ABC News Health Digital Strategy

1. ABC News HealthDigital Strategy Group E: “Me, Myself & I” Nicole Schultz, Kari Auer, Rajiv Krishnaswami, Lisa Carron Shmerling

2. Vision & Mission • Visions: • Top source for health and medical news that is reliable and complete • Widely recognized as the most legitimate and reputable source • Dr. Besser as the most trusted brand among the vast array of TV doctors • Mission: Deliver the best health information to people who most need it, in a way that allows them to use it for the greatest benefit

3. Values • Truth • Reliability • Legitimacy • Integrity • Ability to relate to consumer • Interesting (beyond entertainment) • Finding what is important to audience

4. SWOT

5. Goals & Measures Goals • Increase millennial traffic and involvement on website • Establish Dr. Besser as the face of millennial medicine • Enhance social media presence and strategies Planning Horizon: implement strategies to achieve goals over the course of 1 year, with 3-month check-ins Measures • Pre- and post-analytics • Followers and social media participation (likes, comments)

6. Practical Considerations • Time • Resources • Network standards

7. Personas • Millennials and those that influence their behavior • Triggers: • Tiffany(22): social, college graduate watches Jimmy Kimmel and learns about celebrity’s blog featured on abc.com/health (link appears on TV) • Jose(19): recent high school graduate jock sees #healthyselfie contest on Instagram and follows @abchealthto participate • Chloe(25): recreational athlete and health enthusiast watches popular TV show with gluten intolerance storyline; call to action on screen to download app or go to website to learn more • Debbie(45): mother of 3 millennialsshares a link to “top 10 health concerns for 20-somethings” on Facebook and tags her kids

8. Competitive Analysis: Jezebel

9. Competitive Analysis: BuzzFeed

10. Competitive Analysis: Reddit

11. Competitive Analysis

12. Design • Consistently direct readers to ABC News Health platforms • Incorporate static link to mobile app • Provide connect options above the fold (or notify that options to connect are below)

13. Content & Technology Content • Create and highlight ‘On Call’ section targeted to young adults • Aggregate, repurpose and highlight content relevant to millennials • i.e. HPV article • Use images of millennials for stories relevant to young adults • Include content desirable to aggregators, such as BuzzFeed Technology • Instagram • Note ‘link in profile’ in the photo caption • Facebook page

14. Goals • Increase millennial traffic and involvement on website • Establish Dr. Besser as the face of millennial medicine • Enhance social media presence and strategies

15. Revised Digital Strategy • Dr. B’s favorite user quotes/comments of the week (6m) • Develop slide show highlighting user comments with links back to original article • ‘Where in the world is Dr. B’ (3m) • Post pictures on social media (i.e. instagram) and have readers guess where he is • Ask the expert segment (6m) • Google hangout, twitter chat at appropriate time (determined by analytics) • Health series on millennial-relevant topics (3m) • Develop segment for air travel (12m) • 7 health issues all 20-somethings should think about but aren’t

16. Wild Initiative • Within network cross-promotion (12m) • ABC News Health incorporated into TV script (i.e. George Stephanopoulos says, “I’ll tweet Dr. B about that” • Dr. B conducting Grand Rounds on Grey’s Anatomy on the role of news in medicine • Incorporated into film scripts (12+m) • Pitch ideas to writers guilds

17. Lessons Learned • Value of comprehensive competitive analysis • Reality of time, resource and policy constraints • Importance of social media strategy and timeliness