UC San Diego Health
Print and Digital Publishing: Internal Audience
Silver
UCSD Physician/APP Update is a weekly newsletter to inform, recognize and engage an audience of physicians, advanced practice providers, and medical trainees. The newsletter is sent every Wednesday at 6 p.m. to an audience of 4,903 readers, 82% of whom read the newsletter on their mobile device first.
What was the most impactful part of your entry?
We respect that our physicians have full inboxes and busy schedules. We use our custom rubric to make sure we’re selecting the most timely and relevant content for our audience. We use SmartBrevity principles when writing, editing, and proofing to keep our content succinct and scannable in less than 7 minutes. Right content + right length is our formula for success.
What challenge did you overcome?
Every week, we receive entries not directly related to our physicians. For example, an announcement for nurses or specific information for patients. To better curate our information, we developed a rubric to use to score submissions. This helps us explain to people why we might not include their submission. It also gives us an opportunity to explore if we can make a submission impactful for our audience by rewriting it or adding a physician perspective or quote.
Contact:
Caroline Seeley
cseeley@health.ucsd.edu