Transcript Slide 1

Communicating Health news and
Information
Case analysis of digital health
stratergies of three major networks :
ABC, CNN and CBS
Rajiv K Krishnaswami
Introduction
• Millions of Americans turn to the Internet for
medical information.
• 59% of all adults, have looked online for
information about any of 15 health topics.
• 9% of social network users, or 4% of adults, have
started or joined a health-related group on a
social networking site.
• 25% of Internet users have watched a video
online about health or medical issues
• Among cell phone users, 10% of males and 8% of
females have used a software application, or
“app” on the phone, to help them track or
manage their health
• Mass media such as television still popular with
certain groups of people especially the older
population and certain communities.
• Major networks have had to rethink their
stratergy about communicating health news and
information.
• Three major American Networks
- ABC
- CNN
- CBS
• Comparing the full portfolio of these networks
with regard to communication of health news
and information.
SWOT analysis
STRENGTHS
-Uncomplicated design
-Easy to Navigate
WEAKNESSES
- No Separate FB page for ABC health
-Make the website page more appealing
- Integrated with Facebook and Twitter
- Mobile app easy to use & navigate
-Strong media personality
OPPORTUNITIES
-Website more appealing
THREATS
- Lot of competing networks with Similar
information
- Without ads
-Links to Preventive care and other
resources
- Lot of misleading information available
on the internet.
SWOT analysis
STRENGTHS
-Easy to navigate website
WEAKNESSES
- Mobile app with random errors
- Strong presence on Facebook and
twitter
- Celebrity chief medical correspondent
- Mobile app simple and easy to use
OPPORTUNITIES
- Integrate Facebook and Twitter on their
main website page
THREATS
- Lots of information,available on the
internet
- Most major network have similar
portfolios.
SWOT analysis
STRENGTHS
WEAKNESSES
- Fairly easy to navigate website
- Crowded main web page
-Good presence on FB and twitter
-Lots of advertisments and links to non
health related news items
-Mobile app full of pop up ads, difficult to
navigate
OPPORTUNITIES
THREATS
- Integrate Facebook and Twitter on their
main website page
- Competing networks provide very
similar services.
- Main web page more user friendly
- Information overload on the internet
and mass media
• Thank You
• Any Questions?