Lisa Copeland Lucier

Researched and wrote technical articles on trauma, OB-GYN, transplant and cancer for Mayo Clinic medical professional news feed and digital newsletters.

• Wrote Trauma Update medical professional quarterly e-newsletter for trauma specialty on Mayo Clinic Medical Professionals site https://www.mayoclinic.org/medical-professionals/trauma
• Restarted OB/GYN e-newsletter, forming editorial group, writing quarterly e-publication https://www.mayoclinic.org/medical-professionals/obstetrics-gynecology
• Wrote select articles for cancer and transplant specialties for Mayo Clinic Medical Professionals site https://www.mayoclinic.org/medical-professionals
• Brainstormed with each department's medical editors to determine new topics and articles.
• Researched topics and interviewed subject matter experts via voice chat.
• Developed different ways of telling medical professional news in creative, engaging forms in 700-900 word high-quality articles under deadline pressure
• Honed editing and proofreading skills
• Created text while maintaining brand voice and adhering to confidentiality requirements
• Selected article banner and in-article images, plus video banners for digital newsletters for visually impactful content, formatted articles for web pages
• Tracked click and open data to ensure making targets

Collaborated with institutional colleagues on year-end project for U.S. News & World Report Reputation Initiative

• Developed PowerPoint material for departments to present initiative to be in front of external colleagues via email campaign before U.S. News hospital voting
• Worked with medical specialties to trim and polish content summarizing their previous year's accomplishments via email

Medical Professional E-Newsletter Writer/Editor, Marketing, Brand Strategy and Creative Studio

• Editor for Trauma Update medical professional quarterly e-newsletter for trauma specialty on Mayo Clinic Medical Professionals site https://www.mayoclinic.org/medical-professionals/trauma
• Wrote select articles for cancer specialty for Mayo Clinic Medical Professionals site https://www.mayoclinic.org/medical-professionals and Cancer Physician Update e-Edition https://www.mayoclinic.org/medical-professionals/cancer/email-newsletters
• Covered maternity leave for marketing colleague, planning and writing for Mayo Clinic Connect's transplant blog (June to Dec. 2017) https://connect.mayoclinic.org/page/transplant/

Online Moderator, Mayo Clinic Connect, Social & Digital Innovation Team, Public Affairs

• Moderated 14 condition groups https://connect.mayoclinic.org/groups/
• Welcomed new members, tagged other members with similar concerns, kept members engaged with check-ins, re-engaged priority discussions
• Wrote and edited blog posts for About Connect page
• Provided editorial oversight for Mayo Clinic Connect pages https://connect.mayoclinic.org/pages/
• Started, built and oversaw editorial team for Mayo Clinic Connect Spotlights, member profiles on Connect pages
• Wrote nearly all Connect social media posts, pulled relevant images
• Troubleshot collaboratively with colleague moderators

Remote writer/editor for Center for the Application of Prevention Technologies, funded by Substance Abuse and Mental Health Services Association (SAMHSA)

• Planning, writing online course modules
• Writing, editing collaboration toolkit
• Copyedited webinar transcripts
• Wrote Applying Social Media Across the Strategic Prevention Framework tool
• Wrote articles on social media, marijuana use in youth
• Member, EDC Diversity Committee, Improving Distance Interactions
• Formed ongoing new employee group

Responsive Media Relations: General Press Call for all Mayo Clinic

• Member of small on-call team for triaging general Mayo Clinic news media inquiries from international, national and regional/local broadcast, print and electronic journalists, such as Associated Press, Reuters, Los Angeles Times, CBS Radio, KSTP and KAAL.
• Facilitated phone interviews with Mayo Clinic experts and escorted on-campus interviews with media such as Post-Bulletin, PBS and KARE 11.
• Served as spokesperson for medical center.
• Collaborated with colleagues to prepare and execute crisis communications, such as Mayo Clinic's response to Hurricane Katrina.

Proactive Media Relations for Neurology, Neurosurgery, ENT, Ophthalmology, Vaccine Research, Plastic and Reconstructive Surgery, Pulmonary and Critical Care Medicine, OB/GYN, Urology, Allergic Diseases, Rheumatology and Mayo Clinic Board of Trustees

• Built relationships with investigators and tracked newsworthy research to be presented at medical/scientific meetings like American Academy of Neurology and American Academy of Allergy, Asthma & Immunology, or published in medical/scientific journals such as New England Journal of Medicine or Rheumatology.
• Generated story ideas and created plans for news development; wrote news releases and media advisories.
• Developed contacts with news media, pitched meriting stories, often utilizing contacts from previous incoming press call. For example, pitched availability of Dr. Greg Poland, vaccine research expert, as spokesperson for multiple flu vaccine shortages.
• Led development of b-roll, video, soundbites and animation for stories such as Mayo study indicating that hole in heart does not make stroke inevitable and study that found physical proof of mild cognitive impairment.
• Tracked media coverage and created reports on major news stories, such as Mayo study debunking link between heavy computer use and carpal tunnel syndrome that reached total audience of 6,398,529.
• Trained new employees on how to work with news media from the ground up or advised on how Mayo worked with news media/how things worked in academic medical news media relations. Advised colleagues who didn't customarily work with news media on handling press inquiries on evening or weekend press call.

News Media Relations for Neurology, Neurosurgery, ENT, Ophthalmology, Vaccine Research, OB/GYN — handled all aspects of promoting clients through news media: tracked newsworthy research, wrote releases and media advisories, developed b-roll and soundbites, pitched story ideas, conducted news media training and performed media coverage tracking. Promoted abstracts presented at scientific meetings and medical journal publications, especially attaining national news attention in neurology. Pitched vaccine research expert regularly, resulting in national news coverage. Responded to news media requests for information or designated appropriate spokesperson. Trained news media spokespeople for major news announcements.

Public Relations for Mayo Clinic Pharmacy, Mayo's Outpatient Pharmacy

• Advised client on marketing its services to Mayo Clinic patients.
• Created and edited all print materials.
• Worked with client on rebranding pharmacy service for chronic disease patients to expand clientele and create VIP experience.

News Media Relations for Neurology, Neurosurgery, ENT, Ophthalmology, Vaccine Research, OB/GYN — managed all facets of marketing clients through news media exposure of their research. Promoted abstracts presented at scientific meetings and medical journal publications and pitched experts, resulting in national news coverage. Responded to news media requests for information or designated appropriate spokesperson. Trained news media spokespeople for major news announcements.

Internal Communications for Mayo Clinic Human Resources

• Consulted with client that hadn't collaborated with Public Affairs in years.
• Successfully forged relationships with new client, resulting in increased compliance with Mayo Clinic standards for print and online materials.
• Edited existing print publications and created new materials.

External Relations

• Managed all cancer center and North Central Cancer Treatment Group (NCCTG) news media relations, such as story on Mayo study linking twin membership and breast cancer. Distributed news release, media advisory and audio bites, and pitched reporters directly. Total audience reached: 7,868,974.
• Consulted with MCCC and NCCTG leadership to determine marketing and PR needs, developed marketing plans. Example would be decision not to include word “comprehensive” in cancer center's name when it regained this designation from National Cancer Institute (NCI), as it could be taken away at any NCI site visit.
• Wrote all cancer center marketing materials, such as Mayo Clinic Cancer Center Fact Sheet and materials for pharmaceutical and biotech industry.
• Developed first Mayo Clinic Cancer Center Research Report, 250-page book profiling center, its programs and individual investigators. Cancer center director considered report critical for presentation to professional visitors. Conceptualized report, served as editor and collaborated with designer.
• Oversaw production of all printed materials for NCCTG 2000 National Cancer Institute visit, critical due to millions of funding dollars hanging in the balance. Funding was renewed.

Patient/Visitor Communications

• Created first Mayo Clinic Cancer Center website, measured user satisfaction and continuously improved site by modifying existing content and creating new content.
• Co-planned and developed all-day cancer patient education conferences and led creation and implementation of event marketing plans, increasing attendance by approximately 35 percent.
• Wrote, edited and oversaw production of all patient printed materials.

Staff Engagement

• Editor, Mayo Clinic Cancer Center internal monthly newsletter. Advocated and achieved higher than previous member participation level in writing newsletter material.
• Editor, Insights, NCCTG internal semiannual newsletter. Walked the line of providing updates for clinicians and non-clinicians.
• Instigated and oversaw redesign/rewrite of all NCCTG print and electronic materials, freshening and updating text and design.
• Wrote and coordinated production of all NCCTG semiannual conference materials.
• Led team for overhaul of NCCTG web site, largely extranet site, improving text and navigation, and collaborating with designer to upgrade design, make site more user-friendly and bring it up to modern standards.

• Coordinated new membership administration: promoted opportunities to start MOPS groups, interviewed potential market targets, researched marketing opportunities at regional/national conventions.
• Developed new systems for streamlining group-starting process.
• Sales outreach: pursued leads for new group chartering, addressed questions and issues, and sent out introductory materials.
• Public relations: developed marketing print materials, created system for custom-made public relations kits per individual target audiences, improving on previous generic, premade kits.

Researched/wrote five articles for these print publications over summer term.

• Copy edited training materials and CD-ROM education tool for worldwide staff.
• Researched/wrote articles on overseas volunteer opportunities with organization.

Covered university beat for this daily city newspaper for semester, writing more than 20 articles, including several front-page articles.