Revising the Digital Strategy for ABC News Health Group B for Best! Lynda Banzi, Holly Batchelder, Charlotte Rowe, Jacob Silberstein

Vision: Having Dr. Besser as the most trusted TV doctor Mission: For Dr. Besser to deliver the best health information to people who most need it, in a way they can apply it to themselves and their families Values: Truth, reliability, legitimacy, integrity, relatability, being interesting

Goal: Position ABC Health through Dr. Besser as the most trusted brand in delivering health news Objectives: Position Dr. B as a trusted, relatable, entertaining voice in health news Craft new digital strategies that target and appeal to mothers Revise existing digital strategies to better target mothers

SWOT Analysis: Strengths Dr. Besser Philosophy (accuracy and scientific backing) Approachability Looks Pediatrician ABC Top news organization GMA #1 news show in country. Stephanopoulus is #1 weekend show. Recognizable/strong brand Resources ABC.com/ Yahoo partnership Weaknesses Dr. Besser Not an established reporter Hasn’t built up personal brand Untapped FB presence ABC ABC is less flexible/receptive to new ideas #1 so nowhere to go but down Wanting to act like a start-up Difficult to get new ideas to stick

SWOT Analysis Opportunities Dr. Besser Helping people make sense of vast amount of available health information Publications or on-line print material? More face-time with public via Google hang-outs More assertive self-promotion ABC New platforms (social media & mobile) Everyone has “health” Preparing for doctor visits; being and informed patient Threats Dr. Besser Other personalities CopycatTwitter chats Emerging digital tools Late to social media game ABC Other networks Misinformation/ lack of coverage Google news & other online news sources Hard to anticipate where people go for their health info

Personas Persona 1 - The New Stay at Home Mom Katie, 28, Married with newborn Persona 2 - The Experienced Working Mom “Claire”, 43, Married with three children, works full time Persona 3 - The Adoptive New Mom Amy, 50, Married, works from home full time; recently adopted two pre-teens Persona 4 - The Mom to Child with Allergies Gail, 34, Single with two sons, one has peanut/tree nut allergies

How “The Moms” Inspired our Ideas Why, when, and how to use digital Focus on Dr. B as an approachable, expert pediatrician Build brand loyalty Personalize the medical unit (“friendly face”) Quick entertainment Implications about design, content, technology Reach moms where they are: Twitter, Instagram, Facebook, Google hang-out

Competitive Analysis ABC: Dr. Richard Besser CNN: Dr. Sanjay Gupta ABC syndication: Dr. Mehmet Oz NBC: Dr. Nancy Snyderman Takeaways: Currently no official face of ABC Health (like CNN) Opportunity for Dr. B catch up to Dr. Gupta Opportunity to strengthen social media More visual presence Not clear on ABC Health site which users they are trying to draw to Dr. Besser--just says “Our Team: Check Out Dr. Besser on Facebook”

Recommended Initiatives: Google+ Hangouts Prepare 4-6 Topics for the Year to be featured in Google+ Hangouts Use Twitter, Facebook and Instragram accounts to solicit questions on the topic Dr. B and experts have a controlled discussion which is recorded and transcribed Video and transcript are embedded into an article on the topic on the ABC News Health website, driving traffic and discussion and soliciting feedback.

Chat & Hangout: Story topic ideas FALL ACA/Open enrollment Flu Disaster preparedness College vaccinations WINTER Sleep/SAD SPRING Allergies Workplace wellness SUMMER Extreme weather health

Recommended Initiatives: Instagram Crowdsourcing Health Photo of the Week #ABCPictureOfHealth Getting users involved in creation of content will help make them more loyal to the brand of “Dr. Richard Besser” Features his favorite photo on the feed and possibly online

Facebook Coordinate posts with other platforms Personally generated content Long-form responses to interesting posts/ questions from Twitter / Instagram Future story ideas Crowd-source topics “Moms, where do you take your kids for a healthy meal?” Coordinate location-wise with 50 states/ 50 days

Wild Idea: Cross Country Trip by America’s Doctor: 50 States, 50 Stories Talk to DPH, health charities Track Dr. B, hashtag for story Track America’s doctor on instagram or an app. Have people tag themselves Justification: To build Dr. B’s brand as America’s doctor across the country on a local and national level. Opportunity to establish a more personal connection with mom’s closer to home.

What Did We Learn? Digital Footprint Value in Collaborative Discussion Different Backgrounds yield new ideas Having a Key Stakeholder to involve in the decision making process is hugely helpful Challenges of developing a realistic and usable digital strategy are the same across many organizations, no matter the size.