1. Group 4 Alison, Christine, Jared, Sheryl Revised Digital Strategy for Massachusetts Medical Society

2. Massachusetts Medical Society Mission for Healthcare Consumers: Solidify and enhance MMS’ reputation as a thought leader on public health and patient care issues, specifically focused on the following critical issues:  Violence prevention, especially in youth and young adults  Adult vaccination for influenza or routine vaccination, such as shingles  Medical marijuana, such as what to be careful about  Emergency notifications  Mental Health

3. Our Overall Strategic Goal To reinforce and strengthen the patient/doctor relationship and promote active patient participation in their own care. This enhanced relationship will be based upon information they gather from the MMS website for resources and reinforced by their doctors.

4. Primary Goals and Metrics GoalMeasure Make health information more accessible to patients on the MMS website Traffic of websites to patient-specific content and social media activity Establish MMS as reputable source on the 5 key health topic areas MMS included in at least 1 article related to 5 health issues, increased partnerships with key coalitions in the state, increase in inbound links Make physician membership to the MMS matter to patients Surveys from individual doctors, focus groups, intercept interviews, visits to “Find a Doctor” site

5. SWOT Analysis

6. Joe, Sonya, Tiffany, and Samuel Revisiting our Personas

7. Personas  Joe – Librarians are a source of information and can refer patients to websites like the MMS; everyone gets information from a number of different sources  Sonya – Why she is looking for information online rather than going directly to the school; relationship with devices to look up important information; Internet could have been preliminary source before making assumptions on situation  Tiffany – Greater need for targeted information for certain issues like mental health due to social stigma; networking section of website  Samuel – MMS could be a good source for information on new legislation; practical information for cutting-edge health-related news

8. Competitive Analysis  MinuteClinic – Doesn’t matter how good content is if it isn’t promoted effectively; missed opportunity for health education due to organization of website and mobile- friendly site; borrow format and content of videos (very interesting and engaging)

9. Competitive Analysis  Clear who they are; despite personal opinions of naturopathic medicine, website poses credibility on subject matter  Make it clear that the organization is for both naturopathic doctors and patients  Borrow – images tied to links for patient information

10. Competitive Analysis  Provides excellent health information by experts that is easy to understand  Borrow – efficient organization of content

11. Social Media Target Audience and Goals MeasuresExamples eCardsPatients Goals – to reinforce/strengthen doctor/patient relationship; Draw people to website for information on health topics; Encourage participation of scheduled MMS online events # of opens, traffic from eCard to website and social media platforms, appointments made based on eCard topics, # of shares on social media Awareness campaigns/months; 5 health topics Example: “School’s almost back in session. Have your kids gotten their shots yet? Find out more information on immunizations here! [Design for August – National Immunization Awareness Month]

12. Social Media Target Audience and Goals MeasuresExamples YouTube and video sharing/ Q&A/As k the Expert/O n demand, scheduled online event One channel for patients/consumers – health education on the 5 health topics Separate channel for physicians – continuing education; new findings on topic areas; case studies; how to effectively communicate with patients Patients – # of questions asked on Facebook/Twitter; # of views and responses Shares; visits to MMS website from videos Physicians – CEU’s Pose topic and window of time to respond on social media; video content will include questions from social media and physicians will answer the question

13. Social Media Target Audience and Goals MeasuresExamples GamesPatients; doctors will send out emails to prompt patients to take weekly quizzes to test their knowledge, then educate them on the subject matter of the quiz after completion; topics will be tied to YouTube videos and online events and eCards # of opens, participation rate, follow up visiting MMS website Quiz on signs of depression; quiz on bullying

14. Social Media Target Audience and Goals MeasuresExamples ContestBoston Public Health Commission; BPHC in collaboration with MMS holds a contest for a 3 minute PSA on bullying prevention among teens # of views, # of “Likes” on video, shares on Facebook, news coverage Contest within schools, then narrows down by votes, winner will get recognition and publicity and PSA is featured on Channel 4 Boston as a prize