**Beyond an Apple a Day: Providing Consumer Health Information at Your
Library Script**

**Editors: Michelle Eberle and Terri Ottosen**

**Introductions**

-   Introduce Instructor(s)

-   Introduce Participants (names, affiliation and any specific interest
    in class)

-   Introduce NN/LM

    **Agenda**

> This class will cover some steps involved in providing consumer health
> information in a public library setting
>
> Assuming a building already exists...will not describe facility
> design, purchasing furniture, interior lighting, etc
>
> We will cover some steps involved in providing a consumer heath
> reference service in your public library including:

-   Health information needs of patrons

-   Challenges of providing consumer health information at the public
    library

-   Planning a consumer health service

-   Budgeting

-   Collection development

-   Consumer health on the Internet

-   The reference interview

-   Ethics

-   Outreach

-   Project development / marketing

    **Consumer Health -- Then and Now**

Historically, medical information has been provided to patients at the
physician\'s discretion. (La Rocca, Bull Med Libr Assoc. 1994
Jan;82(1):46-51)

In 1972, the American Hospital Association created the Patient Bill of
Rights advocating "[The patient has the right to and is encouraged to
obtain from physicians and other direct caregivers relevant, current,
and understandable information concerning diagnosis, treatment, and
prognosis."]{.underline}

Librarians have been trying to facilitate this for 30 years!

According to the Pew Internet & American Life Project, 52 million
American adults relied on the Internet to make crucial health decisions
in 2000. In a national survey conducted in 2002, 73 million people in
the U.S. have gone online in search of health information.
(<http://www.pewinternet.org/pdfs/PIP_VITAL_Decisions_May2002.pdf>)

A recent article in the British Medical Journal, "Googling for a
diagnosis -- use of Google as a diagnostic aid: internet based study"
claims that Google searches revealed the correct diagnosis in 15 out of
26 cases or a 58% accuracy

<http://www.bmj.com/cgi/content/abstract/bmj.39003.640567.AEv1?hrss=1.>

What are the implications of doctors thinking they can find a diagnosis
on Google?

The latest Pew Internet & American Life Project report, "Online Health
Search 2006" found that most internet users start at a search engine
when looking for health information online. Very few check the source
and date of the information they find.

More specifically:

-   80 percent of US Internet users have searched for information on at
    least one health topic

-   66 percent started at a search engine for their most recent inquiry

-   72 percent visited multiple sites

-   Most felt confident in their search

-   Only a quarter of online health seekers said they always or usually
    check the source and date

-   In the 2001 report -- half said they did so

-   And, half of the searches on the Internet are on behalf of someone
    else

This means we have our work cut out for us in getting people to evaluate
the quality of health information they are finding on the Internet.

Source: <http://www.pewinternet.org/PPF/r/190/report_display.asp>

In 1998 NLM launched a pilot project to learn about the role of public
libraries in providing health information to the public. It was found
that

-   Health - related requests account for 6% to 20% of public libraries'
    total reference requests.

-   Libraries that had specialized science and technology departments
    and that kept separate statistics by department had higher
    percentages of health-related requests, ranging up to 60%.

-   Librarians noted that even when the number of health-related
    reference requests was low, the amount of time spent per health
    request tended to be among the most time-intensive type of request.

    **Consumers are now asked to make decisions about their own disease
    process.**

> Examples:

-   "You may choose between a virtual colonoscopy or a traditional
    colonoscopy"

-   "This procedure can be performed under regional anesthesia or
    general anesthesia"

-   "We can go in and remove the tumor or take a wait and see attitude"

-   Decisions about medication management of chronic illnesses

    **Most consumers do not have the tools to make these kinds of
    decisions.**

    **Many hospital libraries cannot help.**

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-   They often are not open to the public

-   They do not have resources written for lay people -- the information
    is not at a level that the average consumer can understand.

-   Many people do not know there is such a thing as a hospital library.

> **Consumers need a place to go that is non-threatening, accessible,
> and that has the information they want in a format that is easy to
> understand.**

# Health Literacy

**What is health literacy?**

The ability to read, understand and act on health information \[Pfizer
2002\]

The degree to which individual have the capacity to obtain, process and
understand basic health information and services needed to make
appropriate health decisions \[Healthy People 2010\]

**What is information literacy?**

A set of abilities enabling individuals to recognize when information is
needed and have the ability to locate, evaluate and use effectively the
needed information \[ALA 1998\]

**Why is health literacy so critical?**

Health literacy is an essential life skill for individuals:

It may help individual seek and use information and take control over
their health.

**Health literacy is a public health imperative:**

Building health literacy improves overall population health.

**Health literacy is an essential part of social capital:**

Low health literacy is a strong contributor to health inequalities.

**Health literacy is a critical economic issue:**

A US study estimated that low health literacy const the US economy 73
billion dollars a year.

"Somehow we need to determine how health information can translate into
healthy behaviors."

**Source:** "Navigating Health: The Role of Health Literacy" by Ilona
Kickbusch, Susan Wait, Daniela Maag of the Alliance for Health and the
Future <http://www.emhf.org/resource_images/NavigatingHealth_FINAL.pdf>

**Resources**

**MedlinePlus Easy to Read**
[http://medlineplus.gov](http://medlineplus.gov/)

-   Click on Easy to read page on the Health topics page

-   Also note how to write easy to read page

**Ask ME 3** <http://www.askme3.org/>

Ask Me 3 is a program by the Partnership for Clear Health Communication
to promote clear communication between health care providers and
patients. Ask Me 3 teaches three questions that will help you have
better communication with your health care provider. These are:

1.  What is my main problem?

2.  What do I need to do?

3.  Why is it important for me to do this?

    **Reference Interview for Health Information**

Provide **a place that is "safe" for your reference interviews**. Your
library may be small, but take the person to a quiet area to discuss the
question. This shows that you respect the person's privacy

**Be empathetic.**

-   Do not judge, give an opinion, or tell the person "it's probably
    nothing".

-   Do not bring your own experiences into the reference interview ("Oh,
    my mother had that"... or "they'll probably want to operate" or
    "don't worry")

-   Do not pretend to have medical knowledge. Do not guess at the
    condition. Oh, your little one is vomiting? It's probably "pyloric
    stenosis"

**Do not be afraid to tell the person "I don't know" or "I can't get
that information for you".** Examples:

-   Who is the best surgeon in town?

-   My child has spinal muscular atrophy. How long is he expected to
    live?

-   I have a urinary tract infection. Could I have gotten it from
    washing with dirty water?

    **Do not be afraid to refer the person back to his/her health care
    provider**.

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-   My test results show that my white blood count is high. What do you
    think I have?

-   My hands have started to shake. Does that mean I'm getting
    Parkinson's disease?

    **Ethics**

**Privacy / Confidentiality --** considerations: you have to keep
information confidential! Do not discuss questions with colleagues,
friends, and family.

**Know the limits of your collection** -- once you have gone as far as
you can go, refer the patron back to his/her health care provider or a
professional association

**Do not interpret medical information**

-   It is easy to get into the "trap" of translating the medical
    information into lay language. Realize it is not your job to
    translate medical jargon -- have a medical dictionary handy

-   Do not answer any question that begins with "should I...?" Should I
    take an antioxidant, should I have the operation"?

-   You may want to consider the use of Caution Statements to help with
    phrasing your response, see the Disclaimer/Caution Statement
    handout.

**Optional:** Stamp a **disclaimer** on any health-related information
you provide.

> **Note:** **Examples of disclaimers are in your handout.**

MLA Code of Ethics for Health Sciences Librarianship

<http://www.mlanet.org/about/ethics.html>

ALA Reference and User Services Association\
Guidelines for Medical, Legal, and Business Responses

<http://www.ala.org/ala/mgrps/divs/rusa/resources/guidelines/guidelinesmedical.cfm>

NN/LM HealthInfoQuest Reference Interview Resources\
<http://nnlm.gov/healthinfoquest/help/interviews.html>

**ACTIVITY**

**Ask the class:**

What are some health related questions you may have encountered in the
library or personally? What have you found challenging about different
health related reference interviews?

Take 10 minutes to discuss with a partner or group, some examples of
consumer health questions. Ask for volunteers to share some of the types
of questions. Either write them down or attempt to group types of
questions together to illustrate the variety.

**[Discussion points:]{.underline}**

**Reference Interview Challenges:**

-   Not being familiar with the resources that would best answer the
    questions -- I know the answer should be *somewhere,* but I am not
    sure where to start looking

-   Medical terminology

-   Fear giving the wrong answer - especially when using the Internet.

-   Fear of lawsuits?

-   Knowing how much to ask

-   Finding a private area to respect confidentiality

-   Using open ended and neutral questions

-   Being prepared for emotional reactions

-   Being aware of your body language

-   Knowing the limits of your collection

-   Not being afraid to refer the patron back to their health care
    provider

-   Not offering personal experiences

-   Being an active listener

-   Being empathetic

-   Others?

    **Some issues that confront patrons:**

1.  **Have no library or research skills.** Expect to find simple,
    straightforward answers to what are often complex questions, such
    as:

    -   "What are all the diseases that are caused by asbestos
        exposure?"

    -   "What are all the things that blood can be tested for?"

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1.  **Expecting to find specific information that addresses their own
    unique problems** such as

-   "I have leukemia and I need a hip replacement" (two or more
    conditions that occur simultaneously are called co-morbid
    conditions.

2.  **Coming to the library with misinformation or inadequate
    information**. They may already have "heard" or "read" something
    that may or may not be factual.

    -   "I heard that sleeping with a night light will make you blind."

    -   "I heard that if you have a cat, it will suck out a baby's
        breath and kill it."

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1.  **Difficulty interpreting conflicting information**

2.  **No skills in evaluating the quality of information**

    -   Infomercials -- anyone remember Dr. Robert Barefoot and his
        "Coral Calcium" commercials?

    -   Informercial -- "Natural Cures They Don't Want You to Know
        About", Kevin Trudeau

-   latest health fad (Eat right for your type...changing your diet
    based on blood-type)

The "One Product Does It All" claim\
<http://www.emuoilcanada.com/>

Personal Testimonials\
<http://www.getslimslippers.com/>

Quick Fixes/Cures\
<http://cure-your-asthma.com/>

> \*Mention that information on all of these and other health frauds and
> scams can be found on Quackwatch.

Another example: Bates exercises to improve sight - Wikipedia /
Quackwatch -- many people claim to be helped, but it is rejected by main
street medicine

3.  **Exhibiting intense emotion**

-   I don't know what to do! My daughter is pulling out her hair and I
    need to know why and I'm supposed to take her to a therapist and I'm
    a single mom and I don't have money and she's going bald and you
    need to help me!

4.  **Inability to present the problem clearly.**

-   "The doctor doesn't know what she's talking about. She says I have
    this disease, you know the one that the former school teacher had?
    The one who lived next to the post office? So I want to know what
    you think."

5.  **Unreasonable expectations regarding the information that can be
    provided**

-   "You mean you can't give me the name of every bacteria that can
    cause diarrhea?"

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-   "But I want to know how many patients with Lyme disease Dr. Smith
    has seen, and how many got better."

6.  **Confusion about the librarian's role (the librarian is NOT a
    doctor)**

-   The librarian may need to refer the person back to his/her doctor.
    If the person isn't sure what to ask, the librarian can help frame
    the question.

-   MLA has developed a policy statement defining the librarian's
    role.Bottom line:

While librarians are experts in identifying and providing information,
they are not practicing health professionals who interpret information
and give advice. It is important that librarians avoid suggesting
diagnoses and recommending particular health professionals or
procedures. The librarian's role is to provide access to a range of
authoritative materials, but he or she cannot be held responsible for
the scientific accuracy or currency of all materials in the collection.
\~"The Librarian's Role in the Provision of Consumer Health Information
and Patient Education." *Bull Med Libr Assoc* 1996 Apr; 84(2):238-9

(Full statement available at:
http://caphis.mlanet.org/resources/caphis_statement.html)

**Planning the Service: know the community**

**Needs Assessment**: many guidelines insist you do a needs assessment
before you start your consumer health service -- **we know there is a
need --** you may want to get your local health care providers involved
from the beginning to target the service to the community

Find out the most common (top 10) DRGs at your hospital
(Diagnosis-Related Group). This will give you an idea of the diseases
and conditions in your community, and you may want to start your
collection focusing on these areas. An example: top DRGs may be:

-   107 - coronary bypass with cardiac catheterization

-   209 - major joint and limb procedures (total hip replacement, e.g.)

-   294 -- diabetes

-   Use health care facility ratings sites to determine top procedures
    done or specialties available

    **Sources:**

    -   [http://www.leapfroggroup.org](http://www.leapfroggroup.org/)
        (Click on for consumers link and type in local zip code, city,
        hospital name, etc.)

    -   [http://www.healthgrades.com](http://www.healthgrades.com/)
        (Click on hospital ratings, then on hospital ratings free
        section)

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-   Keep track of reference requests for a month to determine what
    patrons are requesting.

-   Determine what programs are gong on in your community hospital.
    Build your collection around these programs... (and let the program
    coordinator know that you have supplemental materials.)

-   Get involved in your hospital's Patient Education Program, and offer
    to help!

    **Analyze the demographic profile of your community**

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-   Age of population (do you need more resources for geriatric patients
    or children?)

-   Education level (some libraries may do well purchasing medical
    texts, others may need low-literacy materials)

-   New Americans? What languages are spoken in the community?

-   Economic profile? Is there a lot of unemployed/uninsured? You may
    want to focus on providing access to organizations that provide
    low-cost healthcare, or beef up your Medicaid resources.

    **Sources for health statistics by state:**

    CDC Faststats

> <http://www.cdc.gov/nchs/fastats/map_page.htm>

Kaiser State Health Facts

> <http://www.statehealthfacts.org/>
>
> Public Library Geographic Database: University of Florida
>
> <http://www.geolib.org/PLGDB.cfm>
>
> **Of course, remember to check your NN/LM regional state pages!**

**Providing service -- If you were beginning a new consumer health
library, ask the class, what do you want to provide? What can you
afford? Ask the class to throw out ideas.**

-   Salaries and benefits?

-   Internet Access -- web page with best health-related sites?

-   Computers, software and technology?

-   Books?

-   Medical texts?

-   Journals?

-   Newsletters?

-   Videos?

-   Databases?

-   Brochures?

-   Free research?

-   Free printing?

-   Telephone reference?

-   Office supplies?

-   Library supplies?

-   Fax supplies?

-   Will the material be mailed to the patron?

-   Health programming in the library?

-   Health fairs?

-   Interlibrary Loan?

-   Utilities -- water, sewer, phone?

-   Professional Memberships?

-   Professional development?

-   Security services?

-   Maintenance?

-   Resource sharing costs?

**Collection Development**

After you figure out WHAT you want to do, you need the tools to be
successful.

A strong collection will help solve some problems. Remember your first
reference course in library school? No one expected you to know all
those resources you learned about. Once you were introduced to a
resource and looked at it, you were more comfortable going to that book
for information. No one expects you intuitively **know** where to go for
medical information. But let's talk about some standard resources that
may be helpful

-   First of all, there ARE bibliographies "out there" that you can use.
    (see collection development handout) CAPHIS, the "Consumer and
    Patient Health Information Section" of the Medical Library
    Association has several suggested bibliographies on their webpage:
    <http://caphis.mlanet.org/>. Some of these are extensive (Susan
    Murray from Toronto Public Library has a huge -- and expensive --
    list; UConn Healthnet has an excellent list. One list is for budget
    of \$1700.)

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-   Bibel, Barbara. (2/1/2008) Best Consumer Health Books of 2007.
    Library Journal

> [http://www.libraryjournal.com/article/CA6523448.html?q=bibel+2008](http://www.libraryjournal.com/article/CA6523448.html?q=bibel%2B2008)

-   Formerly, many hospital librarians based their collection
    development decisions on the Brandon-Hill Core Lists. The author of
    this list has retired. You may view old lists at:
    [www.brandon-hill.com](http://www.brandon-hill.com/).

-   In place of the Brandon-Hill list, some medical librarians have
    volunteered to edit collection development lists sponsored by
    Doody's. These lists are only available through a paid subscription.
    (around \$50. Doody's electronic journal subscribers pay \$30.)

-   An excellent book that is updated every few years is Alan Rees'
    *Consumer Health Information Source Book* by Oryx Press. This is a
    compilation of the best consumer health resources.

-   Talk about consumer health newsletters (handout)

-   Describe health videos. Many of you will not be able to have such an
    extensive collection, but remember that many may prefer seeing a
    video and getting their information visually. There are several
    vendors who offer health-related videos, (see handout). This handout
    lists just a few vendors. A lot of this information I am providing
    can be found at the CAPHIS website.

-   Databases: There are a few small databases that you may consider
    purchasing. (see handout). Although AltHealthWatch and Gale Health
    Reference Center Academic are very good, they are also very
    **expensive**.

    **Consumer Health on the Internet**

![](media/image1.png){width="1.8645833333333333in"
height="0.3645833333333333in"}MedlinePlus\
[**www.medlineplus.gov**](http://www.medlineplus.gov/)

> *Created by the National Library of Medicine, this is the first place
> to go with ANY consumer health related question. Sites are current,
> reviewed, reliable, and accurate. Includes an encyclopedia,
> dictionary, drug database, several directories, and current news
> items.*

![](media/image2.png){width="1.375in"
height="0.20833333333333334in"}**NIHSeniorHealth\
**[nihseniorhealth.gov](../nihseniorhealth.gov)

> *National Institutes of Health site for health information for senior
> citizens. The site includes special capabilities such as changing the
> text size, the contrast and turning on speech. The site also includes
> a comprehensive list of videos in the site index.*

**ClinicalTrials.gov\
**[clinicaltrials.gov](../clinicaltrials.gov)

> *ClinicalTrials.gov provides regularly updated information about
> federally and privately supported clinical research in human
> volunteers. ClinicalTrials.gov gives you information about a trial's
> purpose, who may participate, locations, and phone numbers for more
> details.*

**NCCAM: National Center for Complementary and Alternative Medicine\
**[nccam.nih.gov](../nccam.nih.gov)

> *The National Center for Complementary and Alternative Medicine
> (NCCAM) is 1 of the 27 institutes and centers that make up the
> National Institutes of Health (NIH). This site includes information
> about treatments and therapies for Complementary and Alternative
> Medicine. Learn about how to be an informed consumer of CAM and stay
> informed on the latest new alerts.*

![](media/image3.png){width="1.5104166666666667in" height="0.625in"}

**National Library of Medicine\
**[nlm.nih.gov](../nlm.nih.gov)

> *Find a complete list of National Library of Medicine databases and
> web resources on this site.*

**American Heart Association\
**[www.americanheart.org](http://www.americanheart.org/)

*Many advocacy organizations have excellent websites, but one of the
best is from the American Heart Association. Covers all aspects of heart
disease and stroke.*

## Cancer.gov

[cancer.gov](http://www.cancer.gov/)

The National Cancer Institute is the Federal Government's principal
agency for cancer research and training and is a component of the
National Institutes of Health. The site provides quality cancer
information on cancer topics including news, clinical trials,
statistics, and research and funding.

**Dirline**

[*dirline.nlm.nih.gov*](../dirline.nlm.nih.gov)

*Looking for a support groups or research organization? DIRLINE
(Directory of Information Resources Online) is an online directory of
over 8,400 health-related organizations and other resources that covers
it all: educational institutions, government agencies, and advocacy
groups. Search by keyword or MESH heading.*

**DrugDigest.org**

[www.drugdigest.org](http://www.drugdigest.org/)

*One of the best Internet sites for information on pharmaceuticals,
interactions and herbals. Includes photographs of drugs and information
for the physician and patient.*

## Familydoctor.org

[familydoctor.org](http://www.familydoctor.org/)

*From the American Academy of Family Physicians, a national medical
organization representing more than 93,000 physicians, family practice
residents and medical students, this site provides information written
and reviewed by physicians and patient education professionals.*

## 

## Patientinform.org

[www.patientinform.org/](http://www.patientinform.org/)

This site offers Up-to-date research about the diagnosis and treatment
of cancer, heart disease and diabetes, which is provided by the American
Cancer Society, the American Diabetes Association and the American Heart
Association. The site also offers free access to selected medical
journal articles and provides plain-language explanations of what the
studies mean, how they compare with what's already known, and how
patients should weigh them in making treatment decisions. These
conditions account for nearly two out of every three deaths in the
United States. More disease groups may join in the future.

# 

**Hands on Exercises**

1.  My grandmother is taking Cardizem CD for blood pressure control. At
    her last doctor's appointment her pulse was dangerously slow. I know
    that she chews her pills rather than swallowing. Could this be
    related?

2.  Find a video for caregiver support of Alzheimer's Disease.

3.  I found a tick in my husband's back after we were at an outdoor
    concert. I removed it with tweezers and burned it with a match. How
    do we know if he is at risk for Lyme Disease?

4.  What is Wilson's disease and how is it treated?

5.  My daughter is attending college at Harvard. She is having trouble
    with blurred vision and pain in her neck and head. Our primary care
    doctor said we better get her an appointment with a
    neuroopthamologist. Can you help us find a good one in Boston,
    preferably someone who is published?

6.  I heard that ginger will help with my morning sickness. Is it safe
    for pregnancy?

7.  My son has two different sized feet. Are you aware of any exchange
    program for shoes?

8.  My sister was just diagnosed with stage 3 breast cancer. Can you
    help me find information on treatment and also alternative
    therapies?

9.  My friend has HIV. He is not comfortable looking information up on
    the Internet. Can you recommend some good books for him?

10. My mother decided it would be more efficient to put all of the pills
    she\'s taking into one jar. Now we need to know what each one is.

    Recommended Answers

    1\) Sources: MedlinePlus -- drug information / Medmaster -- Swallow
    the capsules whole -- do not spit or chew. Also, see Institute for
    Safe Medication Practices article under Drug Safety in Health topics
    after entering drug name in MedlinePlus search box.

    2\) Sources: NIHSeniorHealth.gov

    Search Strategy: Caring for Someone with Alzheimer's, Caregivers
    Support

    3\) Removing it with tweezers was a good idea, burning it with a
    match is not a good idea, if you had preserved it in alcohol, your
    doctor could identify it as at risk for Lyme Disease or not. Never
    put petroleum jelly on or burn a tick bite with a match -- that only
    causes the tick to enter further. If you get a rash or sick after
    getting the bite, your doctor will prescribe an antibiotic.

    Source: MedlinePlus -- health topics, Family Doctor

    4\) Wilson's disease is a possibly life threatening disorder where
    too much copper is accumulated in the liver, brain and other organs.
    Medication treatment (Penicillamine, Trientance, Zinc Acetate) and
    dietary restrictions including avoiding tap water high in copper are
    treatment for the disease.

    Source: MedlinePlus Drug Information, Health topic

Search Strategy: Search box or browsing

5\) MedlinePlus Directories / Docfinder / Massachusetts Board of
Registration in Medicine / search by specialty

6\) MedlinePlus -- Supplements -- Uses Based on Scientific Evidence --
Grade of B, see also pregnancy and breastfeeding information under
Safety

7\) DIRLINE / National Odd Shoe Exchange

8\) Cancer.gov/ MedlinePlus

9\) CAPHIS core book lists

10\) drugs.com / drugdigest.org

**Collaboration / Community Partnerships**

**Your local hospital librarian.**

Establish a relationship with him/her and try helping each other out.

**Demo: Show the NN/LM Find a Library**

-   He/she may be a resource when you get stuck...may be able to point
    you in the right direction

-   He/she may be able to help you with ILLs that you cannot get through
    traditional channels

-   You can offer services in exchange -- you may have periodicals and
    newspaper that the hospital librarian may occasionally need (e.g.
    the public library may carry the local newspaper on film going back
    100 years that the hospital librarian may need)

-   Coordinated collection development -- sharing databases / sharing
    costs. Purchasing materials that complement each other

-   Other ideas?

    **Your local hospital administration**

    **Demo: Show the AHA Hospital Directory in MedlinePlus Directories**

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-   Patient education committee

-   Ask how you can work together to provide patient information.
    Hospitals are *required* to provide patient information as part of
    their accreditation. Work with them to make their jobs easier.

-   Other ideas?

    **Community Based Organizations (CBOs)**

**Mention how eventually each state will have a Go Local Listing that
will provide geographic searching of health agencies.**

-   Arthritis Foundation, American Heart Association, Mental Health
    assns, etc.

-   Local/county health departments (blood pressure clinics or
    pre-school screenings in the library

-   Department of aging, social services, etc.

    **NN/LM Coordinators**

    **Demo: nnlm.gov**

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-   describe services

-   describe Affiliate Membership in the NN/LM -- point to the
    application in their packet

-   **DEMO:** **Public Libraries and Community Partners: Working
    Together to Provide Health Information**
    <http://nnlm.gov/outreach/community/>

    **MLA local chapters**

    **Demo: mlanet.org**

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-   CE classes

-   Networking

-   Keeping up to date with consumer health issues

    **CAPHIS**

    **Demo: caphis.mlanet.org**

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-   We have already seen that the CAPHIS webpage offers us a wealth of
    information about establishing and running a consumer health
    information center.

-   Also a listserv available for consumer health librarians

    ![](media/image4.jpeg){width="1.3333333333333333in"
    height="1.0in"}**[MARKETING]{.underline}**

    **Marketing is not something you do once.**

**[10 Reasons to Market Library Services]{.underline}**

**This section is an excerpt from University of Illinois Current LIS
Clips http://clips.lis.uiuc.edu/2003_09.html**

> **Competition for customers --** Libraries are part of a highly
> competitive service industry. Competition comes from mega-bookstores,
> online book dealers, consultants, the Internet community, and
> individual customers who feel they can go it alone. Libraries are no
> longer the only information show in town. Free web access to
> information is here to stay and non-library and fee access information
> providers won\'t hesitate to market to library customers.
>
> **Competition for resources -** Libraries of all types have to compete
> with other organizations or departments for funds. Public libraries
> have to vie for public monies that provide for their existence.
> Special libraries find their funding is frequently targeted during
> parent organization budget cuts. Marketing library services benefits
> the bottom line.
>
> **Maintain your relevance -** As noted by Zauha, Samson, and Christin,
> libraries need to market themselves to remain connected with their
> communities and have some bearing on real-world issues and present-day
> events.
>
> **Stop being taken for granted -** Libraries need to convey what is
> unique about the access and services they provide. Both customers and
> librarians cannot assume that libraries will always be available.
>
> **Promote an updated image -** Librarians are not perceived as
> well-trained, technologically savvy information experts. Most
> customers do not see the demanding information management
> responsibilities of a librarian.
>
> **Visibility -** Shamel believes that librarians are not on the radar
> screens of many people who think of themselves as information
> literate. People who are in positions to employ librarians are not
> reading much in their professional literature about a librarian\'s
> value. In *A Place at the Table: Participating in Community Building*
> (ALA Editions, 2000), Kathleen de la Pena McCook found that libraries
> were virtually invisible to the movers and shakers who wanted to
> revitalize their communities.
>
> **Valuable community resource -** Libraries are and should be viewed
> as essential and valuable community resources. Sass says that people
> need to be made aware of the services and products that are provided
> and their comparative value. Librarians should be the resource that
> the local power structure goes to for information.
>
> **Rising expectations -** Library users expect recognition, attention,
> and appreciation for their individual information needs. Customers
> also have ever-changing needs and wants, which makes the library
> market as dynamic as retail markets. Marketing helps to create an
> environment in libraries that fosters customer consciousness among
> employees.
>
> **Survival -** Libraries depend on the support of others for their
> existence. A library must communicate and work with its customers and
> governing/funding entities to provide information about what the
> library is doing and to enable the library to learn about the
> community it serves.
>
> **Beneficial to library image -** Effective marketing can among other
> things: increase library funds, increase usage of services, educate
> customers and non-customers, change perceptions, and enhance the clout
> and reputation of the library and its staff.
>
> Sass, Rivkah K. \"Marketing the Worth of Your Library.\"Library
> Journal June 15, 2002.
> <http://www.libraryjournal.com/article/CA220888.html>
>
> Shamel, Cynthia L. \"Building a Brand: Got a Librarian?\" Searcher v10
> n7 Jul/Aug 2002 p60-71.
> <http://www.infotoday.com/searcher/jul02/shamel.htm>
>
> Zauha, Jan, Sue Samson, and Cindy Christin. \"Relevancy and Libraries
> in the Consumer Age.\" PNLA Quarterly v66 n1 Fall 2001 p8-14.

![](media/image5.wmf){width="1.40625in" height="2.0in"}**Get Creative!**

> What are your ideas for getting the word out about your consumer
> health services?
>
> Some that we have heard from librarians at our classes include:

-   Bookmarks, websites

-   press releases

-   lecture series

-   video in hospital room

-   screening clinics

-   health fairs

-   brochures in library/hospital/Dr. Offices/physical therapist
    offices/rehab facilities/grocery stores/ etc

-   library newsletter

-   churches -- parish nurses

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-   speaking to groups: senior centers, clubs

-   pedometer program at the high school

-   offering a consumer health database searching series monthly that
    focuses on topics related to the national health observances

National Health Observances -- Healthfinder

<http://www.healthfinder.gov/nho>

![](media/image6.jpeg){width="2.5in" height="1.75in"} **Marketing
Resources**

-   Subscribe via e-mail to a free newsletter with many examples and
    ideas. Marketing Treasures. Current issue and signup available at:
    [**http://www.chrisolson.com/marketingtreasures/mtcurrent.html**](http://www.chrisolson.com/marketingtreasures/mtcurrent.html)

-   The **American Library Association\'s Campaign for America\'s
    Libraries** web site has talking points sheets, advocacy tips,
    quotations, artwork, marketing plans, and more.

> [**http://www.ala.org/ala/aboutala/hqops/pio/campaign/campaignamericas.cfm**](http://www.ala.org/ala/aboutala/hqops/pio/campaign/campaignamericas.cfm)

-   The **International Federation of Library Associations and
    Institutions** has a section on Management and Marketing that
    includes a glossary of marketing terms applied to the library field.
    Although it has not been updated since 1998, it is a useful
    resource.
    [**http://www.ifla.org/VII/s34/pubs/glossary.htm**](http://www.ifla.org/VII/s34/pubs/glossary.htm)

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-   **Marketing Library Services** is a monthly newsletter that
    generally has one or more articles on marketing available to
    non-subscribers for free. *MLS* provides information professionals
    in all types of libraries with specific ideas for marketing your
    services, including suggestions for planning programs, making money,
    increasing business, and proving your value to your administrator.
    [**http://www.infotoday.com/mls/mls.htm**](http://www.infotoday.com/mls/mls.htm)
    (some material is available free)

-   **The American Marketing Association** has good general marketing
    information.
    [**http://www.marketingpower.com**](http://www.marketingpower.com/)

-   **Library Support Staff.com** - This site for library
    paraprofessional support staff, hosted by library technician Mary
    Niederlander, provides links to marketing resources including
    articles and courses.
    [**http://www.librarysupportstaff.com/marketinglibs.html**](http://www.librarysupportstaff.com/marketinglibs.html)

-   **Library Marketing -- Thinking Outside the Book** -- a blog that
    provides resources, readings, news and ideas for librarians seeking
    outside-the-book innovations for their library.
    [**http://librarymarketing.blogspot.com/2007/04/davenport-public-library-gets-m-for.html**](http://librarymarketing.blogspot.com/2007/04/davenport-public-library-gets-m-for.html)

-   **Ohio Library Council - \"Marketing the Library\"** is an online
    course with six modules: overview, planning, product, promotion,
    Internet, and Ohio. The purpose of this course is to introduce Ohio
    public librarians to marketing concepts, but it is applicable to
    librarians in all types of libraries.
    [**http://www.olc.org/marketing/instructions.htm**](http://www.olc.org/marketing/instructions.htm)

-   **KnowThis.**com -- Articles, news, tutorials and more is available
    on this site. Intended for a general audience, many resources are
    available to assist librarians with their marketing efforts.
    [**http://www.knowthis.com**](http://www.knowthis.com/)

For further information

**On the Internet:**

CAPHIS -- Consumer and Patient Health Information Section of the Medical
Library Association

[http://caphis.mlanet.org](http://caphis.mlanet.org/)

Site includes such topics as:

-   Collection development core lists

-   Listserv to communicate with other librarians providing health
    reference services for the public

-   "Librarian's Role in the Provision of Consumer Health Information
    and Patient Education"

> <http://caphis.mlanet.org/resources/caphis_statement.html>

-   How do you set up and run a consumer health library?

-   Newsletter with book reviews

Outreach Evaluation Resource Center

<http://nnlm.gov/evaluation/>

Links to three guides:

-   "Getting Started with Community-Based Outreach"

-   "Including Evaluation in Outreach Project Planning"

-   "Collecting and Analyzing Evaluation Data"

In Plain Language (Health Literacy):
<http://www.hsph.harvard.edu/healthliteracy/overview.html>

(Requires Real Player)

Rand Report Summary: Consumer Use of Information When Making Treatment
Decisions:

<http://www.bcbs.com/blueresources/cost/Rand_Report_Summary.pdf>

Healthy People Library Project:

[http://healthlit.org](http://healthlit.org/)

The Challenge of Providing Consumer Health Information Services in
Public Libraries:

<http://healthlit.org/pdfs/AAASFINAL.pdf>

**Books**

Barclay, Donald A., Halsted, Deborah D. "Consumer Health Reference
Service Handbook," Medical Library Association, 2001.

Casini, Barbara, Kenyon, Andrea. "The Public Librarian's Guide to
Providing Consumer Health Information". Chicago, IL: Public Library
Association, 2002.

McKinney, Julie & Kurtz-Rossi, Sabrina. "Family Health and Literacy, A
Guide to Easy-to-Read Health Education Materials and Web Sites for
Families". Boston, MA: World Education, 2006.

Spatz, Michele. "Answering Consumer Health Questions." New York, NY:
Neal-Schuman Publishers Inc, 2008.