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Digital Strategies of 3 Fitness Organizations

Digital Strategies of 3 Fitness Organizations. Connecting Lifestyle to Diabetes Prevention. Karen Mcintosh 7/20/2014 HCOM512. Diabetes and Fitness: What’s the Connection?. There are86 million pre-diabetics among Americans over 20*

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Digital Strategies of 3 Fitness Organizations

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  1. Digital Strategies of 3 FitnessOrganizations Connecting Lifestyle to Diabetes Prevention Karen Mcintosh 7/20/2014 HCOM512

  2. Diabetes and Fitness: What’s the Connection? There are86 million pre-diabetics among Americans over 20* Of Americans over 65, only 23 percent are not pre-diabetic or diabetic* Being overweight and a sedentary lifestyle can increase the odds of developing diabetes type 2 Type 2 diabetes can be prevented most of the time by eating right and exercising* Average yearly cost to treat a diabetic with no symptoms is $11,700* NYT, At a YMCA Near You, a Course for a Diabetic Nation; By TINA ROSENBERG, 7/3/2014

  3. Have programs that impact clients with pre-diabetes and diabetes • Employ lifestyle and behavioral change programs, proven effective • Accept referrals and prescriptions from medical providers • Have a relatively low cost of entry • Ability to initiate programs on a greater scale • Often have healthcare resources in-house Why these organizations?

  4. YMCA “A coordinated national model for diabetes prevention: linking health systems to an evidence-based community program.” http://www.ncbi.nlm.nih.gov/pubmed/23498291

  5. Most Americans live within 5 miles of a Y Using National Networks to Tackle Chronic Disease SSI Review

  6. SWOT Analysis – YMCA W S • Websites use a consistent style guide • Basic mobile page • Facebook page • Pinterest • Twitter, LinkedIn • YouTube • Great Press: WSJ, NYT • Alliances • Homepage links go off-site • Homepage shows no social links • Deep clicks to access information • Link to local YMCA via e-mail • # search to find diabetes tweets • No language versions • No YouTube Channels • Sameness of national and regional pages • Strengths • Websites use a consistent style guide • Facebook page • Pinterest • Twitter • YouTube • Great Press: WSJ, NYT O T • Web forms for leads, information • Separate blogs • Embed links to all social nets and specific Y’s • Geo map & links to relevant Y’s • Banners and tabs for readily accessible data • Infographics • Reaching target audience • Language & cultural barriers • Maintain consistency yet provide autonomy • Weakened or lost message

  7. Healthworks Community Fitness

  8. SWOT Analysis: Healthworks (HCF) W S • Few “Jumps” to major programs • Homepage - incomplete social links • No mobile site • No link to Medical referrals • No language versions • No Dedicated YouTube Channel • No dedicated web contact form • Strengths • Websites use a consistent style guide • Facebook page • Pinterest • Twitter • YouTube • Great Press: WSJ, NYT • Websites use a simple style guide • Facebook, Twitter, Vimeo, YouTube, LinkedIn • Little Press: BBJ • Low-cost • Shows diversity of members O T • Web forms for leads, information • Separate blog • Show links to all social nets • Dedicated medical program page • Banners and tabs for readily accessible data • Infographics • Target audience may miss service • Cultural, language barriers • National organizations – that are more organized and well-known – have a similar mission • Local healthclubs have better presence

  9. Dedham Health and Athletic Complex

  10. SWOT Analysis: Dedham Health W S • No language versions • Local • 60/60 is a lead to paid membership • Strengths • Websites use a consistent style guide • Facebook page • Pinterest • Twitter • YouTube • Great Press: WSJ, NYT • Website very friendly • Dedicated 60/60 page • Smart graphics • Facebook, Twitter, Instagram, Blog, YouTube links • Local press, Angie’s List, BBB • Twitter, LinkedIn • YouTube Channel O T • Infographics • More press, cross-links • Make alliances more prominent • More healthcare resources • Expanding regional scale • Reaching wider target audience • Language & cultural barriers • Overshadowed by other programs

  11. Recommendations/Blind Spots Mobile Apps Music Instructional Videos Call to actions in videos Web information forms feeding back-end database for lead generation Integration of Twitter, Social net feeds in websites Infographics “How did you hear of us?”

  12. Using National Networks to Tackle Chronic Disease http://www.ssireview.org/articles/entry/using_national_networks_to_tackle_chronic_disease • At a YMCA Near You, a Course for a Diabetic Nation http://opinionator.blogs.nytimes.com/?module=BlogMain&action=Click&region=Header&pgtype=Blogs&version=Blog%20Post&contentCollection=Opinion • The Y Takes On Diabetes http://online.wsj.com/news/articles/SB10001424052702304459804577281473673825662 • A coordinated national model for diabetes prevention: linking health systems to an evidence-based community program http://www.ncbi.nlm.nih.gov/pubmed/23498291 Resources

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