Digital Strategies for Health Communication: Introduction and Strategy

1. Digital Strategies for Health Communication:Introduction and Strategy Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 21, 2014

2. Agenda for July 21 9:00 Welcome from Lisa Gualtieri, PhD, ScM, Course Director 9:10 Welcome from Sue Gallagher, MPH Program Director, Masters of Science in Health Communication Program Tufts University School of Medicine 9:20 Introductions Students Liz Neporent, case study presenter, ABC Lisa Gualtieri, course director Emily Boardman, teaching assistant Project teams 10:15 Break in Alumni Lounge 10:30Liz Neporent, ABC’s digital strategy 12:30 Lunch in Alumni Lounge 1:00 Lisa Gualtieri: Overview of digital strategy, goals, & SWOT analysis 2:00 Teams: Develop goals and SWOT analysis for ABC 3:15 Break in Alumni Lounge 3:30 Guest lecture: Joe Kvedar, MD, Center for Connected Health 4:45 Evaluations

3. Welcome from Lisa Gualtieri: Why we offer Digital Strategies for Health Communication • Most healthcare and public health organizations ask: • Do we need to update our website? • What exactly is Pinterest and should 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? • We want to promote strategic approaches to health communication

4. Welcome fromSue Gallagher, MPH, & Aviva Must, PhD

5. What we will do this week • ABC case study and twitter chat • Guest lectures • My lectures • Work in groups to develop a new digital strategy for ABC • Culminating in 5 revised strategies • Bonus • Tuesday 5:30 drinks • Wednesday final paper topics

6. What we will do today: Agenda for July 21 9:00 Welcome from Lisa Gualtieri, PhD, ScM, Course Director 9:10 Welcome from Sue Gallagher, MPH Program Director, Masters of Science in Health Communication Program Tufts University School of Medicine 9:20 Introductions Students Liz Neporent, case study presenter, ABC Lisa Gualtieri, course director Emily Boardman, teaching assistant Project teams 10:15 Break in Alumni Lounge 10:30Liz Neporent, ABC’s digital strategy 12:30 Lunch in Alumni Lounge 1:00 Lisa Gualtieri: Overview of digital strategy, goals, & SWOT analysis 2:00 Teams: SWOT analysis for ABC 3:15 Break in Alumni Lounge 3:30 Guest lecture: Joe Kvedar, MD, Center for Connected Health 4:45 Evaluations

7. Students Andreas Klein Erica Noonan Catherine Leamy Faithe Best Lynda Banzi Jacob Silberstein Kari Auer Monique Hill Jacob Ehrlich Larisa Naderiani Ludan Zhang Emily Klein Holly Batchelder Karen McIntosh Matthew Goodridge Tammy Ellis Nicole Schultz Lisa Shmerling Charlotte Rowe Rajiv Krishnaswami Guest Speakers Liz Neporent Joseph Kvedar Bill Tancer Tara Montgomery John Mangano Course Director & TA Lisa Gualtieri Emily Boardman

8. Group A Andreas Klein Erica Noonan Catherine Leamy Faithe Best Group B Lynda Banzi Jacob Silberstein Charlotte Rowe Holly Batchelder Group C Monique Hill Jacob Ehrlich Larisa Naderiani Ludan Zhang Group D Emily Klein Karen McIntosh Matthew Goodridge Tammy Ellis Group E Nicole Schultz Lisa Shmerling Kari Auer Rajiv Krishnaswami

9. Strategy • What is a strategy and what is a digital strategy? • What is strategic planning? • What is strategic thinking? • Why are they important? • What happens when you don’t have – or don’t use – a strategy? • How do you develop them?

10. Definitions • A missionstatement uniquely defines an organization's purpose and primary objectives, in a short, clear statement in the present tense, and explains why you exist • A visionstatementalso defines an organization's purpose, but focuses on goals and aspirations, in a statement that is focused, compelling, and inspiring • Valuesare beliefs that are shared in the organization • Strategy is a set of specific, measurable goalsin support of the vision and mission and in accord with the values and a plan to achieve them • Strategic planning is done by the leadership team at a retreat • Strate­gic think­ing is a dis­ci­plined thought process that assesses the envi­ron­ment and your strengths and weak­nesses and devel­ops spe­cific actions to accom­plish your goals con­sis­tent with your vision – does this sound familiar? • Planning horizon: time frame

11. Close your binders!

12. Match the vision • "Our vision is to be earth's most customer-centric company where customers can find and discover anything they might want to buy online… at the lowest possible prices." • "Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making _ a truly sustainable company." • "Our vision is of a world in which every person – regardless of race, religion, ethnicity, sexual orientation, or gender identity – enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other internationally recognized human rights standards." • "To create a better everyday life for the many people." • Amazon • Amnesty International • IKEA • PepsiCo

13. How did you do? • Amazon: "Our vision is to be earth's most customer-centric company where customers can find and discover anything they might want to buy online… at the lowest possible prices." • PepsiCo: "Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company." • Amnesty International: "Our vision is of a world in which every person – regardless of race, religion, ethnicity, sexual orientation, or gender identity – enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other internationally recognized human rights standards." • Ikea: "To create a better everyday life for the many people."

14. Match the mission • "To discover, develop, and deliver innovative medicines that help patients prevail over serious diseases." • "Our mission is to power civilization." • "To be the most trusted, convenient multichannel provider and advisor of innovative pharmacy, health and wellness solutions, and consumer goods and services in communities across America." • "To bring inspiration and innovation to every athlete in the world." • "To passionately create innovation for our stakeholders at the intersection of chemistry, biology and physics." • Bristol-Myers Squib • ConocoPhillips • Dow Chemical • Nike • Walgreens

15. How did you do? • Bristol-Myers Squib: "To discover, develop, and deliver innovative medicines that help patients prevail over serious diseases." • ConocoPhillips: "Our mission is to power civilization." • Walgreens: "To be the most trusted, convenient multichannel provider and advisor of innovative pharmacy, health and wellness solutions, and consumer goods and services in communities across America." • Nike: "To bring inspiration and innovation to every athlete in the world." • Dow Chemical: "To passionately create innovation for our stakeholders at the intersection of chemistry, biology and physics."

16. Match the mission:A: Tufts Medical CenterB: Lowell General Hospital • We strive to heal, to comfort, to teach, to learn, and to seek the knowledge to promote health and prevent disease. Our patients and their families are at the center of everything we do. We dedicate ourselves to furthering our rich tradition of health care innovation, leadership, charity and the highest standard of care and service to all in our community. • We are sensitive and responsive to the individual needs of our patients and their family members; we are committed to providing quality care to our patients through a highly trained and motivated staff, state-of-the-art equipment, progressive clinical care, and collaborative teamwork; we continuously evaluate and improve our services to meet the needs of our patients and the community we serve; we go the extra mile to serve our customers with kindness, compassion, and respect.

17. The vision of the ASPCA is that the United States is a humane community in which all animals are treated with respect and kindness • The mission of the ASPCA, as stated by Henry Bergh in 1866, is “to provide effective means for the prevention of cruelty to animals throughout the United States

18. Vermont Dept of Health Vision: Healthy Vermonters living in healthy communities. Mission: To protect and promote optimal health for all Vermonters. Goals:

19. Tufts University School of Medicine • Vision Statement: To train, in a spirit of collegiality and with a standard of excellence, outstanding clinicians and innovative and humane leaders in medicine and science.  • Mission Statement: The mission of Tufts University School of Medicine is to promote human health. We will fulfill our mission by emphasizing rigorous fundamentals while stimulating innovation as we: educate, in a dynamic learning environment, physicians, scientists, and public health professionals to become leaders in their fields; contribute to the advancement of the sciences basic to medicine through discovery, research, scholarship, and communication, and join with our partner institutions to provide the best care to individuals and communities. • Values • Excellence: to be outstanding at what we choose to do • Integrity: to be honest and consistent in our actions • Collaboration: to work together within and across organizational boundaries in pursuit of our common mission • Compassion: to treat all human beings with respect and empathy • Leadership: to educate physicians, researchers and public health professionals who emulate our faculty in becoming leaders in their fields • Creativity: to emphasize rigorous fundamentals while stimulating innovation • Diversity: to live, work and serve in a diverse local, national, and global community • Life-long learning: to engender a love of learning and provide the skills for life-long learning

20. Why publish these on a website?

21. What can strategy do? • Why is strategy important? • What happens when you don’t have – or don’t use – a strategy? • Process of creating strategy is of value • Return to it for routine, major, and urgent decisions • Revise as needed

22. Digital strategy • Digital strategy is how vision, mission, values, and strategy use the internet, social media, and mobile to reach target audiences • To develop new strategy start with goals and SWOT Design Goals Personas Content Existing digital strategy New digital strategy SWOT Competitive analysis Technology Evaluation

23. Digital strategy encompasses measurable goals • Generally goals are to be better, faster, or more • Acquire new audiences • Retain current audience with new services • 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 and effectively to crises • Increase overall health

24. Ask strategic questions to develop goals • 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? • Is the commitment short- or long-term? • Are we leaders or followers?

25. 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

28. Modify goals based on constraints • Internal: organization • Alignment with vision, mission, and values • Leadership • Budget • Technological knowledge • Fears • External: target audiences • Technological knowledge and platforms • Health literacy skills • Health conditions • External: competition

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

30. Summary: Goals • Start with vision, mission, and values • Ask strategic questions • Brainstorm and be creative • Modify based on constraints • Evaluate and prioritize goals • Develop measures of success

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

32. Course project • Course project is developing a new digital strategy for ABC in groups • Liz presented current digital strategy • Teams will develop goalsand SWOT analysis • Use worksheet • Present by developing a few PowerPoint slides for presentation