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Massachusetts Medical Society

Massachusetts Medical Society. Robyn Alie Manager, Public Health and Education Frank Fortin Chief Digital Strategist and Director of Communications. About Us. Physician professional membership association Massachusetts physicians and medical students 24,000 members

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Massachusetts Medical Society

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  1. Massachusetts Medical Society Robyn Alie Manager, Public Health and Education Frank Fortin Chief Digital Strategist and Director of Communications

  2. About Us • Physician professional membership association • Massachusetts physicians and medical students • 24,000 members • Publisher, New England Journal of Medicine

  3. About Us: Mission The purposes of the Massachusetts Medical Society shall be to do all things as may be necessary and appropriate to advance medical knowledge, to develop and maintain the highest professional and ethical standards of medical practice and health care, and to promote medical institutions formed on liberal principles for the health, benefit and welfare of the citizens of the Commonwealth. Adopted 1781

  4. About Us: Strategic Priorities • Advocacy and thought leadership • Education • Physicians • Public • Membership Development

  5. Public Health

  6. Public Health: Physician Education • Public Health Leadership Forum • Continuing Medical Education • Live and web-based • Health disparities • Medical marijuana • Men’s Health

  7. Public Health: Patient education • Print materials • Web content • Public access programming • Newspaper placements

  8. Public Health: Advocacy • State regulations • State legislation • Federal legislation • Local boards of health

  9. Public Health: Coalitions • Massachusetts Adult Immunization Coalition • Tobacco Free Mass • Massachusetts Healthy Air Coalition • Chronic Disease Prevention Partnership

  10. Audience • Physician members • Non-member physicians • Policymakers • Media • Patients • General public

  11. Public Health Activity Goals • Educate physicians • Promote individual and public health • Strengthen organizational partnerships • Strengthen the reputation of the Society • Strengthen the reputation of physicians • Support organizational goals • Demonstrate value to members

  12. Public Health: Topics www.massmed.org/patientcare

  13. Medical Marijuana

  14. Mental Health • April Public Health Leadership Forum • Discussed problems with system • Identified need for continued attention • Next steps?

  15. Pandemics and Emergencies • Communicating Critical Information • Vaccine shortages • Public health emergencies

  16. Considerations • Society policy • Politics • Resources • Multiple audiences • Reputation

  17. Communication • Priorities • Goals • Audience • Strategies • Tools • Resources

  18. Digital Strategy

  19. All Formats: All Ages

  20. All Formats: All Ages

  21. Direct Mail

  22. Vital Signs Print

  23. Email

  24. Vital Signs This Week

  25. MMS Website

  26. Physicians and Social Media Source: Manhattan Research

  27. MMS Content Strategy

  28. Takeaways • Multi-channel is the only viable approach • Print and email critically important for MDs • Consumers: • Website and search optimization • Social channels supplement and feed • Challenges • Time intensive; resource-intensive • Information overload

  29. Project Objectives • Thought leadership and influence • Support physicians in engaging patients in their own wellness and care • Limitations • Limited staff and financial resources • Diverse priorities; maintaining focus

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