Revising the Digital Strategy for ABC News Health

Group B for Best!

Lynda Banzi, Holly Batchelder,

Charlotte Rowe, Jacob Silberstein

Vision: • Having Dr. Besser as the most trusted TV doctor

Mission:• For Dr. Besser to deliver the best health information to people who most

need it, in a way they can apply it to themselves and their families

Values:• Truth, reliability, legitimacy, integrity, relatability, being interesting

Goal: • Position ABC Health through Dr. Besser as the most trusted brand in

delivering health news

Objectives:• Position Dr. B as a trusted, relatable, entertaining voice in health news• Craft new digital strategies that target and appeal to mothers• Revise existing digital strategies to better target mothers

SWOT Analysis:Strengths

• Dr. Besser• Philosophy (accuracy and scientific

backing)• Approachability• Looks• Pediatrician

• ABC• Top news organization• GMA #1 news show in country.• Stephanopoulus is #1 weekend

show. • Recognizable/strong brand• Resources• ABC.com/ Yahoo partnership

Weaknesses• Dr. Besser

• Not an established reporter• Hasn’t built up personal brand• Untapped FB presence

• ABC• ABC is less flexible/receptive to new

ideas• #1 so nowhere to go but down• Wanting to act like a start-up• Difficult to get new ideas to stick

SWOT Analysis

Opportunities• Dr. Besser

• Helping people make sense of vast amount of available health information

• Publications or on-line print material?

• More face-time with public via Google hang-outs

• More assertive self-promotion• ABC

• New platforms (social media & mobile)

• Everyone has “health”• Preparing for doctor visits; being

and informed patient

Threats• Dr. Besser

• Other personalities• CopycatTwitter chats• Emerging digital tools• Late to social media game

• ABC• Other networks• Misinformation/ lack of coverage• Google news & other online

news sources• Hard to anticipate where people

go for their health info

PersonasPersona 1 - The New Stay at Home MomKatie, 28, Married with newborn

Persona 2 - The Experienced Working Mom“Claire”, 43, Married with three children, works full time

Persona 3 - The Adoptive New MomAmy, 50, Married, works from home full time; recently adopted two pre-teens

Persona 4 - The Mom to Child with AllergiesGail, 34, Single with two sons, one has peanut/tree nut allergies

How “The Moms” Inspired our Ideas• Why, when, and how to use digital

• Focus on Dr. B as an approachable, expert pediatrician• Build brand loyalty• Personalize the medical unit (“friendly face”)• Quick entertainment

• Implications about design, content, technology• Reach moms where they are: Twitter, Instagram, Facebook, Google

hang-out

Competitive AnalysisABC: Dr. Richard BesserCNN: Dr. Sanjay GuptaABC syndication: Dr. Mehmet OzNBC: Dr. Nancy Snyderman

Takeaways: • Currently no official face of ABC Health (like CNN)• Opportunity for Dr. B catch up to Dr. Gupta• Opportunity to strengthen social media • More visual presence• Not clear on ABC Health site which users they are trying to draw to Dr.

Besser--just says “Our Team: Check Out Dr. Besser on Facebook”

Recommended Initiatives: Google+ Hangouts

• Prepare 4-6 Topics for the Year to be featured in Google+ Hangouts

• Use Twitter, Facebook and Instragram accounts to solicit questions on the topic

• Dr. B and experts have a controlled discussion which is recorded and transcribed

• Video and transcript are embedded into an article on the topic on the ABC News Health website, driving traffic and discussion and soliciting feedback.

Chat & Hangout: Story topic ideas

FALLACA/Open enrollmentFluDisaster preparednessCollege vaccinations

WINTER Sleep/SAD

SPRINGAllergiesWorkplace wellness

SUMMERExtreme weather health

Recommended Initiatives: Instagram Crowdsourcing

• Health Photo of the Week• #ABCPictureOfHealth

• Getting users involved in creation of content will help make them more loyal to the brand of “Dr. Richard Besser”

• Features his favorite photo on the feed and possibly online

Facebook

• Coordinate posts with other platforms• Personally generated content• Long-form responses to interesting posts/ questions

from Twitter / Instagram• Future story ideas

• Crowd-source topics• “Moms, where do you take your kids for a healthy meal?”

• Coordinate location-wise with 50 states/ 50 days

Wild Idea: Cross Country Trip by America’s Doctor: 50 States, 50 Stories

Talk to DPH, health charitiesTrack Dr. B, hashtag for storyTrack America’s doctor on instagram or an app. Have people tag themselves

Justification: To build Dr. B’s brand as America’s doctor across the country on a local and national level. Opportunity to establish a more personal connection with mom’s closer to home.

What Did We Learn?

• Digital Footprint• Value in Collaborative Discussion

• Different Backgrounds yield new ideas

• Having a Key Stakeholder to involve in the decision making process is hugely helpful

• Challenges of developing a realistic and usable digital strategy are the same across many organizations, no matter the size.