Transcript Sexual Health Organization Web Strategies

Sexual Health Organization
Web Strategies
Maureen Kenealy
American Social Health Association (ASHA)
ASHA: Web Strategy
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Origins: Site first appeared in late 90s as a
natural extension of ASHA’s existing services
and programs. Has greatly enhanced ability to
efficiently and cost-effectively communicate
with information-seekers
Reach: 1,600 web pages, high SEO ranking,
monthly web traffic averaging over 1.75 million
page views, over 300,000 sessions, over
172,000 unique visitors
Future: Wellness-oriented themes
ASHA Segmentation/Personas
Audience Segmentation/
Personas:
Lay (adult) public
seeking information
Teens: English- and
Spanish-speaking
Parents
Health
Professionals/Educators
Other health
information/service
organizations
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ASHA Web Strategy
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eNewsletters
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Herpes and HPV (for fee)
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General (opt-in, free)
Survey/Data collection
Certification System
Social Media:
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Facebook
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Myspace
Ask the Expert (via email)
Moderated Forum
News Releases
Multimedia
Information about Other Resources
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Hotline
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Brochures/Books
ASHA: SWOT Analysis
Strengths
Weaknesses
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Credibility
•Bilingual sections
•Navigation/Usability
•Supplemented by additional services
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Opportunities
Threats
Further improve website
usability/navigation
•Better segmentation of website
•Easily duplicate bilingual content
•Increase social networking activity
(particularly among professionals and
other organizations)
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Overuse medical terminology (higher
reading level) and require linking to
separate page for definitions
•Main website not available in Spanish
•Little activity on social networking sites
Stigma of STDs may limit social
networking among general public
•Multitude of sites offering information
about sexual health
American College of Obstetricians and
Gynecologists (ACOG)
ACOG Web Strategy
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Initial Impetus: Offered electronic resources to members before
websites existed through toll-free bulletin board system (BBS)
Website began 1995, grown considerably since then
Current audiences:
 Member services (OB-GYNs)
 Medical Students, Junior Fellows
 Patients/Public
Reach: Over 38,500 registered ACOG members, over 7,300
registered JSOG members, 37.7 page views to over 2.7 million
unique visitors in 2008, served over 9.4 million Patient
Education Pamphlets
Future: Currently working on website redesign
ACOG Web Strategy
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Member Services:
 CME opportunities
 Information/News/Announcements
 Advocacy opportunities
Media:
 Email Newsletters
 Streaming Video
 RSS Feeds
 Online Discussion (members only)
 Pamphlets available for ordering
 No social media/networking
ACOG: SWOT Analysis
Strengths
Weaknesses
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Credibility
•Wealth of Content
•Existing Membership Base
•Lots of activity (information updates,
eNewsletters, advocacy, CME
opportunities)
•Bilingual
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Opportunities
Threats
Link patients and providers online beyond
the “Find an OB-GYN” service
•Better address the public-oriented aspect
of ACOG’s mission through increased
usability and readability of site content
•Potential to be the site for authoritative
content if deliverability is improved
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Design is dated
•Not easy to navigate
•Text-heavy pages and little use of anchors
throughout
•No social media (for patients or physicians)
•Great tools and media are buried in the
clutter
Competing non-expert, more appealing
information sources
•Unknown brand/name among public
Planned Parenthood
Planned Parenthood Web
Strategy
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Goal PPOnline: “harness interactive technology to overcome barriers
to access, and provide an opportunity to vastly increase the number of
people Planned Parenthood serves, educates, and engages to make a
difference in their lives”
Plannedparenthood.org is owned by the Planned Parenthood
Federation of America with 54 participating Planned Parenthood
affiliates
Reach:
 monthly high more than 100,000 health center locator page views
 Monthly high: more than 15,000 online appointment requests
Planned Parenthood Web
Strategy
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Widgets
Tools
Segmentation
Planned Parenthood Web
Strategy
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Social Media
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Nearly 30,000 social networking
participants on Facebook and
MySpace
Action Network on Twitter
Several affiliates have presence on
Linked-In
Launch of pilot search engine
marketing campaigns on Google
eNewsletters (interactive campaigns
and newsletters)
Multimedia (videos, PSAs)
Blog
Planned Parenthood SWOT
Analysis
Strengths
Weaknesses
Authoritative, readable, comprehendible content
•Navigable layout
•Images, overall look of site
•Entire site bilingual
•Highly active social media
•Multimedia
•Calls to action
•Segmentation
•SEO
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Opportunities
Threats
* Continue to be leading information and service
provider and innovator of web strategy in sexual
health field
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Controversial reputation
•Less reputable information sources
Comparison
ASHA
ACOG
Planned Parenthood
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Blog
E-Newsletter
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Facebook
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Twitter
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LinkedIn
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MySpace
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Multimedia
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ASHA: Recommendations
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More multimedia (and more visibility of existing multimedia)
Linked-In for professional networking
Host blog for health professionals/educators to stay engaged
Consider reorganizing based on personas/audience
segmentation
Link to Spanish content from home page
Gather more detailed information about members (personal vs.
professional interests)
More activity on Social Networking sites
ACOG Recommendations
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Streamline information
Better segmentation
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Serve public through improved readability,
navigability
Less text-heavy
More professional social networking
More visibility of multimedia
Link professional networks to public
Planned Parenthood
Recommendations
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Continue to streamline content and keep up
usability as content is added
Keep up pace of social networking
Expand multimedia and make more visible on
website
Collect aggregate information from site
visitors that can be useful for general public
Instant Messaging with health professionals
Thank you!
Questions?