Digital Strategies at Massachusetts General Hospital

Report
Digital Strategies at
Massachusetts
General Hospital
Cathy Leamy
Digital Strategies for Health Communication
Tufts University School of Medicine | July 2014
Selected departments
● Neurology
● Voice Center
● Down Syndrome Program
MGH Neurology
SWOT analysis
Strengths
● World-class hospital
● Large department, lots
of activity
● Active social media
presence
● Fascinating material
Weaknesses
● Continuing relationship
with patients is unlikely
● Fascinating material
requires creative
handling
● Part of a larger
organization, not
independent
SWOT analysis
Opportunities
● Audience for medical
oddities
● Former students, faculty,
staff
Threats
● Other high-profile
neurology departments,
internationally and in
Boston area
● Limited attention span of
the Internet
MGH Voice Center
SWOT analysis
Strengths
● World-class hospital
● Grateful celebrity
clientele
● Relevant subject matter
(we all have voices!)
Weaknesses
● Current social media
presence = scattered,
abandoned
● Prominent celebrity
clientele = older
SWOT analysis
Opportunities
● Viral video culture
● Pop culture shows and
events centered on
singing and vocal
activities
Threats
● Fast-paced celebrity
culture - need to
connect to younger
celebs
● Limited attention span of
the Internet
MGH Down
Syndrome Program
SWOT analysis
Strengths
● World-class hospital
● Friendly, family-like
atmosphere and staff
● Social media presence active and responsive
● Loyal & engaged base
● Long-term engagement
with patients
Weaknesses
● Current branding
focuses on pediatric
services
● Need to target
caretakers more than
patients
SWOT analysis
Opportunities
● Target demographic is
very active and engaged
● Organizations and
conferences
● Patients’ life expectancy
is now 50-60 years old
Threats
● Other Down Syndrome
programs
● Patient base is
decreasing
● Social media
environment changes
rapidly
Comparing the 3 departments
● Neurology
● Voice Center
● Down Syndrome Program
Ideas: Neurology
Short term
● Create unusual material instead of
just reposting it
Long term
● Partner with pop science journalists,
artists-in-residence, and other
creatives for deeper/larger materials
to showcase
Ideas: Voice Center
Short term
● Clean up existing social media presence
Long term
● Sharable content about working with
musicians, voice-over actors, and other
voice pros to care for their voices
Ideas: Down Syndrome Program
Short term
● More photos of older patients
Long term
● Create more materials targeting
adult patients, caretakers of adult
patients
● More presence on MGH site
Questions?
Thanks for your time!

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