Ed Coburn, Publishing DirectorHarvard Health Publications / Harvard Medical School
Harvard Health Publications
Trusted advice for a healthier life
Harvard Health PublicationsTrusted advice for a healthier life
Agenda
• About Harvard Health Publications– History– Guiding principles– Products– Social media
• Our competition• In practice
Harvard Health PublicationsTrusted advice for a healthier life
First, a little about me• At Harvard for 10 years• Previously co-founder of
Circadian Information• Founding member of Cutter
Information Corp. management• Past President of Specialized
Information Publishers Association• Background in starting and running
media/information businesses
Harvard Health PublicationsTrusted advice for a healthier life
About Harvard Health Publications
• Started in 1975 – Harvard Medical School Health Letter,
first consumer health newsletter– By Dr. Stephen Goldfinger and
Dr. Timothy Johnson• Staff of 28• Work with hundreds of clinical
doctors (of the 9,000+ faculty)
Guiding principles
• Authoritative• Trustworthy• Empowering• Thorough• Accessible
Harvard Health PublicationsTrusted advice for a healthier life
What we publish• 5 monthly newsletters
(print & digital)
• 50+ special reports, updated every two years (print & digital)
Harvard Health PublicationsTrusted advice for a healthier life
What we publish (continued)
• 50+ books • Magazine collaborations • Syndicated newspaper column• 3rd party licensing to a wide range
of public and corporate websites– Text, animations, video, interactive
tools, decision guides• Mobile applications
Harvard Health PublicationsTrusted advice for a healthier life
Social media efforts
• Email is increasingly important
• Twitter: 185,000+ followers• Facebook: 5,800+ fans• Blogs (internal and external sites)• Text messaging
Harvard Health PublicationsTrusted advice for a healthier life
Competition
Harvard Health PublicationsTrusted advice for a healthier life
Traditional Non-traditional Purely Digital
• Mayo Clinic Health Letter
• Johns Hopkins Health After 50
• UC Berkeley Wellness Letter
• Consumer Reports On Health
• Other players
• Hospitals and health insurers
• Health magazine, Newsweek, Cosmo, Better Homes, etc.
• Newspapers• TV and radio
• WebMD• MSN, Yahoo,
AOL, EveryDay Health, other open portals
• Mobile apps• User-generated
and other amateur content
In practice
Authoritative & TrustworthyClinical faculty physicians, multiple rounds of review
EmpoweringPractical information to help people improve health and quality of life and successfully prevent and treat illness
ThoroughResearch and context
Harvard Health PublicationsTrusted advice for a healthier life
In practice: Accessible• Plain English, watch for jargon and
acronyms• Definitions and pronunciations • Multiple points of entry• Multi-media – words, pictures,
charts/tables, video, animations• Fonts, point size, • Paragraph and line length
Harvard Health PublicationsTrusted advice for a healthier life
Health communications basics
• Tell a story (but not fiction)• The myth of “evergreen” health
content• The myth of evidence-based
medicine and health information• Responding to changes
• Vioxx• New IOM cholesterol guidelines
Harvard Health PublicationsTrusted advice for a healthier life
Health literacy
• Pronunciation guides• Audio and video options• Icons• Using the language of the reader,
not the experts– Hormone Replacement Therapy
(HRT) vs Hormone Therapy– They’re people, not patients
Harvard Health PublicationsTrusted advice for a healthier life
Ethics and social responsibility
• Health information drives healthcare policy and costs
• Don’t amplify the hype– Get the facts/a balanced perspective– What are the known benefits?
• Absolute vs. relative (number to treat)– What are the risks and side effects?
• Absolute vs. relative– What are the $ costs?
Harvard Health PublicationsTrusted advice for a healthier life
Health communicator skills
• Develop your storytelling• Be balanced, state what’s a fact,
what’s conjecture, and what you simply don’t know
• Immerse yourself in social media• Understand and live with the
technologies
Harvard Health PublicationsTrusted advice for a healthier life
Harvard Health PublicationsTrusted advice for a healthier life
Ed CoburnPublishing Director, Harvard Health PublicationsHarvard Medical SchoolEmail: [email protected]: @EdCoburnLinkedIn: www.LinkedIn.com/in/EdCoburn