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Revising the Digital Strategy for ABC News Health

Revising the Digital Strategy for ABC News Health. Group B for Best! Lynda Banzi, Holly Batchelder, Charlotte Rowe, Jacob Silberstein. Vision: Having Dr. Besser as the most trusted TV doctor Mission:

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Revising the Digital Strategy for ABC News Health

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  1. Revising the Digital Strategy for ABC News Health Group B for Best! Lynda Banzi, Holly Batchelder, Charlotte Rowe, Jacob Silberstein

  2. Vision: • Having Dr. Besser as the most trusted TV doctor Mission: • For Dr. Besser to deliver the best health information to people who most need it, in a way they can apply it to themselves and their families Values: • Truth, reliability, legitimacy, integrity, relatability, being interesting

  3. Goal: • Position ABC Health through Dr. Besser as the most trusted brand in delivering health news Objectives: • Position Dr. B as a trusted, relatable, entertaining voice in health news • Craft new digital strategies that target and appeal to mothers • Revise existing digital strategies to better target mothers

  4. SWOT Analysis: Strengths • Dr. Besser • Philosophy (accuracy and scientific backing) • Approachability • Looks • Pediatrician • ABC • Top news organization • GMA #1 news show in country. • Stephanopoulus is #1 weekend show. • Recognizable/strong brand • Resources • ABC.com/ Yahoo partnership Weaknesses • Dr. Besser • Not an established reporter • Hasn’t built up personal brand • Untapped FB presence • ABC • ABC is less flexible/receptive to new ideas • #1 so nowhere to go but down • Wanting to act like a start-up • Difficult to get new ideas to stick

  5. Threats Dr. Besser Other personalities CopycatTwitter chats Emerging digital tools Late to social media game ABC Other networks Misinformation/ lack of coverage Google news & other online news sources Hard to anticipate where people go for their health info SWOT Analysis Opportunities • Dr. Besser • Helping people make sense of vast amount of available health information • Publications or on-line print material? • More face-time with public via Google hang-outs • More assertive self-promotion • ABC • New platforms (social media & mobile) • Everyone has “health” • Preparing for doctor visits; being and informed patient

  6. Personas Persona 1 - The New Stay at Home Mom Katie, 28, Married with newborn Persona 2 - The Experienced Working Mom “Claire”, 43, Married with three children, works full time Persona 3 - The Adoptive New Mom Amy, 50, Married, works from home full time; recently adopted two pre-teens Persona 4 - The Mom to Child with Allergies Gail, 34, Single with two sons, one has peanut/tree nut allergies

  7. How “The Moms” Inspired our Ideas • Why, when, and how to use digital • Focus on Dr. B as an approachable, expert pediatrician • Build brand loyalty • Personalize the medical unit (“friendly face”) • Quick entertainment • Implications about design, content, technology • Reach moms where they are: Twitter, Instagram, Facebook, Google hang-out

  8. Competitive Analysis ABC: Dr. Richard Besser CNN: Dr. Sanjay Gupta ABC syndication: Dr. Mehmet Oz NBC: Dr. Nancy Snyderman Takeaways: • Currently no official face of ABC Health (like CNN) • Opportunity for Dr. B catch up to Dr. Gupta • Opportunity to strengthen social media • More visual presence • Not clear on ABC Health site which users they are trying to draw to Dr. Besser--just says “Our Team: Check Out Dr. Besser on Facebook”

  9. Recommended Initiatives: Google+ Hangouts • Prepare 4-6 Topics for the Year to be featured in Google+ Hangouts • Use Twitter, Facebook and Instragram accounts to solicit questions on the topic • Dr. B and experts have a controlled discussion which is recorded and transcribed • Video and transcript are embedded into an article on the topic on the ABC News Health website, driving traffic and discussion and soliciting feedback.

  10. Chat & Hangout: Story topic ideas FALL ACA/Open enrollment Flu Disaster preparedness College vaccinations WINTER Sleep/SAD SPRING Allergies Workplace wellness SUMMER Extreme weather health

  11. Recommended Initiatives: Instagram Crowdsourcing • Health Photo of the Week • #ABCPictureOfHealth • Getting users involved in creation of content will help make them more loyal to the brand of “Dr. Richard Besser” • Features his favorite photo on the feed and possibly online

  12. Facebook • Coordinate posts with other platforms • Personally generated content • Long-form responses to interesting posts/ questions from Twitter / Instagram • Future story ideas • Crowd-source topics • “Moms, where do you take your kids for a healthy meal?” • Coordinate location-wise with 50 states/ 50 days

  13. Wild Idea:Cross Country Trip by America’s Doctor: 50 States, 50 Stories Talk to DPH, health charities Track Dr. B, hashtag for story Track America’s doctor on instagram or an app. Have people tag themselves Justification: To build Dr. B’s brand as America’s doctor across the country on a local and national level. Opportunity to establish a more personal connection with mom’s closer to home.

  14. What Did We Learn? • Digital Footprint • Value in Collaborative Discussion • Different Backgrounds yield new ideas • Having a Key Stakeholder to involve in the decision making process is hugely helpful • Challenges of developing a realistic and usable digital strategy are the same across many organizations, no matter the size.

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