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Digital Strategies for Health Communication Personas

Digital Strategies for Health Communication Personas. Lisa Gualtieri, PhD, ScM , Course Director Tufts University School of Medicine July 22, 2014. Agenda. Personas defined. A model of key user attributes and goals Distilled from observing real people, surveys, focus groups, etc.

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Digital Strategies for Health Communication Personas

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  1. Digital Strategies for Health CommunicationPersonas Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 22, 2014

  2. Agenda

  3. Personas defined • A model of key user attributes and goals • Distilled from observing real people, surveys, focus groups, etc. • Presented as a vivid, narrative description of a single “person” who represents a segment and a day in his or her life including one or more triggers • Used to guide the design of products, messaging, and strategy

  4. Personas help you to:

  5. Are these TV Personalities personas? • The Snob: “the most finicky of viewers” • The Know-It-All: an intellectual TV addict • The Escapist: loves the simple, funny shows • On-The-Go Viewer: only watches shows on laptop/tablet • The Minimalist: not a TV fan, but stays in the loop with reviews/synopses http://www.bostonglobe.com/arts/television/2012/06/02/how-handle-much-sunday-night/Ym4aKctla1ojMl3DYPDEgN/story.html?s_campaign=sm_tw

  6. Are these Diet Personalities personas? • The Support Seeker: “turns to friends and pros for answers” • The Serial Snacker: prefers snacking to meals, eating is a habit rather than a need • The Free Spirit: plays by own rules, resistant to rigid weight loss programs • The Sweet Tooth: cannot live without sweets • The Distracted Diner: a busy multi-tasker, unaware of food intake

  7. Creating personas is a group activity Our competitor has blogs. I want the site to be sky blue with yellow accents. We’ve got to push the brand more. It would be so much cooler if it had videos. It needs to be “green”. Creating personas is an internal activity

  8. Obstacles to persona use – even more likely when “outsourced”

  9. Personas help to avoid the two most fatal design flaws • Design for oneself • Egocentric intuition fallacy of designers • Design for everyone

  10. You are not the user . . . Lisa is the user

  11. Persona example adapted from Claire Berman, MS

  12. Current users of MGH BHMBI General public, patients, providers Desired Patients with chronic disease or stress who seek information about complimentary and alternative medicine (CAM) on their own People referred by their medical or insurance providers People whose companies offer wellness programs Goal: expand reach

  13. Demographics Paulis a 35 year-old Caucasian male living in Newton, MA He is married with no children He has a collegeeducation He works as a Financial Planner in Boston and commutes for an hour each day by public transportation Technology Paul has an iPhone and a laptop. He is online all the time! Health Paul thinks his health is good overall He has had a few anxiety attacks recently due to job stress He has a family history of heart disease Meet Paul

  14. Paul’s morning He wakes up at 5:30, goes for a run, gets ready for work He eats breakfast with his wife and they leave for work Commute to work by bus He starts to feel anxious as soon as he gets onto the bus and thinks about work He checks email and financial news on his iPhone Scenario: Paul Commute to work Early morning

  15. Work Paul spends 10 hours at work with short lunch break Commute home by bus Paul starts to feel overwhelmed with work pressures His breathing becomes rapid and he feels like he can’t get enough air It passes after 10 minutes but scares him He’s had other anxiety attacks and is scared of having a heart attack like his father and grandfather Scenario: Health trigger Commute home Work………………………………

  16. Paul’s wife, Ellen Ellen was home first, poured a glass of chilled white wine, and read the mail Their health insurance provider’s magazine includes an article about stress, mentioning the MGH Benson-Henry Mind Body Institute Paul gets home And tells Ellen about his anxiety attack on the commute home She insists he look at their website Scenario: Trigger for access At home

  17. Will this help Paul?

  18. Goes online Still dubious, Paul goes to the site and notices a quiz, Are you stressed, which he tries He finds some short instructional videos and plans to watch them on his phone the next day on his commute Next day Paul watches the videos, making sure no one else on the bus can see, and tries some exercises He decides it’s something he can do for a week because it will make his wife happy and may work Scenario leads to redesign

  19. Will this help Paul?

  20. Personas production value varies

  21. Focus on emotion

  22. Define emotional state: how do you your personas feel?

  23. Best practices in persona development

  24. Persona video and worksheet

  25. Persona assignments by demographics Group A Andreas Klein Erica Noonan Catherine Leamy Karina Ngaiza Group B Lynda Banzi Amanda Bilski Jacob Silberstein Kari Auer Group C Monique Hill Jacob Ehrlich Larisa Naderiani Ludan Zhang Group D Emily Klein Holly Batchelder Karen McIntosh Matthew Goodridge Tammy Ellis Group E Nicole Schultz Lisa Shmerling Charlotte Rowe Rajiv Krishnaswami

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