Presentation on theme: "Communicating Health news and Information Case analysis of digital health stratergies of three major networks : ABC, CNN and CBS Rajiv K Krishnaswami."— Presentation transcript:
Communicating Health news and Information Case analysis of digital health stratergies of three major networks : ABC, CNN and CBS Rajiv K Krishnaswami
Introduction Millions of Americans turn to the Internet for medical information. 59% of all adults, have looked online for information about any of 15 health topics. 9% of social network users, or 4% of adults, have started or joined a health-related group on a social networking site. 25% of Internet users have watched a video online about health or medical issues
Among cell phone users, 10% of males and 8% of females have used a software application, or “app” on the phone, to help them track or manage their health Mass media such as television still popular with certain groups of people especially the older population and certain communities. Major networks have had to rethink their stratergy about communicating health news and information.
Three major American Networks - ABC - CNN - CBS Comparing the full portfolio of these networks with regard to communication of health news and information.
SWOT analysis STRENGTHS -Uncomplicated design - -Easy to Navigate - Integrated with Facebook and Twitter - Mobile app easy to use & navigate -Strong media personality WEAKNESSES - No Separate FB page for ABC health -Make the website page more appealing OPPORTUNITIES -Website more appealing - Without ads -Links to Preventive care and other resources THREATS - Lot of competing networks with Similar information - Lot of misleading information available on the internet.
SWOT analysis STRENGTHS -Easy to navigate website - Strong presence on Facebook and twitter - Celebrity chief medical correspondent - Mobile app simple and easy to use WEAKNESSES - Mobile app with random errors OPPORTUNITIES - Integrate Facebook and Twitter on their main website page THREATS - Lots of information,available on the internet - Most major network have similar portfolios.
SWOT analysis STRENGTHS - Fairly easy to navigate website -Good presence on FB and twitter WEAKNESSES - Crowded main web page -Lots of advertisments and links to non health related news items -Mobile app full of pop up ads, difficult to navigate OPPORTUNITIES - Integrate Facebook and Twitter on their main website page - Main web page more user friendly THREATS - Competing networks provide very similar services. - Information overload on the internet and mass media