Digital Strategies at Massachusetts General Hospital Cathy Leamy Digital Strategies for Health Communication Tufts University School of Medicine | July 2014

Selected departments ●Neurology ●Voice Center ●Down Syndrome Program

MGH Neurology

Strengths ●World-class hospital ●Large department, lots of activity ●Active social media presence ●Fascinating material SWOT analysis Weaknesses ●Continuing relationship with patients is unlikely ●Fascinating material requires creative handling ●Part of a larger organization, not independent

Opportunities ●Audience for medical oddities ●Former students, faculty, staff SWOT analysis Threats ●Other high-profile neurology departments, internationally and in Boston area ●Limited attention span of the Internet

MGH Voice Center

Strengths ●World-class hospital ●Grateful celebrity clientele ●Relevant subject matter (we all have voices!) SWOT analysis Weaknesses ●Current social media presence = scattered, abandoned ●Prominent celebrity clientele = older

Opportunities ●Viral video culture ●Pop culture shows and events centered on singing and vocal activities SWOT analysis Threats ●Fast-paced celebrity culture - need to connect to younger celebs ●Limited attention span of the Internet

MGH Down Syndrome Program

Strengths ●World-class hospital ●Friendly, family-like atmosphere and staff ●Social media presence - active and responsive ●Loyal & engaged base ●Long-term engagement with patients SWOT analysis Weaknesses ●Current branding focuses on pediatric services ●Need to target caretakers more than patients

Opportunities ●Target demographic is very active and engaged ●Organizations and conferences ●Patients’ life expectancy is now years old SWOT analysis Threats ●Other Down Syndrome programs ●Patient base is decreasing ●Social media environment changes rapidly

Comparing the 3 departments ●Neurology ●Voice Center ●Down Syndrome Program

Short term ●Create unusual material instead of just reposting it Long term ●Partner with pop science journalists, artists-in-residence, and other creatives for deeper/larger materials to showcase Ideas: Neurology

Ideas: Voice Center Short term ●Clean up existing social media presence Long term ●Sharable content about working with musicians, voice-over actors, and other voice pros to care for their voices

Ideas: Down Syndrome Program Short term ●More photos of older patients Long term ●Create more materials targeting adult patients, caretakers of adult patients ●More presence on MGH site

Questions? Thanks for your time!