CDC’s Digital Strategy
Stacey Thalken, Health Communications Specialist
snt9@cdc.gov
Tufts Summer Institute on Digital Strategies for Health Communication
July 15-20, 2012
Office of the Director
Electronic Media Branch
Centers for Disease Control and Prevention
“Health Protection…Health Equity”
CDC Mission
Collaborating to create the expertise,
information, and tools that people and
communities need to protect their
health – through health promotion,
prevention of disease, injury and disability,
and preparedness for new health threats.
CDC Organization
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Infectious Diseases
Public Health Preparedness and Response
Noncommunicable Diseases, Injury and
Environmental Health
Occupational Safety and Health
State, Tribal, Local and Territorial Support
Global Health
Surveillance, Epidemiology, and Laboratory
Services
Office of the Director
CDC Web Site
CDC Social Media
CDC Mobile Web, Apps, and Content Syndication
CDC’s Digital Media Goals
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Improve mobile presence to
attract new interest and
provide public health tools.
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Expand reach and credibility
through social media use and
interaction.
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Be a digital media leader in
and out of government.
Digital Government:
Building a 21st Century Platform to
Better Serve the American People
May 23, 2012
http://www.whitehouse.gov/sites/default/files/omb/egov/di
gital-government/digital-government.html
I want us to ask ourselves every day,
how are we using technology to
make a real difference
in people’s lives.
~ President Barak Obama
Digital Strategy
Obama is the First U.S. President to Use Email (!)
Digital Strategy
Three Main Objectives
1. You can access info wherever you are.
Anywhere, anytime, any device.
2. We spur innovation by unlocking and
releasing government data.
3. We operate smartly, securely, and
affordably.
Anytime
Anywhere
Emergencies
Emergencies
Any Device
Digital Strategy
Three Main Objectives
1. You can access info wherever you are.
Anytime, anywhere, any device.
2. We spur innovation by unlocking and
releasing government data.
3. We operate smartly, securely, and
affordably.
Data Feeds Innovation
Over the next 12
months, agencies
will increasingly
open up their
valuable data to the
public and give
external developers
tools to build new
services.
Data Feeds Innovation
Digital Strategy
Three Main Objectives
1. You can access info wherever you are.
Anytime, anywhere, any device.
2. We spur innovation by unlocking and
releasing government data.
3. We operate smartly, securely, and
affordably.
Do Mobile Right from the Start
Digital Stragetgy
Conceptual Model:
Three Layers of Digital Services
1. Information
2. Platform
3. Presentation
Traditionally…
We’ve presented
our audiences
with a final
product – info,
platform, and
presentation all
baked into one
confection.
Digital Demands a New
Conceptual Model
Information
Platform
Presentation
Presentation
Digital Stragetgy
Four Principles
1. Information-Centric
2. Shared Platform
3. Customer-Centric
4. Security and Privacy
Information-Centric
Moves us from managing “documents” to
managing discrete pieces of open data
and content which can be tagged, shared,
secured, mashed up and presented in the
way that is most useful for the consumer of
that information.
Responsive Design:
METADATA IS THE NEW ART DIRECTION
CDC’s Million Hearts
CDC’s Million Hearts
Customer-Centric
Influences how we create, manage, and
present data through websites, mobile
applications, raw data sets, and other
modes of delivery, and allows customers to
shape, share and consume information,
whenever and however they want it.
CDC’s Digital Media Goals
How We Innovate
Forecast
Trends
Evaluate
Scalable,
Sustainable,
Operational, &
Usable
Products
Produce
Products &
Tools
Consider
Audience
Think
Agencywide
CDC’s Information Transformation
Content
Syndication
Web Content
Management
System
(WCMS)
Content
Services API
MultiChannel
Information
Create Once, Publish Everywhere
Separate information creation
from information presentation.
Create content and data once, and
then use it in different ways.
RSS
Apps
Widgets
Content
Partner sites
m.cdc.gov
Facebook
EHR
Apps
RSS
m.cdc.gov
Content
New Social
Networking
Games TV/Video
Widgets
Partner Sites /
Partner Apps
Cloud Applications
?
RSS Mixer
?
?
Content
Data Mash-ups
?
Personalized Web
Portals
Mobile Web
M.cdc.gov
CDC’s Main
iPad App
Preventing
Chronic Disease
Journal
Disease of the
Week
Solve the Outbreak
Apps
Framework
November 2007, New York Times
“People want to use their phone as a phone.”
“Only 13 percent of cellphone users in North
America use their phones to surf the Web more than
once a month, while 70 percent of computer users
view Web sites every day.”
But….
“We cannot predict
future behavior from current
experiences that suck.”
And….
“The only important thing
about design (and technology)
is how it relates to people.”
For more information please contact Centers for Disease Control and Prevention
1600 Clifton Road NE, Atlanta, GA 30333
Telephone: 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348
E-mail: cdcinfo@cdc.gov Web: http://www.cdc.gov
The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the
Centers for Disease Control and Prevention.
Office of the Director
Electonic Media Branch