Pe sonas a e eliable, ealis ic and e idence-based ep esen a ions o key audience segmen s.
They a e usually buil om mixed me hods esea ch indings h ough da a collec ion p ocesses
employing quali a i e and quan i a i e use esea ch and web analy ics. Pe sonas a e modeled in
eali y bu a e no hemsel es speci ic pe sons o eal indi iduals. They a e syn hesized om
cha ac e is ics, a ibu es, and beha io s o many people and used o communica e main
obse a ions abou hei objec o s udy.
Fo he pu poses o he NNLM, we decided o ex apola e his amewo k o he Ne wo k’s main
cons i uen s: he NNLM membe o ganiza ions. In his case, he NNLM Pe sonas a e models o
o ganiza ions who a e pa o he NNLM ia membe ship. They o e a summa ion o key
essen ial cha ac e is ics and a ibu es o a gi en o ganiza ion ype, a he han ep esen ing any
speci ic membe o ganiza ion.
Cu en ly, he e a e 8 NNLM Pe sonas, based on he ollowing NNLM membe o ganiza ion ypes:
1. Public Lib a y
2. College o Uni e si y (excludes Communi y Colleges)
3. Hospi al Lib a y
4. Communi y Based O ganiza ion
5. Hospi al
6. Local Go e nmen
7. S a e/Regional Go e nmen
8. Depa men o Public Heal h
The e a e 9 a ibu es o he NNLM Pe sonas in e ms o O ganiza ional backg ound, in pa icula ,
Size, Se ing, Non-English languages used by se ice popula ions, Mos common se ice
ecipien s, Po en ial e en s and oppo uni ies o engagemen , Se ices o e ed by he
o ganiza ion ype, O ganiza ional capaci y, Typical goals and Challenges.
In e ms o he Membe ship expe ience, he Pe sonas ocused on Reasons o alue NNLM
membe ship, NNLM se ices used in he pas 12 mon hs, Awa eness abou NNLM se ices,
P e e ed communica ion mechanisms, Sou ces o lea n abou unding, Desi ed u u e NNLM
classes p og amming, Ba ie s o g ea e engagemen wi h he NNLM and Sa is ac ion wi h
NNLM membe ship expe ience.
W H O A R E T H E N N L M P E R S O N A S ?
THE NNLM PERSONAS README
The NNLM Pe sonas p o ide membe o ganiza ion ype-speci ic in o ma ion, including
cha ac e is ics, a ibu es, p e e ences and pe cep ions on alue o he NNLM membe ship. Thei
goal is o help NNLM S a Membe s and o he in e es ed pa ies be e unde s and who he
membe o ganiza ions a e and hei needs.
The ool is cu en ly a ailable online. The da a a e displayed in sel -con ained, ype-speci ic
membe o ganiza ion empla es which a e easy o ead and o di e en ia e by hei
backg ound colo .
W H A T D A T A S O U R C E S W E R E U S E D ?
The NNLM Pe sonas a e based on wo main sou ces: sel - epo ed da a om he 2022 NNLM
Membe Su ey and analysis o agg ega ed, publicly a ailable websi e da a om a con enience
sample o ep esen a i e membe o ganiza ions sugges ed o us by he 7 RMLs o each o hei
egions.
The 2022 NNLM Membe Su ey was an es ablished su ey designed o ob ain baseline da a
om a andom sample o NNLM membe o ganiza ions ega ding hei pe cep ions on he
bene i s and alue o hei membe ship.
H O W D O E S T H E N N L M P E R S O N A S
T O O L W O R K ?
W H O S H O U L D U S E T H I S T O O L ?
NNLM S a Membe s
NLM P ojec Scien is s, OET and NLM S a Membe s
Anyone engaged in an onboa ding p ocess, e c.
Po en ial new o exis ing membe o ganiza ions seeking o unde s and wha hei pee s do
and how hey pe cei e he NNLM
This ool can be used by:
W O U L D T H I S N N L M P E R S O N A S T O O L
B E U S E F U L F O R M Y R O C ?
The Pe sonas o e a glimpse in o wha he NNLM membe o ganiza ions alue and hei needs.
We hink ha wo king h ough a case-scena io will help you unde s and some o hei po en ial
uses. Bu please, do communica e wi h us i you ha e o he ideas o ha e ound o he uses ha
could help you NNLM colleagues.
The NNLM Pe sonas we e concei ed om a collabo a ion be ween Regional Medical Lib a y S a ,
as well as NNLM Cen e s and O ices, namely he Na ional E alua ion Cen e , he Na ional Cen e
o Da a Science and he Na ional T aining O ice.
All he a ibu es selec ed o be in he Pe sonas empla e we e iden i ied as being essen ial o
de ining he na u e o NNLM membe o ganiza ions by he subjec -ma e expe s in ol ed in he
Pe sonas in e es g oup. Whe e app op ia e, s anda d de ini ions we e sou ced om ede al
agencies, such as he US Census o he u ban/ u al ca ego y used in “Se ing”.
W H Y T H E S E P A R T I C U L A R A T T R I B U T E S ?
NNLM S a Membe p omo ing a majo NNLM educa ional ini ia i e
The la es NNLM educa ional ini ia i e in ol es a week o p og amming a ound a public heal h
opic. The ini ia i e includes a class o e ing CHIS ce i ica ion, a ious discussions and panel
sessions o e ed ia he NNLM classes page, and eading g oup selec ions. The NNLM S a
Membe wan s o know how bes o ad e ise he ini ia i e and how o each and se e as many
audiences as possible among NNLM’s membe ship.
Whe e o concen a e ma ke ing: Examine he ype o o ganiza ion and he ‘Mos common
se ice ecipien s’ Pe sona a ibu e. The NNLM S a Membe wan s o each he gene al public
and hose who p o ide se ices mos di ec ly o hem, so will concen a e ou each on Public
Lib a ies, Hospi als, Hospi al Lib a ies, Communi y Based O ganiza ions, Local and
S a e/Regional Go e nmen O ganiza ions, and Depa men s o Public Heal h.
How o each hese o ganiza ions: Email and he NNLM websi e a e lis ed as he p e e ed
communica ion mechanisms o all o hese o ganiza ions. So he NNLM S a Membe sea ches
Ci i and collec s email add esses o con ac s om such o ganiza ions and sends a a ge ed
email blas . The NNLM S a Membe has also c ea ed a sec ion o he NNLM websi e wi h
in o ma ion and links abou he ini ia i e and included his webpage in he email blas .
Niche ma ke ing: One o he classes associa ed wi h he ini ia i e o e s Consume Heal h
In o ma ion Specializa ion (CHIS) CE c edi s. The NNLM S a Membe sends a a ge ed email
blas ad e ising his ac o all o ganiza ions wi h p o essionals seeking CHIS ce i ica ion
(Public Lib a ies, Hospi al Lib a ies, Communi y Based O ganiza ions, and Depa men s o Public
Heal h).
How o each mo e audiences: The College/Uni e si y P o ile shows ha hese o ganiza ions
wan NNLM classes on heal h dispa i ies and heal h equi y, as well as da a-d i en esea ch.
Conside adding a class in he ini ia i e examining heal h dispa i ies in a da a-based way, such
as a class in ol ing a da a analysis p ojec using public heal h eco ds.
E alua ion: The NNLM S a Membe wo ks wi h NEC o iden i y he bes e alua ion plan. Fo
example, dissemina ing a su ey a he conclusion o an e en . Du ing su ey de elopmen
p ocesses, NEC and he NNLM S a Membe wo k on checking he Typical goals sec ion o he
NNLM Pe sonas o align/code he esul s agains each Pe sona’s s a ed goals, and mo e closely
align p og ams o o ganiza ional goals in u u e wo k. Simila ly, any c i ical eedback hey ecei e
is coded o he Challenges sec ion o see how classes and o he o e ings o he ini ia i e can be
ailo ed o be mind ul o hese challenges.
E X A M P L E P E R S O N A S A P P L I C A T I O N S C E N A R I O S
H O W C A N I O B T A I N T H E P E R S O N A S
T O O L ?
The NNLM Pe sonas a e a ailable online a NEC’s Zenodo communi y he e
h ps://zenodo.o g/communi ies/nnlm-nec/?page=1&size=20
W H E R E C A N I P R O V I D E F E E D B A C K O R
A S K Q U E S T I O N S A B O U T T H E P E R S O N A S
T O O L ?
Please email [email p o ec ed]
F U R T H E R R E A D I N G
Gonzales, Sa a e al. “Pe sonas o he ansla ional wo k o ce.” Jou nal o clinical and
ansla ional science ol. 4,4 286-293. 10 Jan. 2020, doi:10.1017/c s.2020.2
"Pe sonas." Usabili y.Go , www.usabili y.go /how- o-and- ools/me hods/pe sonas.h ml.
Accessed 23 Ap . 2023.
US Census Bu eau, “U ban and Ru al” in h ps://www.census.go /p og ams-
su eys/geog aphy/guidance/geo-a eas/u ban- u al.h ml
A C K N O W L E D G M E N T S
NEC would like o hank he ollowing Pe sonas In e es G oup membe s o all hei ideas
and eedback:
Asih Asikin-Ga mage (AoUNP), John B amble (R4), Jessica Kilham (R7), Tony Nguyen (R1),
Peace Ossom-Williamson (NCDS), Nancy Shin ( o me ly a R5) and Jessi Van De Volgen
(NTO).
The NEC eam in ol ed in he p ojec was led by Sa a Gonzales and included Mohammad
Hosseini, E ika Ma ínez Picazo, Emma Wilson, Ve ónica Hoyo and K is i Holmes.
We would also like o hank he ollowing people o pa icipa ion in he ea ly days o his
p ojec : Miles Die z-Cas el (R6), Molly Knapp (NTO), Bobbi Newman (R6) and Ka ie Pie ce-
Fa ie (R3)
In e ne ci a ion:
NNLM Pe sonas. Con en las e iewed May 2023. NNLM Na ional
E alua ion Cen e , Chicago, Ill.
h ps://www.nnlm.go /abou /cen e s/nec
