"Health and digital media" - Master degree's project

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Health and digital media

an ethical business model for scientific-medical information online

Master degree's project

Category: Communication Design, Social Media Strategy, Community Building, Art Direction

Client: Notizie Mediche

University: Politecnico di Milano
School: Communication Design Master degree
Course: Master Degree project
Professor: Marco Ronchi (supervisor), Massimo Barberi (correlator)

Location: Milan, Italy
Year: 2016

Logo of the project

Is it possible to refine an ethical business plan that respects the audience's sentiment referring to the wed relational dynamics in the area of medical-scientific information?

This is the question to which I aimed to answer in my Master degree's thesis by choosing between the available platforms "Notizie Mediche" (medical news) as the project's housing, meaning to enhance the trait of interaction. The web portal, founded in June 2015 and directed towards the patients, caregivers and sanitary operators, stands apart from other analyzed cases for his authority, independence and closeness to the audience most of all in the frequent interaction with it through social media.

The project

The communication strategy in its entirety based on buzz marketing and video marketing strategies will be linked to a multi-channel communication format that can be repeated for any disease treated by notiziemediche.it. Below I will illustrate the communication strategy for the promotion of the dossier "Diabetes", pathology chosen as a pilot of the format (for the reasons mentioned in the section 5.2.1 about supporting evidences in my graduation book).

The strategy will consist of three basic steps:

1. Notizie Mediche tells stories and shares the influencer diabetics and the call to action in respect of their audience;

2. Notizie Mediche tells the collected stories and his public calls for action making participants the members of the community;

3. Conclusion of the campaign on diabetes and call to action for selecting the dossier object of the next campaign.

The goal
The aim of this project is to develop the multiple touch points of the brand Notizie Mediche into virtual areas in which the community which animates it may re-articulate a simple, familiar story, inclusive of the personal life experiences of a particular disease, thanks to the medical-scientific informations provided by the website.

The two main purposes of the project are: firstly, to stimulate e-patients and caregivers to tell their direct experiences, referring to articles published by Notizie Mediche about a specific pathology (dossier) and therefore enabling the entire community to confront itself to these experiences; secondly, it aims to create a virtual site in which the sanitary operators may deepen their awareness of citizens-patients's necessities and experiences 24/7.

This strategy promotes a patient-centered communication format, in which e patient and caregivers are not only the primary target toward which the project is directed, but they also are the main protagonists of the actions and communicative language employed.

Software: Adobe Illustrator CC, Adobe Photoshop CC, Adobe Indesign CC, Adobe Premiere Pro, Adobe After Effects CC.

STEP 1:

NOTIZIE MEDICHE AND THE INFLUENCERS

The first step to be taken towards the the Notizie Mediche brand humanization process is to show specifically to its audience the competitive difference of the website: knowing how to listen to the needs of its community in order to propose real interest content.

And if the needs of those living with diabetes is to come out of isolation in which the disease often confines them, the Notizie Mediche’s answer is let them know they are not alone starting to the promotion of the people like them stories those who have made the disease their strength up to be recognized as influencers.

#appointmentwith

The main channel through the stories of influencer whom coexistence with diabetes will be disseminated will be one in which the brand Notizie Mediche is closer to its audience, which is higher than the number of interactions: Facebook.

Hype post and preparation of the audience about the arrival of a new on Notizie Mediche Facebook channel.

Hype post and preparation of the audience about the arrival of a new on Notizie Mediche Twitter channel.

Storyboards of the realized influencer interviews

Each section of the video interview of each influencer will be published once a week in a Facebook and Twitter post till the last one containing the call to action to the audience of the community.

Each section of the video interview of each influencer will be published once a week in a special section of the home page "Appointment with" of notiziemediche.it website.

Each section of the video interview of each influencer will be published once a week in a special playlist "appointment with" on YouTube.

STEP 2:

NOTIZIE MEDICHE AND ITS AUDIENCE

The second step of the brand News Medical approaching its audience is meant to satisfy another important need: to allow people living with the disease of diabetes (e-patient and caregiver) to vent their emotions, and to see them shared with members of the community (and not) of thus obtaining to feel understood, comforted, helped and also be useful to "friends" interested in listening.

#everyday

Ended the publications related to video interviews of the influencer, at the first publication of an article on the pathology of diabetes on its social media Facebook and Twitter, Notizie Mediche not associate a scientific image to the copy of the post as done so far, but instead it associates an image showing a consistent quote from one of the vlog users (collected by Notizie Mediche until then) and a call to action of hype, that intrigues the community to bring it to continue to follow the brand on the social media profile to see the next post.

Post that will present a call to action that re-invite the community to share their stories and reveal the #everyday vlog of the citation shown in the previous post

Most shared vlog (gamification) will be loaded in a special section "Every day ... diabetes" in the Diabetes dossier of the site notiziemediche.it

Most shared vlog (gamification) will be loaded in a special YouTube playlist "Every day ... diabetes "

STEP 3:

FORMAT CONCLUSION AND NEXT PATHOLOGY CHOICE

The last action that the Notizie Mediche brand must take is to reveal to the community his vision through a renewed and manifest communication promise.

“Every day your Notizie Mediche, each day closer to you”

The closing post of the format, published on Facebook and Twitter, describe the disease of diabetes with the information already in the diabetes dossier on the website; the type of diabetes that would be described is wich one will received a greater number of vlogs uploaded by users on social media of the brand. In addition to the copy containing the description of the pathology on which it is focused all the format, the post will present a video montage about a minute of user's vlog in which they pronounce their most significant phrases that ends with thanksgiving, and the new promise of the format feature brand communication:

"So many live with diabetes.

We are here.

Every day your Notizie Mediche,

each day closer to you. "

The next format

Two weeks after the publication of the post containing the video editing of user's vlog and the new promise of the brand, thanks to a post on social networks Facebook and Twitter, Notizie Mediche will give users of its community the opportunity to choose between two alternatives diseases for which they would be interested in hearing the stories of influencers and share their stories.

Final video editing of user's vlog and the new promise of the brand

The visual of Facebook and Twitter post in which Notizie Mediche will give users of its community the opportunity to choose between two alternatives diseases for which they would be interested in hearing the stories of influencers and share their stories.