Professional Titles

The following guidelines for reference to the profession and professionals were drafted by the ASCLS Position Paper Taskforce for consistency in official ASCLS documents.

  • Reference to the professional:
    • Generic reference: Medical Laboratory Science Professional
    • 2-year professional: Medical Laboratory Technician (MLT)
    • 4-year professional: Medical Laboratory Scientist (MLS)
    • Phlebotomy: Phlebotomist
    • Certified Laboratory Assistant: Medical Laboratory Assistant (MLA)
  • Reference to the practice/field: Clinical Laboratory Science
  • Reference to educational programs: Educational programs in the Clinical Laboratory Sciences
Marketing & Communication Handbook
> Introduction and Purpose
> Section 1 – Communication Planning
> Section 2 – Communication Tips
> Section 3 – Communication Options
> Section 4 – Planning Your Marketing Efforts
> Section 5 – Sample Marketing Plan
> Section 6 – Branding
> Section 7 – Marketing & Communication Resources

Acronyms

In general, acronyms should be avoided in communication. ASCLS members are not always familiar with ASCLS or other healthcare acronyms. When they are utilized, ensure that the first use of the acronym includes the complete wording, followed by the acronym in parenthesis. See examples below.

  • American Society for Clinical Laboratory Science (ASCLS)
  • Clinical Laboratory Educators Conference (CLEC)

Culturally Competent

It is important to review written communication to ensure that all readers feel they are represented and included:

  • Gender neutral: Use “They” or “Them”
  • Inclusive: Use phrases like “Medical Laboratory Professional” to be inclusive of all laboratory practitioners, when possible
  • Tone: Consider if wording should be formal or informal based on either the subject matter, audience, or communication vehicle being utilized

Note: When in doubt, ask for advice on how people want to be described.

Re-purpose Your Content

You can offer your content in multiple formats. For example, a webinar can be provided in additional formats to allow members a choice to engage:

  1. On-demand video
  2. Podcast or audio file format
  3. Slides for download
  4. Summary article in a newsletter or blog post
  5. Discussion in online communities after the event

Note: Make sure you have copyright permission to re-use content provided by speakers, authors, etc., before you re-purpose their content.

The Marketing Rule of 7

It takes an average of seven interactions with your content before a person decides to take action.

You may feel like you’re over-communicating, but you’re not.

When Crafting Your Message …

  • Avoid negative constructs
    • Example: “There’s still time to sign up,” instead of “Don’t miss out.”
  • Emphasize benefits more than features
    • Example: “The meeting provides opportunities to connect with other medical laboratory professionals and learn new skills,” instead of “The meeting provides X number of continuing education credits.”
  • Put the call to action up front
    • Example: “Sign up today,” “Save the date,” “Join now,” or “Volunteer today.”

Use of SBAR Tool

The use of an SBAR format is a great way to organize your thoughts when you need someone to provide input or take action on something. Sometimes it is helpful to include the SBAR component headers when making a formal request for something. Otherwise, just follow the general format:

  • Situation: What is happening or needed?
  • Background: What has been done to this point or relevant information related to the situation?
  • Action: What options have been explored to resolve the situation?
  • Recommendation or Request: What option is recommended to resolve the situation or what additional information is needed?

Example with Headers:

  • Situation: My dishwasher left a large puddle of water on the floor the last time I tried to use it.
  • Background: The dishwasher was installed 30 years ago and is a Sears Kenmore product, which is no longer manufactured.
  • Action: I contacted two service repair options, both of which recommended replacing the dishwasher due to lack of available parts for repair.
  • Recommendation or Request: Replace the dishwasher.

Example without Headers:

My dishwasher left a large puddle of water on the floor the last time I tried to use it. The dishwasher was installed 30 years ago and is a Sears Kenmore product, which is no longer manufactured. I contacted two service repair options, both of which recommended replacing the dishwasher due to lack of available parts for repair. I think it is time to replace the dishwasher.

Social Media Tips

How to improve your social media reach:

  1. Avoid posting links. The social media platforms want their users to stay on their platforms (that’s how they make money). So they will downgrade your content in their algorithm when you link to an external site. You can include URLs in your images or post the link in the comments. Most importantly, make sure your website is updated and easy to navigate.
  2. Video, video, video. Video is over-emphasized on feeds (because it keeps eyeballs on the platform) and will give you 20-30 times more reach. Motion graphics and/or photos or animated videos count and will also increase your reach.
  3. Quality over quantity. One thoughtful post in a week will do better than 12 quick posts in a week. Work extra hard on the images or videos—your goal is to get people to stop scrolling and pay attention to your post.
  4. AI can help. Generative AI tools are great for fast first drafts. However, be sure to refine the draft to best fit your audience, tone, goal, etc. Also, never put private information in a public AI tool.
  5. Focus on LinkedIn first. LinkedIn is the best platform for professional networking. You can cross post the same information on Facebook and Instagram as well. X (Twitter) is not worth spending a lot of time or effort currently.
  6. Pay to play on Facebook. If you really want to reach people on Facebook or Instagram, the most sure-fire way is to pay for it by boosting posts or creating digital ads. The good news is that you don’t have to invest a lot of money to see drastically increased reach. So for certain campaigns, like a meeting promotion or membership renewal, it is worth spending some money.
  7. Measure your reach and shares. What types of posts do best? Who’s sharing your content? Look at your stats every few months to see if you’re on the right track and if you should double down on your strategy or if you should try something new.

Overall, on social media you should aim to surprise and delight your audience. Connect with them on an emotional level, and they will keep engaging with you.