FINAL DIGITAL STRATEGIES RECOMMENDATIONS FOR

MMS

July 19th, 2013

Team 3Anna, Deb, Hubert, Ken

Goals

New Goals Measures of Success

Be a thought leader on latest local and national health issues for healthcare consumers

Survey public’s opinions on MMS; increased public participation

Segment healthcare consumer population to better cater to their individual needs

6-month and 12-month before and after assessments; survey users’ (e.g. parents, teachers, senior citizens) satisfaction with the catered contents

Increase social media utilization # of followers, likes, activity

SWOT Analysis

Strengths Weaknesses

Reputation and credibility Unclear target audiences

Membership strength Not embraced entire healthcare team

Responsiveness to website – mobile friendly

Non-targeted newslettersLack of internal resources

Frequent tweeting Information overload on website

Infrequent Facebook updates

No clear/defined measurement of website/social media

Youtube not engaging/long videos

SWOT Analysis

Opportunities Threats

Targeted newsletters (segment audience)

Misinformation online

Apps, toolkits WebMD-like sites

Allied health team can help with time-sharing

Competing attention for physicians time

Personas

Nicole: 52yo, single F teacher with adv. education and below average tech knowledge looking for info on bullying for her students

Dave: 42yo, divorced father, highly educated, extremely tech-savvy, looking for info on talking to his pre-teen son about firearms and safety

Jake: 32yo gay male with irregular schedule and low SES looking for help resources for intimate partner violence

Diane: 29yo intern with a very busy schedule looking for printed or online resources for her patients’ seeking a variety of health-related information

Personas

Takeaways- Reach public space- Reach all healthcare consumers (different SES, occupation, health literacy, location)- Use print media alongside digital- Easily accessible info on the website

Competitive Analysis

Borrow:- Usability (UL corner; clear

mission/values; easy navigation)- Stronger branding (external

affiliates, ?)- Large, visual, responsive design

Avoid:

- Non-functioning links, websites- Difficulty locating social media- Regurgitating info across different soc. media- Ads- User participation (?) -risk to reputation, resources to manage content

Social Media Technologies

- Dissemination of Q&A on Pinterest - Panel discussion that is live-tweeted and

videoed- Integration of all social media into a

separate consumer-driven website

INITIATIVE ONE: Social Media is Patient-Only

Discussion• Increase awareness• Establish MMS as thought

leader and reputable source

• Encourage working with family physician

• Integration of social media and digital communication

• Physicians aren’t using it anyway!

“What would my doctor say about this?” Professional association of Massachusetts

Physicians sharing factual health information to patients.

MMS society’s stance on medical marijuana. What are side effects I

should consider?

Hear Dr’s opinions on violence: Watch our Panel LIVE here: www.massmedseminar.org

11

Talking to Your Children About

Violence1. ASK with other questions. Include the question along with other things you might normally discuss.2. Use the facts. Over 1/3 of homes with children have a gun. That is why you are asking –to ensure safety.3. Work through groups. Introduce the topic through a community effort like PTA.4. Don’t be confrontational. Present your concerns in a respectful manner. You are simply trying to make sure your child is safe.5. Engage your doctor and watch our seminar: Sept 20th, 1pm.

www.massmedwebinarsite.org

INITIATIVE TWO

1. Partner with Boston Public Schools

2. Create and release tips pamphlet to parents

3. Release on Pinterest to reach teachers nationwide and increase engagement

Discussion• Website link• Alert to seminar• Increase awareness• Establish MMS as thought

leader and reputable source

• Encourage working with family physician

INITIATIVE THREE: Panel Discussion

Violence Partnership Panel Discussion-Police-Physicians (Mass Med)-School teachers-Parents-Social workers

Live tweetVideo stream webinarVideotape for websiteProvide resources (MMS and others)

Discussion• Increase awareness• Establish MMS as thought leader and reputable source• Encourage working with family physician• Integration of social media and digital communication

INITIATIVE FOUR: Separate Website for Healthcare

Consumers

Discussion• Goal is that all communication is integrated, but all roads lead back to

the website!

Healthcare and Patient Issues Enter hereDedicated site to public and patient care issues that are important educational topics.1. Violence prevention, 2. medical marijuana. Learn More…

Healthcare and Patient Issues Enter hereDedicated site to public and patient care issues that are important educational topics.1. Violence prevention, 2. medical marijuana. Learn More…

Health Care Proxies and End Of Life CareResources to help families sort through their options.

Health Care Proxies and End Of Life CareResources to help families sort through their options.

Medical Use Of Marijuana Clinical aspects of the Massachusetts medical marijuana law

Medical Use Of Marijuana Clinical aspects of the Massachusetts medical marijuana law

Colds and FlusIs it a cold or the flu? Find out the difference…

Colds and FlusIs it a cold or the flu? Find out the difference…

Tobacco and SmokingCommitted to combating tobacco use. Learn more…

Tobacco and SmokingCommitted to combating tobacco use. Learn more…

Violence Prevention and Intervention Violence is a leading cause of injury, death, and disability for American children.

Violence Prevention and Intervention Violence is a leading cause of injury, death, and disability for American children.

Nutrition and Physical ActivityGood nutrition, physical activity and a healthy weight are necessary for optimal health.

Nutrition and Physical ActivityGood nutrition, physical activity and a healthy weight are necessary for optimal health.

Violence Prevention and Intervention

The MMS and its Committee on Violence Intervention and Prevention educates physicians and others in violence intervention and prevention. 

Violence Prevention and Intervention

The MMS and its Committee on Violence Intervention and Prevention educates physicians and others in violence intervention and prevention. 

Learn more about Ryan Story about bullying at schoolLearn more about Ryan Story about bullying at school

Ryans StoryDavids ChallengeRyans StoryDavids Challenge

BEYOND Domestic Violence

prevent dating and domestic violence.

BEYOND Domestic Violence

prevent dating and domestic violence.

INITIATIVE WILD CARD: Crowdsourcing

Ask the people how they want to be educated!

Discussion• Let someone else do the work!• Identify volunteers who would like to work with physicians and

continue to work on the project for free!