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:

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

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 Centerjmolter@emory.edu404-727-4347 Office@emoryhealthsci (Twitter)

www.emoryhealthsciences.orgwww.emoryhealthblog.com

Contact Information