Digital Strategies at Massachusetts General Hospital

Digital Strategies at Massachusetts General Hospital Cathy Leamy Digital Strategies for Health Communication Tufts University School of Medicine | July 2014

Selected departments • Neurology • Voice Center • Down Syndrome Program

MGH Neurology

SWOT analysis Strengths • World-class hospital • Large department, lots of activity • Active social media presence • Fascinating material Weaknesses • Continuing relationship with patients is unlikely • Fascinating material requires creative handling • Part of a larger organization, not independent

SWOT analysis Opportunities • Audience for medical oddities • Former students, faculty, staff Threats • Other high-profile neurology departments, internationally and in Boston area • Limited attention span of the Internet

MGH Voice Center

SWOT analysis Strengths • World-class hospital • Grateful celebrity clientele • Relevant subject matter (we all have voices!) Weaknesses • Current social media presence = scattered, abandoned • Prominent celebrity clientele = older

SWOT analysis Opportunities • Viral video culture • Pop culture shows and events centered on singing and vocal activities Threats • Fast-paced celebrity culture - need to connect to younger celebs • Limited attention span of the Internet

MGH Down Syndrome Program

SWOT analysis Strengths • World-class hospital • Friendly, family-like atmosphere and staff • Social media presence - active and responsive • Loyal & engaged base • Long-term engagement with patients Weaknesses • Current branding focuses on pediatric services • Need to target caretakers more than patients

SWOT analysis Opportunities • Target demographic is very active and engaged • Organizations and conferences • Patients’ life expectancy is now 50-60 years old Threats • Other Down Syndrome programs • Patient base is decreasing • Social media environment changes rapidly

Comparing the 3 departments • Neurology • Voice Center • Down Syndrome Program

Ideas: Neurology 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: 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!

Digital Strategies at Massachusetts General Hospital

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