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Web Strategies for Health Communication: Introduction, Goals, and SWOT. Lisa Gualtieri, PhD, ScM , Course Director Tufts University School of Medicine July 18-23, 2010. Why Tufts Summer Institute on Web Strategies for Health Communication?.

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web strategies for health communication introduction goals and swot

Web Strategies for Health Communication:Introduction, Goals, and SWOT

Lisa Gualtieri, PhD, ScM, Course Director

Tufts University School of Medicine

July 18-23, 2010

why tufts summer institute on web strategies for health communication
Why Tufts Summer Institute onWeb Strategies for Health Communication?
  • Most healthcare and public health organizations who are trying to reach healthcare consumers share these problems:
    • “our website hasn’t been touched in three years”
    • “we set up a Facebook page but don’t know what to do with it”
    • “what exactly is Twitter and how do we use it?”
    • “are we using our resources as best we can?”
    • “are we helping people as best we can?”
    • “every other ___ is online and they are doing ___”
introductions
Introductions
  • Alicia Best
  • Katelyn Cooper
  • Lindsay Court
  • Jessica McAuliffe
  • Stephanie-Jo McGehee
  • Sean Molloy
  • ZeevNeuwirth
  • Kate Perch
  • Yelena Pecheny
  • DivyaRamamurthi
  • Diane Randolph
  • Lori Shanks
  • YoanTalagrand
  • Kathleen Weldon
  • Chris Viveiros

Teams

  • Alicia, Kate, Stephanie-Jo, Zeev
  • Chris, Jessica, Lindsay
  • Diane, Katelyn, Lori, Yoan
  • Divya, Kathleen, Sean, Yelena
agenda
Agenda
  • Monday-Friday 9:00-5:00
  • Tuesday 5:30 at Splash, 150 Kneeland Street
  • Detailed agenda in binders
  • Today
    • Web strategy, goals, and SWOT analysis
    • Demographics of HCCs
    • Personas
s trategy
Strategy
  • Strategy is a plan of action to meet stated goals
    • the goals are “what”
    • the strategy is “how”
  • What happens when you don’t have – or use – a strategy?
web strategy
Web strategy
  • Encompasses all uses of
    • The web and social media
    • Through computers and mobile devices
    • To reach healthcare consumers (HCCs)

Design

Goals

Personas

Content

Existing web strategy

New web strategy

SWOT

Competitive analysis

Technology

Evaluation

ask strategic questions
Ask strategic questions
  • Who can we reach?
  • Which products and services should be offered and if and how will they be integrated?
  • What is the value chain: sole distributor (free, ad-sponsored, subscription, or one-time fee) or multiple channels?
  • Is the commitment short- or long-term?
develop candidate goals
Develop candidate goals
  • Acquire new HCCs
  • Retain current HCCs
  • Increase loyalty
  • Increase word-of-mouth and viral promotions
  • Increase page views
  • Improve branding and awareness
  • Reduce content creation costs
  • Decrease content creation time
  • Respond rapidly to a crisis
  • Increase healthy behaviors
think out of the box and brainstorm creative and perhaps unusual goals
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.’”
  • “Preschool children, on average, ask their parents about 100 questions a day. Why, why, why—sometimes parents just wish it’d stop. Tragically, it does stop.”
    • The Creativity Crisis, http://www.newsweek.com/2010/07/10/the-creativity-crisis.html, July 10, 2010
consider constraints
Consider constraints
  • Organization
    • Budget
    • Leadership
    • Technological knowledge
  • Existing and target HCCs
    • Technological knowledge and use
    • Health literacy skills
    • Health
  • Diseases and conditions
evaluate and prioritize goals
Evaluate and prioritize goals
  • Are goals realistic and achievable?
  • What do we need to know: is any research or data needed?
  • How will we measure success?
  • Order goals based on potential impact and perceived ease of achieving
summary goals
Summary: goals
  • Ask strategic questions
  • Develop candidate goals
  • Brainstorm
  • Consider constraints
  • Evaluate and prioritize goals

Design

Goals

Personas

Content

Existing web strategy

New web strategy

SWOT

Competitive analysis

Technology

Evaluation

slide16
SWOT

Design

Goals

Personas

Content

Existing web strategy

New web strategy

SWOT

Competitive analysis

Technology

Evaluation

slide17

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

harvard health publishing
Harvard Health Publishing
  • Course project is developing a new web strategy for HHP in teams
  • Ed Coburn, Publishing Director at HHP, will present goals and current web strategy
  • Following that you will develop a revised set of goals and conduct a SWOT analysis

Design

Goals

Personas

Content

Existing web strategy

New web strategy

SWOT

Competitive analysis

Technology

Evaluation

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