Connecting Lifestyle to Diabetes Prevention

Digital Strategies of 3 Fitness Organizations

Karen Mcintosh 7/20/2014 HCOM512

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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&region=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