ABCNews.com Health - Web Strategies for Health Communication

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Dan Childs
Health Editor, ABCNews.com
July 18, 2011
Introduction
 ABCNews.com Health: The health and medical
component of ABC News Digital
 ABCNews.com Health page
 OnCall+ Resource Site
 GMA Health on ABC News Now
ABC News Health Team
 ABCNews.com Health section
 Producer
 Associate Producer/Reporter
 Freelance Writers
 OnCall+ Resource Site
 All-freelance team
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Associate Producer
Production Assistants
 ABC News Medical Unit
 Dr. Richard Besser, Chief Health and Medical Editor
 Roger Sergel, Managing Editor
 Show producers, Researcher, M.D. Interns
ABCNews.com Health Page
ABCNews.com Health Page
 Breaking news
 Feature stories
 Health/Medical news video
 Show videos
 Affiliate video
 Medical Unit original video
OnCall+ Resource Site
OnCall+ Resource Site
 24 sections
 Living better
 Getting better
 40 different diseases, conditions and medical issues
 Library of ~4,000 expert Q&A videos
ABC News Now/GMA Health
ABC News Now/GMA Health
 ABC News’ Internet television presence
 Video production arm of ABC News Digital
ABC News Medical Unit
 Medical Unit Database
 5,000+ Medical Experts
 400+ Medical Centers and Institutions
 Ph.D. and M.D. Researchers
 Direct conduit to ABC News show platforms
What Do We Offer?
 Original video
 Strong editorial
 Partnerships (MedPage Today, Inspire.com, Rodale)
 ABC News Medical Unit expertise
What Is Our Goal?
 Maintain best qualities
 Move forward to take advantage of new media
 Expand our audience
Our Audience
 Who we reach now
 Show demographic: 45 and older, equal split of
male/female
 Digital demographic: 35-44, female, with family
 Who we want to reach
 Younger audiences who utilize social media, mobile
devices
Our competition
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Yahoo! News Websites - 46,275,000 unique users
CNN Digital Network - 37,260,000
MSNBC Digital Network - 33,279,000
TheHuffingtonPost.com - 21,636,000
Tribune Newspapers - 18,269,000
AOL News - 17,757,000
Fox News Digital Network - 16,939,000
ABCNEWS Digital Network - 15,727,000
NYTimes.com - 14,426,000
washingtonpost.com - 12,073,000
(Source: Nielsen Media Research, May 2011)
New Strategies
 Social Media Push
 Twitter (http://twitter.com/#!/search/%23ABCDrBchat)
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#ABCDrBchat
Source for faces
Promotion of stories
 Facebook (http://www.facebook.com/pages/Dr-Richard-Besser/279934297218)
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No existing strategy
 Online patient communities
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Inspire.com
#ABCDrBchat
Facebook
New Strategies (cont.)
 Breaking News Video (BNV)
 ~80 Medical Centers
 True platform for network integration
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Interviews for shows
Soundbites for radio
Quotes for ABCNews.com stories
Videos for OnCall+ resource site
New Strategies (cont.)
 Medical Moments with Dr. Richard Besser
 Ear Tubes (GMA Health)
 Club Feet (GMA Health)
What Are Our Opportunities?
 Additional Social Media
 Little if any true Facebook utilization
 Other social media venues: Can we develop a presence?
 Interactive content
 Swine Flu Quiz with Dr. Besser
 Mobile devices
 iPad apps?
 iPhone/Droid possibilities?
From Concept to Practice
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Idea
Discussion with Medical Unit
Prototype
Marketing/Publicity
Implementation
How Can Your Ideas Help Us?
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