Digital Strategies at Massachusetts General Hospital

Cathy LeamyDigital Strategies for Health Communication

Tufts University School of Medicine | July 2014

Selected departments

● Neurology

● Voice Center

● Down Syndrome Program

MGH Neurology

Strengths● World-class hospital● Large department, lots

of activity● Active social media

presence● Fascinating material

SWOT analysis

Weaknesses● Continuing relationship

with patients is unlikely● Fascinating material

requires creative handling

● Part of a larger organization, not independent

Opportunities● Audience for medical

oddities● Former students, faculty,

staff

SWOT analysis

Threats● Other high-profile

neurology departments, internationally and in Boston area

● Limited attention span of the Internet

MGH Voice Center

Strengths● World-class hospital● Grateful celebrity

clientele● Relevant subject matter

(we all have voices!)

SWOT analysis

Weaknesses● Current social media

presence = scattered, abandoned

● Prominent celebrity clientele = older

Opportunities● Viral video culture● Pop culture shows and

events centered on singing and vocal activities

SWOT analysis

Threats● Fast-paced celebrity

culture - need to connect to younger celebs

● Limited attention span of the Internet

MGH Down Syndrome Program

Strengths● World-class hospital● Friendly, family-like

atmosphere and staff● Social media presence -

active and responsive● Loyal & engaged base● Long-term engagement

with patients

SWOT analysis

Weaknesses● Current branding

focuses on pediatric services

● Need to target caretakers more than patients

Opportunities● Target demographic is

very active and engaged● Organizations and

conferences● Patients’ life expectancy

is now 50-60 years old

SWOT analysis

Threats● Other Down Syndrome

programs● Patient base is

decreasing● Social media

environment changes rapidly

Comparing the 3 departments

● Neurology

● Voice Center

● Down Syndrome Program

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: Neurology

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!