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Digital Strategies for Health Communication

Digital Strategies for Health Communication. Revised digital strategy for Massachusetts medical society PJ, Kristie, Briana and Susann. Primary Goals. Encourage Physician Membership to Utilize Social Media Platforms to Reach and Educate Patients. Goals.

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Digital Strategies for Health Communication

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  1. Digital Strategies for Health Communication Revised digital strategy for Massachusetts medical society PJ, Kristie, Briana and Susann

  2. Primary Goals Encourage Physician Membership to Utilize Social Media Platforms to Reach and Educate Patients

  3. Goals • Better Integration Between "Digital Natives" and "Digital Immigrants" • increase membership among academic physicians • the millennial generation of physicians is more likely to feel comfortable educating their patients through this type of medium

  4. Goals • Improved Participatory Moderation of Social Media Commentary and Content • many good models of this exist across social media outlets • opportunity for member physician and patient participation

  5. Goals • Condense Social Media Policy and Guidelines for Physician Members • give us what we need, curate the information • give us what we need TODAY so we can take care of our patients TOMORROW • expert status is at stake

  6. SWOT Summary

  7. Personas

  8. Competitive Analysis

  9. Major “Competitors” • Centers for Disease Control and Prevention • http://www.cdc.gov • Massachusetts Department of Public Health • http://www.mass.gov/eohhs/gov/departments/dph/ • Boston Public Health Commission • http://www.bphc.org/Pages/Home.aspx

  10. Borrow, Avoid, Distinguish (CDC) • Borrow: • Some element/section on home page that clearly says "this information is for consumers," active Facebook presence, YouTube channel. • Avoid: • Too many topics, make it easy to get to the info people need right away.

  11. Borrow, Avoid, Distinguish (MDPH) • Borrow • Thorough and widespread coverage of many health-related aspects and topics • Separate sections for physicians, patients, researchers • Promoting community-based organizations and programs • Rotating images of current health topics on homepage • Avoid • Cluttered web design with text and images • Dense text • List of key resources • Distinguish • Most up-to-date health topics listed on homepage, easy to access and locate • Comprehensive list of health topics, with rich, but concise descriptions

  12. Borrow, Avoid, Distinguish (BPHC) • Borrow: • User interface that allows client/patient/doctor to filter search • Avoid: • Image confusion • Distinguish yourselves: • Filter menu, but add an additional feature that allows user to identify themselves first in order to filter

  13. Decisions about Social Media Technologies

  14. eCards and Infographics

  15. eCards

  16. eCards

  17. eCards

  18. eCards

  19. Infographics

  20. Measures • Google Analytics • Facebook and Twitter Analytics • Actual MMS Click-Throughs

  21. Podcast Initiative

  22. Consumer-specific audio podcasts Scheduled chat with a physician Create and repurpose content Generation of succinct resources to be duplicated on G+

  23. Consumer-specific audio podcasts Downloadable/streamable content with invitation to biweekly chat Scheduled chat with a physician Create and repurpose content Generation of succinct resources to be duplicated on G+

  24. Consumer-specific audio podcasts Downloadable/streamable content with invitation to biweekly chat Scheduled chat with a physician Transcripts or summaries can be used to generate new content Create and repurpose content Generation of succinct resources to be duplicated on G+

  25. Consumer-specific audio podcasts Downloadable/streamable content with invitation to biweekly chat Scheduled chat with a physician Transcripts or summaries can be used to generate new content Create and repurpose content Content now reflects what engaged users want to know Generation of succinct resources to be duplicated on G+

  26. Measures • Participation in scheduled chats • Comments on subsequent media • Participatory Moderation

  27. Revised Digital Strategy Revise recruitment strategy for the purpose of mentorship to target medical students, interns and residents

  28. Revised Digital Strategy • Use social media to drive new generation of new content as well as search engine optimization

  29. Revised Digital Strategy • Develop mentorship/ case-study training aids

  30. Revised Digital Strategy • Mobilize student/intern/ resident cohort to engage with older physicians

  31. Wild Initiative • Everyone should be friends with a doctor!?

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