Presentation on theme: "Healthy Teeth & Kids: Profiling 3 Existing Digital Strategies to Engage Children in Oral Health Larisa Naderiani, HBSc, DDS. Tufts University School of."— Presentation transcript:
1Healthy Teeth & Kids:Profiling 3 Existing Digital Strategies to Engage Children in Oral HealthLarisa Naderiani, HBSc, DDS.Tufts University School of Medicine
2SignificanceTooth decay (a cavity) is the #1 chronic disease in both children and adults, even though it is largely preventable.Source: NIDCR via The National Health and Nutrition Examination Survey (NHANES)
3RationaleChildhood is when many behavioral habits are developed: nose picking, nail biting, and especially tooth brushing!My interest in this topic is both professional and personalContinued missed opportunities to bridge oral health and technology to ensure optimal oral health habits, at a time when the individual is primed for habitual learning.Healthy oral habits early on = healthy teeth and gums throughout life = less future dental disease = more reasons to SMILE.
4Organizations Profiled The Nova Scotia Dental Association's Healthy TeethDelta Dental's My Smile KidsThe American Dental Association'sMouth Healthy KidsAs a healthcare provider I’m always looking for good resources to refer my patients to.Why These Org’s?**Effective digital communication strategies are pivotal to the explicit goal of each of these 3 initiatives. Tech is a central focus - not secondary, not an accessory, and not a mere afterthought.All 3 are affiliated with a larger anchor organization, (1 insurance carrier, 2 dentist member associations)All 3 are North American, English based (2 national, 1 state level)/(2 American, 1 Canadian)All 3 have a strong online presence (vs. others in this field who fall into the same category)All 3 are 1st page Google ‘hits’ when ‘Kids Oral Health’ is the search term used- All 3 are organizations which do not directly represent or advertise commercial entities (i.e., Crest, Colgate, OralB, etc...)
6: Web “Above the fold” screenshot of main page Color theme and concept very appropriate and enticing for target audienceCentre is a marquee that previews different web site features as an automatic slide showEasily accessible social media and blog links at top toolbarPull Down Menus include links to educational materials (text, photos, info-graphics, videos), a virtual tour of dental office (panoramic videos with zoom features), games, Q&A, contests (not updated since February), and a virtual coloring book.Only 1 banner ad runs on all pages, excluding home page (ad content alternates between teethsavers.org non-profit Christian humanitarian mission and free Disney Magic Timer brushing app by OralB)
7Blog Twitter @theNSDA 1 post Not maintained 128 followers 216 tweets (avg 2-3/wk)Inconsistent audience vs. contentTwitter: Account is more regular but a complete and sudden change of audience (dentist membership newsletter format almost). Tweets almost exclusively re: elections, news clippings, and CE courses. Unclear why it’s linked from main kid’s web page even.
8Instagram Facebook 0 posts 21 likes Never activated 10 posts (avg 1-3/mo)Mainly link-based postsFacebook: Bare and irregular maintenance. Appropriateness of content for grades 3-6 questionable on timeline feed (e.g., resources for quitting smoking?)
9: SWOT Analysis STRENGTHS Site design concept is kid-friendly Color & graphics theme maintained from site through social media, easily identifiable & consistent brandingSite navigation is user-friendly, simpleNavigation links are cyclical & repetitiveContent is interesting and multi-modalTarget audience will have access to media via school computers if not at homeWEAKNESSESNothing is bilingualDead links (Instagram)Failure to update frequently (Instagram, FB)& Twitter handle not catchy or easy to remember, naming inconsistency may result in loss of followersContent & literacy level questionable for target audienceFew social media followersOPPORTUNITIESGiven partnership with local school board & dentists, can be a platform to advertise initiative to gain popularityParents & teachers tab can be expandedTHREATS-Not keeping up with quick pace of social media will cause loss of followers-Difficult for NPO to compete for audience attention vs. big corporate brand names with more resources (Colgate, Crest, Oral B, Sesame Street)NPO = non profit organization
10: Recommendations Simple/Low Resource Challenging/Resource Intensive Social media accounts updated more frequently (i.e., daily)If too labor intensive, should streamline social media (<< scope, >> depth)Twitter account re-vamped to be audience appropriate & include more RT(<< burden of composing original content, can piggyback brand name tweets)Encourage local dentists to set healthyteeth.org as their screensavers on tech devices used in office waiting areas & link from own office web sitesIncrease Facebook ‘likes’ with page contests where n-th ‘like’ receives a prizeUse of original & catchy social media hashtags may go viral (#flossisboss)Challenging/Resource IntensiveEmploy a site and social media maintenance teamEmploy a team to devise a strategy to better integrate social media with siteRT = re-tweet or return tweets
12: Web All content on home page is “above the fold” Screenshot of main pageTheme and concept very appropriate and enticing for target audienceColors could be brighter and more invitingEach tab link is multi-modal: text, visual graphic, and audio (child’s voice reads title as you scroll over)
13Twitter @DeltaDentalins Facebook 3,927 followers1,813 tweets (avg 1-2 daily)Inconsistent audience vs. content4,281 likesWeekly posts (avg 4-5/wk)Inconsistent audience vs. contentFacebook and Twitter: varied posts, all adult content, also answer customer insurance questions live!
14: SWOT Analysis STRENGTHS Site available in Spanish Scroll over audio for all nav tabs and links (child’s voice, audience can self-identify)Navigation tabs all multi-modal: text, visual, and audio.All main page content ‘above the fold’Site navigation is user-friendly, simpleSite design concept & content is kid-friendlyPrintable downloads exist for low/limited access to tech subgroup in audienceWEAKNESSES-Twitter & FB links open in existing tab/page-Twitter & FB accounts are for Delta Dental in general, not for My Smile Kids and so content is both inappropriate and irrelevant for target audience-Site color theme is bland, not vibrant-Branding and site theme standalone, do not carry over to social media-Navigation is not cyclical on every page, can only link to home page from some open tabsOPPORTUNITIES-National insurance carrier so can make use of mailers or banner ads in patient gateways to increase visibility of initiative & site traffic-Corporate partnership likely given Delta Dental’s far reach and potential for profit-Parents & teachers tab can be expandedTHREATS-Lack of appropriate social media presence-Credibility/intentions of this public service can be questioned as base organization is a dental insurance provider-Given national platform, graphics do not adequately address diversity of audience
15: Recommendations Simple/Low Resource Challenging/Resource Intensive Ensure navigation is cyclical:a) set the left nav tab to be permanent and thus appear in the exact same spot and style regardless of tab/page content, andb) divide pages into content specific groups and link within the groups via “suggested” pages/tabsChallenging/Resource IntensiveDevise a social media strategy specific to the target audience (kids) with separate accounts which integrate kids content with the main site (direct traffic back and forth through incentives, contests, ‘clicks’)Establish reciprocal business relationships with major dental provider clinical chains, dental materials, and hygiene brands to link site from their main sites
17: Web Main page, all content is “above the fold” 5 tab top nav bar appears on ALL pages, unalteredCulturally appropriate site (photos and graphics) given national scopeNo audioMore mature site, not very primary as other two were (scope of audience is broader): is both good and badPre-teens have own tabParents and Educators have own tabActivity sheets are print outs for limited/low tech audienceMarquee preview slide show of site content on main pageContent is streamlined, not overbearing (vs. visuals) or overwhelming (but can get boring, especially since not updated frequently – i.e., (c) 2013 most pages.
18: Mobile SiteExact same content as full site, rearranged to be more handheld user-friendly.Mobile site is a good idea given that pre-teens are part of their target audience and this population uses handheld mobile devices frequently.
19: SWOT Analysis STRENGTHS Site available in Spanish Site available in 3 text sizes (helps early readers in target audience)Mobile site available, no loss of content from full site, & easy to use (mobile access is key for pre-teen audience)Given national platform, site is culturally diverse in content and graphics/photosTop nav bar is easy to use and permanentWEAKNESSES-Complete lack of social media presence (tech dinosaur!)-Lack of density and variety in content-Failure to update content regularly-Bi-modal, uni-dimensional digital strategy-Not very inviting for younger end of target audience (school aged kids), loss of specificity with broadened scope of audience age groupsOPPORTUNITIESSocial media can be added (free!) & integrated, especially given pre-teen audience group (YouTube, Twitter, FB)Given ADA’s own vast national reach with dentists and patients as well as their umbrella of sites/media access, advertising for this initiative can be easily integrated into other pre-existing projectsTHREATS-ADA umbrella is vast, mouthhealthy.org umbrella is again vast, mouthhealthykids.org could get lost in the matrix or marginalized (ADA has potential to confuse and over saturate own market, i.e., act as own threat)-Again due to large scope of ADA, labor & monetary resources exclusive to this initiative may be difficult to secure
20: Recommendations Simple/Low Resource Challenging/Resource Intensive Create a YouTube or Vimeo channel (as most site content is video based, these social media outlets would make the most sense). Pre-teens (‘tweens’) can share expression & personal experiences, which is a popular means of communication for this audience.Challenging/Resource IntensiveCreate more original content going forward as site is currently heavily reliant on brand name pre-existing content (e.g., Sesame Street)Invest in a social media strategy which will engage pre-teensInvest in a professional web/social media based ad campaignTween = years oldPre-teen = not yet 13 (usually 11-12)
21So, How Do They Compare? Target -Kids, grades 3 to 6 -Kids (elementary)-Parents & Teachers-Pre-teens-EducatorsSite Content-Education (videos, text, info-graphics, virtual tour)-Interaction (games, experiments, activities, quiz, contests)-Education (text, stories, news, info-graphics)-Interaction (games, printed activities, quiz)-Self-diagnostic/referral element-Some education (videos, text), most education is in ‘Educators’ tab-Mostly interaction (games, printed activities, quiz)Social Media-Blog, Facebook, Twitter, Instagram-Twitter, Facebook-NilDigital Presence-Concept/theme vibrant & engaging experience-Very kid specific-Concept is fun but visuals are bland-Tri-modal engagement: video, audio, text-Bilingual-Concept not very kid specific, also mature-DiversityAll sites kids = primary targets while adults are secondary targetsTrends:Target Audience: Left to Right = most to least specificContent: Delta & NSDA both have a lot of educational content,All 3 have a lot of interactive content,Delta only one with diagnostic/referral resource element3) Social Media: Left to Right = most to least
22In SummarySmall scale, specific, well planned Poor maintenance, TLC required Large scale, excellent maintenance Inappropriate social media use Large scale, well planned, non-specific Multiple social media missed opportunities
23ResourcesThe Nova Scotia Dental Association's Healthy TeethDelta Dental's My Smile KidsAmerican Dental Association’s Mouth Healthy KidsGeneral Dental Statistics & Information