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

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

3. 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

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

5. Public Health

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

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

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

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

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

11. 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

12. Public Health: Topics www.massmed.org/patientcare

13. 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

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

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

16. Considerations Society policy Politics Resources Multiple audiences Reputation

17. Communication Priorities Goals Audience Strategies Tools Resources

18. Digital Strategy

19. All Formats: All Ages

21. Direct Mail

22. Vital Signs Print

23. Email

24. Vital Signs This Week

25. MMS Website

26. Physicians and Social Media Source: Manhattan Research

27. MMS Content Strategy Website PrintEmailBlog Twitter FacebookFace to Face Media Relations Advertising

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

29. 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