Using Quality Improvement to Increase Community Connections Through Digital Communications
The project focused on digital communications, specifically Facebook and Twitter. Gwinnett, Newton, and Rockdale County Health Departments (GNR Health) looked to optimize a new website and social media presence to increase awareness and knowledge about the health department and its services, promote healthy behaviors, create a dialogue between the community and the health department, and increase service use.
Aim statement: By November 30, 2012, GNR Health aims to increase the number of monthly unique visitors to the website to 10,000, register 200 Facebook followers, and register 200 Twitter followers.
The implementation of the improvement involved creating several small, rapid-cycle quality improvement (QI) projects. During the implementation, the focus shifted from pushing the website via social media to creating a better experience and better information for website visitors.
Although the numbers in the aim statement were not realized, several of the small QI projects had dramatic results. A review of the attached tracking chart/immunizations page and accompanying run chart shows the value of creating local content and keeping website visitors on the site instead of linking to an external source.
Another benefit appears on the tracking chart/environmental health (EH) stats page. One of the goals of the EH section redesign QI project was to make certain pages more easily located. Before the modifications, the restaurant page hits (inspections) were not as easy to find, causing visitors to search other pages. The redesign redirected these visitors, increasing the number of visitors going directly to the inspections page.
The benefits of applying QI to every project—large or small—will be felt throughout all communications projects going forward. The use of the tools and knowledge gained over the course of the initiative will impact future communications programs, eventually affecting every area of the organization.
Russell, C. Public Health Quality Improvement Exchange. Using Quality Improvement to Increase Community Connections Through Digital Communications. Mon, 03/25/2013 - 17:56. Available at http://phqix.org/content/using-quality-improvement-increase-community-connections-through-digital-communications. Accessed March 7, 2021.