Telling the Story: How Emory Health Sciences Communicates in the New Media Landscape

Telling the Story:How Emory Health Sciences Communicates in theNew Media Landscape
Presenter: Jeffrey Molter

At A Glance
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.
Its components include:
Emory University School of Medicine;
Nell Hodgson Woodruff School of Nursing;
Rollins School of Public Health;
Yerkes National Primate Research Center;
Emory Winship Cancer Institute; and
Emory Healthcare
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.

Introduction to
Health Sciences Communication
Our office serves the external and internal communications needs of Emory’s Woodruff Health Sciences Center and its principal constituents, including Emory Healthcare.

Responsibilities of
Health Sciences Communications
Our responsibilities include:

media relations
crisis communications
publications
multimedia
web sites
special events

Health Sciences Communications

National Media Coverage

Publications
Local Media Coverage

Publications
Local Spotlight: Atlanta Journal-Constitution (AJC)

Weekly blog on AJC.com
Emory Health Sciences / Healthcare + Children’s Healthcare of Atlanta
Practical advice
Topical issues
Promotion of strategic topics

Publications
Local Spotlight: Atlanta Magazine
Summary:
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.

July 2009 cover story
Emory doctor on cover
Promoted by Media Relations
Promoted by Healthcare Marketing

Publications
Healthcare Marketing

Tie-in to Emory Healthcare campaigns
Emory Healthcare’s video on YouTube
Blog uses EHC video, links
Call-outs & links to EHC content

Web Site:
www.emoryhealthsciences.org

Multimedia web site
Launched Nov. 2008
Employs modern Content Management System
Includes:
Newsroom
Magazines
Publications
Research
Video
Podcasts
Slide Shows
Guide to patient info

Web Site:
Newsroom

Online news releases
Extras
Print
Share – Email, Sharing Services
Images
Links to video
Related Resources (Links)
Online Media Kits
About a dozen developed
News releases
Articles from our magazines
Image downloads
Video, slide shows, multimedia

Web Site:
Magazines & Publications
4 Magazines

Emory HealthFlagship
Emory MedicineSchool of Medicine Alumni
Emory NursingSchool of Nursing Alumni
Public HealthSchool of Public Health Alumni

Additional Publications, including

Annual Reports
Community Benefits Report
Brochures

Web Site:
Publications

All magazines & publications online
Standard site template
Design adapted for larger photos and illustrations
Graphic designers trained in content management system
Share & “email to friend” options on every story
Slide shows and other multimedia being integrated with time
Also available for PDF download

Web Site:
Research

Profile of research raised
“Sound Science” twice-monthly podcast
Work with University site, including web site specifically to promote stimulus funded research

www.whsc.emory.edu/soundscience/

Web Site:
Mobile Site
WHSC Mobilewww.whsc.emory.edu/mobile/

Accessible via mobile phones (smartphones) or PDAs
Users can easily access:
phone numbers
addresses
latest news releases
media information.

Multimedia:
Overview
Video, audio, slides & more!

Multimedia:
YouTube

University standard
72 health sciences videos uploaded
Saves time
Easily shared
Reaching new audiences
Also uploading video to Emory Healthcare’s YouTube Channel

University Channel - www.youtube.com/user/EmoryUniversity

Multimedia:
Video Production

2 video packs – each with:
mini DV video cameras
wireless microphone
tripods
accessories
Video recorded by our staff
Videos produced with Final Cut Express
High-profile video produced by contract video staff

Multimedia:
Podcasts & Audio Slide Shows

Basic digital audio recorders
SlideShowPro for Flash slide shows
Slide shows with or without audio
Easy to custom format

Multimedia:
Partners

Social Media:
Overview

Reaching audiences in new & powerful ways
Makes use of our rich content
Social Media so far:
Blog
Twitter
YouTube

Social Media:
Health Sciences Blog

Looked before leaping
Planned for upkeep
Whole team asked to contribute ideas, write
Updated every weekday
Brings threads together – news, magazine articles, press, video, & more
Videos being produced -for- blog
Tied to Twitter
Content easily shared
Keywords “tags” turn blog into reference library

Emory Health Now
www.emoryhealthblog.com

Social Media:
Twitter

Tweeting news, articles, media hits, video & more
Retweeting partners, media
Gaining followers
More and more people retweeting us

Email Promotion:
Overview

Pushes content to readers
Teasers point to news, articles, blog, video, web sites – whatever we want people to see
Consistent look & feel for each newsletter
Multiple staff learning to create
Strong results  emails = traffic!

Analysis of web traffic shows that email promos lead to traffic spikes

Email Promotion:
Examples
Research &
Discovery Focused
Publication / Magazine
Promotion
Internal
Audience

Strategy:
Overview
Blog Post
Blog by Email
RSS Feeds
AJC Blog
Slide Show
Podcast
Story
Other Campus/
School Web Sites
Photos
Magazine Article
HealthSciences Web Site
Online News Release
Publication Feature
Emory Healthcare Web Site
Video B-Roll
Email News Release
Twitter Post
Video News Release
VideoFeature
Emory Web Site

Strategy:
Case Study: H1N1 Trials

Emory participates in clinical trial of new H1N1 (swine flu) vaccine
Press briefing & media opportunity
Local media attend
AP covers, does photos
Emory shoots video of briefing
Emory gets B-roll of vaccination
Emory gets photos
Story told by
News release
Blog post
Twitter
2 YouTube
Photos
B-roll Video
Local TV
Local print/web
Associated Press
National media
Emory web site, pubs, Twitter

Strategy:
Case Study: H1N1 Trials

Strategy:
Web Metrics for Feedback

Find out results of promos
Find out top stories
Measure audience
Measure success or failure
One big trend  Email promos lead to traffic

Strategy:
Staff Training

Training essential
Training for
Content management system
Blogging
Video camera
In-house training
How-to documents
In-person workshops
Online training materials

Wrap-Up
Compelling Content +
Multiple Formats +
Effective Distribution +
___________________________
Successful Communication

Contact Information
Jeffrey Molter
Associate Vice President, Health Sciences CommunicationsWoodruff Health Sciences Centerjmolter@emory.edu404-727-4347 Office@emoryhealthsci (Twitter)
www.emoryhealthsciences.orgwww.emoryhealthblog.com