If I were a betting woman, I’d say my experience as a new professional in the healthcare industry is similar to other New Pros’ positions out there. The skills we use are generally the same—they are just applied in a different way.
The daily life of a New Pro is quite different than that of a student, or even an intern. The transition can be challenging. Working for a small, growing drug testing laboratory, I was given a great deal of responsibility early on that spanned all areas of communications. One minute I was designing our two quarterly newsletters and the next I was producing and hosting an educational video series for the Web. From day one, I was pushing past my limits and gaining responsibilities to which no company had ever entrusted me as an unpaid intern. I was dabbling in design, communications, event planning and management. If I had to sum up my biggest responsibilities into a brief job description, it would look something like this:
Design: I create and edit all promotional materials, including brochures, direct mailings and quarterly newsletters, for current and potential clients.
Exhibit coordination: I manage our attendance at over 30 conference exhibitions, working with conference sponsors and third-party vendors, as well as representing the company at a number of conferences myself.
Team leader: I coordinate larger marketing projects with third-party firms that have included the overhaul of our website, identity package and overall brand image.
Writing and editing: I write and edit copy for promotional materials, the website and our two quarterly newsletters.
What’s more important than a list of my duties, I think, is an overview of the skills expected from me on a daily basis:
Self-starter: The training wheels are off now. Gone are the days of endless small tasks at an internship or syllabi from professors. In my position, I am expected take a lead role and tackle projects before they are assigned to me, as well as bring new ideas to the table. Make suggestions, take risks, make mistakes and try again. A positive energy and willingness to participate and learn outweigh any ideas that don’t pan out.
Flexibility, multi-tasker: As I stated earlier, my position covers all areas of marketing and beyond. In the current economy, not only does a New Pro have to be flexible on what area of PR or advertising they want to work in, but they have to be willing to change direction at a moment’s notice. Companies want someone who can work well under pressure and don’t get frazzled when their typical routine (if you even have one) is disrupted. I don’t know how many times a week a printer will break down or a colleague needs a promotional piece by tomorrow, and I have to drop what I’m working on and tend to the urgent matter. It’s all part of the fun in PR.
Fast learner: To be honest, my undergrad self never would have guessed that I’d be working for a drug testing laboratory after graduation. I’ve never been that big of a science buff. USDTL didn’t expect me to know the ins and outs of the industry before they hired me, but they did expect me to be open-minded and capable at picking up knowledge quickly. Today, I am able to communicate to current and potential clients our wide range of services and the science behind them. Being a fast learner goes hand-in-hand with being a self-starter. When I come up with new projects for the marketing department, that often results in me diving head first into software I’ve never seen or a social media outlet I’ve never used. To achieve our goals in a timely fashion, I have to pick those up sooner rather than later. And, with the world of PR and technology changing at a rapid pace, there is always a new PR tactic with which to familiarize myself. I frequently attend workshops and seminars, including those provided by PRSA, to continue my professional education.
So, the only question left is, how does working in the healthcare industry differ from other areas of PR?
I can truly say that working in healthcare has been more rewarding than any other position I’ve held. What I do on a daily basis directly affects the health and lives of others. If selling just one more drug test aided in the treatment of one newborn, it’s all worthwhile, isn’t it? Healthcare may be tied with the unknown right now, but the uncertainty has opened up opportunities for great impact. Working for a lab may not be as glamorous as a “Mad Men” agency setting or working PR for an entertainment giant, but your clients and colleagues are passionate about what they do, and I consider that a privilege for any professional in the work force today.
Heather Sliwinski is the marketing communications manager at United States Drug Testing Laboratories, a forensic laboratory providing alcohol and drug testing services to hospitals, government agencies, social services and drug treatment programs. Before joining the USDTL team, Sliwinski graduated from University of Wisconsin-Madison in 2008 with a Bachelor of Arts in Journalism and Mass Communications and a Certificate in Business. She has held positions with a nonprofit, a Fortune 100 company, and her university. Sliwinski is a member of PRSA National and Chicago Chapter, as well as the New Professionals and Health Academy Sections. Feel free to connect with her at Sliwinski@uwalumni.com or find her on LinkedIn at http://www.linkedin.com/in/heathersliwinski
A few of the chapters that really stood out to me as a reader were “The Psychology of Online Sharing,” “Optimizing your Content” and “Social Media Tracking and ROI.” “The Psychology of Online Sharing” explains why people share online content as well as why people don’t share online content. People don’t often think about the psychology behind sharing, but it is definitely a point social media users should understand.