Founder and Principal Strategist, Digital Edge Communications
Executive Director, Society for Health Communication
I am a senior health marketing and communication professional with more than 10 years of experience working with mission-driven organizations to develop and implement innovative communication strategies that improve public health and safety, raise awareness for critical public health issues, and integrate digital and traditional media channels for maximum health impact. I’m also a champion for innovation and experienced in fostering strategic internal and external partnerships.
Erin Edgerton Norvell is a senior health marketing and communication professional with more than 10 years of experience working with mission-driven organizations to develop and implement innovative communication strategies that improve public health and safety, raise awareness for critical public health issues, and integrate digital and traditional media channels for maximum health impact. She is a champion for innovation within established organizations and an expert at fostering internal and external collaborations. She is a solution-oriented leader capable of building strategic partnerships, managing diverse teams, and delivering results on time and within budget.
Erin played a key role in high-profile government public health initiatives, including serving as the Director of New Media and Strategic Communications for the White House Office of National Drug Control Policy and a New Media Analyst for White House Office of New Media, where she served as the liaison for health-related digital projects, including health care implementation, the H1N1 response, and the First Lady’s Let’s Move! initiative. Erin also worked for the Centers for Disease Control and Prevention, where she helped found the agency’s first centralized social media strategy, including launching some of CDC’s first social media channels and developing internal policies and guidance. She also served as Senior Director for Health Communication and Digital Solutions at Danya International, where she led a team of health communication professionals focused on elevating the company’s approach to integrated communications and strategic partnerships. In addition to her current work with Digital Edge Communications, she also serves as the Executive Director of the newly-launched Society for Health Communication, a nonprofit aimed at bringing together health communication professionals in the diverse areas of academia, research, and practice.
M.A., Health Communications
2003 – 2005
University of Maryland College Park
1997 – 2001
Founder & Principal Strategist
Digital Edge Communications
After more than 10 years working in public health, I founded and currently serve as the Principal Strategist at Digital Edge Communications, a boutique consulting firm that brings together strategy, innovation, and health communication. We lead our clients through a systematic process to develop and implement communication strategies, leverage health communication theories and evidence-based best practices, and advance innovation through the effective use of digital media and emerging technologies. Learn more: www.digitaledgecommunications.us
Society for Health Communication
As the inaugural Executive Director, I’m working to build and grow this new member-driven non-profit organization. At the Society, we focus on bridging the gap between public health, healthcare, digital health, academia, and research. To put it simply, we believe we’re stronger together. That’s why we’re working to change the way health communication professionals collaborate and build a united voice in the field.
Senior Director for Communication Strategy and Digital Solutions
Danya International – Atlanta, Jan 2012 – Feb 2015
As Danya’s Senior Director for Communication Strategy and Digital Solutions, I served as a member of the senior leadership team charged with elevating the company’s approach to integrated communications, building and maintaining partnerships, maximizing corporate efficiency, securing new business, and advancing the company’s mission to create positive social impact. In addition, I worked with a variety of clients to develop and implement innovative health communication strategies that demonstrated research-based and data-driven best practices and leveraged emerging technologies.
Director, New Media and Strategic Communications
The White House Office of National Drug Control Policy
Washington DC Feb 2010 – Feb 2012
As part of ONDCP’s Office of Public Affairs, I led the agency’s strategic communications and social media activities, including developing, implementing, and evaluating the agency’s overarching strategic communication plan and individual messaging strategies for priority issues. To achieve this, I developed long-lead communication strategies, strategic partnerships, and press materials, including news releases, speeches, and social media content. I also created digital media tools to increase engagement among key audiences, including establishing the first ONDCP website hosted on WhiteHouse.gov.
New Media Analyst
The White House Office of Digital Strategy
Washington DC Sep 2009 – Oct 2010
In order to support and amplify the President’s messages, I developed and executed digital media strategies related to high-priority government initiatives, including healthcare implementation, the First Lady’s Let’s Move! campaign, the H1N1 digital emergency response strategy, food safety issues, and the Open Government initiative.
Six Steps for Building a Content Strategy: Government Edition (May, 2016)
Government agencies strive to provide high-quality, engaging content but are often left wondering if their content is effective and how it can be better organized across various layers of the organization. To answer these questions, government agencies need a strategic, coordinated, and user-centered approach to developing, delivering, and evaluating their content offerings. A content strategy bridges the gap between an organization’s goals and the target audiences’ needs, and develops performance measures to evaluate content. This presentation outlines six steps for creating a content strategy and provides recommendations on how this work should be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
This presentation was adapted from it’s original cross-industry version and presented to the Department of Health and Human Services (HHS) Digital Council.
Get Linked In & Linked Up: Using Social Media for Professional Networking (May, 2016)
The best way to use social media for professional networking is to use it effectively in your day-to-day life. Through this presentation, you will learn how to: create a professional digital profile, find your voice and create fresh social media content, use LinkedIn and Twitter effectively for networking, and build lasting professional relationships.
This presentation was developed for the American Public Health Association (APHA) as part of their resources for early career professionals.
When Every Word Counts: Developing a Substance Abuse Communication Strategy on a Tight Budget (February, 2016)
Substance abuse is a complex public health issue that leaves many of today’s community organizations struggling and overwhelmed. With more Americans dying each year from drug overdoses than motor vehicle crashes, there’s a huge need for policy and communication teams to affect change at the local level. However, too often tight budgets lead to generalized messaging and outreach tactics. While initially appealing, the approach of reaching as many people as possible often lacks the message tailoring strategies needed to elicit behavior change. Developing an effective communication strategy can be challenging for anyone, especially community organizations working with limited planning and implementation budgets.
This presentation is an excerpt of the full training and provides an overview of the key steps in developing a substance abuse communication strategy. The full training includes details on drafting target audience personas, setting measureable communication goals, integrating traditional and digital media, leveraging storytelling best practices, developing effective calls-to-action, and tracking progress over time. This presentation was delivered at the Agents of Change Summit in San Diego, CA.