Twitter<br /><ul><li> Tweeting news, articles, media hits, video & more
  97. 97. Retweeting partners, media
  98. 98. Gaining followers
  99. 99. More and more people retweeting us</li></li></ul><li>Email Promotion:<br />Overview<br /><ul><li> Pushes content to readers
  100. 100. Teasers point to news, articles, blog, video, web sites – whatever we want people to see
  101. 101. Consistent look & feel for each newsletter
  102. 102. Multiple staff learning to create
  103. 103. Strong results  emails = traffic!</li></ul>Analysis of web traffic shows that email promos lead to traffic spikes<br />
  104. 104. Email Promotion:<br />Examples<br />Research &<br />Discovery Focused<br />Publication / Magazine<br />Promotion<br />Internal<br />Audience<br />
  105. 105. Strategy:<br />Overview<br />Blog Post<br />Blog by Email<br />RSS Feeds<br />AJC Blog<br />Slide Show<br />Podcast<br />Story<br />Other Campus/<br />School Web Sites<br />Photos<br />Magazine Article<br />HealthSciences Web Site<br />Online News Release<br />Publication Feature<br />Emory Healthcare Web Site<br />Video B-Roll<br />Email News Release<br />Twitter Post<br />Video News Release<br />VideoFeature<br />Emory Web Site<br />
  106. 106. Strategy:<br />Case Study: H1N1 Trials<br /><ul><li> Emory participates in clinical trial of new H1N1 (swine flu) vaccine
  107. 107. Press briefing & media opportunity
  108. 108. Local media attend
  109. 109. AP covers, does photos
  110. 110. Emory shoots video of briefing
  111. 111. Emory gets B-roll of vaccination
  112. 112. Emory gets photos
  113. 113. Story told by
  114. 114. News release
  115. 115. Blog post
  116. 116. Twitter
  117. 117. 2 YouTube
  118. 118. Photos
  119. 119. B-roll Video
  120. 120. Local TV
  121. 121. Local print/web
  122. 122. Associated Press
  123. 123. National media
  124. 124. Emory web site, pubs, Twitter</li></li></ul><li>Strategy:<br />Case Study: H1N1 Trials<br />
  125. 125. Strategy:<br />Web Metrics for Feedback<br /><ul><li> Find out results of promos
  126. 126. Find out top stories
  127. 127. Measure audience
  128. 128. Measure success or failure
  129. 129. One big trend  Email promos lead to traffic</li></li></ul><li>Strategy:<br />Staff Training<br /><ul><li> Training essential
  130. 130. Training for
  131. 131. Content management system
  132. 132. Blogging
  133. 133. Video camera
  134. 134. In-house training
  135. 135. How-to documents
  136. 136. In-person workshops
  137. 137. Online training materials</li></li></ul><li>Wrap-Up<br />Compelling Content +<br />Multiple Formats +<br />Effective Distribution +<br />___________________________<br />Successful Communication<br />
  138. 138. Contact Information<br />Jeffrey Molter<br />Associate Vice President, Health Sciences CommunicationsWoodruff Health Sciences Centerjmolter@emory.edu404-727-4347 Office@emoryhealthsci (Twitter)<br />www.emoryhealthsciences.orgwww.emoryhealthblog.com<br />
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