Transcript publichealth.tufts.edu

Revised Digital Strategy
for ABC Health
Group: “Over the Hill but not Six Feet Under”
Jacob, Larisa, Ludan, Monique
Vision: “Healthy Americans: Empowered & Informed”
Mission Statement: “To be the No.1 trusted, top go-to
health news source for all America”
Values:
- Relatability
- Legitimacy
- Reliability
- Integrity
- Truth
Planning Horizon:
Short Term (weeks):
● Cross platform branding
● Website layout redesign
Long Term (months, end of quarter):
● Create original 1min Youtube videos with Dr.B
SWOT Analysis
Strengths
Weaknesses
1 of top 3 media news organizations
Top-rated morning and evening news
Well recognized
Strong brand
Rich resources (Dr. Besser)
Part of major network (limitations)
New ideas/change difficult
Avoid repeating
Heavy reliance on 1 form of social media
Heavy reliance on 1 person as face of initiative
With the leading role, no where to go but down
Opportunities
Threats
Hunger for good information
Get the right people and right information
“Everyone has health” - in theory
universal,ongoing relevance
Competition with other major networks (CNN,
NBC)
New platforms appear often
Once lose audiences, hard to get them back
Buzzfeed, Daily Mail
Current communication milieu “At no time has
public had medical info and misinfo as much and as
quickly as now”
Proposed Goals
1. Increase Traffic to ABC Health website by integrating digital initiatives and other ABC Healthbased programming.
Measurement: Analytics, Survey Research, Cookies, etc.
1. Establish ABC Health as the #1 trusted health news source by providing relevant (information is
on trend) and relatable content for a broad audience reach.
Measurement: Market research, Viewership Ratings, Website traffic, Social Media
following
1. Strengthen the collaboration and coordination of content amongst ABC divisions with related
health content and other top rated shows.
Measurement: Viewership ratings, Website traffic, Social media metrics
Target Audience: Older Adults, 60+
- Aging baby boomers have and will
continue to fall into this age category,
heightening the demographic focus
- Are very concerned with health
- Have time for hobbies
- Are familiar with and prefer tv/radio/print
as news medium, opportunities to
integrate tv platform with online presence
or use to introduce social media
Target Audience: Older Adults, 60+
❏ Seniors have historically been late adopters to the world of technology
❏ TV and printed newspapers remains the primary source for information
❏ 19% of adults age 65+ and 49% of those ages 50-64 years old own a
smartphone
❏ 30% of adults age 65+ and 54% of those ages 50-64 years old have
looked online for health information in the past year
❏ 54% of adults age 65+ and 77% of those ages 50-64 years old use the
internet (compared with 89% of adults ages 30-49 and 94% of adults ages
18-29 years old).
Personas
1. Caregiver Older Female: Older wife primarily concerned
with taking care of older, sicker husband
2. Active Grandparents: strive to be alive and healthy for
grandchild / kids
3. Cultural Dissonance Older Male: depends on younger
child/grandchild to make health decisions
4. Hypochondriac Older Female:
seeking support and validation from HCW
Competitive Analysis
ABC
vs. CNN
NPR
NBC
Competitive Analysis - Borrow
- (NBC) ‘About Us’ pg to build credibility & trust
- (CNN) Use of lists in headlines
- (CNN) Dr. as expert in Q&A format
- (CNN) Mobile allows you to pick larger text size
- (NPR) Site is designed like Buzzfeed, easy to navigate
- (NPR) Above the fold “browse by date/subscribe/share”
- (NPR) Use of ‘How’ in headlines - can act as call to action
- (NPR) fewer ads, consistent advertisers (less distracting)
Branding Dr.B - “He’s a Bit of a Baldwin”
Expand the Brand: Dr.B
1. Chief Health Correspondent vs. Chief Health & Medical Editor
2. Personalize his ABC bio pg (e.g., efforts worked on not just CDC
creds etc… - give it a human angle & meaning)
3. Increase visual presence
● 1 minute video health tips (60 Seconds with Dr. B)
● Re-occurring health segment on ABC
● ‘Ask Dr.B’ headshot icon on main health pg
4. Tend to trust & refer back to 1 individual for health news
5. Establish Dr.B as an “Authority on health”
6. Clean up Dr.B’s Twitter account: followers >> following
Competitive Analysis Dr. Sunjay Gupta’s Brand
CNN Health (main)
- 3 images, 3 name references
CNN Health (all other tabs)
- Headshot banner image
- Claims 40% of above the fold real estate
- 4 images, 5 name references (excluding Twitter)
Also personal site and social media
Competitive Analysis - Keep
- GMA user generated content opportunities
- Site ‘What to Know’ box helpful 5-7 facts
- Site Header tabs are clear & relevant
- Breadcrumbs above the fold
Competitive Analysis - Avoid
- (CNN) Ad banner across top is 1/3rd of above the fold site
space
- (CNN) Re-using stock photos for multiple articles
- (CNN) Inconsistent tabs from pg to pg
- (NBC) ‘Tumblr’ style design can be confusing for older
adults
Competitive Analysis - to Distinguish
- Tagline needed
‘Your No.1 trusted source for health news’
Social Media & Older Adults
■ Late adopters of technology
■ TV and printed newspapers remains the primary source for
information
 12% of adults age 65+ and 32% of those ages 50-64 years
old own a smartphone
 Adoption rates for those 65 and older have tripled in the last
four years (from 13% in the spring of 2009 to 43% now).
 Strategy: Focus on YouTube-since the platform is closest to
“TV”
 Use of social media is viewed as an “accomplishment” in
Seniors.
Social Media Opportunities
YouTube as #2 search engine
Role of grandparents as advisors wrt child rearing
Opportunity for reciprocation through word of mouth with Twitter
(grandkids) & ads or health news articles on FB (50+ year old kids)
#DrBchat
#askDrB
Site Design Ideas:
A
- Larger Text Option
A
- Facilitates older adult reading
- Conveys message that they are welcome & supported
- Use social media icons for sharing stories, not “+”
- Stronger ABC brand continuity, more identifiable (follow
color scheme)
- Below the fold problems:
- “Hot Topics”
- Social media “Click to Connect”
A
Site Design Ideas 2: Option to Sign Up
- Relationship builder, health/disease is ongoing
- via ‘breaking news’ pop-ups on PC (CNN style)
- via Email (older adults)
- via Facebook (older and middle aged)
- via Twitter (younger)
- Sign up for news alerts (by geography or topic)
- Sign up for similar stories/health topics (by interest)
Site Content Ideas:
- Organizing the content into groups
*Geography
*Content
- Recommended links or other similar stories based on
content viewed
Site Content Ideas 2: Infographics/GIFs
- Engaging/interactive
- Original portrayal of content (vs. stock photos)
- Can also be repurposed to Facebook, Twitter, &/or
Instagram (to reach younger audience)
- Re-post/sharing opportunity for users
- DIY resources online: infogr.am
- Maximize interaction with “followers/fans”
with contests
Hashtags, IG photo featured on
GMA
Strategy to Integrate: Consistent Advertising
Across Platforms
● Reasoning:
Elderly audience prefers and trusts TV for news.
● How to do it:
o Advertise on FB, YouTube, and ABC shows.
o
Buy ad space on Kindle/other reading tablets.
● Potential barrier:
o Will need some direction to usher them into digital
strategies.
o
Integration: Cross-promote Dr. B on
Popular Medical Shows
● Grey’s Anatomy, General Hospital, NY MED, Extreme
Weight Loss
● Episode topics & celeb diagnoses
● Banner space on TV
Wildcards Ideas!
1. Dr.B gets his own health talk show or investigative series
on ABC
2. ABC follows Dr.B’s in his global ‘adventures in health’,
on the road/reality type show
3. TMZ style round table 30 min show moderated by Dr.B,
the editor (behind the scenes)
4. ‘ABC interns’ - a behind the scenes reality type tv show
following how news develops. Different interns from
different departments, including health. Encouraged to use
social media regularly (#abcinterns)*
What Did We Learn?
1. Effective: have strategies/ guidelines
2. Social Media as full-time job
3. TweetChat
4. Complex environment
5. Emily Boardman knows all the best local
food picks
Appendix
Persona #1:
Meet Ruth
The Truth About Ruth ...
Ruth has spent her whole life caring for others.
As a military wife, and mother of five, she has mastered
the art of putting others needs ahead of her own.
‘Me time’ is scarce and sacred for Ruth, who at 68 years old cherishes her daily
ritual of catching the evening news on television after she has attended to the
house, the bills, and helped her husband Bob, a decorated US army vet, take
his meds and get to bed.
The Truth About Ruth (2)
At 78 years old Bob has many health issues, including limited mobility
secondary to war injuries, emphysema, prostate cancer, gout, and early
Alzheimer’s disease. Ruth has aches and pains herself, including a borderline
diabetic diagnosis, but often neglects her own health to attend to Bob – which
has become a full time endeavor.
The Truth About Ruth (3)
Ruth and Bob live in a low income, small, rural
neighborhood – where they’ve been a staple of the
community since they got married 54 years ago. Their
children are all grown with their own families, live out of state, & don’t often call
or visit. Bob is retired, yet the VA covers their medical costs generously.
They spend most of their time at home, and their main outings every week are
Bob’s doctor’s appointments. Ruth hasn’t missed an appointment to date. She
is fully engaged in Bob’s health and is on a first name basis with all his nurses,
physicians, their pharmacist, and the local librarians. There isn’t a brochure she
hasn’t read or a waiting room video she hasn’t seen. She owns a flip phone,
which she only uses when outside the home - in case of an emergency.
The Truth About Ruth (4)
Once a week a nurse comes by to tend to Bob
while Ruth grocery shops and if she has time, visits
her local library to read up on Bob’s health conditions.
A high school graduate rich with life experience, Ruth is smart and savvy – yet
she lacks tech skills somewhat. She often secretly wishes she had pursued her
dreams of being a working woman before settling into homemaking.
Ruth has taken a few free classes at the local library computer lab, which
helped teach her about internet use. She keeps a list of health websites of
interest, referred to her by friends and Bob’s health care professionals. ABC
News Health is next on her list. She knows she could learn a lot, if she could
just find the time …
Persona #2: Barb & Brent
Active parents: “stay healthy for our son”
Barb: 61, retired from
a big accounting firm
Brent: 63, work from home
a professor emeritus
Bob: 30, just finished his
PhD, on his parent’s payroll
● Overview
middle class, well educated
private insurance
very social, group of well-educated friends
open-minded, well traveled
● Health
Self-considered “health privileged & savvy”
Athletics in youth
Love outdoor physical activities
Family MD, regularly contact via Email
Family history:
wife (Diabetes), husband (heart disease)
● Technology
tech savvy: PC, mobile (smartphone users)
Skype (with kid), FB (with relatives and intimate friends )
● Info Preference
Wife: regularly watches health-related TV talk shows, like
The Doctors and seeks recipe ideas recipe ideas from Dr.Oz
Husband:read daily newspaper, health section
Keep contact with family MD via email
Persona #3: Mr. Patel, Widow, 75 y/o,
The Cultural Clash
Overview
● Lives in New Jersey
● 75 y/o, 1st generation Immigrant
● English is second language, but speaks English well
● Wife recently deceased, has 4 kids, all married, total of 10 grandkids
● Lives with youngest daughter (She has a husband and two kids)
Technology
● Not tech savvy, but has very basic computer skills (plays games and can
get online)
● Grandkids assist him with getting on the internet
● Watches a lot of TV News, reads newspapers
Health
● Very heavy smoker
● Prostate Cancer, COPD, trouble breathing
● Daughter makes health decisions
About Mr. Patel
● Founder of family business
● Does not “believe/trust” Western medicine
● Watches lots of news and uses the internet
to access news
● Believes in natural healing and prayer
● Grandkids helps him navigate the web and
have “bookmarked” the major news sites
for him.
● Emotionally drained due to recent death of
wife
● Accustomed to taking care of everyone
● Deep cultural involvement with the
community
Mr Patel
Has never really seen a Doctor and is proud as he considers himself “healthy.”
Recently diagnosed with late stage Prostate Cancer. Believes that he will be
healed through prayer. Children have taken over his health decisions due to
his belief in natural healing.
Mr. Patel spends most of the day sitting on the back patio, smoking cigarettes.
He also spends significant time practicing his religion. He enjoys looking at
news websites and playing Solitaire on his laptop.
He has found information online supporting his idea of alternative and wholistic
treatments. Mr. Patel believes that all of this information is credible.
Persona #4 Patty (Nana)
Overview:
● 78 years wise
● Retired elementary school teacher
● Assisted living facility/retirement community
● Phyllis (her twin sister)
Technology:
● Facility library and has access to other digital
media.
● Follows CNN religiously
● Has a kindle.
Health:
● Highly literate, but low health literate
● Scoliosis, low grade chronic pain.
● Sedentary and overweight.
Who is Patty?
●
●
●
●
Follows the rules
Hypochondriac
Opinionated without too much knowledge
Spends most of her day reading her kindle
and watching TV.
● Very quick to jump on the bandwagon for
new health information.
● Seeks support and validation from HCWs
and Peers.
● Influenced by her peers.
A Day in The Life of Patty
Her Morning
● Up at 3:30 AM because her back hurts.
● Gets hungry and has a snack (back hurts).
● Sleeps until 7:00 AM.
● Wakes up and watches her “stories” on
CNN, then breakfast with Phyllis, and
reading her kindle in the library.
Afternoon and Evening
● Watches TV during Lunch
● Reads a little more
● Meets with her doctor
● Reads some more, and watches TV until
she falls asleep (~ 10:30/11:00 PM).