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Course Description

This course covers how to develop and implement a digital strategy to drive a health organization’s online presence, specifically the processes for selecting, using, managing, and evaluating the effectiveness of web, social media, and mobile technologies. Learn from Tufts faculty and distinguished guest speakers how to: use the web, social media, and mobile devices to communicate with and connect to patients; develop a coherent and justifiable digital strategy for health communication; select, use, manage, and evaluate the effectiveness of technologies; define your mobile presence with apps and mobile-enabled sites; employ research-based methodologies such as persona development and formative evaluation; use best practices from leading health organizations including Consumer Reports, Harvard Health Publications, Massachusetts Medical Society, and CDC. The course touches upon health communication theory, formative evaluation, and search engine optimization (SEO). Each year the course includes a case study for the week and hands-on team work during the course is used to revise the digital strategy for that organization.
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