Make me Strong

June 14, 2007 - Get free updates of new posts here

daily strength logo
Background: Today I heard about a new drug, Provigil which helps you stay awake and improve memory retention. Almost sounds too good to be true. I searched online but didn’t find anything great. So I went to Daily Strength and looked up Provigil. I found tons of user reviews, what you can use the drug for and overall feel if it should work. I am not getting it but finding that wealth of knowledge was sweet.

Problem:
Daily Strength is an amazing community for support with over 500 groups. The challenge is getting more people to know about Daily Strength. They are the largest support community but they have a lot of room for growth.

Question for you: How should they do marketing to grow their site? Who should they market to?

Prize: I will buy you a book of your choice from Amazon.com for the best comment.

Disclaimer: Doug the founder is one of my mentors and hired me at Facebook.

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11 responses to “Make me Strong

  1. Will Kern Reply

    Not sure what their budget is, but either advertise with Women’s Health and the like magazines or partner up with them where they could do an ad share type deal. I notice all they are running is AdSense, perhaps this would be beneficial for them.

  2. Ben Reply

    Leave business card sized pieces of paper in doctor’s offices with the URL and a catchy slogan, or leave them in the magazines you find at doctor’s offices.

  3. Andre Nosalsky Reply

    1) Integrate it into facebook, so that people on facebook can support other people, either directly or anonymously.

    2) Ben has a good idea, I would also extend this and say put post card size info cards into related self-help books at all the local books stores (but watch out for the people working there)

    3) Hire college students to hit up all the support groups that are taking place in the offline world and give out info about the site, some like in the Fight Club.

    4) Somehow, get it on Oprah, I get the feeling that this is the target market for the site.

  4. Joel Mueller Reply

    I haven’t broken the structure down into details, but I say “forget ads in women’s health” etc…

    Instead, why not use organizations to partner together to give something to people. For example, he could go to different medical agencies and figure out some type of partnership where they donate “one eye ball transplant” to his organization. Then he uses these giveaways to support specific help groups within his website. And the niche people in those groups can sign-up to “win” the eyeball transplant. And on the landing page, they should be able to tell other people that they might know about the contest and the website. In turn, it would increase the chances of them winning the drawing for the new eyeball. Viral marketing — using the users to pass on the word, giving them incentive.

    The medical agency then gets tons of free publicity for their eyeball service. Everyone wins.

    Then partner with the magazine, and as a partner bring them something like this that’s SO cool that they would be honored to offer it to their readers as well. Then you get free ads, tons of email addresses, new users to the site, a happy magazine editor because they are pimpin’ their own users, and doctors who see their name all over the place because of the massive push you’re doing. And the winner gets a new eyeball.

    After all, websites always want new eyeballs, right?

  5. Annie Reply

    (1) jumbo-sized custom printed band-aids with the DailyStrength logo.

    (2) helicopter drop of stress balls (designed to look like the SEND-A-HUG smiley face dude) with the DS logo/URL over Golden Gate Park, San Mateo Fairgrounds, etc., on special event days.

    (3) buy a full-page ad in Oprah’s magazine

    (4) buy a banner ad on WebMD

  6. Todd Earwood Reply

    Let’s take a few steps back. Daily Strength (DS) users have previously or currently see a physician/counselor. So go target doctor/counselor’s offices, right? No, ask any drug rep and they’ll tell you getting into each doctor’s group is the hard part, but once you’re in… you have a fighting chance. And since DS doesn’t want a nationwide “street team” calling on docs, they have to go one level higher… the hospitals.

    DS should target hospitals with three options and here’s why… patients look to doctors for instructions and we expect them to have the answers. Doctors are owned by or work with one hospital, two at the most and as a patient you follow that doc to whichever hospital he/she chooses. Would you tell your doc to operate on you at the hospital YOU want? Hospitals are encouraging their docs to send patients to their web sites for health information/management tools.

    Option 1 – Be a content supplier for hospitals. Local hospitals need an edge online and many already paying for syndicated content. Charge for or give away content for newsletters, email blasts and online content to get to the patients. That content would cite DS as the source and DS could always have the “find more at dailystrength.com” link.

    Option 2 – Help the hospitals where they need it the most, post-discharge support. Hospitals gauge internal success by customer satisfaction. Problem is, patients go home and still have recovery and there isn’t that kind nurse there to help. Therefor, bad feelings start to set in and when the hospital survey arrives weeks later, they get a bad rating. Offer materials for hospitals to distribute to patients when discharged. Cancer patients are pointed to local support groups, but many diseases or illnesses don’t have the numbers to get mass involvement. DS sounds like they can fill that void for many people.

    Option 2 – Can’t get to the hospitals? Partner with the healthcare portal companies who have hospitals as clients. Every medium to large hospital has a patient portal online or in development. This space is very competitive and the portal providers would love the edge of connecting DS’s community with their CMS. Alternative route to get to hospitals faster. If Doug needs contacts, I know that industry’s players on IM.

    Disclaimer – My team built a 27 million page site for a network of hospitals. I’ve seen this industry closeup. Sorry for the obscenely long comment, it struck a chord with me.

  7. Jason H. Reply

    First of all, Noah, u r one lucky dude for having Doug as a mentor 🙂

    1. Create a F8 App, I’m sure Provigil will be a HUGE hit with the college crowd, and possibly a better alternative than controversial Adderall.

    2. Member Video Testimonials on YouTube on how DailyStrength.com changing their lives. (People, it’s all about Stories!!!)

    3. Partnership or Joint-Events with Health Organizations, i.e. America Cancer Society, Alzheimer Association, National Suicide Hotlines, etc

    4. Ask prominent Doctors or Health Experts/Psychiatrists to join and do some weekly podcasts or vCasts on treatments or latest medical news. i.e. Dr. Sanjay Gupta, Dr. Dean Edell, (Dr. Phil might be a long shot; hey, but you never know). I notice that many of the company executives are MDs, so maybe they can do some podcasts or vCasts themselves.

    5. Approach health and doctor bloggers

    6. Try to get the local TV channels to do a news piece on the company. (Ask Noah how to get on TV– http://okdork.com/2007/05/22/how-to-get-on-tv/ )

    7. Ask Doug to leverage his contact at Yahoo to post an Ad on the Yahoo Groups (Health Categories; http://health.dir.groups.yahoo.com/dir/Health___Wellness ) or partnership with Yahoo Health (http://health.yahoo.com/)

    8. SEO. For example, I did a quick Google search on “Cancer Survivors�, “Cancer Patients�, and “Cancer Patient Groups�, and there is no return results for DailyStrength.com.

    9, Forget about hospitals. Try Rehabs. Rehabs is totally IN right now. Partner with local AA groups. Good luck on getting L.L., Britney ,or perhaps Mayor Newsom to sign up 🙂

  8. Jason H. Reply

    1. Create a F8 App, I’m sure Provigil will be a HUGE hit with the college crowd, and possibly a better alternative than controversial Adderall.
    2. Member Video Testimonials on YouTube on how DailyStrength.com changing their lives. (People, it’s all about Stories!!!)
    3. Partnership or Joint-Events with Health Organizations, i.e. America Cancer Society, Alzheimer Association, National Suicide Hotlines, etc
    4. Ask prominent Doctors or Health Experts/Psychiatrists to join and do some weekly podcasts or vCasts on treatments or latest medical news. i.e. Dr. Sanjay Gupta, Dr. Dean Edell, (Dr. Phil might be a long shot; hey, but you never know). I notice that many of the company executives are MDs, so maybe they can do some podcasts or vCasts themselves.
    5. Approach health and doctor bloggers
    6. Try to get the local TV channels to do a news piece on the company. (Ask Noah how to get on TV– http://okdork.com/2007/05/22/how-to-get-on-tv/ )
    7. Ask Doug to leverage his contact at Yahoo to post an Ad on the Yahoo Groups (Health Categories; http://health.dir.groups.yahoo.com/dir/Health___Wellness ) or partnership with Yahoo Health (http://health.yahoo.com/)
    8. SEO. For example, I did a Google search on “Cancer Survivors�, “Cancer Patients�, and “Cancer Patient Groups�, and there is no return results for DailyStrength.com.
    9. Forget hospitals—too much bureaucracy. Try Rehabs! Partner with the local AA groups, etc.

  9. Andy Reply

    I have the solution to stay awake and improve memory retention!!

    It’s called get 8 hours of sleep, excercise properly, eat a balanced diet, and have a positive outlook.