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Web Strategies for Health Communication:

Introduction, Goals, and SWOTLisa Gualtieri, PhD, ScM, Course Director

Tufts University School of MedicineJuly 18, 2011

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The reason for Tufts Summer Institute onWeb Strategies for Health Communication?

• Many healthcare and public health organizations who are trying to reach healthcare consumers have these questions:– “Our website hasn’t been touched in 3 years”– “We set up a Facebook page but don’t know what to

do with it”– “What exactly is Google+ and how do we use it?” – “Should we set up a weekly twitter chat?”– “Are we reaching people as best we can?”

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Aviva Must

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Sue Gallagher

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Agenda for July 18

• Detailed agenda in binders– Monday-Friday 9:00-5:00– Tuesday 5:30 at Splash, 150 Kneeland Street

• Today– Welcome from Aviva Must and Sue Gallagher– Introductions– Using social media in class #TUSM– Gary Schwitzer– Overview of web strategy and SWOT analysis – Lisa Gualtieri– Dan Childs– Teams conduct SWOT analysis– Teams present SWOT analysis– Evaluation and social media survey

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IntroductionsParticipants• Robyn Alie • Deb Boyce• Rebekah Carter• Mardi Coleman• Valerie Daniel• Allie Dempsey• Isabel Estrada• Yesica Fernandez-Cruz Ledel• Sarah Keller• Teresa Kett• Liz Keyser• Kristi Miller• Patty Schmuhl• Ellen Shepeluk• Mariana Simons• Carin Upstill• Alyssa Ursillo• Chi Yang

Case Study Facilitator: Dan Childs

TA: Nicole HollandCourse Director: Lisa Gualtieri

Teams:1. Robyn, Ellen, Mariana,

Allysa2. Allie, Sarah, Isabel, Carin3. Mardi, Valerie, Patty,

Teresa, Rebekah4. Deb, Yesica, Liz, Kristi, Chi

Innovations in Education Grant Proposal: Integration of Social Media

into Courses at TUSM

• This project investigates: – how to integrate social media into TUSM courses– advantages to students and faculty of this integration– training necessary to educate faculty about how to

use social media as part of their teaching• Specifically, three courses will incorporate social

media through techniques such as live tweeting during class #TUSM

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Strategy

• Strategy is a plan of action to meet goals• What happens when you don’t have – or use –

a strategy?

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Web strategy

• Encompasses all uses of – The web and social media– Through computers and mobile devices– To reach healthcare consumers

• Start with existing strategy and develop new one

Competitive analysis

Personas

SWOT

Goals

Technology

Content

Design

Evaluation

New web strategy

Existing web strategy

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Ask strategic questions to develop meaningful goals, such as:

• Who do we want to reach?• Which products and services can we offer?• Will they be integrated, and, if so, how?• How will content be created or obtained?• Should we charge or seek sponsors or ads?• Is the commitment short- or long-term?

Competitive analysis

Personas

SWOT

Goals

Technology

Content

Design

Evaluation

New web strategy

Existing web strategy

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Candidate goals (starting points)

• Acquire new target audiences• Retain current audience• Increase loyalty• Increase word-of-mouth and viral promotions• Increase page views• Improve branding and awareness (total or partial)• Reduce content creation costs• Decrease content creation time• Respond rapidly to crises• Increase healthy behaviors

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Think “out of the box” and brainstorm creative and perhaps unusual goals

• Henry Ford: “If I had asked people what they wanted, they would have said ‘faster horses.’”

• Example from Lowell General Hospital

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Identify and address internal and external constraints

• Organization– Budget– Leadership– Technological knowledge or understanding– Fear

• Existing and target audiences– Technological knowledge and platforms– Health literacy skills– Time– Health condition

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Evaluate and prioritize goals

• Are goals realistic and achievable?• Do we need to know more?• How will we measure success?• Prioritize goals based on potential impact and

ease of implementing

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Summary: goals

• Ask strategic questions • Develop candidate goals• Brainstorm• Consider constraints• Evaluate and prioritize goals

Competitive analysis

Personas

SWOT

Goals

Technology

Content

Design

Evaluation

New web strategy

Existing web strategy

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SWOT

Competitive analysis

Personas

SWOT

Goals

Technology

Content

Design

Evaluation

New web strategy

Existing web strategy

Strengths Weaknesses

Opportunities Threats

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Strengths• 1.• 2.• 3.• 4.• 5.• 6.

Weaknesses• 1.• 2.• 3.• 4.• 5.• 6.

Opportunities• 1.• 2.• 3.• 4.• 5.• 6.

Threats• 1.• 2.• 3.• 4.• 5.• 6.

A web strategy needs to maximize the potential of the strengths and opportunities while minimizing the impact of the weaknesses and threats

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Course project• Course project is developing a new web strategy

for ABC in teams• Dan Childs will present current web strategy and

goals• Following that you will develop a revised set of

goals and conduct a SWOT analysis

Competitive analysis

Personas

SWOT

Goals

Technology

Content

Design

Evaluation

New web strategy

Existing web strategy