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

1. Digital Strategies for Health Communication:Introduction, Goals, and SWOT Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 16, 2012

2. Why Tufts Summer Institute onDigital Strategies for Health Communication? • Many healthcare and public health organizations who are trying to reach healthcare consumers have these questions: • “Our website hasn’t been touched in 3 years” • “What exactly is Google+ and how do we use it?” • “Should we set up a weekly twitter chat?” • “Do we need an app?” • “Are we reaching our target audiences as best we can?”

3. Sue Gallagher, MPH

4. Agenda for July 16 9:00 Welcome from Sue Gallagher, MPH, Program Director, Masters of Science in Health Communication Program, Tufts University School of Medicine 9:30 Introductions 10:00 Project teams 10:15 Break in CE Classroom 10:30 Stacey Thalken and Jessica Burke: CDC's current digital strategy 12:30 Lunch: served in classroom (box lunches) 1:00 Lisa Gualtieri: Overview of digital strategy, goals, & SWOT analysis 2:00 Teams: SWOT analysis for CDC 3:15 Break: with food and drinks in Conference Room 1403 3:30 Teams present SWOT analyses 4:30 Welcome from Aviva Must, PhD, Dean, Public Health and Professional Degree Programs, Tufts University School of Medicine 5:00 Evaluations and social media survey

5. Introductions Participants • AnaliciaVillanueva • Barbara Wasson • Claire Kamoun • Clancey Bateman • Danielle Kugel • Devon Punch • Jasmine Hunt • John Gauthier • Kristen Sullivan • Laurel Leslie • Linda Lambert • Lynda Mitchell • Maddy Black • Maryann Boyle • Meghan Johnson • Meredith Waudby • Mio Tamanaha • Stephanie Synoracki • Suzanne Hill • Tod Hoffman • VivianaFinestraella Case Study Facilitators: Stacey Thalken and Jessica Burke TA: Gillian Javetski Course Director: Lisa Gualtieri Teams • Analicia, Barbara , John, Jasmine, Mio • Danielle, Lynda, Kristen, Clancey • Devon, Laurel, Viviana, Maddy • Linda, Stephanie, Suzanne, Meghan • Meredith, Tod, Claire, Maryann

6. Innovations in Education Grant: Integration of Social Media into Courses at TUSM • This project investigates: • how to integrate social media into courses at Tufts University School of Medicine • advantages to students, faculty, administration, alumni, and others of this integration • training necessary to educate faculty about how to use social media as part of their teaching

7. Strategy • Vision: outlines what the organization wants to be and how it wants to be perceived • Mission:defines the organization’s purpose and how it will achieve its vision • Values:beliefs that are shared in the organization • Strategy:goals and a plan of action to achieve them • What happens when you don’t have – or use – a strategy?

8. Digital strategy • Encompasses use of web, social media, & mobile to reach healthcare consumers where they are • Start with mission and existing strategy • Develop new one in alignment with organizational values, goals, vision, and mission • Modified by constraints Design Goals Personas Content Existing digital strategy New digital strategy SWOT Competitive analysis Technology Evaluation

9. Mission statement • The Mission of the Massachusetts Society for the Prevention of Cruelty to Animals (MSPCA)–Angell Animal Medical Center is to • protect animals, • relieve their suffering, • advance their health and welfare, • prevent cruelty and • work for a just and compassionate society.

10. Ask strategic questions to develop meaningful goals in support of mission • Who do we want to reach? • Which products and services can we offer? • Will they be integrated, and, if so, how? • How will content be created or obtained? • Should we charge or seek sponsors or ads? • Is the commitment short- or long-term? • Who do you ask?

11. Candidate goals for digital strategy generally focus on better, faster, or more • Acquire new audiences • Retain current audience • Increase loyalty/page views/followers/etc. • Increase word-of-mouth and viral promotions • Improve branding and awareness • Reduce content creation costs • Decrease content creation time • Respond rapidly to crises • Increase healthy behaviors

12. Brainstorm to develop creative and perhaps unusual goals • Henry Ford: “If I had asked people what they wanted, they would have said ‘faster horses.’” • Example from Lowell General Hospital

14. Merrimack Valley Moms

15. Identify internal and external constraints and consider how to address • Organization • Alignment with mission • Leadership • Budget • Technological knowledge • Fear • Target audiences • Technological knowledge and platforms • Health literacy skills • Time • Health conditions

16. Evaluate and prioritize goals • Are goals realistic and achievable? • How will we measure success? • What else do we need to know? • Prioritize goals based on potential impact and ease of implementing

17. Summary: Goals • Start with mission • Ask strategic questions • Develop candidate goals • Brainstorm and be creative • Consider realistic constraints • Evaluate and prioritize goals

18. SWOT A digital strategy needs to maximize the potential of the strengths and opportunities while minimizing the impact of the weaknesses and threats

19. Course project • Course project is developing a new digital strategy for CDC in teams • Stacey and Jessica presented current mission, digital strategy, and goals • Teams will develop and present a revised set of goals and conduct a SWOTanalysis • Consider preparing a few PowerPoint slides

20. Teams • Analicia, Barbara , John, Jasmine, Mio • Danielle, Lynda, Kristen, Clancey • Devon, Laurel, Viviana, Maddy • Linda, Stephanie, Suzanne, Meghan • Meredith, Tod, Claire, Maryann

21. Aviva Must, PhD