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Developing a Marketing Orientation in Hospital Library Services: A Case Report.
Basia Delawska-Elliott1, Carrie Grinstead2, Heather J Martin3
1a System Library Services, Providence St. Vincent Medical Center , Portland , Oregon , USA.
Medical Reference Services Quarterly
|October 27, 2015
Summary
Regionalizing library services at Providence Health & Services in Oregon was a success, increasing usage despite staff and budget cuts. A creative marketing campaign was crucial to promoting these new library reference services and online resources.
Area of Science:
- Health sciences librarianship
- Information management in healthcare settings
Background:
- Providence Health & Services libraries in Oregon underwent regionalization.
- This transition faced initial user apprehension.
- Significant reductions in professional staff and budget occurred.
Purpose of the Study:
- To describe the successful transition to regionalized library services.
- To highlight the role of marketing and outreach in this success.
- To detail strategies for promoting regionalized library reference and online resources.
Main Methods:
- Implementation of a creative marketing and outreach campaign.
- Focus on promoting regionalized library reference services.
- Emphasis on promoting online library resources.
Main Results:
- The regionalized library experienced a resounding success.
- Despite staff and budget reductions, business and recognition increased.
- The marketing and outreach campaign was a key contributing factor.
Conclusions:
- Creative marketing and outreach are vital for the success of regionalized library services.
- Effective promotion can overcome challenges like staff and budget reductions.
- This model demonstrates successful adaptation in health sciences libraries.
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