Grey's Anatomy: SWOT Analysis
Introduction:
Previously in A TV Show Disguised as a Brand: Grey’s Anatomy, an in-depth analysis focused on how peaks on Google Trends didn’t correlate to any major episode; instead, diverse representation and social media campaigns energizing the groundswell formulated a generally positive public and brand image. The surgical-like precision has conjured the formidable societal and cultural power that few other series in the history of entertainment history can claim. In this SWOT analysis, Grey’s Anatomy will be analyzed on both episodic content––as it listens and energizes the groundswell as well as drives marketing materials––and the past, present, and future social media campaigns.
Strengths:
One of Grey’s Anatomy’s greatest strengths is how the show adapts and inhabits cultural trends, forming their storylines around targeting and marketing their groundswell. At the beginning of the series, the series solely focused on the dramatic lives of the characters. The series incorporates fictional horrors in our world into the fabric of the show. While dramatized events like these never leave, the show also comments on politicized tragedies terrorizing society, highlighting the pain and suffering of real-life people. The series tackles other issues such as gun violence, sexual assault, healthcare/health insurance in the US, the COVID-19 epidemic, racial injustices, and most recently, women’s/reproductive rights.
In the past two years, the seasons have been dedicated to highlighting the racial inequalities in the US in the wake of George Floyd’s murder and the repercussions of reversing Roe v. Wade––arguably two of the most politically divided issues in the US currently. Spotlighting racial injustice and police brutality, peaceful protesters were brought to Grey Sloan Memorial (the hospital in the series) after being attacked by tear canisters and rubber-coated bullets. In the same episode, Winston Ndugu, a Black doctor, was pulled over by two white police officers. This episode mimics the life-and-death dangers of being pulled over for the Black community, especially in the wake of Daunte Wright’s killing. The scene mirrored Wright's actions, as both tried to remain on the phone with their loved ones until the police interfered with the call. Viewers took to social media to share their rage and sadness:
By incorporating scenes and moments like this, the groundswell bands together over social media to support each other through the heartbreaking moments in the series, as well as through this tragic time in US history. By combining the power of storytelling with the astounding societal gravity Grey’s Anatomy possesses, the stage is set for key groundswelling techniques that bolster the series and the fandom today.
Furthermore, off-screen, as part of the show’s corporate social responsibility (CSR), lead cast members Ellen Pompeo, Kevin McKidd, Chandra Wilson, Kim Raver, Kelly McCreary, Caterina Scorsone, and Kate Burton created a public service announcement to share reproductive healthcare information, urging all to practice safe sex and to act calmly and swiftly if pregnant. Engaging with the groundswell by combining CSR and long-form digital content creates an engaging, pertinent, and informative message that shares about reproductive healthcare and the brand image. On-screen, Addison Montgomery (Kate Walsh) returned to the series as a recurring character after originally leaving in season 3 for the spin-off season Private Practice. Prior to her return, Montgomery can only be described as one of the best OBGYN doctors, but in recent seasons, she––physically and metaphorically––drives reproductive health care rights. She supports Miranda Bailey (Chandra Wilson) and Teddy Altman in a Women’s Clinic, as well as road trips across the country, providing healthcare to those in states with limited rights. Grey’s Anatomy has stayed topical and socially relevant by listening to society. Standing so steadfast on such a controversial topic, the series has asked themselves, “What are my customers ready for?” and then, “What are my objectives1?” Despite receiving backlash…
…The series continues to tap into the groundswell at large because by proactively tackling these progressive issues, it answers the questions above. Ready or not, the customers (or viewers) need a storied narrative in order to better advocate for these vital issues as it represents the stories they might otherwise never truly humanize.
Ultimately, Grey’s Anatomy highlights powerful stories, underscoring vital ideologies, in order to engage with the groundswell. This can be understood as an important strength as it inspires fans to not only engage with the content on social media (tagging the series) but also go as far as to implement it in their personal lives. The impact Grey’s Anatomy has the ability to positively impact society because the series habitually prioritizes key arcs that target corruption systems in the US.
Weaknesses:
Grey’s Anatomy possibly tackles too many key issues, allowing them to come off as preachy and superficial. According to the former star, Ellen Pompeo:
I think if I had any desire, honestly, it would be to be less sort of preachy in one episode about certain things… I think I’d like to see things happen a little more subtly and over time. You know, consistently and less sort of hit you over the head for just one hour and then we never talk about it again.
In other words, rather than having a dedicated season to racial justice and healthcare rights, this needs to be evenly dispersed throughout the show. For example, season 20 rarely talked about racism as the focus was on healthcare rights. Sprinkling storylines throughout the series, issues could be seamlessly tackled and feel less overt.
Moreover, while the series has a large Instagram following, 8.1 million followers, Game of Thrones, which ended in 2019, has 8.7 million followers. On X, formerly known as Twitter, Game of Thrones has 8.1 million followers, compared to Grey’s Anatomy’s 4.8 million. In total, there are 12 days, 12 hours, and 17 minutes of content (including Private Practice and Station 19 there are 18 days, 14 hours, and 4 minutes worth of television.) In turn, there are only 70 hours and 14 minutes of Game of Thrones (just over 80 hours with House of The Dragon.) Grey’s Anatomy also fails to promote the series during the show’s office season, while Game of Thrones continues to promote the universe multiple times a week. But, this groundswell isn’t solely based on the TV content, but 7 additional books and a video game accompanying the series. By diversifying related content, Game of Thrones infiltrates a larger groundswell, which positively corresponds to their Instagram following.
Opportunities:
In order to develop a more substantial social media following and higher engagement, Grey’s Anatomy needs to incorporate more personable and lively content reminiscing the earlier seasons all while connecting it to the current seasons.
This Instagram post combines the brand colors, brain anatomy, and key themes of the fandom. However, it is a static image that doesn’t include the soul of the show, specifically the melodramatic tones. By incorporating the soap opera nature of the show, the posts will come alive and increase levels of engagement across platforms. A possibility of this is utilizing new actors or interns participating in reels, reenacting or mouthing the words to famous or infamous scenes, lines, and moments. For example, during the popularity of “Pick Me Girl,” an Instagram post with new intern Mika Yusuda (Midori Francis) in a blonde wing, proclaiming, “Pick me. Choose me. Love me” to love interest Taryn Helm (Jaicy Elliot) while wearing Derek Shepherd's (Patrick Demsey) iconic scrub caps. Currently, without truly initiating nostalgia, reels receive anywhere from 130k to 2.3 million views; investing more time and energy into reels with reminiscence of the earlier seasons will most likely increase these numbers.
Taken from an episode scene, the new interns are “dancing it out” like Meredith and her team of interns.
However, on social media, they should have intercut and spliced together years of dancing so fans didn’t just remember the scene but a chance to remember the feeling of every dance-it-out moment.
Since notalgia is such a large part of entertainment marketing and the Grey’s Anatomy groundswell, social media marketing should attempt to include actors no longer on the series in takeover events, where would the character be now, and if possible, returns to the show. For example, Sara Ramirez played the beloved character Callie Torres, who hasn’t been seen (or really talked about since 2016). Ramirez could share on Instagram what it was like to act as a bisexual character in 2009, with few other queer characters on television, or how that encouraged them to come out themselves. They could also comment on how they’ve witnessed queerness evolve throughout the show, teaming with actor E.R. Fightmaster, who plays the series’ first non-binary character. This could also be produced as a YouTube video, creating clips from the discussion and posting them on Instagram. This marketing campaign could reignite fans, expanding the current target audience, who stopped watching the newer seasons as the characters they trust vet or approve of newer seasons. The social media plan would also show how the series listens, talks, and energizes the groundswell, as the fandom often requests guest appearances.
With so much of the strength in episodic content, the series should directly connect moments in the series to real-life moments. In May 2023, Time Magazine, for example, released an article titled “More Than 70% of Americans Feel Failed by the Health Care System.” Grey’s Anatomy social media accounts should have created content showing US residents that they are not alone and that the series incorporates storylines that embrace the groundswell in the hopes of highlighting injustices throughout the US and the world. More than that, as the series dedicates series to social issues, their social media accounts should continue the trend. Campaigns mimicking the series could include reels from scenes and links to provide more information. Or, the show could utilize informational carousels directly connecting the show to the facts and their sources.
Similarly to Game of Thrones, the series should diversify their product and marketing strategy. While Game of Thrones universe includes books, video games, podcasts, whiskey, and tourist locations, Grey’s Anatomy has a board game and vetted scrubs.
By diversifying official products, the series would better interact with the groundswell while still connecting with key themes of the show. For example, the series could release an official Grey’s Anatomy playlist on all music platforms or, with a sponsorship, dedicate the album to one company. They could also team with Cards Against Humanity (which creates versions for subgroups) or other popular game companies and profit from this crossover event. Lastly, comparably to the Big Bang Theory’s scholarship fund at UCLA, the series must develop a scholarship fund at a Seattle-based medical university to help fund the next generation of healthcare professionals. While this would promote CSR, it would also cement Grey’s Anatomy’s place in medical history…after all, every day is a beautiful day to save lives.
Threats:
The biggest threat to the show is the series finale. Social media accounts usually only post while the series is airing; when the series ends, and social media content is no longer produced, the show will hemorrhage followers. But while the show is over, marketing it will still prove fruitful. Series, like Will & Grace, Gilmore Girls, and Fraiser have all earned reboots, which is a possibility starring Meredith’s daughter. More importantly, the series doesn’t need a reboot to have a fandom. The Office, Parks & Rec, and One Tree Hill are topical series amongst the streaming generations, as actors have capitalized on series’ fame by creating podcasts about the show. With the fandom and the groundswell constantly engaging despite the departure of Ellen Pompeo and most of the original cast, the show continues, so the biggest threat to the series is Grey’s Anatomy itself.
Conclusion:
18 years, 20 seasons, 421 episodes, and counting…Grey’s Anatomy has exceeded the world’s expectations. While current social media techniques have proven fruitful, incorporating new campaigns will expand the groundswell and improve engagement even after the show ends. By understanding the impact and choices behind the show’s socially charged commentary and how it ignites the groundswell, calculated and engaging marketing materials strengthen the series and brand image. There are no ifs, ands, or buts about it, every day is a beautiful day to save lives, and the powerful brand image Grey’s Anatomy content and marketing has created has saved more lives than we could ever imagine.
1 Charlene Li, Josh Bernoff. Groundswell, Expanded and Revised. Edition_ Winning in a World Transformed by Social Technologies -Harvard Business Press (2011) (Kindle Locations 1112-1113). Kindle Edition.
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