Digital Strategies for
Health Communication:
Introduction, Goals, and SWOT
Lisa Gualtieri, PhD, ScM, Course Director
Tufts University School of Medicine
July 16, 2012
1
Why Tufts Summer Institute on
Digital 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?”
2
Sue Gallagher, MPH
3
Agenda for July 16
9:00
9:30
10:00
10:15
10:30
12:30
1:00
2:00
3:15
3:30
4:30
5:00
Welcome from Sue Gallagher, MPH, Program Director, Masters of
Science in Health Communication Program, Tufts University School
of Medicine
Introductions
Project teams
Break in CE Classroom
Stacey Thalken and Jessica Burke: CDC's current digital strategy
Lunch: served in classroom (box lunches)
Lisa Gualtieri: Overview of digital strategy, goals, & SWOT analysis
Teams: SWOT analysis for CDC
Break: with food and drinks in Conference Room 1403
Teams present SWOT analyses
Welcome from Aviva Must, PhD, Dean, Public Health and
Professional Degree Programs, Tufts University School of Medicine
Evaluations and social media survey
4
Introductions
Case Study Facilitators: Stacey Thalken and
Jessica Burke
TA: Gillian Javetski
Course Director: Lisa Gualtieri
Teams
1. Analicia, Barbara , John, Jasmine, Mio
2. Danielle, Lynda, Kristen, Clancey
3. Devon, Laurel, Viviana, Maddy
4. Linda, Stephanie, Suzanne, Meghan
5. Meredith, Tod, Claire, Maryann
Participants
1. Analicia Villanueva
2. Barbara Wasson
3. Claire Kamoun
4. Clancey Bateman
5. Danielle Kugel
6. Devon Punch
7. Jasmine Hunt
8. John Gauthier
9. Kristen Sullivan
10. Laurel Leslie
11. Linda Lambert
12. Lynda Mitchell
13. Maddy Black
14. Maryann Boyle
15. Meghan Johnson
16. Meredith Waudby
17. Mio Tamanaha
18. Stephanie Synoracki
19. Suzanne Hill
20. Tod Hoffman
21. Viviana Finestraella
5
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
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?
7
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
Existing digital
strategy
Goals
Personas
Content
SWOT
Competitive
analysis
Technology
Evaluation
New digital
strategy
8
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.
9
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?
10
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
11
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
12
13
Merrimack Valley Moms
14
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
15
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
16
Summary: Goals
•
•
•
•
•
•
Start with mission
Ask strategic questions
Develop candidate goals
Brainstorm and be creative
Consider realistic constraints
Evaluate and prioritize goals
17
SWOT
Strengths
• 1.
• 2.
• 3.
• 4.
• 5.
• 6.
Weaknesses
• 1.
• 2.
• 3.
• 4.
• 5.
• 6.
Opportunities
• 1.
• 2.
• 3.
• 4.
• 5.
• 6.
Threats
• 1.
• 2.
• 3.
• 4.
• 5.
• 6.
A digital strategy needs to maximize the potential of the strengths and
opportunities while minimizing the impact of the weaknesses and threats
18
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 SWOT analysis
– Consider preparing a few PowerPoint slides
19
Teams
1.
2.
3.
4.
5.
Analicia, Barbara , John, Jasmine, Mio
Danielle, Lynda, Kristen, Clancey
Devon, Laurel, Viviana, Maddy
Linda, Stephanie, Suzanne, Meghan
Meredith, Tod, Claire, Maryann
20
Aviva Must, PhD
21