Digital Strategy Team Cashew Faithe Best Andreas Klein Cathy Leamy Erica Noonan Health
Vision ●Get the best information to the people who need it in a way that allows them to use it for the greatest benefit Mission 1.Be the top source of health and medical news 2.Be considered the most legitimate and reputable source for health information 3.Establish Dr. Besser as the most trusted TV doctor
Values ●Truth ●Reliability ●Legitimacy ●Integrity ●Being able to relate to the consumer ●Finding out what’s important to the consumer ●Being interesting
Weaknesses Large, inflexible parent organization; trying new ideas is like “turning a ship” Strengths Recognizable/strong brand SWOT - key points Opportunities Too much information and misinformation out there; need for solid, reputable information Threats Losing audience members through misinformation or lack of coverage
Goals ●Become THE trusted source for Accurate and Balanced health and medical news for female home decision makers ●Demonstrate value of Creativity to ABC organization ●Establish Dr. Besser’s brand as trusted advisor
Objectives ●Build consistent audience / bring people back to website ●Speak directly to female home decision makers and their needs ●Maintain trust in ABC brand through Balanced analysis
Objectives ●Embrace new technical capabilities (live chat capabilities, direct engagement with audience) ●Broad yet effective use of all popular social media platforms through extensive cross promotion / posting ●Provide timely context/commentary/advice to today’s latest news
Demographics
Personas Sara Mother with 3 teenagers, late 30’s Mackenzie Single woman with chronic health condition, late 20’s Mary Middle-aged woman with an elderly parent Sofia Mother of 2 toddlers, early 30’s
Personas Looking for… 1. Quick access to specific health information 2. Single trusted source / don’t want to shop 3. Understandable, actionable information
Competitive analysis Pros: ●Authoritative / immediate ●Articles summarized Cons: ●Unclear organization ●Confusing layout ●Just a stream of news Traditional
Competitive analysis Pros: ●Commentary focus ●Recurring blogs Cons: ●Limited organization ●News/features only ●No topic aggregation New
Competitive analysis Pros: ●Popular/ high traffic medium ●Able to integrate across many other social media platforms Cons: ●Lack of control on user generated material Emerging/Social
Competitive analysis - summary Borrow: ●Rapid reporting of “hard” health news ●Article summaries ●Mastery of multiple social media platforms Avoid: ●Overwhelming “firehose” of news ●Failure to curate by topic
Revised digital strategy More prominence for Dr. Besser ●Add his short commentary and advice to health reporting stories ●Use embargo time on new research news to prep Dr. Besser’s commentary
Revised digital strategy Curate content in easily accessible archive ●Use existing OnCall+ sections ●Elaborate and highlight on ABC website
Revised digital strategy A big and visible campaign! Road trip?