Communicating Public Health News & Services

1. CommunicatingPublic HealthNews& Services Case analysis of digital health communication efforts in three mid-size Massachusetts cities: Cambridge, New Bedford, and Newton

2. Common Challenges: • Attract city residents as regular users • Keep the news and information current • Focus information on city-specific concerns and events to ensure relevancy • Over-reliance on print-style materials • Build an audience so it is more useful in emergencies • Invest time and money in communicating with the public

3. Public Health in New Bedford Demographic information • Population: 95,183 • English is primary language in <60% of households • Median household income: $36,172 • Health & Human Services Department budget for FY 2014: $1.1 million* *Budget for Health Department-only spending not available

4. City of New Bedford Mission: “The Public Health Division is responsible for promoting general good health practices in the City of New Bedford.” Target audience: City residentsand business owners Digital strategy: • Limited to a Web site for conveying information to citizens about public health threats, regulations, and licensing for certain small businesses • A platform for distribution of traditional print materials, such as flyers and FAQs

7. New Bedford SWOT Analysis

8. Recommendations • Optimize page design for use on mobile devices • Establish a presence on Facebook • Emphasize seasonal health concerns on Facebook and Web site • Redesign main page so that it is more concise and relevant • Configure content for use by sub-groups, such as parents, teens, older residents, small businesses, etc. • Underscore New Bedford-specific initiatives and information

9. City of Newton Demographic Information • Population: 86,945 • English is primary language in >70% of households • Median household income: $107,696 • Health department budget FY 2014: $3.2 million* *Budget for Public Health-only spending not available

11. Public Health in Newton Mission:“The mission of the department is to protect, promote and sustain the health, harmony, and well-being of all Newton residents, in a culturally-sensitive, customer-friendly manner. Our focus is on prevention.” Target audience: City residents and business owners Digital strategy: Limited to a Web site with information on health concerns, schedules for free screenings/immunizations, and some newsworthy content.

13. Newton SWOT Analysis

14. Recommendations • Add Facebook presence • Expand content on Twitter to include information aimed at residents • Create a “newsier” top page for Public Health • Emphasize Newton-related health information, such as summer health maintenance clinics, and list as events on Facebook • Remove outdated information • Create single list of contacts

15. City of Cambridge Demographic information • Population: 106,038 • English is primary language in <60% of households • Median household income: $64,865 • Public Health Department budget for FY 2014: $6.5 million

16. Public Health in Cambridge Mission: “The mission of the Cambridge Public Health Department is to improve the quality of life of residents and workers by reducing sickness and injury; encouraging healthy behaviors; and fostering safe and healthy environments in homes, schools, and workplaces.” Target audience: City residents and business owners Digital strategy: Web-based presence that highlights news, events, and Cambridge-specific programming

19. Cambridge SWOT Analysis

20. Recommendations • Link Twitter (Cambridge Health Alliance) to Web site • Create Facebook presence for Men’s Health League and other programs • More material adapted for use on the Web (Cambridge in Motion) • Highlight calendar on Web site and create Facebook events

21. Other Cities on Facebook Tend to highlight a specific program or set of programs. For example: • “Healthy San Francisco” • “Eating Healthy NYC” • “NYC Condom” • “NYC Quits Smoking” • “Philly Flu”

22. On Twitter • nycHealthy • HealthyBoston

23. San Francisco

24. Thank you! Questions?