Collaboration, Visibility, and Relationship Marketing: Driving Use and Demonstrating Value of a Consumer Health Information Service

ABSTRACT

Preston Medical Library/Health Information Center partnered with the University of Tennessee Medical Center Marketing and an outside marketing firm to better promote patient and community engagement in health information. An internal and external marketing plan was developed to promote the library through the development of brochures, table tents, room signage, television appearances and other various marketing strategies. Working with both marketing teams has created a unique opportunity to broaden internal promotion of the library. In addition, the relationship developed between the library and the marketing teams has expanded the library’s presence in the community and created an increase in community use.

KEYWORDS:

• Consumer health information
• cooperative behavior
• hospital administration
• libraries medical
• library services
• marketing