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New marketing and communication strategies of the Brazilian Cochrane Centre

Date and Location




Saturday 21 September 2013 - 10:30 - 12:00


Presenting author and contact person

Presenting author

Maria Regina Torloni

Contact person

Rachel Riera
Maria Regina Torloni
Abstract text
Background: In 2012, Brazilian Cochrane Centre (BCC) decided to increase dissemination of its activities to professionals and consumers, emphasizing the importance of looking for systematic reviews (SR) when facing health related decisions. Objectives: To report new communication and marketing strategies implemented by the BCC. Methods: Over the last 6 months, volunteer collaborators of the BCC have held monthly meetings to plan integrated communication and marketing strategies. Results: The following strategies have been implemented: • Improved visual identity: The BCC logo has been modified improving its quality and the metanalysis diamond is now represented by the Brazilian flag. • Standardization of the logo in all the material used in virtual and paper communication. • Improvement of the language used in the BCC webpage and continuous updating of events, workshops and activities promoted, including links to new translations and online courses. • Relationship strategies: creation of material (postcards, e-mails) for special dates. • Social media: creation and updating of a BCC Facebook account, using informal language to inform users about EBH, the Cochrane Collaboration and the BCC. In its 1st month, the page had 130 followers. The Basic Workshop post had 2,333 accesses. • Journalism: Creation of an electronic quarterly online Newsletter with information about the BCC, the Cochrane Collaboration and EBH, distributed to the press, health institutions, research agencies, universities and policy makers. The 1st edition will be available on the BCC webpage in May 2013. Conclusions: The aforementioned activities, all developed by volunteer collaborators of the BCC, are promoting (a) increased visibility and interaction of the BCC with different publics, b) increased recognition of the BCC as a pioneer research center in Brazil and c) large scale dissemination of the concepts of EBH in our country and the importance of role of SR when taking health related decisions.