save
holly wampler
face
ohns capstone presentation
august 5, 2015
Introduction
Save Face is lightly branded patient advocacy campaign that strives to inform patients and physicians about the minimally invasive options for obstructive salivary gland disorders.
Introduction
Parotid Gland Sublingual Gland
Submandibular Gland
graphic by Erin Duff
Introduction Traditionally Invasive
Minimally Invasive
Parotidectomy
Sialendoscopy
graphic by Lisa Clark
SWOT Analysis Only full fledged patient advocacy campaign dedicated to this patient population
Difficult for SEO
Introduction
Legal restrictions
Light branding Educator positioning
Knowledge barrier of clinical information
Multidimensional platform that can inform and support Create social and physical extensions of a virtual campaign
Sialendoscopy Facebook page Patient.info community threads
Outreach to dentists
S
W
O
T
Strengths
Weaknesses
Opportunities
Threats
Threat Analysis: Informative Platform Introduction
Mostly physician facing content with informational procedural videos Small community following, little member engagement No humanistic content
Threat Analysis: Supportive Platform Introduction
85 members Broad spectrum of obstructive salivary gland disorders 8 pages of member post with 2-5 comments per post No accompanying resources of reliable, clinical information
Dual Functionality
Physicians
Inform of Sialendoscopy
Patients
Inform of treatment options Informs of treatment options
Support with clinical data & educational opportunities
Support with community
Needs & Solutions
Tandem education effort for patients and physicians
Reorganized website design and content strategy
Knowledge barrier & Intimidation factor
Edit patient copy with more accessible vocabulary and verbage
Lack of humanistic content
Create “Share Your Story�
Literature and social traffic drivers
Create promotion plan and handout content
1. Design & Content Strategy ntroduction
graphic by Creative Team of Samantha Fulk, Ryan Irvin, Elizabeth Ross, and Allison Peeden
1. Design & Content Strategy Save Face Site Map Procedure Animation
Procedure Details
Product Walk Through Conditions/Hybrid Procedures Setting Options
About
Success Statistics
CWG Data Iro Data Zenk Data
Global Header Navigation
Comparison
Sialendoscopy Parotidectomy
Physician Abstract A
Support
Journal Abstracts SBU Video Content
Abstract B KOL FAQ Past/Present/Future Meekins Patient Story
Request Information
Learn
Patient
Cook Vistas External Congresses
2. Patient Copy Editing 1
Reorganize copy
2
Consolidate FAQs & body copy
Introduction
3
Simplify verbage & grammar
4
Repurpose clinical content
“Obstructive salivary disease occurs when a stone or tightening of a salivary duct blocks the normal secretion of saliva into the mouth...The saliva produced by the salivary gland backs up behind the blockage.”
“A gland is a part of your body that makes a liquid that flows into another part of the body. A salivary gland makes a liquid called saliva. Ducts are tiny tubes that connect the gland to the mouth...An obstruction is something that blocks the flow from one place to another. When someone has this disease, their body can make stones in the salivary ducts. In other cases, the salivary ducts can get too small for saliva to flow. This is called a stricture.”
3. Share Your Story Feature 1
ntroduction
Feature member-generated content
4
2
Invested patient community to return for continued support and new content
Encourage sharing of experiences and tips
3 Connect patients
4. Traffic Drivers: Literature
Introduction Physicians
Office material for physicians & dentists
Patients
Printable glossary &Informs physician of questions treatment options
Patient referral to specialist or site
Gain physician interest in procedure & site
4. Traffic Drivers: Promotion Plan Diagnosed with an obstructive salivary gland disorder? Learn about your options and find support #saveface [link]
Traditionally invasive is now minimally invasive with #saveface #sialendoscopy [link]
Cutting edge procedure without the cut. Join the movement of minimally invasive #saveface #sialendoscopy [link]
What if you couldn’t enjoy your favorite foods with your family & friends without pain? #saveface Learn about procedure & support options: [link]
Not sure what to expect from a #sialendoscopy procedure? Learn more: [link]
#saveface Save the gland, preserve the duct #sialendoscopy [link]
Introduction
Although it’s not visible, obstructive salivary gland disorders can negatively impact one’s quality of life Learn more #saveface [link]
You can get stones in your salivary glands like you do in your kidneys. You don’t remove the kidney, so why remove the gland? #saveface [link]
Traffic Drivers: Promotion Plan Recommendation
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
A
H
B
G
C
C
E
D
F
B
Blog post
Blog post
Campaign Timeline
Recommendation Introduction Integrate the supportive and informative functions into popular social media platform to compliment site Post helpful, though provoking third party content from physicians, foundations, or associations Post statuses about experience/quality of life that generates meaningful engagement & connection Repurpose content and post site link to drive traffic to site
Recommendation
Experience Summary
Campaign Development
Social Media
Branding
Sales Training
Event Planning
SharePoint
Blog Writing
Data Analysis
Project Summary
Product Training Material
Ear Tube Advertising Analysis
SharePoint Development & Implementation
OHNS Blog Team Series
Head & Neck Cancer Awareness Event
Special Thanks
OHNS Team
Lynsey Randall
Jessica Waymire
Elizabeth Ross
save
face
thank you