Transcript abcnews/health Digital Strategy

Vision & Mission
• Visions:
• Top source for health and medical news that is reliable and
complete
• Widely recognized as the most legitimate and reputable
source
• Dr. Besser as the most trusted brand among the vast array of
TV doctors
• Mission: Deliver the best health information to people who
most need it, in a way that allows them to use it for the
greatest benefit
Values
• Truth
• Reliability
• Legitimacy
• Integrity
• Ability to relate to consumer
• Interesting (beyond entertainment)
• Finding what is important to audience
SWOT
Strengths
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#1 news source and health site
Recognizable brand
Resources and funding
Dr. Besser (philosophy & accuracy)
Opportunities
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New platforms (i.e. mobile)
Everyone has “health”
Make sense of misinformation
Weaknesses
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•
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Lack of flexibility as part of major
network
#1 so can only go down
Difficult to get new ideas to stick
Threats
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Constant competition with major
networks
Copycats reduce novelty
Online platforms
Goals & Measures
Goals
1.
2.
3.
Increase millennial traffic and involvement on website
Establish Dr. Besser as the face of millennial medicine
Enhance social media presence and strategies
Planning Horizon: implement strategies to achieve goals over the
course of 1 year, with 3-month check-ins
Measures
• Pre- and post-analytics
• Followers and social media participation (likes, comments)
Practical Considerations
• Time
• Resources
• Network standards
Personas
• Millennials and those that influence their behavior
• Triggers:
• Tiffany (22): social, college graduate watches Jimmy Kimmel and
learns about celebrity’s blog featured on abc.com/health (link
appears on TV)
• Jose (19): recent high school graduate jock sees #healthyselfie
contest on Instagram and follows @abchealth to participate
• Chloe (25): recreational athlete and health enthusiast watches
popular TV show with gluten intolerance storyline; call to action on
screen to download app or go to website to learn more
• Debbie (45): mother of 3 millennials shares a link to “top 10 health
concerns for 20-somethings” on Facebook and tags her kids
Competitive Analysis: Jezebel
Competitive Analysis: BuzzFeed
Competitive Analysis: Reddit
Competitive Analysis
Borrow
Avoid
“Popular Health
Stories” instead of
“Health Headlines”
•
•
Lists and quizzes
•
Being too “out there”
•
Integrate
entertainment and
humor with “real
news”
•
Alienating current
users
•
Unclear, clutter, lowercaliber presence
•
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Increase easily
scanned articles and
“infobytes” opposed to
lengthy articles
Non-intuitive icons
(ensure clearly labeled
hyperlinks)
Distinguish
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Accuracy
•
Reliability
•
Dr. Besser expertise
and presence
Design
• Consistently direct readers to ABC News Health
platforms
• Incorporate static link to mobile app
• Provide connect options above the fold (or notify that
options to connect are below)
Content & Technology
Content
• Create and highlight ‘On Call’ section targeted to young adults
• Aggregate, repurpose and highlight content relevant to
millennials
• i.e. HPV article
• Use images of millennials for stories relevant to young adults
• Include content desirable to aggregators, such as BuzzFeed
Technology
• Instagram
• Note ‘link in profile’ in the photo caption
• Facebook page
Goals
• Increase millennial traffic and involvement on
website
• Establish Dr. Besser as the face of millennial
medicine
• Enhance social media presence and strategies
Revised Digital Strategy
• Dr. B’s favorite user quotes/comments of the week (6m)
• Develop slide show highlighting user comments with links back to original article
• ‘Where in the world is Dr. B’ (3m)
• Post pictures on social media (i.e. instagram) and have readers guess where he is
• Ask the expert segment (6m)
• Google hangout, twitter chat at appropriate time (determined by analytics)
• Health series on millennial-relevant topics (3m)
• Develop segment for air travel (12m)
• 7 health issues all 20-somethings should think about but aren’t
Wild Initiative
• Within network cross-promotion (12m)
• ABC News Health incorporated into TV script (i.e. George Stephanopoulos says,
“I’ll tweet Dr. B about that”
• Dr. B conducting Grand Rounds on Grey’s Anatomy on the role of news in
medicine
• Incorporated into film scripts (12+m)
• Pitch ideas to writers guilds
Lessons Learned
• Value of comprehensive competitive analysis
• Reality of time, resource and policy constraints
• Importance of social media strategy and timeliness