Michael Cala
** ********* ****, ****** ****** NY 646-***-**** ac7fzq@r.postjobfree.com
EMPLOYMENT HISTORY
December 2010– Present
Freelance writer
NATO - North Atlantic Treaty Organization – created public service informational video PSAs under the title: NATO: THE PRICE OF FREEDOM, explaining to an international audience how NATO is funded and how those funds are used. 10/23/17
New York Journal of Books - professional book reviewer on health, American history, music, photography and American culture (http://www.nyjournalofbooks.com/reviewer/michael-cala)
JDK Design (NJ health care ad agency) - create short video scripts, most recently for Covance’s next-generation laboratory risk based management tools
American Parkinson’s Disease Association - speeches, appeals and brochure copy for patient and caregiver audiences on the etiology and care of Alzheimer’s patients
Topspin Communications – medical copywriting and video scripting for automated and self-regulating transfusion equipment for dialysis and other procedures requiring state of the art technology
Sanofi - Created a variety of internal and external communications tools for various internal divisions of Sanofi, including its internal IT division.
Sovereign Health of California – Write and edit blog pieces on medicine and medical economics for consumer and clinical audiences, ranging from DNA testing protocols and Alzheimer’s-like anomalies, to various mental health and personality disorders including depression, borderline personality and ADHD, as well as metabolic anomalies, gene testing, substance abuse and healthcare funding.
American Society of Clinical Oncology - analyzed 30 abstracts from contributors for annual ASCO meeting; edited for continuity and logic, then created short audio scripts for each, which were then presented to participants via headphones and ultimately uploaded to ASCO Web site
September 2006 – August 2009
Associate Director of Communications, Department of Medicine
the Mount Sinai Medical Center, New York City
Implemented faculty and residency recruitment drives using video, still photography, PowerPoint, print, and Web tools
Co-produced a nationally distributed DVD/Web residency recruitment film for medical students. Six months after distribution, medical school applications increased by 17 percent over previous year. Co-winner, 2010 Telly Award (https://www.youtube.com/watch?v=2ZuNa2cRZHU)
Created consumer medical and health information Web and print products and video representing eleven specialty faculty practices within the Department of Medicine. Edited Web content submitted by faculty and colleagues
Co-created three annual reports contributing to prestigious national listings in Time, New York Magazine, and other publications. A significant portion of the report copy featured profiles of department heads and medical school faculty, as well as descriptions of current research in the various disciplines
Created fundraising materials (print and Web) for the Brookdale Center at Mount Sinai and provided photography as needed
June 2005 - June 2006
Staff Video and Multimedia Medical Content developer - Medsn, Inc. Interactive Media
Worked with thought leaders nationwide to develop “e-learning” video programs for Web and DVD distribution to physicians and allied health professionals in neurology, cardiology, psychiatry, immunology and geriatrics
Wrote and edited video scripts and storyboards and worked with video crews, art and programming staff
Conducted audio voiceover sessions, supervising pronunciation, emphasis and voicing
Created video programs and print materials on anxiety and mental health for a variety of clients, including Pfizer. Created PowerPoint, email blasts, Web content and other communications materials for multiple audiences.
December 2003 - March 2005
Senior Staff Medical Script Writer – CCG Metamedia (healthcare communications)
Interviewed and videotaped patients in focus group for new mental health medication
Wrote CME programs (video, multimedia) in cardiology and other subspecialties
Conducted field interviews with physicians, scientists and consumers; produced video segments for corporate clients on topics ranging from patient care to pharmaceutical treatment
Generated advertising and marketing copy (print, slide sets, Power Point, e-mail blitzes) for B2B, clinicians, and consumers
March 1991 – September 1993
Writer-Producer – The Network for Continuing Medical Education, Secaucus NJ
Senior script writer for the Network, writing video CME for family practice and subspecialists in cardiology, hypertension, immunology, gerontology and other subspecialties. I was the chief writer for the Video Journal of Dermatology, a quarterly video magazine consisting of three to five discreet segments on topics ranging from latex allergy and hemangioma treatment to diagnosing dermatologic allergic disorders. I was also charged with creating a six-volume program series for Sanofi Winthrop, titled Case Studies in Cardiology and Radiology. One of the 25-minute segments, “Hemodynamic Assessment in Cardiology,” won the Academy of Medical Film’s Best in Category, one of the top awards in the field.
1989-1991
Chief Writer and Producer, HEALTHLINK TELEVISION, Lifetime Cable Network
Wrote leads, tags, bumpers for on-camera talent including WABC-TV’s
Dr. Tim Johnson and Dr. Nancy Snyderman.
Researched and developed story ideas for TV segments aimed at parents on child care, illnesses, and education for broadcast.
Worked with field producers and on-air talent
Program not renewed after two seasons
1991-2001
Freelance projects as Writer-Producer – Shelter Rock Communications (multi-client editorial/video production)
Wrote, produced video/multimedia/print for medical CME, government, consumer and technology clients; DTP, DTC for agency and corporate projects
Wrote and produced a fundraising video for Community Resources (CRDD), which serves clients with intellectual deficits ; also wrote and supervised promo, PSAs, fundraising and educational products relating to mental health
Hired camera crews in multiple cities, worked with on-camera talent and supervised post-production editing and graphics for accredited video programs and multimedia scripts
Web design, writing, photography and production management for Discovery Health, Memorial Sloan Kettering, Gilda’s Club, Pacific Wellness Foods, Merck, Pfizer and agencies including Foot Cone Belding and Bozell Worldwide
Speechwriting for AT&T divisional CEOs; wrote for company publication, Government Issue
EDUCATION
B.A. degree, English (Hunter College); minor in Education
New York City and State teaching certification, JHS
EMT course leading to certification as NYS EMT (1989-1994)
LANGUAGES
Spanish, very good verbal / fair written command
Italian, fluent verbal (dialect)
AWARDS
Bronze Telly Award for co-producing nationally distributed medical student DVD
Academy of Medical Film prestigious Best in Category for credit-bearing educational film (CME) on human hemodynamics. Content approval: RSNA, Mayo Clinic
Potlatch Award, Best Annual Report, Hospital Publications Division
New York Art Director’s Award, editorial/photographic for community organizing/self help handbook (102 pp; 72 photographs), The Older Person’s Handbook (cf., Amazon.com)
Award for blues journalism from New York Blues Hall of Fame
ADDITIONAL SKILLS and INTERESTS
Professional editorial photography https://www.flickr.com/photos/michael_cala/sets/72157635664277635
Blog writing; research
Advanced computing skills: Microsoft Office Suite, Blitz mailing programs, HTML
Regular social media user (Twitter, Facebook, Instagram, LinkedIn)
Former teacher NYC Board of Education
ESL teacher, Chinatown/Two Bridges
Former art school teacher (The Art Lab) – photography
CAREER HIGHLIGHTS (not in chronological order)
Project director/founder: The Headstone for Mamie Project, through which I raised over $8K to erect a headstone for 1920s blues pioneer Mamie Smith
Director of Educational Programs and Publications, The Staten Island Community Corporation, a New York City antipoverty agency
Art school instructor, darkroom photography and shooting techniques
Reader for the blind, New York City, during undergraduate years at Hunter College
Former emergency medical technician and licensed NYC junior high school teacher
Storefront school co-founder and teacher of ESL in the Chinatown/Two Bridges area; taught English verbal and basic writing skills to working adults of Asian and Hispanic heritage
Community organizer, Coney Island and the Bronx, for the Mutual Aid Project (MAP), underwritten by the Citizens’ Committee for New York and several foundations
Writer/editor/photographer, The Older Person’s Handbook, a 92 page illustrated book blueprinting intergenerational neighborhood programs such as urban gardens and intergenerational projects, aid to seniors, etc. The book won the New York Art Director’s Award for editorial and photographic content
Newsletter editor and parent writing instructor (pro bono) to the Gear Up Program at I.S. 49, Stapleton, Staten Island, an inner city middle school
One-person photography exhibition at local museum, featuring 26 pieces representing Coney Island in the 1970s
Staff writer (current), Blues Music Magazine –monthly music reviews and conducting interviews with major recording artists for print and Web