Schedule

2012 Schedule will be available soon. 2011 Schedule follows:

Day 1 Class meeting:Sunday, July 19, 2011, 5-8pm M&V Conf. Room 1, 136 Harrison Avenue, Boston

This session is mandatory for students taking the course for credit and optional for others. Students will present their case studies (pre-work). Dinner will be served.

• 5:00      Welcome to course and presentations by students taking the course for credit – 25 minutes each with 5 minutes for questions

Day 2 Class meeting:Monday, July 18, 2011, 9-5pm Sackler 114, 145 Harrison Avenue

Focus on web strategy overview, goals, and SWOT analysis

• 9:00      Welcome from Aviva Must, PhD, Dean, Public Health and Professional Degree Programs, Tufts University School of Medicine
• 9:15       Welcome from Sue Gallagher, MPH, Director, Master’s in Health Communication Program, Tufts University School of Medicine
• 9:30      Gary Schwitzer, No Matter the Medium, The Health Care Messages You Must Get Right: Whether it’s web, print, broadcast or even doctor-patient communication, there are certain criteria that are important to address when health care messages include claims about new treatments, tests, products or procedures.  The HealthNewsReview.org project has now applied ten standardized criteria every day for the past four years to the review of more than 1,500 news stories – and has posted grades online and notified journalists via email of their report cards.  This session will cover what’s been seen and what can be learned. Slides
• 11:00    Break: with food and drinks
• 11:15     Introductions and project teams
• 11:30    Lisa Gualtieri: Overview of web strategy, how to develop meaningful and useful goals, and how to conduct a SWOT analysis. Slides
• 12:15    Lunch: served in classroom
• 12:45    Dan Childs, Current strategy for the Health section of ABCNEWS.com. Slides
• 2:00     Teams: SWOT analysis for the Health section of ABCNEWS.com. Worksheet
• 3:30      Break: with food and drinks
• 3:45      Teams present SWOT analysis
• 5:00      Evaluations and social media survey

Day 3 Class meeting:Tuesday, July 19, 2011, 9-5pm Sackler 114, 145 Harrison Avenue

Focus on persona development

• 9:00     Lisa Gualtieri: How to develop personas and scenarios as a means of understanding and meeting the needs of your current and desired users. Slides
• 10:30    Break: with food and drinks
• 10:45    Joe Kvedar, MD, Center for Connected Health: The concept of “Connected Health” extends healthcare beyond the traditional confines of hospitals and doctors’ offices, bringing healthcare to our everyday surroundings. The availability of technology in the home, our aging population and the increase of patients with chronic diseases are some of the factors fueling increased interest and growth in connected health. By leveraging information technology – cell phones, computers, networked devices and simple remote health monitoring tools – connected health is helping providers and patients manage chronic conditions, maintain health and wellness, and improve adherence, engagement and clinical outcomes. Slides
• 12:15     Lunch: served in classroom
• 12:45     Introduction to Twitter chat
• 1:00       Twitter chat #ABCDrBchat
• 2:00      Teams: Develop personas. Worksheet
• 3:30      Break: with food and drinks
• 4:00      Teams: Present personas
• 5:00      Evaluations
• 5:30      Evening out at Splash, 150 Kneeland Street. Please come for drinks/dinner after class.

Day 4 Class meeting:Wednesday, July 20, 2011, 9-5pm Sackler 114, 145 Harrison Avenue

Focus on design, content, and social media technologies

• 9:00     Ed Coburn: Harvard Health Publishing’s Web Strategy, what they learned as last year’s case study, and how they’ve applied it. Slides
• 10:45    Break: with food and drinks
• 11:00    Lisa Gualtieri: Design and user experience for health websites. Slides
• 11:30    Lisa Gualtieri: Content for health websites. Slides
• 12:30    Lunch: served in classroom
• 1:00      Lisa Gualtieri: Social media technologies for health. Slides
• 3:45      Break: with food and drinks
• 5:00      Evaluations

Day 5 Class meeting:Thursday, July 21, 2011, 9-5pm Sackler 114, 145 Harrison Avenue

Focus on social media team activity and competitive analysis

• 9:00     Teams: Develop social media plan. Worksheet
• 10:15    Break: with food and drinks
• 10:30   Teams: Present social media plan
• 12:00   Lisa Gualtieri: How to conduct a competitive analysis. Slides
• 12:30    Lunch: served in classroom
• 1:00      Teams: Conduct a competitive analysis for the Health section of ABCNEWS.com. Worksheet
• 2:00      Teams: Present competitive analysis
• 3:15       Break: with food and drinks
• 3:30      Tara Montgomery: Consumer ReportsHealth: My talk focuses on the experience of building an integrated contentdevelopment, publishing, marketing, and communications strategy for ConsumerReports over the past three years. We’ll also discuss the next phase ofour health information strategy, which will soon turn its focus to increasingour reach and social impact. Slides in binders
• 5:00      Evaluation

Day 6 Class meeting:Friday, July 22, 2011, 9-5pm Sackler 114, 145 Harrison Avenue

Focus on the future of consumer healthcare and redesigned web strategy for the Health section of ABCNEWS.com

• 9:00      Lisa Gualtieri: Pulling it all together: what make a coherent web and social media strategy and how to implement, monitor, and adapt it due to changing circumstances and new technologies
• 9:30      Teams: prepare final presentations. Worksheet
• 10:30    Break: with food and drinks
• 12:30    Lunch: served in classroom
• 1:00      Team presentations: Redesigned web strategy for the Health section of ABCNEWS.com (each team has 20 minutes with 10 minutes for questions)
• 3:00      Break: with food and drinks
• 3:15      Lisa Gualtieri: The future of consumer healthcare. Slides
• 4:30      Presentation of certificates
• 4:45      Final evaluation and social media survey. Evaluation