Sexual Health OrganizationWeb Strategies

Maureen Kenealy

American Social Health Association (ASHA)

ASHA: Web Strategy 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 informationTeens: English- and Spanish-speakingParentsHealth Professionals/EducatorsOther health information/service organizations

ASHA Web Strategy eNewsletters

Herpes and HPV (for fee) General (opt-in, free)

Survey/Data collection Certification System Social Media:

Facebook Myspace

Ask the Expert (via email) Moderated Forum News Releases Multimedia Information about Other Resources

Hotline Brochures/Books

ASHA: SWOT AnalysisStrengths•Credibility•Bilingual sections•Navigation/Usability•Supplemented by additional services

Weaknesses•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

Opportunities•Further improve website usability/navigation•Better segmentation of website•Easily duplicate bilingual content•Increase social networking activity (particularly among professionals and other organizations)

Threats•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 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 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•Credibility•Wealth of Content•Existing Membership Base•Lots of activity (information updates, eNewsletters, advocacy, CME opportunities)•Bilingual

Weaknesses•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

Opportunities•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

Threats•Competing non-expert, more appealing information sources•Unknown brand/name among public

Planned Parenthood

Planned Parenthood Web Strategy 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

Widgets Tools Segmentation

Planned Parenthood Web Strategy

Social Media 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•Authoritative, readable, comprehendible content•Navigable layout•Images, overall look of site•Entire site bilingual•Highly active social media•Multimedia•Calls to action•Segmentation•SEO

Weaknesses

Opportunities* Continue to be leading information and service provider and innovator of web strategy in sexual health field

Threats•Controversial reputation•Less reputable information sources

ComparisonASHA ACOG Planned Parenthood

Blog

E-Newsletter

Facebook

Twitter

LinkedIn

MySpace

Multimedia

ASHA: Recommendations 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 Streamline information Better segmentation

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 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?