MMS missionEvery physician matters, each patient counts

Solidify and enhance MMS reputation as a thought leader on public health and patient care issues

Goals and success measuresDisseminate knowledge to the public in key health

issues through social mediaMeasure social syndication

Increase visual appeal of the websiteSurvey on website regarding visual appealTraffic evaluation

Improve content tailored to health care consumers and patients in diverse cultures and various primary languagesFleish-kinkaid scale evaluationEvaluation of traffic to articles in various languages

SWOT analysisStregthsHistorical credibilityAdvocacyExpertise in various healthcare and public topics

WeaknessesLack of balance between the 2 target audiencesDifficulty separating patient from physician content visuallyTwo twitter accountsHomepage crowdedImbalance between imagery and text

OpportunitiesBalance between the 2 target audiencesClearly separate patient from physician content One twitter accountMore imagery and less textImprove consumer/patient tailored information (culturally diverse and appropriate healthcare literacy) and use languages

ThreatsResourcesBudgetCompetition

Our personas

CompetitorsMADPH

Borrow: Balancing information between providers and consumers/patients

AMABorrow: Easy to use patient page. It has imagery and

little text.Partners Health care

Borrow: More patient tailored content

Social mediaPlatform

Target audience

Goal Measure of success

Examples

Twitter Patients & Consumers

Improve public health knowledge

Bigger percentage of MA is now following MMS; were there RTs

Vaccine shortage in MA/Find out more at www.MMS/vaccine.org

Social MediaPlatform

Target audience

Goal Measure of success

Examples

Blog Patients & Consumers

Engage & educate & return visits

# of Social syndications; #of comments:10% in RT

Blog by expert MMS physicians on patients & consumers page re: health topics in their specialties on a rotational basis. Blog to appear 3 x a week. MMS can email members to tell their patients about blog. Readers can comment like, share. Ex: Rajaa writes on diabetes in pregnancy

Platform Target audience

Goal Measure of success

Examples

Pinterest Female patients & consumers <50 yrs.

Reach out to females (generally healthcare decision makers in families) & increase visibility to & traffic on siteConquering a less competitive market.

# of pins, likes, followers, & following

Pin about MMS position on medical marijuana with MMS logo that directs user to MMS article on medical marijuana

@listserv.MassMed.org

Digital Strategy RevisionPatient page should be friendly, easy to access

and navigate, and has multiple languagesMass e-mail to member physicians advising patients

to visit the site for information Advise patients that the website and blog are trusted

and consumer oriented

Digital Strategy RevisionE-newsletter that is consumer and patient

orientedReference on original site more apparentFleisch-Kincaid evaluation of the newsletter Available in multiple languages

Digital Strategy RevisionPartner with Consumer Report to

Obtain feedback about website and newsletterGain “trusted website” statusSend follow-up e-mail to physicians after status is

gained

Digital Strategy RevisionMedia campaign featured on patient website and

blog involvingControversial issues Interviews with local officials, local celebrities and

physiciansEasy to read format on patient blogResponses from patients on blog

Idea

S

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