Dan ChildsHealth Editor, ABCNews.com
July 18, 2011
IntroductionABCNews.com Health: The health and
medical component of ABC News DigitalABCNews.com Health pageOnCall+ Resource SiteGMA Health on ABC News Now
ABC News Health TeamABCNews.com Health section
ProducerAssociate Producer/ReporterFreelance Writers
OnCall+ Resource SiteAll-freelance team
Associate Producer Production Assistants
ABC News Medical UnitDr. Richard Besser, Chief Health and Medical EditorRoger Sergel, Managing EditorShow producers, Researcher, M.D. Interns
ABCNews.com Health Page
ABCNews.com Health PageBreaking news
Feature stories
Health/Medical news videoShow videos
Affiliate video
Medical Unit original video
OnCall+ Resource Site
OnCall+ Resource Site24 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 HealthABC News’ Internet television presenceVideo production arm of ABC News Digital
ABC News Medical UnitMedical Unit Database
5,000+ Medical Experts400+ Medical Centers and Institutions
Ph.D. and M.D. ResearchersDirect conduit to ABC News show platforms
What Do We Offer?Original videoStrong editorialPartnerships (MedPage Today, Inspire.com,
Rodale)ABC News Medical Unit expertise
What Is Our Goal?Maintain best qualitiesMove forward to take advantage of new
mediaExpand our audience
Our AudienceWho we reach now
Show demographic: 45 and older, equal split of male/female
Digital demographic: 35-44, female, with family
Who we want to reachYounger audiences who utilize social media,
mobile devices
Our competition1. Yahoo! News Websites - 46,275,000 unique users2. CNN Digital Network - 37,260,0003. MSNBC Digital Network - 33,279,0004. TheHuffingtonPost.com - 21,636,0005. Tribune Newspapers - 18,269,0006. AOL News - 17,757,0007. Fox News Digital Network - 16,939,0008. ABCNEWS Digital Network - 15,727,0009. NYTimes.com - 14,426,00010. washingtonpost.com - 12,073,000
(Source: Nielsen Media Research, May 2011)
New StrategiesSocial Media Push
Twitter (http://twitter.com/#!/search/%23ABCDrBchat)
#ABCDrBchat Source for faces Promotion of stories
Facebook (http://www.facebook.com/pages/Dr-Richard-Besser/279934297218)
No existing strategyOnline patient communities
Inspire.com
#ABCDrBchat
New Strategies (cont.)Breaking News Video (BNV)
~80 Medical CentersTrue platform for network integration
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 utilizationOther social media venues: Can we develop a
presence?Interactive content
Swine Flu Quiz with Dr. BesserMobile devices
iPad apps?iPhone/Droid possibilities?
From Concept to Practice1. Idea2. Discussion with Medical Unit3. Prototype4. Marketing/Publicity5. Implementation
How Can Your Ideas Help Us?