Digital Strategies for Health Communication Competitive Analysis

1. Digital Strategies for Health CommunicationCompetitive Analysis Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 23, 2014

2. Competitive analysis • Definition • Process • Examples Design Goals Personas Content Existing digital strategy New digital strategy SWOT Competitive analysis Technology Evaluation

3. Quote from Robyn Alie, Massachusetts Medical Society • “If others are doing what we do, we partner or we do it better”

4. Competitive analysis defined • Have a successful online presence by • Borrowing from what your competition does well • Avoiding what your competition does poorly • Distinguishing yourself to stand out from your competition based on your strengths • Conduct competitive analysis • Who are your competitors? A broad view can be advantageous – and realistic • Systematically review – surface or behind the scenes • Distill what you learned

5. You rarely know what goes on behind the scenes A Source: amctv.com

6. How do you select competitors? • A broad view can be advantageous – and realistic • You may know some of them already • Identify others by considering your target users (or personas) and • The tasks they would try to accomplish • The search terms they would use • The information they read that would lead them there • The conduits or secondary audiences that would direct them there • Select the 3 you think you can learn the most from

7. Do “competitors” include most visited health sites?

8. Competitive analysis worksheetcategories • First impression • Target audience • Organization • Design • Content • User participation • Social media and mobile presence • Overall assessment

9. Borrow, avoid, or distinguish • Assess: • What you want to borrow – what does your competition do well? • What you want to avoid – what does your competition do poorly? • How can you distinguish yourself – what do you have that you can capitalize upon to stand out from your competition?

10. Ex: MGH Benson-Henry Mind Body Institute Source: http://www.massgeneral.org/bhi/

11. Source: www.gaiam.com

12. Competitive Analysis: Gaiam Yoga • Borrow • Blog and social media use • Instructional videos including welcome video • Avoid or do better • Make website purpose clear including imagery • Organize all subpages more logically • Framework should be consistent for subpages • Segment target audience better • Distinguish yourself • Organizational and affiliation branding • Use Dr. Benson, The Relaxation Response, and research appropriately • No advertisements or shopping links

13. Competitive Analysis: Gaiam Yoga • Borrow • Blog and social media use • Instructional videos including welcome video • Avoid or do better • Make website purpose clear including imagery • Organize all subpages more logically • Framework should be consistent for subpages • Segment target audience better • Distinguish yourself • Organizational and affiliation branding • Use Dr. Benson, The Relaxation Response, and research appropriately • No advertisements or shopping links

14. Quiz: Which changed the most? • MGH Benson-Henry Mind Body Institute • Gaiam Yoga

17. Worksheet and example in binders Worksheet The People's Pharmacy Website Redesign: Competitive Analysis Sophie O’Connell, MA