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Digital Strategies for Health Communication Competitive Analysis

Digital Strategies for Health Communication Competitive Analysis. Lisa Gualtieri, PhD, ScM , Course Director Tufts University School of Medicine July 17, 2013. Competitive analysis. Definition Process Examples. Design. Goals. Personas. Content. Existing digital strategy.

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Digital Strategies for Health Communication Competitive Analysis

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  1. Digital Strategies for Health CommunicationCompetitive Analysis Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 17, 2013

  2. Competitive analysis • Definition • Process • Examples Design Goals Personas Content Existing digital strategy New digital strategy SWOT Competitive analysis Technology Evaluation

  3. Quote from Robyn Alie, Monday • If others are doing what we do, we partner or we “do it better”

  4. Competitive analysis defined • Have a successful online presence by • Borrowing from what your competition does well • Avoiding what your competition does poorly • Distinguishing yourself to stand out from your competition based on your strengths • Conduct competitive analysis • Who are your competitors? A broad view can be advantageous – and realistic • Systematically review – surface or behind the scenes • Distill what you learned

  5. You rarely know what goes on behind the scenes A Source: amctv.com

  6. How do you select competitors? • A broad view can be advantageous – and realistic • You may know many of them already • Identify others by considering the tasks your target users (or personas) would try to accomplish • Select the 3 you think you can learn the most from

  7. Are “competitors” most visited health sites?

  8. Competitive analysis worksheet 1 • First impression • Purpose: How clear are the purpose and goals of the site at a glance from name, tagline, logo, and imagery? • Target audience • Users: Are the target audience(s) clear through text, images, stories, or testimonials? • Organization • Organizational branding: Are the organization and site purpose clearly portrayed through name, tagline, logo, imagery, or text? Is there a mission statement or an “about us”? • External affiliations: Is there branding from other organizations, accreditation (such as HONcode), sponsorship, or advertising? Are there celebrity sponsors? • Design • Design: How professional is the design? Characterize the design (modern, dated, simple, busy, etc.) and if the design seems effective for the site purpose and users. • Section organization: Is information segmented by content type, user roles, or user needs? • Layout and navigation: How organized are the layout and navigation? Are options apparent and clearly labeled? Does content seem easily accessible or buried?

  9. Competitive analysis worksheet 2 • Content • Expert content: What are the expert-generated components (including text, graphics, audio, video, blogs, directions, ask an expert, and quizzes)? Are there supporting titles, synopses, links, and imagery? • Authorship and oversight: Are authors listed and, if so, are their credentials available? Is there an advisory board or clinician involvement? Is there a review process? • Currency: Does information seem timely and recent? Are dates included for when content was published and reviewed? • Health literacy and readability: Is the content easy to understand? Is there any confusing language, jargon, or abbreviations? Are the reading and health literacy levels appropriate? • Language: Are languages available besides English? • User-generated content: What are the user-generated components (including stories, blogs, discussion forums, videos, likes, ratings, and reviews)? Is user-generated content clearly delineated from expert content? • Policies: Are there explicit privacy policies or ones for how user-generated components are managed, organized, or moderated?

  10. Competitive analysis worksheet 3 • User participation • Registration: Can users register or create profiles to personalize content or appearance? Can users login and, if so, what are their benefits? • Notifications: Can users subscribe to newsletters or new content alerts? • Transactions: Can users make donations or purchases? • Social media and mobile presence • Mobile: Is there an app or a mobile website? • Social media and user participation: Which social media technologies are used? Are they integrated into the site or a set of icons? Can content be shared, commented on, or “liked”? Is “most read” or “most emailed” content listed? • Overall assessment • Overall assessment: What are the best and worst features of the site?

  11. Borrow, avoid, or distinguish • Assess: • What you want to borrow – what does your competition do well? • What you want to avoid – what does your competition do poorly? • How can you distinguish yourself – what do you have that you can capitalize upon to stand out from your competition?

  12. Ex: MGH Benson-Henry Mind Body Institute Source: http://www.massgeneral.org/bhi/

  13. Source: www.gaiam.com

  14. Competitive Analysis: Gaiam Yoga • Borrow • Blog and social media use • Instructional videos including welcome video • Avoid or do better • Make website purpose clear including imagery • Organize all subpages more logically • Framework should be consistent for subpages • Segment target audience better • Distinguish yourself • Organizational and affiliation branding • Use Dr. Benson, The Relaxation Response, and research appropriately • No advertisements or shopping links

  15. Competitive Analysis: Gaiam Yoga • Borrow • Blog and social media use • Instructional videos including welcome video • Avoid or do better • Make website purpose clear including imagery • Organize all subpages more logically • Framework should be consistent for subpages • Segment target audience better • Distinguish yourself • Organizational and affiliation branding • Use Dr. Benson, The Relaxation Response, and research appropriately • No advertisements or shopping links

  16. Quiz: Which changed the most? • MGH Benson-Henry Mind Body Institute • Gaiam Yoga

  17. Worksheet and example in binders

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