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D I G I TA L S T R AT E G I E S F O R

MASSACHUSETTSMEDICAL SOCIETY

GROUP 1 Tina, Simone, M.E., John

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MEET OUR CONSUMER PERSONAS

RICH, 58SomervilleWants more information about using medical marijuana for his glaucoma.

CHRISTINE, 38Quincy, from ALStay at home consultant worried that her daughter is being bullied at school. Wants resources.

STEPHANIE, 19Bunker HillWants information on dating violence, is well connected on social media, multiple devices.

CARMEN, 37LynnWants vaccination information for her 76-year-old father, accesses at work.

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OUR GOALS(AND HOW WE KNOW WE MET THEM)• Create consumer-oriented content

Perform content audit, repurpose, rearrange based on recommendations

• Make that content easier to findHighlight consumer content, usability studies, visitor flow in analytics

• Give users a reason to come backSubscriptions, repeat visitors in analytics

• Enhance trust, strengthen relationships between consumers and providersEngage membership in creating consumer content

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STRENGTHS / WEAKNESSESOPPORTUNITIES / THREATSSTRENGTHS•History•Publisher of NEJM•Has an existing digital architecture•Experience from MA Healthcare Reform

WEAKNESSES•History, conveying contemporary information•Website hierarchy•Minimal interactive content•Limited staff resources

OPPORTUNITIES•Expertise across disciplines, issues•Medical landscape changing locally and nationally (patient-centered care)•Relationships with med students•Partnerships with other organizations•More agile than similar organizations

THREATS•Websites with more consumer resources and slicker UI/UX•National & specialty organizations•Misinformation, conflicting views on issues

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OUR COMPETITORS

BORROW•Alerts•Immediate calls to action•Ability to self-segment content•Interactive content•Use of icons to break up content

AVOID•Social media silos•Long navigation, lack of sub-navigation•One-way communication, lack of engagement

DISTINGUISH•Leverage credibility of membership•Enhance partnerships•Adapting to public health issues, needs

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SOCIALIZING OUR STRATEGYBlog

– Create consumer-accessible contenton existing blog, without requiring site redesign

– New formats: Lists, Meet the doctors, Break-downs of advocacy issues, Health tips, Videos

– Weekly content, written by staff and members– Success! Traffic, comments, sharing,

subscriptions, external links to the blog

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SOCIALIZING OUR STRATEGYHealth Alerts

– Alert patients & providers to time-sensitive health issues

– Provides direct method to referconsumers back to MMS content

– Utilize email newsletters, SMS, RSS– Allow users to self-segment – Success! Subscriptions, open rates on email

alerts, click through-rates on emails

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SOCIALIZING OUR STRATEGYInteractive Q&A

– Answer consumer questions with short-form content utilizing multiple platforms

– Create timely, engaging, reusable content– Low-cost: Twitter chat (#MMSQA)– Higher-cost: Video Q&As, monthly, questions

solicited in advance– Success! Views, hashtag activity, comments

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MOVING FORWARD• Add consumer-friendly content to the blog

– Add top-level categories to help users navigate to that content

– Link to blog from the top of MMS website or main navigation

• Implement health alerts,on site and outbound– Create subscription banner– Partner relationships to distribute alerts, drive

sign-ups

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MOVING FORWARD• Interactive Q&A

– Opportunity to integrate social media platforms: Twitter, Facebook, YouTube, Blog

• Use type and icons as a simple wayof adding hierarchy to the website– Find a doctor button– Distinguish content areas– Lead patients to content

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GET WILD!• Talk to Your Doctor Scripted Web Series

– Humor illustrating common patient/physician interactions

• “Wait Tracker” Web/Mobile App– Urgent Care Facilities, Flu Clinics, Primary

care using member data– Maps and directions

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THANKS.Tina @TeeenaCSimone @DrLSimoneByrdM.E. @ME_MaloneJohn @JohnHeartsType