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Sexual Health Organization Web Strategies

Sexual Health Organization Web Strategies. Maureen Kenealy. American Social Health Association (ASHA). ASHA: Web Strategy.

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Sexual Health Organization Web Strategies

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  1. Sexual Health OrganizationWeb Strategies Maureen Kenealy

  2. American Social Health Association (ASHA)

  3. 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

  4. 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

  5. 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

  6. ASHA: SWOT Analysis

  7. American College of Obstetricians and Gynecologists (ACOG)

  8. 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

  9. 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

  10. ACOG: SWOT Analysis

  11. Planned Parenthood

  12. 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

  13. Planned Parenthood Web Strategy • Widgets • Tools • Segmentation

  14. 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

  15. Planned Parenthood SWOT Analysis

  16. Comparison

  17. 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

  18. 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

  19. 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

  20. Thank you! Questions?

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