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Why Digital Strategy?
Health and public health organizations reach healthcare consumers through their digital presence, and many share problems like “our website hasn’t been refreshed in three years”; “we use social media to push messages instead of engaging followers”; and “do we need an app?” With more people seeking health information and support through desktops, laptops, tablets, smartphones, and virtual home assistants, organizations need a coherent digital strategy. Healthcare professionals need to also understand the latest technologies to plan and execute health communication initiatives. Furthermore, there can be a risk in not embracing technology if other organizations are and if healthcare consumers expect it. Yet it is challenging to decide which technologies to select and how to use them to provide effective health communication as part of a digital strategy.
Time & Location
Sunday, August 11, 2019 – Thursday, August 15, 2019
The class takes place at Tufts University European Center in Talloires (a former priory set in an outstanding location on the shores of Lake Annecy at the foot of the French Alps in the Haute-Savoie region of France, bordered by Italy and Switzerland).
Following an introductory session on Sunday evening, the class meets from 8:30 to 5:00, Monday through Thursday. Lunch, coffee, and snacks are provided and two group dinners are included for participants.
A laptop, tablet, or smartphone are needed during class sessions.
This course (taught in English) covers how to develop and implement a digital strategy to drive a health organization’s online presence, specifically the processes for selecting, using, managing, and evaluating the effectiveness of technologies to reach healthcare consumers. The course touches upon health communication theory, formative evaluation, and search engine optimization (SEO).
Participants & Class Size
Participants will work in groups to redesign the digital strategy of the course case study, World Health Organization (WHO). Previous case studies include Choosing Wisely International: Switzerland, WebMD, Centers for Disease Control & Prevention, Massachusetts Medical Society, Consumer Reports, and the Medical Unit of ABC News.
Class size is limited to twenty students. Students include healthcare professionals; past participants came from organizations including the CDC, University of Bergen, Norway, Lahey Clinic, Massachusetts General Hospital, Fenway Health Center, Cincinnati Children’s Hospital, Medtronic Diabetes Western Europe, Ospedale Pediatrico Bambino Gesù Rome, and the Kids with Food Allergies Foundation. The remainder of the class is made up of graduate students from Tufts University School of Medicine.