Web Strategies for
Health Communication:
Introduction, Goals, and SWOT
Lisa Gualtieri, PhD, ScM, Course Director
Tufts University School of Medicine
July 18, 2011
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The reason for Tufts Summer Institute on
Web 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”
– “We set up a Facebook page but don’t know what to
do with it”
– “What exactly is Google+ and how do we use it?”
– “Should we set up a weekly twitter chat?”
– “Are we reaching people as best we can?”
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Aviva Must
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Sue Gallagher
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Agenda for July 18
• Detailed agenda in binders
– Monday-Friday 9:00-5:00
– Tuesday 5:30 at Splash, 150 Kneeland Street
• Today
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Welcome from Aviva Must and Sue Gallagher
Introductions
Using social media in class #TUSM
Gary Schwitzer
Overview of web strategy and SWOT analysis – Lisa Gualtieri
Dan Childs
Teams conduct SWOT analysis
Teams present SWOT analysis
Evaluation and social media survey
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Introductions
Participants
• Robyn Alie
• Deb Boyce
• Rebekah Carter
• Mardi Coleman
• Valerie Daniel
• Allie Dempsey
• Isabel Estrada
• Yesica Fernandez-Cruz Ledel
• Sarah Keller
• Teresa Kett
• Liz Keyser
• Kristi Miller
• Patty Schmuhl
• Ellen Shepeluk
• Mariana Simons
• Carin Upstill
• Alyssa Ursillo
• Chi Yang
Case Study Facilitator: Dan Childs
TA: Nicole Holland
Course Director: Lisa Gualtieri
Teams:
1. Robyn, Ellen, Mariana, Allysa
2. Allie, Sarah, Isabel, Carin
3. Mardi, Valerie, Patty, Teresa, Rebekah
4. Deb, Yesica, Liz, Kristi, Chi
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Innovations in Education Grant Proposal:
Integration of Social Media
into Courses at TUSM
• This project investigates:
– how to integrate social media into TUSM courses
– advantages to students and faculty of this integration
– training necessary to educate faculty about how to
use social media as part of their teaching
• Specifically, three courses will incorporate social
media through techniques such as live tweeting
during class #TUSM
Strategy
• Strategy is a plan of action to meet goals
• What happens when you don’t have – or use –
a strategy?
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Web strategy
• Encompasses all uses of
– The web and social media
– Through computers and mobile devices
– To reach healthcare consumers
• Start with existing strategy and develop new one
Design
Existing web
strategy
Goals
Personas
Content
SWOT
Competitive
analysis
Technology
Evaluation
New web
strategy
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Ask strategic questions to develop
meaningful goals, such as:
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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?
Design
Existing web
strategy
Goals
Personas
Content
SWOT
Competitive
analysis
Technology
Evaluation
New web
strategy
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Candidate goals (starting points)
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Acquire new target audiences
Retain current audience
Increase loyalty
Increase word-of-mouth and viral promotions
Increase page views
Improve branding and awareness (total or partial)
Reduce content creation costs
Decrease content creation time
Respond rapidly to crises
Increase healthy behaviors
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Think “out of the box” and brainstorm
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
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Identify and address
internal and external constraints
• Organization
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Budget
Leadership
Technological knowledge or understanding
Fear
• Existing and target audiences
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Technological knowledge and platforms
Health literacy skills
Time
Health condition
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Evaluate and prioritize goals
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Are goals realistic and achievable?
Do we need to know more?
How will we measure success?
Prioritize goals based on potential impact and
ease of implementing
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Summary: goals
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Ask strategic questions
Develop candidate goals
Brainstorm
Consider constraints
Evaluate and prioritize goals
Design
Existing web
strategy
Goals
Personas
Content
SWOT
Competitive
analysis
Technology
Evaluation
New web
strategy
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SWOT
Strengths
Weaknesses
Opportunities
Threats
Design
Existing web
strategy
Goals
Personas
Content
SWOT
Competitive
analysis
Technology
Evaluation
New web
strategy
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Strengths
• 1.
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• 6.
Weaknesses
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• 6.
Opportunities
• 1.
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• 6.
Threats
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A web strategy needs to maximize the potential of the strengths and
opportunities while minimizing the impact of the weaknesses and threats
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Course project
• Course project is developing a new web strategy
for ABC in teams
• Dan Childs will present current web strategy and
goals
• Following that you will develop a revised set of
goals and conduct a SWOT analysis
Design
Existing web
strategy
Goals
Personas
Content
SWOT
Competitive
analysis
Technology
Evaluation
New web
strategy
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