The document provides an overview of the Mount Sinai Health System Libraries led by Gali Halevi. It discusses the library's products, customers, funding sources, and strategic priorities such as being innovative, mission critical, proactive, competent, and trusted. It then outlines various content marketing strategies the library uses to engage customers including creating content, supporting online learning, acting as a publisher, developing credit-bearing courses, conducting research evaluations, focusing activities for different communities, building advisory committees, using analytics, partnering on research, customer engagement/marketing, and trialing new products. Specific content types and channels used are also detailed.

1. Gali Halevi | MLS, PhD
Chief Director, Mount Sinai Health System Libraries
Assistant Professor, Department of Medicine
Icahn School of Medicine at Mount Sinai

3. Product/s
• Human expertise
• Electronic and print resources
• Software and platforms
Customers
• Students
• Faculty
• Scientists
• Clinicians
Funding
• Allocated budget
• Gifts and Donations
• Other revenue channels

5.  Innovative: Continuously improves its processes and services by
exploring new technologies and offerings.
 Mission Critical: Engages in a variety of activities that will directly
serve and promote the institution’s missions.
 Proactive: Enriches and contributes to the education of the community
that it serves and within which it resides.
 Competent: Strives to be seen as an analytical and metrics-driven body
that creates and disseminates knowledge according to deep analysis.
 Trusted: Provides trusted knowledge and services that advance the
institution and its mission to continually improve services.

6. The Content Marketing Institute defines content marketing
as a
strategic marketing approach
focused on creating and distributing
valuable, relevant, and consistent
content
to attract and retain a
clearly-defined audience

7. Creating content for marketing
is not an easy task:
◦Requires time
◦Requires talent (writing, editing)
◦Requires subject area expertise

10.  Mobile Access:
◦ Mobile apps
 Full text on the go
 Customized content

11. Supporting online learning
through:
◦Curating content for courses
◦Supporting learners
◦Facilitating education

12.  The library as a publisher
◦ Creating a platform for early-career institutional
publishing
◦ Support researchers in efficient knowledge production
and rapid dissemination of new research
◦ Open access to scholarly information
◦ Build collaborative partnerships
around the world
◦ Improve the production and sharing of scholarly research
◦ Support innovative publishing services
 http://pjephl.law.pitt.edu/ojs/index.php/pjephl

13. Scientists
Clinicians
Faculty students

14.  Library developed credit bearing courses – taking
an active role in the curriculum
 Credit bearing seminars and continuing education
(CE/CME)
 Workshops and hands-on learning (beyond library
instruction)

16.  Lead institutional effort in research evaluation
 Use know how and expertise to showcase
institutional achievements to leadership:
◦ Analyze output
◦ Feature research
◦ Find opportunities
 Use bibliometrics to grow content in emerging
areas (What are they citing? Where are they cited?
Where are they publishing?)

18.  Focused activities for different communities:
◦ Collaboration
◦ Special Licensing
◦ Instruction / training
◦ Features and promotions
 Ongoing engagement (forum)

21.  Build advisory committees:
◦ Students
◦ Clinicians
◦ Program directors
 Insert library presentations into existing
committees and advisory boards

24.  Analytics – based:
◦ Collection development
◦ Renewals
◦ Platforms and software licensing
 Advanced services:
◦ Reference - Use reference stats to build knowledge bases
and feature services
◦ Research support (systematic reviews)

26.  Become a partner and
be seen as a research
partner through:
◦ Publishing
◦ Joint studies
(Healthcare leadership)
◦ Data curation and
analytics
◦ Conferences
presentations
◦ Thought leadership
(forum celebrating
International Women’s
Day)

28.  Customer engagement & marketing:
◦ Content marketing (note that all activities are featured on
a blog and shared)
◦ Social media (blog, FB, Twitter, YouTube, website)
 Take the mystery away from what we do via:
◦ Staff introductions
◦ Special campaigns
◦ Special events (information forum)

30. White papers
Promotions
Presentations
Articles
Interviews
Pictures stories
Events recap
Live pictures Live events
Announcements
Relevant content
Recordings
Promotional
videos

31. Activities Content types
 Seminars / workshops
 Community focus
campaigns (Year of…)
 Credit bearing courses
 CE/CME mini-
conferences
 Expo / Forum
 Conferences
 Blog posts
 White papers
 Articles
 Booklets
 Workbooks
 Postcards
 Interviews
 YouTube Videos
 Pictures
 Presentations

32.  CME / CE courses = $200+ per credit
 Courses = T-Money (depending on # of credits)
 OA Journals = Author fees
 Specialized services (i.e. biostatistics @$175 per
hour)
 Leasing space for meetings / conferences

34.  Trial products according to a strategic
plan:
◦ What is the community you are aiming to
connect with?
◦ Connect with the leaders – gain buy-in
◦ Create a committee

35. Year of…. (campaign)
Poster /s
Table stands
brochures
Blog posts
Pre -Seminar/s
Blog post
(speakers,
theme, interest)
Posters
Registration
campaigns
During Seminar
Pictures
(Snapchat)
Twitter posts
(seminar
handle)
Post-seminar
Seminar
recordings
Blog Post
Pictures on
Facebook
Survey results

36. Blog
Brochures
Posters
Twitter
Snapchat
YouTube
Facebook
Announcements,
Features research
White Papers
Online and in
paper
Pre-during-post
seminar
Live
pictures
Event
recordings
Event
pictures and
summary

37.  Many libraries invite publishers to a day at the
library
 Make the most out of your event:
◦ Pick a significant date
◦ Create content around the occasion
◦ Take (lots) of pictures
 Distribute via snapchat and twitter during the event
◦ Create a short video
 Distribute using YouTube and Facebook
https://youtu.be/LrkZXKX4eGg
◦ Write about it
 Distribute using Facebook, Blog

38. Gali Halevi, MLS , PhD
gali.halevi@mssm.edu
Contact