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Web Strategies for Health Communication: Introduction, Goals, and SWOT

Web Strategies for Health Communication: Introduction, Goals, and SWOT. Lisa Gualtieri, PhD, ScM , Course Director Tufts University School of Medicine July 18-23, 2010. Why Tufts Summer Institute on Web Strategies for Health Communication?.

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Web Strategies for Health Communication: Introduction, Goals, and SWOT

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  1. Web Strategies for Health Communication:Introduction, Goals, and SWOT Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 18-23, 2010

  2. Why Tufts Summer Institute onWeb Strategies for Health Communication? • Most healthcare and public health organizations who are trying to reach healthcare consumers share these problems: • “our website hasn’t been touched in three years” • “we set up a Facebook page but don’t know what to do with it” • “what exactly is Twitter and how do we use it?” • “are we using our resources as best we can?” • “are we helping people as best we can?” • “every other ___ is online and they are doing ___”

  3. Aviva Must

  4. Sue Gallagher

  5. Introductions • Alicia Best • Katelyn Cooper • Lindsay Court • Jessica McAuliffe • Stephanie-Jo McGehee • Sean Molloy • ZeevNeuwirth • Kate Perch • Yelena Pecheny • DivyaRamamurthi • Diane Randolph • Lori Shanks • YoanTalagrand • Kathleen Weldon • Chris Viveiros Teams • Alicia, Kate, Stephanie-Jo, Zeev • Chris, Jessica, Lindsay • Diane, Katelyn, Lori, Yoan • Divya, Kathleen, Sean, Yelena

  6. Agenda • Monday-Friday 9:00-5:00 • Tuesday 5:30 at Splash, 150 Kneeland Street • Detailed agenda in binders • Today • Web strategy, goals, and SWOT analysis • Demographics of HCCs • Personas

  7. Strategy • Strategy is a plan of action to meet stated goals • the goals are “what” • the strategy is “how” • What happens when you don’t have – or use – a strategy?

  8. Web strategy • Encompasses all uses of • The web and social media • Through computers and mobile devices • To reach healthcare consumers (HCCs) Design Goals Personas Content Existing web strategy New web strategy SWOT Competitive analysis Technology Evaluation

  9. Ask strategic questions • Who can we reach? • Which products and services should be offered and if and how will they be integrated? • What is the value chain: sole distributor (free, ad-sponsored, subscription, or one-time fee) or multiple channels? • Is the commitment short- or long-term?

  10. Develop candidate goals • Acquire new HCCs • Retain current HCCs • Increase loyalty • Increase word-of-mouth and viral promotions • Increase page views • Improve branding and awareness • Reduce content creation costs • Decrease content creation time • Respond rapidly to a crisis • Increase healthy behaviors

  11. Think “out of the box” and brainstorm creative and perhaps unusual goals • Henry Ford: “If I had asked people what they wanted, they would have said ‘faster horses.’” • “Preschool children, on average, ask their parents about 100 questions a day. Why, why, why—sometimes parents just wish it’d stop. Tragically, it does stop.” • The Creativity Crisis, http://www.newsweek.com/2010/07/10/the-creativity-crisis.html, July 10, 2010

  12. Consider constraints • Organization • Budget • Leadership • Technological knowledge • Existing and target HCCs • Technological knowledge and use • Health literacy skills • Health • Diseases and conditions

  13. Evaluate and prioritize goals • Are goals realistic and achievable? • What do we need to know: is any research or data needed? • How will we measure success? • Order goals based on potential impact and perceived ease of achieving

  14. Summary: goals • Ask strategic questions • Develop candidate goals • Brainstorm • Consider constraints • Evaluate and prioritize goals Design Goals Personas Content Existing web strategy New web strategy SWOT Competitive analysis Technology Evaluation

  15. SWOT Design Goals Personas Content Existing web strategy New web strategy SWOT Competitive analysis Technology Evaluation

  16. A web strategy needs to maximize the potential of the strengths and opportunities while minimizing the impact of the weaknesses and threats

  17. Harvard Health Publishing • Course project is developing a new web strategy for HHP in teams • Ed Coburn, Publishing Director at HHP, will present goals and current web strategy • Following that you will develop a revised set of goals and conduct a SWOT analysis Design Goals Personas Content Existing web strategy New web strategy SWOT Competitive analysis Technology Evaluation

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