CTSA Program Quarterly Communications Call June 21, 2018 -1:00 – 2:00 p.m. ET The University of Rochester Center for Leading Innovation and Collaboration (CLIC) is the coordinating center for the Clinical and Translational Science Awards (CTSA) Program, funded by the National Center for Advancing Translational Sciences (NCATS) at the National Institutes of Health (NIH), Grant U24TR002260.
Agenda 1:00 – 1:30 p.m. Video Discussion – Discussion guided by brief presentations regarding video o best practices, advice, etc. Presenter 1: Andria Cimino, UAB CCTS Presenter 2: Sara Serritella, Chicago ITM Presenter 3: Patrick Klinck, UB CTSTI Open Q&A 1:30 – 1:40 p.m. Environmental Scan Results – Key findings and takeaways from the o Communications Environmental Scan 1:40 – 1:50 p.m. CLIC Communications Updates o 1:50 – 2:00 p.m. NCATS Communications Updates – Cindy McConnell o Questions/Feedback? o
Video Discussion
Video Production/Promotion Best Practice and Reality Andria Cimino, MPH Director, Communications and Strategic Outreach Center for Clinical & Translational Science (CCTS) June 21, 2018 The Center for Clinical & Translational Science CENTER FOR CLINICAL & TRANSLATIONAL SCIENCE AUBURN UNIVERSITY | HUDSONALPHA INSTITUTE FOR BIOTECHNOLOGY | LOUISIANA STATE UNIVERSITY HEALTH SCIENCES CENTER | PENNINGTON BIOMEDICAL RESEARCH CENTER | SOUTHERN RESEARCH 205.934.7442 ccts@uab.edu www.uab.edu/ccts @cctsnetwork TULANE UNIVERSITY | TUSKEGEE UNIVERSITY | UNIVERSITY OF ALABAMA | UNIVERSITY OF ALABAMA AT BIRMINGHAM | UNIVERSITY OF MISSISSIPPI MEDICAL CENTER | UNIVERSITY OF SOUTH ALABAMA
My video background • Served as video script writer, editor, director, interviewer for Leapfrog Communications, LLC Developed story boards and • scripts and media trained scientists using video at National Institute of Nursing Research Oversee video at CCTS •
Many types of videos 1. Educational a. Edutainment YouTube Stats: 2. Promotional • 1.3 billion users • 300 hrs uploaded per min 3. News • 5 billion watched daily 4. How To (Webinar) • 18-49 yo demographic 5. Interview 6. Event 7. Presentation (TED)
CCTS video types currently in use (and coming soon) Feature a scientific discovery (news/interview) Capture a presentation for later viewing (educational) Training (educational) Event (edutainment/news) Webinar Raise awareness of CCTS programs, services, and impact (promo)
Key questions* to ask before shooting a promo 1. Audience: Who is the primary audience for this video? Any secondary audiences? Important defining characteristics of audience(s)? 2. Purpose/objective: What problem(s) are we trying to solve? Increase applications to a training program or calls for consults or traffic to our website? Should be measurable. 3. Value proposition: What are the benefits to the viewer of the service/program/training? How can these be visually communicated? What do * For a great list of questions, see we want the viewer to feel when watching? https://blog.storyteller 4. Take-away message: What do we want the viewer to do? Have we provided mn.com/video- the necessary info for viewers to do it? production-questions 5. Promoting the promo: Once it’s “in the can,” how are we going to get folks to watch it? Esp. important on YouTube.
Promotional videos are different: lessons learned • Point and shoot not ideal production approach — planning required • Length matters but let content drive decision (for promo, shorter is better: >15-sec Vine, but <1 min ) Resources matter (budget and time constraints) • iPhones vs camcorders vs news rig (audio/lighting trade offs) • In-house skills/resources vs outsourcing (UAB Media Dept. or freelance) • • Evaluation ( see measurable, previous slide) Humor helps sell but can be tricky (e.g., Don’t Be This PI • https://www.youtube.com/watch?v=26M8KcpWa14 , Hand Hygiene Rap https://www.youtube.com/watch?v=bGtFtkjhHRI )
Stay Connected www.uab.edu/ccts 205-934-7442 ccts@uab.edu PCAMS – 1924 7 th Ave South @cctsnetwork Search: cctsnetwork
Video Speaks Volumes
https://www.youtube.com/watch?v=pRsrZnn7qiA&feature=youtu.be
Making the Magic Happen Strategy & Audience • • Make an Investment Tell a Story • • Messaging Script & Reviews • • ROI & Multiple Legs
UB CTSI VIDEO TESTIMONIAL SERIES ‘ - A Lesson in Cooperation 14
Video • Easy to do • Hard to do well ‘ - 15
My advice • Leave it to the pros • Cultivate partnerships ‘ - 16
Partners • University Communications (news and marketing) • Center for the Arts Video Production Group ‘ - 17
Shared goals • Represent UB as leading public research university • Promote benefits of clinical research ‘ - • Outreach to underserved communities • Increase amount of video on line 18
Healthy Moms, Healthy Kids: Research to Benefit the Community ‘ - 19
Outcomes • Win, win, win • Good marketing/recruitment tool for us - UB website (university, public audience) ‘ - - Conferences (peer audience) - UBMD waiting rooms (practitioner and public audience) • UC promotes university mission • Video Production gets another feather in cap • 2 nd video produced; (hopefully) more to come • Expand to partner hospital monitors, too 20
‘ - This program is supported by the National Center for Advancing Translational Sciences of the National Institutes of Health under award number UL1TR001412 to the University at Buffalo. 21
Open Discussion/Q&A
Communications Environmental Scan Results
Overview • Complete Feedback Report will be posted to the CLIC site • Total of 58 responses from 52 unique hubs (out of 64 total hubs under current funding and no-cost extension) for a final response rate of approximately 81% • Questions focused on things like: • What % of your role is dedicated to CTSA Program communications? • What communications resources do you use, how frequently, how effective do you find them? • How interested are you in X, Y, Z? • Nearly all respondents are facing challenges in their roles • Common challenges deal with internal institutional or hub barriers, a lack of time and resources, and communicating about a complex subject matter
Challenges/Suggestions What challenges have you faced? Overcoming Challenges Reaching key audiences Getting to the point 5 4 Lack of awareness/recognition Lots of content in different 6 6 places Communications planning Lack of communication/clarity 6 6 from NCATS Adding resources Difficult subject matter 13 7 Working directly with internal 15 16 Lack of time/resources stakeholders Still struggling 23 18 Barriers within institutional/hub 0 5 10 15 20 25 0 5 10 15 20
Addressing Challenges/Suggestions Hubs would like to know what other hubs are up to and what’s going on around the consortium. o Action: CLIC has updated their website News page to easily highlight news from around the CTSA Program consortium. o Action: CLIC launched a Twitter page to share content from around the CTSA Program consortium and keep followers up to date on all things CTSA Program. The NCATS Network News and Success Story forms are difficult and time- consuming to find and fill out. It’s also not clear what type of content is “desired.” o Action: CLIC incorporated these forms as fillable documents directly on the News page in an easy to find location. Action: NCATS created updated CTSA Program “WOW! Factor” form o Action: CLIC and NCATS will work together to develop clear examples of the type of content we’re looking for. o The CTSA Program can be difficult to communicate about, and hub communicators are low on time and resources. o Action: CLIC and NCATS will work together to develop easy-to-understand and approved messaging about the CTSA Program and translational science that can be used consistently by hub communicators. o Action: As applicable, CLIC and NCATS will provide hub communicators with guidelines and templates for communications-related materials (strategic planning documents, press releases, social posts, etc.) o Action: CLIC will provide content on a regular basis (either through a newsletter or other) that can be easily shared on social by leveraging ‘Click to Tweet’ type options Hubs would like to collaborate and learn from one another about communications-related topics, like the use of video, that they can apply to their everyday work. Action: CLIC and NCATS will work together to incorporate ‘workshop’ style discussions and activities into the quarterly communications cal l, o and also look to coordinate additional opportunities for collaboration and idea-sharing when possible. Action: CLIC will work to develop a ‘Communications Forum ’ where communicators can bounce ideas off each other informally and discuss o challenges and solutions.
CLIC Communications Updates
Website Updates • New CTSA Program Success Story Form – “ Translational Science Advance WOW! Factor” • Listed on the news page • New Communications site page • Listed on the Committees page
Other Updates • Potential for a CLIC-specific newsletter • CLIC Updates • News from around the CTSA Program Consortium • ICYMI: News from the Science & Research World • 2018 STAT Wunderkinds • Deadline is June 30
NCATS Communications Updates
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