2. MMS mission Every physician matters, each patient counts
Solidify and enhance MMS reputation as a thought leader on public health and patient care issues

3. Goals and success measures
Disseminate knowledge to the public in key health issues through social media
Measure social syndication
Increase visual appeal of the website
Survey on website regarding visual appeal
Traffic evaluation
Improve content tailored to health care consumers and patients in diverse cultures and various primary languages
Fleish-kinkaid scale evaluation
Evaluation of traffic to articles in various languages

4. SWOT analysis Stregths Historical credibility Advocacy
Expertise in various healthcare and public topics
Weaknesses
Lack of balance between the 2 target audiences
Difficulty separating patient from physician content visually
Two twitter accounts
Homepage crowded
Imbalance between imagery and text
Opportunities
Balance between the 2 target audiences
Clearly separate patient from physician content
One twitter account
More imagery and less text
Improve consumer/patient tailored information (culturally diverse and appropriate healthcare literacy) and use languages
Threats
Resources
Budget
Competition

5. Our personas

6. Competitors MADPH AMA Partners Health care
Borrow: Balancing information between providers and consumers/patients
AMA
Borrow: Easy to use patient page. It has imagery and little text.
Partners Health care
Borrow: More patient tailored content

7. Social media Platform Target audience Goal Measure of success Examples
Twitter
Patients & Consumers
Improve public health knowledge
Bigger percentage of MA is now following MMS; were there RTs
Vaccine shortage in MA/Find out more at

8. Social Media Platform Target audience Goal Measure of success Examples
Blog
Patients & Consumers
Engage & educate & return visits
# of Social syndications; #of comments:
10% in RT
Blog by expert MMS physicians on patients & consumers page re: health topics in their specialties on a rotational basis. Blog to appear 3 x a week. MMS can members to tell their patients about blog. Readers can comment like, share. Ex: Rajaa writes on diabetes in pregnancy
Social Media

9. Platform
Target audience
Goal
Measure of success
Examples
Pinterest
Female patients & consumers <50 yrs.
Reach out to females (generally healthcare decision makers in families) & increase visibility to & traffic on site
Conquering a less competitive market.
# of pins, likes, followers, & following
Pin about MMS position on medical marijuana with MMS logo that directs user to MMS article on medical marijuana

12. @listserv.MassMed.org

13. Digital Strategy Revision
Patient page should be friendly, easy to access and navigate, and has multiple languages
Mass to member physicians advising patients to visit the site for information
Advise patients that the website and blog are trusted and consumer oriented

14. Digital Strategy Revision
E-newsletter that is consumer and patient oriented
Reference on original site more apparent
Fleisch-Kincaid evaluation of the newsletter
Available in multiple languages

15. Digital Strategy Revision
Partner with Consumer Report to
Obtain feedback about website and newsletter
Gain “trusted website” status
Send follow-up to physicians after status is gained

16. Digital Strategy Revision
Media campaign featured on patient website and blog involving
Controversial issues
Interviews with local officials, local celebrities and physicians
Easy to read format on patient blog
Responses from patients on blog

17. Idea S

18. Any Questions?
Thank you for your time and attention!