BACKGROUND
Market research has shown that awareness of our service remains lower than we would like. There is a need to raise awareness and deliver training. However, there are 3 key barriers to be tackled:
• the size and nature of the health community;
• health professionals have little time available;
• as a digital library, we are somewhat remote from our users.
OBJECTIVES
Market research concluded that “word of mouth”, where health professionals tell each other about useful resources they have found, is a powerful tool for promotion.
Our strategy is to harness this, by finding Champions within the health community who will “spread the word” about the value of our service and resources.
Our objectives during 2003 – 2004 are to:
• Recruit a network of librarians as “Representatives”
• Design and deliver a national awareness campaign
• Through Representatives, recruit a network of health professionals as “Champions”
METHODS
During Summer 2003, we launched the Digital Libraries Network (DLnet). Librarians from around the country have been invited to join DLnet as “Representatives”. Representatives actively engage with their local health communities, promoting digital resources and library services.
The strategy behind DLnet is to enable Representatives to identify local opinion leaders and recruit them as Champions. Champions will act as advocates within their departments or professional groups, promoting the value of library services and resources.
During 2003, activity is focused around Awareness Week, a national publicity campaign. A major feature will be 10-minute online training for health professionals. The campaign also includes partnership with health libraries across the country. Librarians, who sign up as Partners, will carry out training and marketing activities locally, to promote digital resources and health library services. These activities are designed to help librarians identify local Champions.
CONCLUSIONS
Our approach of developing networks of Representatives and Champions is already proving successful. It offers a range of benefits, most notably:
• The integration of local and national marketing and training efforts
• The promotion of resources as a seamless service
• Avoiding unnecessarily re-inventing the wheel by making available materials and tools
• The sharing and promotion of good practice
• A clear and identifiable bi-directional communication route
This presentation will outline our approach to building new types of relationships with Representatives and Champions. It will also summarise the results from this work, conclusions drawn and lessons learned.
|