The Pritzker PodcastA novel way to communicate with medical school applicants

Ben Ferguson | Mary Bister

University of ChicagoResearch in Progress29 January 2009

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Podcasting in medical education

Ben Ferguson | Mary Bister

University of ChicagoResearch in Progress29 January 2009

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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

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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.

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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

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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

6Center for Journalism and Communication Research, University of Texas

Growth of iPod and media player use

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8

0%

20%

40%

60%

80%

12-17 18-24 25-34 35-44 45-54 55-64 65+

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24

34

5255

64

71

6

15

31

464851

73

6

14

24

383839

54

27

16

303031

42

Own iPod or Other MP3 Player

2006 2007 2008 2009

The Infinite Dial. Arbitron/Edison Media Research. Jan 2009.

9Kaiser Family Foundation / New York Times. 20 Jan 2010.

2009

2004 18%

76%

Percent of all 8- to 18-year-olds who own an iPod/MP3 player

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“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.

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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.

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“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.

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0%

5%

10%

15%

20%

25%

2006 2007 2008 2009

22%

18%

13%

11%

Audio Podcast Ever-Consumers

The Infinite Dial. Arbitron/Edison Media Research. Jan 2009.

0%

10%

20%

30%

40%

50%

2006 2007 2008 2009

43%

37%37%

22%

Aware of Audio Podcasts

Among 12+ population

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0%

5%

10%

15%

20%

25%

2006 2007 2008 2009

22%

18%

13%

11%

Audio Podcast Ever-Consumers

The Infinite Dial. Arbitron/Edison Media Research. Jan 2009.

~54 million people

0%

10%

20%

30%

40%

50%

2006 2007 2008 2009

43%

37%37%

22%

Aware of Audio Podcasts

Among 12+ population

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Access whenever I want

Content unavailable elsewhere

Portability

More control over content

Fewer commercials

Shorter content

0% 10% 20% 30% 40%

3%

9%

13%

13%

15%

35%

“What is the main reason you watch/listen to podcasts?”

The Podcast Consumer Revealed. Arbitron/Edison Media Research. Jan 2009.

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“You generally trust the hosts of the podcasts you watch/listen to.”

The Podcast Consumer Revealed. Arbitron/Edison Media Research. Jan 2009.

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“30% [of college students] create or listen to podcasts.”

—Experience, Inc., 2006

2006 Media Perception Survey. Experience, Inc. 19 Jul 2006.

The case for podcasting

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Podcasting’s expansion into supplementary media

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Podcasting in medicine and science

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Podcasting in medicine and science

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T O U R S T O P S1. Crimson Promenade2. Woods Quad3. Morgan Hall4. Bidgood Hall5. Bashinsky6. Bryant-Denny Stadium7. Reese-Phifer Hall8. Denny Chimes9. Corner of Quad10. Nott Hall 11. Gorgas Library12. Engineering Row13. Corner of Campus & 7th14. Lakeside Dining 15. Ferguson Plaza

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

Podcasting in education

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

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

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Podcasting in medical education

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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

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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

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This is the first use of podcasting in medical admissions.

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

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Joni

SkypeSkype

SkypeMary

Ben

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Joni

SkypeSkype

SkypeMary

Ben

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Listenership and listener responses

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39,151 unique downloads

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39,151 unique downloads

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(~1,500 per episode)

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“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.”

“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.”

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“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.”

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

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100% agreed or strongly agreed that Pritzker was accurately represented.

88% agreed or strongly agreed that the Pritzker Podcast encouraged their decision to attend.

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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

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The future of the Pritzker Podcast

Video tours/podcasts?

Forum?

Faculty profiles?

Lecture/seminar recordings?

Live broadcasts with chatrooms?

Augmented reality?

iPhone application?

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Thanks

Joni Krapec

David Owen

Sylvia Robertson

Holly Humphrey

Halina Brukner

Darrel Waggoner

Anthony Montag

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Laura Hodges

Colleen Plein

Becky Bielang

Erin Kirkham

Mac Walter

Mike Glista

Jeff Eisen

David Raleigh

Erica Sullivan

Mike Drazer

Katie Gielissen

Marcus Dahlstrom

Melanie Odeleye

Lucia Navar

Vinny Arora

Shalini Reddy

Leo Faoro

Herb Abelson

Thank you too.Questions?

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Resources

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Pritzker Podcasthttp://pritzkerpodcast.com

Podcasting: A Teaching with Technology White Paperhttp://www.cmu.edu/teaching/resources/PublicationsArchives/StudiesWhitepapers/

Podcasting_Jun07.pdf

A Podcast Primerhttp://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