REVISED DIGITAL STRATEGY FOR MASSACHUSETTS

MEDICAL SOCIETY

PJ, KRISTIE, BRIANAAND SUSANN

Digital Strategies for Health Communication

ENCOURAGE PHYSICIAN MEMBERSHIP TO UTILIZE

SOCIAL MEDIA PLATFORMS TO REACH

AND EDUCATE PATIENTS

Primary Goals

Goals

Better Integration Between "Digital Natives" and "Digital Immigrants" increase membership among academic

physiciansthe millennial generation of physicians

is more likely to feel comfortable educating their patients through this type of medium

Goals

Improved Participatory Moderation of Social Media Commentary and Contentmany good models of this exist

across social media outletsopportunity for member physician

and patient participation

Goals

Condense Social Media Policy and Guidelines for Physician Membersgive us what we need, curate the

informationgive us what we need TODAY so we

can take care of our patients TOMORROW

expert status is at stake

SWOT Summary

Personas

Competitive Analysis

Major “Competitors”

Centers for Disease Control and Prevention http://www.cdc.gov

Massachusetts Department of Public Health http://www.mass.gov/eohhs/gov/departments/dph/

Boston Public Health Commission http://www.bphc.org/Pages/Home.aspx

Borrow, Avoid, Distinguish (CDC)

Borrow: Some element/section on home page that clearly says

"this information is for consumers," active Facebook presence, YouTube channel.

Avoid: Too many topics, make it easy to get to the info people

need right away.

Borrow, Avoid, Distinguish (MDPH)

Borrow Thorough and widespread coverage of many health-related aspects

and topics Separate sections for physicians, patients, researchers Promoting community-based organizations and programs Rotating images of current health topics on homepage

Avoid Cluttered web design with text and images Dense text List of key resources

Distinguish Most up-to-date health topics listed on homepage, easy to access and

locate Comprehensive list of health topics, with rich, but concise

descriptions

Borrow, Avoid, Distinguish (BPHC)

Borrow: User interface that allows client/patient/doctor to

filter search

Avoid: Image confusion

Distinguish yourselves: Filter menu, but add an additional feature that allows

user to identify themselves first in order to filter

Decisions about Social Media Technologies

eCards and Infographics

eCards

eCards

eCards

eCards

Infographics

Measures

Google AnalyticsFacebook and Twitter AnalyticsActual MMS Click-Throughs

Podcast Initiative

Consumer-specific audio podcasts

Scheduled chat with a physician

Create and repurpose content

Generation of succinct resources to be duplicated on G+

Consumer-specific audio podcasts

Scheduled chat with a physician

Create and repurpose content

Generation of succinct resources to be duplicated on G+

Downloadable/streamable content with invitation to biweekly chat

Consumer-specific audio podcasts

Scheduled chat with a physician

Create and repurpose content

Generation of succinct resources to be duplicated on G+

Downloadable/streamable content with invitation to biweekly chat

Transcripts or summaries can be used to generate new content

Consumer-specific audio podcasts

Scheduled chat with a physician

Create and repurpose content

Generation of succinct resources to be duplicated on G+

Downloadable/streamable content with invitation to biweekly chat

Transcripts or summaries can be used to generate new content

Content now reflects what engaged users want to know

Measures

Participation in scheduled chatsComments on subsequent mediaParticipatory Moderation

Revised Digital Strategy

REVISE RECRUITMENT STRATEGY FOR THE PURPOSE OF MENTORSHIP

TO TARGET MEDICAL STUDENTS, INTERNS AND RESIDENTS

Revised Digital Strategy

Use social media to drive new generation of new content as well as search engine optimization

Revised Digital Strategy

Develop mentorship/ case-study training aids

Revised Digital Strategy

Mobilize student/intern/ resident cohort to engage with older physicians

Wild Initiative

Everyone should be friends with a doctor!?