1. Goals and SWOT Analysis for Massachusetts Medical Society Team 1: John, M.E., Simone, Tina July 15, 2013

2. Current Vision Vision – "The Massachusetts Medical Society will continue to be a proactive organization. We will advocate for the shared interests of patients and our profession. We seek to unite all physicians and serve the common interests of the profession. Our goals are to enhance and protect the physician-patient relationship and to preserve the physician's ability to make clinical decisions for the benefit of patients. The Society will continue to encourage the development of standards for high quality care. We will continue to promote our code of ethics to physicians, patients, and the public. We will work collaboratively within the profession and with the public. The Society will address the professional needs of physicians and take a leadership role in the development of health care policy. We will promote medical education, training, research, and the continuing education of physicians. We will communicate clearly and effectively with our members and the public to build awareness of and support for our goals."

3. Current 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."

4. Values Every physician matters, each patient counts

5. Planning Horizon Low Resource and High Resource Changes

7. SWOT StrengthsWeaknesses -History -Publisher of NEJM -Existing digital architecture -Experience of being in Massachusetts during healthcare reform -History (brand appeal is primarily to an older audience) -Unclear value proposition/benefits -Tagline doesn’t speak to vision/mission -Current website lacks hierarchy -Lack of engaging content -Funding OpportunitiesThreats -Expertise that crosses multiple disciplines -Medical landscape changing nationally (ACA following MA model) -Medical landscape changing in MA; patient-centered care -Relationships with medical students -Specialty professional associations will have more clinically-targeted content -Waiting too long to implement strategies (analysis paralysis) -Health reporting websites not professionally connected might be more engaging

8. Short-Term Goals 1.Increase and clarify social media on the homepage - Youtube videos/ photos/ twitter 2. Emphasize member benefits - Consider adding beginnings of a form (under Join, call to action) 3.Diversify content on blog - Branding of blog vs. content of blog 4.Patient accessible content 5.Link content

9. Long-Term Goals 1.Revise content strategy for the website -Strengthen hierarchy -Speaking to different audiences -Integration of social media -Consider role-based form of website 2. Use of e-communities to strengthen relationships in community 3. Develop sub-brand for digital properties - Medical students members? 4. Reframe content for younger audience