CTSA Program Quarterly Communications Call June 21, 2018 -1:00 2:00 - - PowerPoint PPT Presentation

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

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

Communications Environmental Scan

1:40 – 1:50 p.m.

• CLIC Communications Updates

1:50 – 2:00 p.m.

• NCATS Communications Updates – Cindy McConnell
• Questions/Feedback?

Video Discussion

205.934.7442 ccts@uab.edu www.uab.edu/ccts @cctsnetwork 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 TULANE UNIVERSITY | TUSKEGEE UNIVERSITY | UNIVERSITY OF ALABAMA | UNIVERSITY OF ALABAMA AT BIRMINGHAM | UNIVERSITY OF MISSISSIPPI MEDICAL CENTER | UNIVERSITY OF SOUTH ALABAMA

Video Production/Promotion

Andria Cimino, MPH

Best Practice and Reality

Director, Communications and Strategic Outreach Center for Clinical & Translational Science (CCTS) June 21, 2018

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

• 2. Promotional
• 3. News
• 4. How To (Webinar)
• 5. Interview
• 6. Event
• 7. Presentation (TED)

YouTube Stats:

• 1.3 billion users
• 300 hrs uploaded per min
• 5 billion watched daily
• 18-49 yo demographic

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 we want the viewer to feel when watching? 4. Take-away message: What do we want the viewer to do? Have we provided the necessary info for viewers to do it? 5. Promoting the promo: Once it’s “in the can,” how are we going to get folks to watch it? Esp. important on YouTube.

* For a great list of questions, see https://blog.storyteller mn.com/video- production-questions

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 )

www.uab.edu/ccts 205-934-7442 ccts@uab.edu PCAMS – 1924 7th Ave South @cctsnetwork Search: cctsnetwork

Stay Connected

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

‘-

14

A Lesson in Cooperation

UB CTSI VIDEO TESTIMONIAL SERIES

‘-

15

• Easy to do
• Hard to do well

Video

‘-

16

• Leave it to the pros
• Cultivate partnerships

My advice

‘-

17

• University Communications (news and marketing)
• Center for the Arts Video Production Group

Partners

‘-

18

• Represent UB as leading public research university
• Promote benefits of clinical research
• Outreach to underserved communities
• Increase amount of video on line

Shared goals

‘-

19

Healthy Moms, Healthy Kids:

Research to Benefit the Community

‘-

20

• 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
• 2nd video produced; (hopefully) more to come
• Expand to partner hospital monitors, too

Outcomes

‘-

21

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.

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

23 15 13 6 6 5

5 10 15 20 25

What challenges have you faced?

Reaching key audiences Lack of awareness/recognition Lack of communication/clarity from NCATS Difficult subject matter Lack of time/resources Barriers within institutional/hub

18 16 7 6 6 4

5 10 15 20

Overcoming Challenges

Getting to the point Lots of content in different places Communications planning Adding resources Working directly with internal stakeholders Still struggling

Addressing Challenges/Suggestions

Hubs would like to know what other hubs are up to and what’s going on around the consortium.

• Action: CLIC has updated their website News page to easily highlight news from around the CTSA Program consortium.
• 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.”

• 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
• Action: CLIC and NCATS will work together to develop clear examples of the type of content we’re looking for.

The CTSA Program can be difficult to communicate about, and hub communicators are low on time and resources.

• 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.

• 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.)

• 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 call,

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

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

NCATS Web Information Update

Most Recent NCATS Video: Stem Cell Translational Laboratory Most Recent CTSA Program Stories:

• New Study Shows Medication-Based Treatment After Opioid Overdose Can Save

Lives

• CTSA Program Researchers Advance Heart Condition Study Through Precision

Medicine and Digital Health

• CTSA Program Hubs Collaborate to Assess Community Engagement

NIH HEAL Initiative Plan: Improve Treatments for Opioid Misuse and Addiction

Connect with NCATS

ncats.nih.gov/connect

• Website: ncats.nih.gov
• Facebook: facebook.com/ncats.nih.gov
• Twitter: twitter.com/ncats_nih_gov
• YouTube: youtube.com/user/ncatsmedia
• E-Newsletter: ncats.nih.gov/enews
• Announce Listserv: bit.ly/1sdOI5w

clic_comms@clic-ctsa.org

Questions/Feedback