Massachusetts Medical Society Robyn Alie Manager, Public Health and Education Frank Fortin Chief Digital Strategist and Director of Communications.

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Presentation transcript:

Massachusetts Medical Society Robyn Alie Manager, Public Health and Education Frank Fortin Chief Digital Strategist and Director of Communications

About Us Physician professional membership association –Massachusetts physicians and medical students –24,000 members Publisher, New England Journal of Medicine

About Us: Mission The purposes of the Massachusetts Medical Society shall be to do all things as may be necessary and appropriate to advance medical knowledge, to develop and maintain the highest professional and ethical standards of medical practice and health care, and to promote medical institutions formed on liberal principles for the health, benefit and welfare of the citizens of the Commonwealth. Adopted 1781

About Us: Strategic Priorities Advocacy and thought leadership Education –Physicians –Public Membership Development

Public Health

Public Health: Physician Education Public Health Leadership Forum Continuing Medical Education –Live and web-based Health disparities Medical marijuana Men’s Health

Public Health: Patient education Print materials Web content Public access programming Newspaper placements

Public Health: Advocacy State regulations State legislation Federal legislation Local boards of health

Public Health: Coalitions Massachusetts Adult Immunization Coalition Tobacco Free Mass Massachusetts Healthy Air Coalition Chronic Disease Prevention Partnership

Audience Physician members Non-member physicians Policymakers Media Patients General public

Public Health Activity Goals Educate physicians Promote individual and public health Strengthen organizational partnerships Strengthen the reputation of the Society Strengthen the reputation of physicians Support organizational goals Demonstrate value to members

Public Health: Topics

Medical Marijuana May 2012MMS adopts policy September 2012MMS mails position to all members November 2012Ballot question passes December 2012MMS adopts expanded policy January 1, 2013Law takes effect February 2013DPH holds listening session: MMS submits testimony April 2013DPH promulgates draft regulations; MMS comments May 2013Public Health Council adopts final regulations

Mental Health April Public Health Leadership Forum –Discussed problems with system –Identified need for continued attention Next steps?

Pandemics and Emergencies Communicating Critical Information –Vaccine shortages –Public health emergencies

Considerations Society policy Politics Resources Multiple audiences Reputation

Communication Priorities Goals Audience Strategies Tools Resources

Digital Strategy

All Formats: All Ages

Direct Mail

Vital Signs Print

Vital Signs This Week

MMS Website

Physicians and Social Media Source: Manhattan Research

MMS Content Strategy Website Print Blog Twitter FacebookFace to Face Media Relations Advertising

Takeaways Multi-channel is the only viable approach Print and critically important for MDs Consumers: –Website and search optimization –Social channels supplement and feed Challenges –Time intensive; resource-intensive –Information overload

Project Objectives Thought leadership and influence Support physicians in engaging patients in their own wellness and care Limitations –Limited staff and financial resources –Diverse priorities; maintaining focus