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Massachusetts Medical Society
Robyn Alie
Manager, Public Health and Education
Frank Fortin
Chief Digital Strategist and Director of Communications
About Us
• Physician professional membership association– Massachusetts physicians and medical
students– 24,000 members
• Publisher, New England Journal of Medicine
About Us: Mission
The purposes of the Massachusetts Medical Society shall be to do all things as may be necessary and appropriate to advance medical knowledge, to develop and maintain the highest professional and ethical standards of medical practice and health care, and to promote medical institutions formed on liberal principles for the health, benefit and welfare of the citizens of the Commonwealth.
Adopted 1781
About Us: Strategic Priorities
• Advocacy and thought leadership• Education
– Physicians– Public
• Membership Development
Public Health
Public Health: Physician Education
• Public Health Leadership Forum• Continuing Medical Education
– Live and web-based• Health disparities• Medical marijuana• Men’s Health
Public Health: Patient education
• Print materials
• Web content
• Public access programming
• Newspaper placements
Public Health: Advocacy
• State regulations• State legislation• Federal legislation• Local boards of health
Public Health: Coalitions
• Massachusetts Adult Immunization Coalition
• Tobacco Free Mass• Massachusetts Healthy Air Coalition• Chronic Disease Prevention Partnership
Audience
• Physician members• Non-member physicians• Policymakers• Media• Patients• General public
Public Health Activity Goals
• Educate physicians• Promote individual and public health• Strengthen organizational partnerships• Strengthen the reputation of the Society• Strengthen the reputation of physicians• Support organizational goals• Demonstrate value to members
Public Health: Topics
www.massmed.org/patientcare
Medical Marijuana
May 2012 MMS adopts policy
September 2012 MMS mails position to all members
November 2012 Ballot question passes
December 2012 MMS adopts expanded policy
January 1, 2013 Law takes effect
February 2013 DPH holds listening session: MMS submits testimony
April 2013 DPH promulgates draft regulations; MMS comments
May 2013 Public Health Council adopts final regulations
Mental Health
• April Public Health Leadership Forum– Discussed problems with system– Identified need for continued attention
• Next steps?
Pandemics and Emergencies
• Communicating Critical Information– Vaccine shortages– Public health emergencies
Considerations
• Society policy• Politics• Resources• Multiple audiences• Reputation
Communication
• Priorities• Goals• Audience• Strategies• Tools• Resources
Digital Strategy
All Formats: All Ages
Direct
VS Prin
t
VSTW
Web
site
Faceb
ook
Blogs
FTF
eCom
m0
10
20
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7060
44 44
25
1511
2005 2011
All Formats: All Ages
Direct
VS Prin
t
VSTW
Web
site
Faceb
ook
Blogs
FTF
eCom
m0
10
20
30
40
50
60
7060
44 44
25
1511
52
42
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43
24
0 0 0
95
2005 2013
Direct Mail
<35* 35-44 45-54 55-64 >650
10
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5260 63 64
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Vital Signs Print
<35* 35-44 45-54 55-64 >650
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2005 2013
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Vital Signs This Week
<35* 35-44 45-54 55-64 >650
5
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MMS Website
<35* 35-44 45-54 55-64 >650
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18 19 18 19
1011
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2005 2013
Physicians and Social Media
Tumblr
SoundCloud
Google Plus
0% 10% 20% 30% 40% 50% 60%
0%
1%
3%
8%
9%
24%
3%
3%
10%
16%
54%
17%
Personal ProfessionalSource: Manhattan Research
MMS Content Strategy
Website
BlogTwitterFacebo
ok
Face to Face
Media Relations
Advertising
Takeaways
• Multi-channel is the only viable approach• Print and email critically important for MDs• Consumers:
– Website and search optimization – Social channels supplement and feed
• Challenges– Time intensive; resource-intensive– Information overload
Project Objectives
• Thought leadership and influence• Support physicians in engaging patients in
their own wellness and care• Limitations
– Limited staff and financial resources– Diverse priorities; maintaining focus
