Transcript Presentation - Web Strategies for Health Communication

BREAKING THE HABIT
Divya Ramamurthi
OUTLINE
 Three



tobacco cessation web sites
Web Strategy
Tool Examples
SWOT Analysis
 Web
Strategy Comparison
 Recommendations
THE CASE STUDIES
EX
Freedom from Smoking Online
FREE
TOBACCO FREE FLORIDA
EX
DESIGN, CONTENT AND TONE

Bi-lingual- English and Spanish

Peer to Peer tone

Interactive content
EX ADVERTISING
SOCIAL SUPPORT TOOLS

Virtual community
300 groups
 More than 400 messages in five days


Facebook
1394 "friends"- June 2010
 "The EX site helped me tremendously, And as an added
bonus, I have made life-long friends.”


Twitter

288 followers
WEB BASED TOOLS
Online cigarette tracker
Re-learn trigger town
SWOT ANALYSIS- Ex
Strengths
•Free program
•Interactive content
•Anonymity
•Online tools- Cigarette calculator
•Social support
• Undergone formative testing
Weaknesses
•Crowded design
•Twitter strategy
Opportunities
•Mobile platforms
•Online professional support
Threats
•other tobacco cessation
programs
•Big tobacco companies
FREEDOM FROM SMOKING ONLINE
DESIGN, CONTENT AND TONE

Instructional tone

Brochure feel?

Design update?
WEB STRATEGY
Targeted cessation content
 Social support

Virtual community
 Message Boards


Feedback
SWOT ANALYSIS- Freedom from
Smoking Online
Strengths
•Based on ALA’s gold standard
group therapy plan
•Reach
•Anonymity
•Online professional support
(paid)
• Access to telephone help line
•Feedback
Weaknesses
•Limited social support
•No Facebook or Twitter
•Content is not interactive
•Design unappealing
Opportunities
•Web based tools
•Mobile platforms (Iphone apps)
•Social media sites
•Private email consulting
•More videos
Threats
•other tobacco cessation
programs
•Big tobacco companies
TOBACCO FREE FLORIDA
DESIGN, CONTENT AND TONE

Educational tone

Heavy use of graphics

Design streamlined?
WEB STRATEGY

Information and Education
Users and Non users
 All forms of tobacco


Social support
Virtual community
 Facebook
 Twitter
 Qwitter

Blogs
 Video Journals
 You tube videos
 Feedback

JUSTICE LEAGUE FIGHTS TOBACCO
Unique approach
 Teamed up with DC comics

SOCIAL SUPPORT TOOLS

Facebook
 123,179 "friends"- June 2010
 "..How about it, Florida? Think all of America is
ready to Be Free?"

Twitter
 183 followers

Qwitter
 1,116 members
WEB BASED TOOLS
Online cigarette tracker
Smokifier
SWOT ANALYSIS- Ex
Strengths
•Free program
•Reach
•Anonymity
•Access to telephone helpline
•Online tools- Cigarette calculator
•Social support-Facebook, Twitter,
Qwitter
Weaknesses
•Very large target audience
•No online cessation component
•Design unappealing?
Opportunities
•Mobile platforms
•Web based cessation program
•Online professional support
•Improve Qwitter
Threats
•other tobacco cessation
programs
•Big tobacco companies
COMPARISON CHART
EX
Freedom from
Smoking Online
Tobacco Free
Florida
Website launched
2008
2009
Cessation program
x
x
Interactive program
x
Blog
x
x
Facebook
x
x
Twitter
x
x
Youtube
x
x
Video Journal
Advertisement
x
x
x
Qwitter
Telephone helpline
2008
x
x
x
x
x
RECOMMENDATIONS

•
•
•

•
•
•
Ex
Homepage re-design
Improve Twitter
Build mobile applications
Freedom from Smoking Online
Interactive content
Social support
Social media
RECOMMENDATIONS
o
•
•
•
Tobacco Free Florida
Companion sites
Web based cessation program
Improve Qwitter
ANY QUESTIONS?