Digital Strategy

Team CashewFaithe BestAndreas KleinCathy LeamyErica Noonan

Health

Vision● Get the best information

to the people who need it in a way that allows them to use it for the greatest benefit

Mission1. Be the top source of

health and medical news2. Be considered the most

legitimate and reputable source for health information

3. Establish Dr. Besser as the most trusted TV doctor

Values● Truth● Reliability● Legitimacy● Integrity

● Being able to relate to the consumer

● Finding out what’s important to the consumer

● Being interesting

WeaknessesLarge, inflexible parent organization; trying new ideas is like “turning a ship”

StrengthsRecognizable/strong brand

SWOT - key points

OpportunitiesToo much information and misinformation out there; need for solid, reputable information

ThreatsLosing audience members through misinformation or lack of coverage

Goals● Become THE trusted source for Accurate and Balanced health and medical news for female home decision makers

● Demonstrate value of Creativity to ABC organization

● Establish Dr. Besser’s brand as trusted advisor

Objectives● Build consistent audience / bring people

back to website● Speak directly to female home decision

makers and their needs● Maintain trust in ABC brand through

Balanced analysis

Objectives● Embrace new technical capabilities (live chat

capabilities, direct engagement with audience)● Broad yet effective use of all popular social

media platforms through extensive cross promotion / posting

● Provide timely context/commentary/advice to today’s latest news

Demographics

Personas

SaraMother with 3 teenagers, late 30’s

MackenzieSingle woman with chronic health condition, late 20’s

MaryMiddle-aged woman with an elderly parent

SofiaMother of 2 toddlers, early 30’s

PersonasLooking for…1. Quick access to specific health information2. Single trusted source / don’t want to shop3. Understandable, actionable information

Competitive analysisPros:● Authoritative / immediate● Articles summarized

Cons:● Unclear organization● Confusing layout● Just a stream of news

Traditional

Competitive analysisPros:● Commentary focus● Recurring blogs

Cons: ● Limited organization● News/features only● No topic aggregation

New

Competitive analysisPros:● Popular/ high traffic

medium● Able to integrate across

many other social media platforms

Cons:● Lack of control on user

generated material

Emerging/Social

Competitive analysis - summary

Borrow:● Rapid reporting of “hard”

health news● Article summaries● Mastery of multiple

social media platforms

Avoid:● Overwhelming “firehose”

of news● Failure to curate by topic

Revised digital strategyMore prominence for Dr. Besser● Add his short commentary and advice to

health reporting stories● Use embargo time on new research news to

prep Dr. Besser’s commentary

Revised digital strategyCurate content in easily accessible archive ● Use existing OnCall+ sections● Elaborate and highlight on ABC website

Revised digital strategyA big and visible campaign! Road trip?