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Te Hiringa Hauora

a 3-year digital strategy for te hiringa hauora (now te whatu ora, health promotion agency) to best position their digital channels to contribute to the Government's health targets across the major issues of alcohol, smoking, mental health and more.
www.hpa.org.nz

Digital Channel Growth Analysis

Digital Strategy

Design Roadmap

Challenge

Te Hiringa Hauora (THH) manages the national public health promotion campaigns, programmes, compliance and research in areas including alcohol, smoking, mental health and immunisation.

Their digital channels included over 30 websites, plus a range of chatbots, apps, campaign products and multiple social channels. The digital team was constantly swamped managing day to day tasks on products with varying impact and value.

With government health priorities, and New Zealander's use of digital, changing it was also timely to review their digital products and form a new strategy to ensure best delivery against government and THH objectives and bring a laser focus to 'high impact' iniatives.
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Solution

As a small nimble team they needed to balance "what we do really well" (what we can best contribute) and "what our customers need" (govt, health sector and consumers) vs what others in the health sector are "best to do", to create an unique value proposition.

That 'value proposition' statement included 'help seeking' tools, service design for health equity and wellbeing, social media, data and insights, equity innovation and cross-sector projects that contribute exponentially to to health sector, like 'zero-rated data'.

The digital strategy we created with THH teams included a high-level strategy, a framework for 'streaming' their existing digital products for easier management, a set of design principles, a governance model and tools including a 'decision tree' for assessing and making decision on investing in new and existing digital resources based on alignment to the strategy and THH business objectives

We worked with the team to create a digital channel plan over a 12 month trajectory that included digital products and digital practice development.
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Young family on laptop, image from digital marketing campaign for government

Results

The new 3-year digital strategy, and the associated roadmap, were presented to and approved by the Te Hiringa Hauora CEO and Board for implementation.
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