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Digital Strategies at Massachusetts General Hospital Cathy Leamy Digital Strategies for Health Communication Tufts University School of Medicine | July.

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Presentation on theme: "Digital Strategies at Massachusetts General Hospital Cathy Leamy Digital Strategies for Health Communication Tufts University School of Medicine | July."— Presentation transcript:

1 Digital Strategies at Massachusetts General Hospital Cathy Leamy Digital Strategies for Health Communication Tufts University School of Medicine | July 2014

2 Selected departments ●Neurology ●Voice Center ●Down Syndrome Program

3 MGH Neurology

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7 Strengths ●World-class hospital ●Large department, lots of activity ●Active social media presence ●Fascinating material SWOT analysis Weaknesses ●Continuing relationship with patients is unlikely ●Fascinating material requires creative handling ●Part of a larger organization, not independent

8 Opportunities ●Audience for medical oddities ●Former students, faculty, staff SWOT analysis Threats ●Other high-profile neurology departments, internationally and in Boston area ●Limited attention span of the Internet

9 MGH Voice Center

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13 Strengths ●World-class hospital ●Grateful celebrity clientele ●Relevant subject matter (we all have voices!) SWOT analysis Weaknesses ●Current social media presence = scattered, abandoned ●Prominent celebrity clientele = older

14 Opportunities ●Viral video culture ●Pop culture shows and events centered on singing and vocal activities SWOT analysis Threats ●Fast-paced celebrity culture - need to connect to younger celebs ●Limited attention span of the Internet

15 MGH Down Syndrome Program

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19 Strengths ●World-class hospital ●Friendly, family-like atmosphere and staff ●Social media presence - active and responsive ●Loyal & engaged base ●Long-term engagement with patients SWOT analysis Weaknesses ●Current branding focuses on pediatric services ●Need to target caretakers more than patients

20 Opportunities ●Target demographic is very active and engaged ●Organizations and conferences ●Patients’ life expectancy is now years old SWOT analysis Threats ●Other Down Syndrome programs ●Patient base is decreasing ●Social media environment changes rapidly

21 Comparing the 3 departments ●Neurology ●Voice Center ●Down Syndrome Program

22 Short term ●Create unusual material instead of just reposting it Long term ●Partner with pop science journalists, artists-in-residence, and other creatives for deeper/larger materials to showcase Ideas: Neurology

23 Ideas: Voice Center Short term ●Clean up existing social media presence Long term ●Sharable content about working with musicians, voice-over actors, and other voice pros to care for their voices

24 Ideas: Down Syndrome Program Short term ●More photos of older patients Long term ●Create more materials targeting adult patients, caretakers of adult patients ●More presence on MGH site

25 Questions? Thanks for your time!


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