abc news health digital strategy abc news health digital strategy nicole schultz, kari auer, rajiv...

ABC News HealthDigital Strategy Nicole Schultz, Kari Auer, Rajiv Krishnaswami, Lisa Carron Shmerling

Group E:

“Me, Myself & I”

Vision & Mission

• Visions: • Top source for health and medical news that is reliable and

complete

• Widely recognized as the most legitimate and reputable source

• Dr. Besser as the most trusted brand among the vast array of TV doctors

• Mission: Deliver the best health information to people who most need it, in a way that allows them to use it for the greatest benefit

Values• Truth

• Reliability

• Legitimacy

• Integrity

• Ability to relate to consumer

• Interesting (beyond entertainment)

• Finding what is important to audience

SWOT

Strengths Weaknesses

• #1 news source and health site• Recognizable brand• Resources and funding• Dr. Besser (philosophy & accuracy)

• Lack of flexibility as part of major network

• #1 so can only go down• Difficult to get new ideas to stick

Opportunities Threats

• New platforms (i.e. mobile)• Everyone has “health”• Make sense of misinformation

• Constant competition with major networks

• Copycats reduce novelty• Online platforms

Goals & MeasuresGoals

1. Increase millennial traffic and involvement on website2. Establish Dr. Besser as the face of millennial medicine3. Enhance social media presence and strategies

Planning Horizon: implement strategies to achieve goals over the course of 1 year, with 3-month check-ins

Measures• Pre- and post-analytics • Followers and social media participation (likes, comments)

Practical Considerations

• Time

• Resources

• Network standards

Personas

• Millennials and those that influence their behavior• Triggers:

• Tiffany (22): social, college graduate watches Jimmy Kimmel and learns about celebrity’s blog featured on abc.com/health (link appears on TV)

• Jose (19): recent high school graduate jock sees #healthyselfie contest on Instagram and follows @abchealth to participate

• Chloe (25): recreational athlete and health enthusiast watches popular TV show with gluten intolerance storyline; call to action on screen to download app or go to website to learn more

• Debbie (45): mother of 3 millennials shares a link to “top 10 health concerns for 20-somethings” on Facebook and tags her kids

Competitive Analysis: Jezebel

Competitive Analysis: BuzzFeed

Competitive Analysis: Reddit

Competitive AnalysisBorrow Avoid Distinguish

• “Popular Health Stories” instead of “Health Headlines”

• Lists and quizzes

• Integrate entertainment and humor with “real news”

• Increase easily scanned articles and “infobytes” opposed to lengthy articles

• Non-intuitive icons (ensure clearly labeled hyperlinks)

• Being too “out there”

• Alienating current users

• Unclear, clutter, lower-caliber presence

• Accuracy

• Reliability

• Dr. Besser expertise and presence

Design• Consistently direct readers to ABC News Health

platforms• Incorporate static link to mobile app• Provide connect options above the fold (or notify that

options to connect are below)

Content & TechnologyContent• Create and highlight ‘On Call’ section targeted to young adults• Aggregate, repurpose and highlight content relevant to

millennials• i.e. HPV article

• Use images of millennials for stories relevant to young adults • Include content desirable to aggregators, such as BuzzFeed

Technology • Instagram• Note ‘link in profile’ in the photo caption

• Facebook page

Goals

• Increase millennial traffic and involvement on website

• Establish Dr. Besser as the face of millennial medicine

• Enhance social media presence and strategies

Revised Digital Strategy

• Dr. B’s favorite user quotes/comments of the week (6m)• Develop slide show highlighting user comments with links back to original

article

• ‘Where in the world is Dr. B’ (3m)• Post pictures on social media (i.e. instagram) and have readers guess where he is

• Ask the expert segment (6m)• Google hangout, twitter chat at appropriate time (determined by analytics)

• Health series on millennial-relevant topics (3m)

• Develop segment for air travel (12m)• 7 health issues all 20-somethings should think about but aren’t

Wild Initiative• Within network cross-promotion (12m)

• ABC News Health incorporated into TV script (i.e. George Stephanopoulos says, “I’ll tweet Dr. B about that”

• Dr. B conducting Grand Rounds on Grey’s Anatomy on the role of news in medicine

• Incorporated into film scripts (12+m)• Pitch ideas to writers guilds

Lessons Learned

• Value of comprehensive competitive analysis• Reality of time, resource and policy constraints • Importance of social media strategy and timeliness