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Digital Strategies of 3 Fitness Organizations. Connecting Lifestyle to Diabetes Prevention. Karen Mcintosh 7/20/2014 HCOM512. Diabetes and Fitness: What’s the Connection?. There are86 million pre-diabetics among Americans over 20* - PowerPoint PPT Presentation
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Connecting Lifestyle to Diabetes Prevention
Digital Strategies of 3 Fitness Organizations
Karen Mcintosh 7/20/2014 HCOM512
The re a r e86 m i l l i on p r e -d i ab e t i c s amo ng A m er i c an s o ve r 20*
Of A m er i c an s o ve r 65 , o n l y 23 p e rc e nt a r e no t p r e -d i ab e t i c o r d i ab e t i c *
Be ing over we ig ht an d a s ed en ta ry l i f e s t y l e c an inc r eas e th e odd s o f d e ve lop in g d i ab e te s t yp e 2
Typ e 2 d i ab e tes c an b e p r even te d mos t o f t he t im e b y e a t in g r i g h t and e xer c i s ing *
Ave rag e ye ar l y c o s t t o t r ea t a d i ab e t i c w i th no s ym p tom s i s $11 ,700*
Diabetes and Fitness: What’s the Connection?
NYT, At a YMCA Near You, a Course for a Diabetic Nation; By TINA ROSENBERG, 7/3/2014
Why these organizations?
Have programs that impact clients with pre-diabetes and diabetes
Employ lifestyle and behavioral change programs, proven effective
Accept referrals and prescriptions from medical providers
Have a relatively low cost of entryAbility to initiate programs on a
greater scaleOften have healthcare resources
in-house
YMCA
“A coordinated national model for
diabetes prevention: linking health
systems to an evidence-based community program.”
http://www.ncbi.nlm.nih.gov/pubmed/23498291
Most Americans live within 5 miles of a Y
Using National Networks to Tackle Chronic Disease SSI Review
Strengths• Websites use a consistent
style guide• Facebook page• Pinterest• Twitter• YouTube • Great Press: WSJ, NYT
SWOT Analysis – YMCA
WS• Homepage links go off-site • Homepage shows no social
links• Deep clicks to access
information• Link to local YMCA via e-mail• # search to find diabetes
tweets• No language versions• No YouTube Channels• Sameness of national and
regional pages
• Websites use a consistent style guide
• Basic mobile page• Facebook page• Pinterest• Twitter, LinkedIn• YouTube • Great Press: WSJ, NYT• Alliances
O• Web forms for leads, information
• Separate blogs• Embed links to all social nets
and specific Y’s• Geo map & links to relevant
Y’s• Banners and tabs for readily
accessible data• Infographics
T• Reaching target audience• Language & cultural barriers• Maintain consistency yet
provide autonomy• Weakened or lost message
Healthworks Community Fitness
Strengths• Websites use a consistent
style guide• Facebook page• Pinterest• Twitter• YouTube • Great Press: WSJ, NYT
SWOT Analysis: Healthworks (HCF)
WS• Few “Jumps” to major
programs• Homepage - incomplete social
links• No mobile site• No link to Medical referrals• No language versions• No Dedicated YouTube Channel• No dedicated web contact
form
• Websites use a simple style guide
• Facebook, Twitter, Vimeo, YouTube, LinkedIn
• Little Press: BBJ• Low-cost• Shows diversity of members
O• Web forms for leads, information
• Separate blog• Show links to all social nets• Dedicated medical program
page• Banners and tabs for readily
accessible data• Infographics T• Target audience may miss
service• Cultural, language barriers• National organizations – that
are more organized and well-known – have a similar mission
• Local healthclubs have better presence
Dedham Health and Athletic Complex
Strengths• Websites use a consistent
style guide• Facebook page• Pinterest• Twitter• YouTube • Great Press: WSJ, NYT
SWOT Analysis: Dedham Health
WS• No language versions• Local• 60/60 is a lead to paid
membership
• Website very friendly • Dedicated 60/60 page• Smart graphics• Facebook, Twitter,
Instagram, Blog, YouTube links
• Local press, Angie’s List, BBB
• Twitter, LinkedIn• YouTube Channel
O• Infographics• More press, cross-links• Make alliances more
prominent• More healthcare resources • Expanding regional scale T• Reaching wider target
audience• Language & cultural barriers• Overshadowed by other
programs
Mobile Apps Music
Instructional Videos Cal l to act ions in videos
Web information forms feeding back-end database for lead generation
Integration of Twitter, Social net feeds in websites Infographics
“How did you hear of us?”
Recommendations/Blind Spots
Resources
Using National Networks to Tackle Chronic Disease http://www.ssireview.org/articles/entry/using_national_networks_to_tackle_chronic_disease
At a YMCA Near You, a Course for a Diabetic Nation http://opinionator.blogs.nytimes.com/?module=BlogMain&action=Click®ion=Header&pgtype=Blogs&version=Blog%20Post&contentCollection=Opinion
The Y Takes On Diabetes http://online.wsj.com/news/articles/SB10001424052702304459804577281473673825662
A coordinated national model for diabetes prevention: linking health systems to an evidence-based community program http://www.ncbi.nlm.nih.gov/pubmed/23498291