1. Web Strategies for Health Communication: Introduction, Goals, and SWOT Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 18, 2011 1

2. The reason for Tufts Summer Institute on Web Strategies for Health Communication? Many healthcare and public health organizations who are trying to reach healthcare consumers have these questions: – “Our website hasn’t been touched in 3 years” – “We set up a Facebook page but don’t know what to do with it” – “What exactly is Google+ and how do we use it?” – “Should we set up a weekly twitter chat?” – “Are we reaching people as best we can?” 2

3. Aviva Must 3

4. Sue Gallagher 4

5. Agenda for July 18 Detailed agenda in binders – Monday-Friday 9:00-5:00 – Tuesday 5:30 at Splash, 150 Kneeland Street Today – Welcome from Aviva Must and Sue Gallagher – Introductions – Using social media in class #TUSM – Gary Schwitzer – Overview of web strategy and SWOT analysis – Lisa Gualtieri – Dan Childs – Teams conduct SWOT analysis – Teams present SWOT analysis – Evaluation and social media survey 5

6. Introductions Participants Robyn Alie Deb Boyce Rebekah Carter Mardi Coleman Valerie Daniel Allie Dempsey Isabel Estrada Yesica Fernandez-Cruz Ledel Sarah Keller Teresa Kett Liz Keyser Kristi Miller Patty Schmuhl Ellen Shepeluk Mariana Simons Carin Upstill Alyssa Ursillo Chi Yang Case Study Facilitator: Dan Childs TA: Nicole Holland Course Director: Lisa Gualtieri Teams: 1.Robyn, Ellen, Mariana, Allysa 2.Allie, Sarah, Isabel, Carin 3.Mardi, Valerie, Patty, Teresa, Rebekah 4.Deb, Yesica, Liz, Kristi, Chi 6

7. Innovations in Education Grant Proposal: Integration of Social Media into Courses at TUSM This project investigates: – how to integrate social media into TUSM courses – advantages to students and faculty of this integration – training necessary to educate faculty about how to use social media as part of their teaching Specifically, three courses will incorporate social media through techniques such as live tweeting during class #TUSM

8. Strategy Strategy is a plan of action to meet goals What happens when you don’t have – or use – a strategy? 8

9. Web strategy Encompasses all uses of – The web and social media – Through computers and mobile devices – To reach healthcare consumers Start with existing strategy and develop new one Competitive analysis Personas SWOT Goals Technology Content Design Evaluation New web strategy Existing web strategy 9

10. Ask strategic questions to develop meaningful goals, such as: Who do we want to reach? Which products and services can we offer? Will they be integrated, and, if so, how? How will content be created or obtained? Should we charge or seek sponsors or ads? Is the commitment short- or long-term? Competitive analysis Personas SWOT Goals Technology Content Design Evaluation New web strategy Existing web strategy 10

11. Candidate goals (starting points) Acquire new target audiences Retain current audience Increase loyalty Increase word-of-mouth and viral promotions Increase page views Improve branding and awareness (total or partial) Reduce content creation costs Decrease content creation time Respond rapidly to crises Increase healthy behaviors 11

12. Think “out of the box” and brainstorm creative and perhaps unusual goals Henry Ford: “If I had asked people what they wanted, they would have said ‘faster horses.’” Example from Lowell General Hospital 12

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15. Identify and address internal and external constraints Organization – Budget – Leadership – Technological knowledge or understanding – Fear Existing and target audiences – Technological knowledge and platforms – Health literacy skills – Time – Health condition 15

16. Evaluate and prioritize goals Are goals realistic and achievable? Do we need to know more? How will we measure success? Prioritize goals based on potential impact and ease of implementing 16

17. Summary: goals Ask strategic questions Develop candidate goals Brainstorm Consider constraints Evaluate and prioritize goals Competitive analysis Personas SWOT Goals Technology Content Design Evaluation New web strategy Existing web strategy 17

18. SWOT Competitive analysis Personas SWOT Goals Technology Content Design Evaluation New web strategy Existing web strategy StrengthsWeaknessesOpportunitiesThreats 18

19. Strengths 1. 2. 3. 4. 5. 6. Weaknesses 1. 2. 3. 4. 5. 6. Opportunities 1. 2. 3. 4. 5. 6. Threats 1. 2. 3. 4. 5. 6. A web strategy needs to maximize the potential of the strengths and opportunities while minimizing the impact of the weaknesses and threats 19

20. Course project Course project is developing a new web strategy for ABC in teams Dan Childs will present current web strategy and goals Following that you will develop a revised set of goals and conduct a SWOT analysis Competitive analysis Personas SWOT Goals Technology Content Design Evaluation New web strategy Existing web strategy 20