Providence Research

SOCIAL RESEARCH // WRITING

PROJECT OVERVIEW

During this 8-month internship at Providence Research, a healthcare company looking to disseminate research findings and surface opportunities for researchers and institutes, I was responsible for the company's online presence. I reinforce the brand intent by democratizing complex medical research

The drop in newsletter viewership revealed a drop in essential information being accessed by the public. I assessed the metrics and led the reconfiguration of the existing newsletter into two more focused newsletters which successfully increased engagement. I also looked at Linkedin to support my analysis of the newsletter content since they overlap.

PROJECT OVERVIEW

During this 8-month internship at Providence Research, a healthcare company looking to disseminate research findings and surface opportunities for researchers and institutes, I was responsible for the company's online presence. I reinforce the brand intent by democratizing complex medical research

The drop in newsletter viewership revealed a drop in essential information being accessed by the public. I assessed the metrics and led the reconfiguration of the existing newsletter into two more focused newsletters which successfully increased engagement. I also looked at Linkedin to support my analysis of the newsletter content since they overlap.

During this 8-month internship at Providence Research, a healthcare company looking to disseminate research findings and surface opportunities for researchers and institutes, I was responsible for the company's online presence. I reinforce the brand intent by democratizing complex medical research

The drop in newsletter viewership revealed a drop in essential information being accessed by the public. I assessed the metrics and led the reconfiguration of the existing newsletter into two more focused newsletters which successfully increased engagement. I also looked at Linkedin to support my analysis of the newsletter content since they overlap.

UNDERSTANDING THE DIP

Analysing content, assessing traction

"Awards and News" gained traction on the newsletter, "Funding" got traction on Linkedin

By analysing the metrics the newsletter, we found that research grants or awards and news pieces about research innovations were more popular than events. However the funding page and the career page was not interacted with as much when those were the more popular pieces on Linkedin.

On Linkedin over a span of 3 months, we found that the most popular pieces were 2 news articles on recent research innovations and 2 posts on research and career opportunities, all of which exceeded 500 impressions and 100 clicks compared to the usual 200 impressions, impressions meaning the number of times the content was seen but not interacted with.

THE NEWSLETTER INTERVENTION

Looking at the potential reasons for a drop in engagement or an increase in the number of impressions, on social media, my supervisor and I questioned the use of tone and hashtags and on the newsletter, we questioned the newsletter length and the visibility of content.

One of two solutions: The newsletter

For the newsletter, it was split in two. The goal was to create one newsletter focusing on past events and another on future events and opportunities based on the idea that readers looking for future opportunities may get lost if that content is buried too deep in a single lengthy newsletter. We noted an incline in viewership through A/B testing.

The outcome of splitting the newsletter was positive

Visualising the split through colour, image, and content

Visually, in the new newsletter, the goal was to maintain three to six lines of text with better copywriting because they were otherwise copy-pasted, and standardise image size and colour. The split helps the new red newsletter surface future opportunities earlier while still leveraging important research innovations in the green newsletter.

Note: Since a lot of our content involves amplifying existing content, the frequency at which we post was dependent on our partners despite our own attempt to standardise it.

THE SOCIAL MEDIA INTERVENTION

Two of two solutions: Social media

For social media, I structured the content by attributing 3 specific days for 3 specific sectors: one day for cardiovascular research, then, substance use, and gerontology. I also chose to use more hashtags to reach more of the general audience for those news pieces but more specific tags for funding opportunities to reach more niche audiences. Finally, I dedicate 2 days on amplifying more impactful posts from partner organisations.

REFLECTION

Take initiative

Something of value to take away from this experience is advocating for my thoughts and taking initiative. Compared to my first internship, this internship had little onboarding, and direction which, while challenging, gave me the opportunity to explore beyond my assigned responsibilities. Voicing out my thoughts to the team on the newsletter and a need for change was daunting but gratifying because I saw one of my first few initiatives take shape.

THE SOCIAL MEDIA INTERVENTION

Two of two solutions: Social media

Two of two solutions: Social media

For social media, I structure the content by attributing three days to three specific sectors: one day for cardiovascular research, then substance use, and gerontology because the company covers specific areas of research.

I also chose to use more hashtags to reach a wider general audience for those news pieces and more specific tags for funding opportunities to reach more niche audiences. Finally, I dedicated two days to amplifying more impactful posts from partner organisations.

For social media, I structure the content by attributing three days to three specific sectors: one day for cardiovascular research, then substance use, and gerontology because the company covers specific areas of research.

I also chose to use more hashtags to reach a wider general audience for those news pieces and more specific tags for funding opportunities to reach more niche audiences. Finally, I dedicated two days to amplifying more impactful posts from partner organisations.

REFLECTION

Take initiative

Take initiative

Something of value to take away from this experience is advocating for my thoughts and taking initiative. Compared to my first internship, this internship had little onboarding and direction, which, while challenging, allowed me to explore beyond my assigned responsibilities. Voicing out my thoughts to the team on the newsletter and a need for change was daunting but gratifying because I saw one of my first few initiatives take shape.

Something of value to take away from this experience is advocating for my thoughts and taking initiative. Compared to my first internship, this internship had little onboarding and direction, which, while challenging, allowed me to explore beyond my assigned responsibilities. Voicing out my thoughts to the team on the newsletter and a need for change was daunting but gratifying because I saw one of my first few initiatives take shape.

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