Michigan Institute for Clinical and Health Research (MICHR)

  • The Michigan Institute for Clinical and Health Research is a part of the University of Michigan Health Services. They partner with clinical and health researchers to promote their studies to potential volunteers and to extend their assistance to study teams.

  • The project spanned a semester (January to April 2017), in collaboration with two other undergraduates, Tanya Madhani and Uriel Lee.

  • We worked jointly with MICHR's communications department, which included Aalap Doshi, Meghan Spiroff, Lisa Connally, and Anita Johnson.

Project Charge

  • Assignment End Goals:

    • Better understand assigned client and their needs.

    • Analyze the client's presence online and the online communities they've fostered.

    • Provide the client with a list of recommendations (midterm and final) which include ways to improve their social media strategy. 

  • Client End Goals:

    • Enable and enhance clinical research at U-M by developing and managing their current social media presence with particular interest in their Facebook page.

    • Increase volunteer connections with research teams.

    • Increase the number of likes on their Facebook page to enhance awareness of their program.

Process Details

Stakeholder Analysis

In order to better understand how to create recommendations for our client's goals, we first needed to conduct a stakeholder analysis on MICHR's actual vs. intended audiences. 

Competitive Analysis

This analysis was outlined to emphasize the strengths and weaknesses of MICHR's Facebook page. The Facebook pages for comparison were chosen based off other Big 10 universities involved with clinical research.

Personas

From conducting the stakeholder analysis, we were able to generate a list of MICHR’s potential research volunteers. These personas are all located within Southern Michigan and can be categorized into five demographics: people of color, geriatrics, U-M students, teenagers, and "regulars." As U-M students ourselves, we chose to focus our scope on this particular audience.

Final Recommendations

 

Additional Images

  1. Solicit 50 likes per month from participants on MICHR's Facebook page.

  2. Focus on targeting a specific user population at once.

  3. Implement a content calendar of thematic posts.

  4. Customize content to appeal to specific target audiences.

  5. Implement a long-term solution to maintain and manage social media.