Post on 16-Feb-2016
description
Communicating Health news and Information
Case analysis of digital health stratergies of three major networks :
ABC, CNN and CBS
Rajiv K Krishnaswami
Introduction• Millions of Americans turn to the Internet for
medical information.• 59% of all adults, have looked online for
information about any of 15 health topics.• 9% of social network users, or 4% of adults, have
started or joined a health-related group on a social networking site.
• 25% of Internet users have watched a video online about health or medical issues
• Among cell phone users, 10% of males and 8% of females have used a software application, or “app” on the phone, to help them track or manage their health
• Mass media such as television still popular with certain groups of people especially the older population and certain communities.
• Major networks have had to rethink their stratergy about communicating health news and information.
• Three major American Networks
- ABC - CNN
- CBS
• Comparing the full portfolio of these networks with regard to communication of health news and information.
SWOT analysis STRENGTHS
-Uncomplicated design - -Easy to Navigate
- Integrated with Facebook and Twitter
- Mobile app easy to use & navigate
-Strong media personality
WEAKNESSES
- No Separate FB page for ABC health
-Make the website page more appealing
OPPORTUNITIES
-Website more appealing
- Without ads
-Links to Preventive care and other resources
THREATS
- Lot of competing networks with Similar information
- Lot of misleading information available on the internet.
SWOT analysis STRENGTHS
-Easy to navigate website
- Strong presence on Facebook and twitter
- Celebrity chief medical correspondent
- Mobile app simple and easy to use
WEAKNESSES
- Mobile app with random errors
OPPORTUNITIES
- Integrate Facebook and Twitter on their main website page
THREATS
- Lots of information,available on the internet
- Most major network have similar portfolios.
SWOT analysis STRENGTHS
- Fairly easy to navigate website
-Good presence on FB and twitter
WEAKNESSES
- Crowded main web page
-Lots of advertisments and links to non health related news items
-Mobile app full of pop up ads, difficult to navigate
OPPORTUNITIES
- Integrate Facebook and Twitter on their main website page - Main web page more user friendly
THREATS
- Competing networks provide very similar services.
- Information overload on the internet and mass media
• Thank You
• Any Questions?