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Digital Strategy

Health. Digital Strategy. Team Cashew. Faithe Best Andreas Klein Cathy Leamy Erica Noonan. Mission. Be the top source of health and medical news Be considered the most legitimate and reputable source for health information Establish Dr. Besser as the most trusted TV doctor. Vision.

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Digital Strategy

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  1. Health Digital Strategy Team Cashew Faithe Best Andreas Klein Cathy Leamy Erica Noonan

  2. Mission Be the top source of health and medical news Be considered the most legitimate and reputable source for health information Establish Dr. Besser as the most trusted TV doctor Vision • Get the best information to the people who need it in a way that allows them to use it for the greatest benefit

  3. Values • Truth • Reliability • Legitimacy • Integrity • Being able to relate to the consumer • Finding out what’s important to the consumer • Being interesting

  4. Opportunities Too much information and misinformation out there; need for solid, reputable information Threats Losing audience members through misinformation or lack of coverage SWOT - key points Weaknesses Large, inflexible parent organization; trying new ideas is like “turning a ship” Strengths Recognizable/strong brand

  5. Goals • Become THE trusted source for Accurate and Balanced health and medical news for female home decision makers • Demonstrate value of Creativity to ABC organization • Establish Dr. Besser’s brand as trusted advisor

  6. Objectives • Build consistent audience / bring people back to website • Speak directly to female home decision makers and their needs • Maintain trust in ABC brand through Balanced analysis

  7. Objectives • Embrace new technical capabilities (live chat capabilities, direct engagement with audience) • Broad yet effective use of all popular social media platforms through extensive cross promotion / posting • Provide timely context/commentary/advice to today’s latest news

  8. Demographics

  9. Personas Sara Mother with 3 teenagers, late 30’s Mackenzie Single woman with chronic health condition, late 20’s Mary Middle-aged woman with an elderly parent Sofia Mother of 2 toddlers, early 30’s

  10. Personas Looking for… 1. Quick access to specific health information 2. Single trusted source / don’t want to shop 3. Understandable, actionable information

  11. Competitive analysis Pros: • Authoritative / immediate • Articles summarized Cons: • Unclear organization • Confusing layout • Just a stream of news Traditional

  12. Competitive analysis Pros: • Commentary focus • Recurring blogs Cons: • Limited organization • News/features only • No topic aggregation New

  13. Competitive analysis Pros: • Popular/ high traffic medium • Able to integrate across many other social media platforms Cons: • Lack of control on user generated material Emerging/Social

  14. Competitive analysis - summary Borrow: • Rapid reporting of “hard” health news • Article summaries • Mastery of multiple social media platforms Avoid: • Overwhelming “firehose” of news • Failure to curate by topic

  15. Revised digital strategy More prominence for Dr. Besser • Add his short commentary and advice to health reporting stories • Use embargo time on new research news to prep Dr. Besser’s commentary

  16. Revised digital strategy Curate content in easily accessible archive • Use existing OnCall+ sections • Elaborate and highlight on ABC website

  17. Revised digital strategy A big and visible campaign! Road trip?

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