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DIGITAL STRATEGIES FOR MASSACHUSETTS MEDICAL SOCIETY

DIGITAL STRATEGIES FOR MASSACHUSETTS MEDICAL SOCIETY. GROUP 1 Tina, Simone, M.E., John. MEET OUR CONSUMER PERSONAS. CARMEN, 37 Lynn Wants vaccination information for her 76-year-old father, accesses at work. STEPHANIE, 19 Bunker Hill

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DIGITAL STRATEGIES FOR MASSACHUSETTS MEDICAL SOCIETY

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  1. DIGITAL STRATEGIES FORMASSACHUSETTSMEDICAL SOCIETY GROUP 1 Tina, Simone, M.E., John

  2. MEET OUR CONSUMER PERSONAS CARMEN, 37Lynn Wants vaccination information for her 76-year-old father, accesses at work. STEPHANIE, 19Bunker Hill Wants information on dating violence, is well connected on social media, multiple devices. CHRISTINE, 38Quincy, from AL Stay at home consultant worried that her daughter is being bullied at school. Wants resources. RICH, 58Somerville Wants more information about using medical marijuana for his glaucoma.

  3. OUR GOALS(AND HOW WE KNOW WE MET THEM) Create consumer-oriented contentPerform 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

  4. STRENGTHS / WEAKNESSESOPPORTUNITIES / THREATS

  5. 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

  6. SOCIALIZING OUR STRATEGY Blog • 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

  7. SOCIALIZING OUR STRATEGY Health 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

  8. SOCIALIZING OUR STRATEGY Interactive 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

  9. 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

  10. 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

  11. 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

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

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