What’s Your Digital Strategy?

Do you have a digital strategy?  Even if you don’t call it out that way, you certainly have digital as part of your overall member and physician strategy these days. 

Hopefully, you start with a few basics like:

• What do I want to accomplish?
• How do I measure success?
• Who am I targeting?
• What does my target group do online and what tools do they use (and for what)?
• What is my competition doing?  (and what do companies outside my vertical that I want to emulate do)

Once you know those things, you can start looking at different areas of focus.  The key ones that jump to mind for me are:

• Search engine optimization
• Brand monitoring (e.g., Radian6)
• Content creation (blogging, Twitter, Facebook, Google+, LinkedIn)
• Moderation and involvement with social networking (e.g., PatientsLikeMe, DiabetesMine)
• Tele-monitoring / telemedicine
• Electronic prescribing / EMR / PHR
• Digital couponing / incentives
• Gamification
• Mobile applications
• SMS
• QR codes
• Augmented reality

But, I’m sure there are others…suggestions on what I’m missing?