how emory health sciences communicates in the new media landscape
DESCRIPTION
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.TRANSCRIPT
Telling the Story:
How Emory Health Sciences Communicates
in theNew Media Landscape
Presenter: Jeffrey Molter
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.
At A Glance
Our office serves the external and internal communications needs of Emory’s Woodruff Health Sciences Center and its principal constituents, including Emory Healthcare.
Introduction to
Health Sciences Communication
Responsibilities of
Health Sciences Communications
Our responsibilities include:• media relations• crisis communications• publications• multimedia• web sites• special events
Health Sciences Communications
Jeffrey MolterAssociate Vice President
Media Relations Publications Research Communications
Director12+ Media Pros
Director3 Editors / Writers3 Graphic Designers
Director2 Science Writers
Photographer
Communications Specialist (Web / Technology)
Director of Strategic and Policy Communications
Executive Administrative Assistant
National Media Coverage
PublicationsLocal Media Coverage
PublicationsLocal 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
PublicationsLocal Spotlight: Atlanta Magazine
• July 2009 cover story• Emory doctor on cover• Promoted by Media Relations• Promoted by Healthcare Marketing
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.
PublicationsHealthcare 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 Health Flagship
• Emory Medicine School of Medicine Alumni
• Emory Nursing School of Nursing Alumni
• Public Health School 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
• Profile of research raised
• “Sound Science” twice-monthly podcast
• Work with University site, including web site specifically to promote stimulus funded research
Web Site:
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 Channel - www.youtube.com/user/EmoryUniversity
• University standard
• 72 health sciences videos uploaded
• Saves time
•Easily shared
• Reaching new audiences
• Also uploading video to Emory Healthcare’s YouTube Channel
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 Nowwww.emoryhealthblog.com
Social Media:
• 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
InternalAudience
Research &Discovery Focused
Publication / MagazinePromotion
Strategy:
Overview
Story
Online News
Release
Video News
Release
Video B-Roll
Photos
Slide Show
Magazine ArticlePublication
Feature
Blog Post
Twitter Post
AJC Blog
Emory Healthcare Web Site
Emory Web Site
Email News
Release
Blog by Email
RSS Feeds
VideoFeature
PodcastOther Campus/
School Web Sites
HealthSciences 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
Jeffrey Molter
Associate Vice President, Health Sciences CommunicationsWoodruff Health Sciences [email protected] Office@emoryhealthsci (Twitter)
www.emoryhealthsciences.orgwww.emoryhealthblog.com
Contact Information