Professionalism & Leadership

Paper: Program Description Abstract

Collaborative Marketing in a Health Sciences Library: A First-Year Assessment

Tuesday, May 7
4:35 PM - 4:50 PM
Room: Columbus CD (East Tower, Ballroom/Gold Level)

Background : In August 2017, an interdepartmental marketing team at an academic health science library instituted a new method of managing marketing through a marketing calendar system. At their quarterly meeting, team members developed a three-month schedule of marketing messages to be distributed via the library’s print and digital dissemination mechanisms, including signage, email, and social media. Messages were related to timely topics (beginning of the school year, finals, or holidays/health commemorations), as well as library-related events or services (instructional workshops, circulated items, or study spaces). After one year of conducting marketing efforts using this system, the team is assessing their efforts.
Description : The assessment includes both qualitative and quantitative data, and seeks to answer two core questions: 1) Is this method of marketing library services and resources effective in consistently engaging with potential/current library users, both to share about health information resources and services, and to gain feedback about those services? 2) Is this method of marketing library services efficient in creating a feasible and sustainable workflow for library staff and faculty? Data sources include social media statistics from Facebook and Twitter, attendance at library-sponsored events, survey data on library users’ experiences with/opinions of social media, focus group data from current and former marketing team members on the marketing calendar system, and survey data from library staff and faculty on the marketing calendar system.
Conclusion : The new marketing system increased user engagement with library social media accounts significantly, in part due to the hire of a social media coordinator for the university libraries, creating opportunities for cross-library promotion and engagement with university-level social media. The content of marketing messages has broadened to include services previously under-promoted, thanks to circulation staff input, leading to the creation of new library signage. There were some challenges in recruiting, retaining, and training marketing team members; the team may need to formalize an orientation process for new members to learn the project management and design tools used by the team.

Margaret Emily Ansell, AHIP

Nursing & Consumer Health Liaison Librarian
Health Science Center Libraries, University of Florida
Gainesville, Florida

Margaret Ansell is the Nursing & Consumer Health Liaison Librarian at the University of Florida’s Health Science Center Libraries. She works with the College of Nursing and clinical nursing staff at UF Health Shands Hospital, as well as with the College of Health and Human Performance’s Health Education and Behavior department.


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Bonnie Sue Green

OPS Clerical Staff - Assoc. Dean/ Fackler Director's Office, Smather's Libraries in HSCL
University of Florida, Smather's Libraries
Gainesville, FL


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Joe Wu

Bioinformatics Support Specialist
University of Florida Health Science Center Libraries
Gainesville, Florida

My name is Joe Wu. I have a PhD in biomedical science and completed two years of postdoctoral research at University of Wisconsin-Madison where my work was funded by a T32 training grant in Molecular and Applied Nutrition. I made my way back home to the University of Florida where I completed my undergraduate studies and now working as bioinformatics support specialist at the Health Science Center Library. This position allows me to make full use of my biomedical research training and apply new computational methodologies to help researchers advance their research.


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Chloe Hough

Library Associate 1/ Evening Circulation Supervisor
University of Florida, Health Science Center Library
Gainesville, Florida

Chloe Hough is the Evening Circulation Supervisor at the University of Florida's Health Science Center Library; she holds a Masters in Library and Information Science from Florida State University and a Bachelors of Art in Anthropology from the University of Florida. She has worked and volunteered in a variety of departments at the University of Florida over the past decade since being an undergraduate, including Archaeology, Biological Archaeology, Digital Collections, and now the Health Science Center Library. She has over three years of customer service experience and currently works to assist library patrons in Access Services.


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Collaborative Marketing in a Health Sciences Library: A First-Year Assessment

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