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Web services facilitate communication
The next wave of Web-based technology focuses on consumer-generated
content, online networking, media convergence and collaboration. Under
the guidance of the award-winning Business Development and Marketing
Web team, headed by Dave Bennett, MUSC is utilizing several services to
enhance internal and external communication.
One of the latest communication endeavors from Business Development and
Marketing is the use of blogs, which is the word derived from a
combination of Web and logs. Blogs are Web sites that provide
commentary and information about a specific topic. The most current
entry often is displayed first, followed by subsequent commentaries.
There are blogs on almost any topic you can imagine; cancer blogs,
blogs on pharmaceutical news and even flu blogs called flubies.
MUSC has entered into the blogging community with two blogs; one from
the president and the other from the hospital’s executive medical
MUSC President Ray Greenberg described himself as an “accidental
blogger.” Ray’s Blog highlights the outstanding work and people at MUSC
and provides a personal perspective of what goes into running a
hospital. “My hope is to find a way to communicate informally with
folks at MUSC and beyond, and to do so in an entertaining way,” said
Greenberg. “My blog is unlikely to be the next ‘hot thing,’ but if it
helps to get the message out about what is going on here, then it will
serve a useful purpose.”
To read and post comments to Ray’s Blog, go online to http://blogs.musc.edu/raygreenberg/.
While Ray’s Blog targets both internal and external audiences,
physician Pat Cawley writes an informational blog specifically for MUSC
medical staff; http://iapps.muschealth.com/medblog/.
Real-time events are posted like drug shortages and the implementation
of new technology. “Not everyone receives information in the same
format, so it is important, in order to maintain great
communication with the medical staff, that we employ as many different
methods as possible,” said Cawley. “Blogs are one method. E-mail,
newsletters, wikis, paging, text messaging, and town halls are a few of
the others. We must use them all.”
While blogs are fairly new to the MUSC community, other creative
communication tactics like podcasts, wikis and Really Simple
Syndication (RSS) feeds have been successful new media tactics to share
medical information. The latter tactic allows subscribers to stay
up-to-date on news coming from their preferred publications, which is
then sent to their computer in text form.
According to Bennett, MUSC houses the largest library of podcasts for
an academic medical center, with more than 500 available for download.
“We produce about 10-15 podcasts each week,” said Bennett.
More than 100 MUSC physicians, faculty and guests have lent their
expertise and voice to podcasts, which have reached 155 countries
worldwide. Bennett said their strategy is to “go beyond static text
where consumers can listen in a comfortable setting.”
MUSC-affiliated podcasts and free RSS feeds from MUSC in the News,
Health in the News and Health E-Newsletters can be accessed from http://www.muschealth.com. Web
site visitors can browse podcasts by topic or medical professional.
Instructions for subscribing to one of the several news feeds also are
listed on this site.
Friday, March 14, 2008
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