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Digital Strategies at Massachusetts General Hospital
Cathy LeamyDigital Strategies for Health Communication
Tufts University School of Medicine | July 2014
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Selected departments
● Neurology
● Voice Center
● Down Syndrome Program
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MGH Neurology
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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
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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
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MGH Voice Center
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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
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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
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MGH Down Syndrome Program
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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
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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
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Comparing the 3 departments
● Neurology
● Voice Center
● Down Syndrome Program
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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
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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
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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
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Questions?Thanks for your time!