1. Web Strategies of National Cancer Organizations Kate Perch MS/HCOMM Student Tufts University School of Medicine Research Associate Tufts Medical Center

2. Web Strategies of National Cancer Organizations National Cancer Institute American Cancer Society Leukemia & Lymphoma Society

3. National Cancer Institute

4. About NCI Organization: One of 11 government agencies within the DHHS under NIH. Mission: NCI coordinates and supports research, education and training, and health information dissemination to improve diagnosis, prevention, and treatment of cancer, rehabilitation from cancer, and the continuing care of cancer patients and the families of cancer patients. Target Audiences: Researchers, health professionals, patients, families and friends of patients, and the public.

5. Web Strategy Central Website: www.Cancer.govwww.Cancer.gov Initiative-specific websites Social media Facebook YouTube Twitter LinkedIn RSS feeds NIH videocasts & podcasts

6. www.Cancer.gov 1995: CancerNet  2002: Cancer.gov  2004/05: Awards Information on cancer topics, clinical trials, cancer statistics Educational publications & training modules (PDF/PPT) Online Chat with cancer information specialist NCI & other cancer-related news (website, enewsletter, videos, RSS feeds) Clinical trial search tool for patients & physicians Information on research & funding opportunities and data sharing tool (caBIG) for researchers Medical database (PDQ) for physicians/healthcare providers Pressroom for media (video/audio footage) Social media/RSS feeds organized/easily accessible

8. NCI SWOT Analysis StrengthsWeaknesses  Large number of qualified staff dedicated to communication initiatives  Accurate information (reviewed by board of medical experts)  Access to Usability.gov guidelines to developing user-centered websites  Several web-based mechanisms utilized to disseminate information (online chat, databases, search tools)  Social media, RSS feeds, enewsletter organized/accessible  Use of comprehensive user feedback survey (American Customer Satisfaction Survey)  Umbrella website visually unappealing (too “crowded” and hard to read small font)  Not well organized to allow for easy access to information relevant to a specific target audience  No blogs  No user registration/account feature OpportunitiesThreats  New web-based technologies for patients & providers available (mobile applications, web-based tools/portals)  Several other competing cancer-related websites are available on the web

9. American Cancer Society

10. About ACS Organization: The American Cancer Society is a nationwide, community-based, voluntary nonprofit health organization. Mission: The American Cancer Society is “dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service.” Target Audiences: Patients, caregivers and families of patients, healthcare providers, researchers, advocates, sponsors, volunteers, and the public.

11. Web Strategy Central Website: www.Cancer.org Other websites MoreBirthdays.com AcsCan.org Social Media Facebook Twitter YouTube LinkedIn RSS feed Dr. Len’s Cancer Blog Powerful Choices Podcasts

12. www.Cancer.org Launched in 1996 as simple information tool for patients New site launched in June 2010 Educational materials (print & video) Health management tools (calculators, health quizzes, screening reminders) Patient support tools (treatment locator, Cancer Survivors Network w/ discussion boards, online chat w/ cancer information specialist) Clinical Trial Matching Service (online survey w/ customized feedback) Event calendar & online registration for volunteers (local, nat’l) Online donation capability Grant finder & online application process for researchers Links to advocacy website w/ news, event calendar, local/national advocacy alerts

14. ACS SWOT Analysis StrengthsWeaknesses  Large number of qualified staff dedicated to communication initiatives  Advanced search tool (site section & content type specific)  Links to other ACS websites easily accessible on homepage  Comprehensive website evaluation  Use of several web technologies to achieve mission (discussion board, online donations, resource finders, online chat)  Social media sites, blog, podcasts and enewsletters and online chat feature not accessible through homepage  All resources for healthcare providers & researchers difficult to find  Clinical Trial Matching Service difficult to locate on website  Disappointing use of RSS feed technology OpportunitiesThreats  New web-based technology to link patients to volunteers and expert advice from healthcare providers (e.g. mobile apps)  Several other competing cancer-related websites are available on the Web (Cancer.gov, Cancer.net)

15. Leukemia & Lymphoma Society (LLS)

16. About LLS Organization: The world's largest voluntary health organization dedicated to funding blood cancer research and providing education and patient services. Mission: To cure leukemia, lymphoma, Hodgkin's disease and myeloma, and improve the quality of life of patients and their families by supporting research and connecting patients, families and caregivers to expert information and support. Target Audiences: The target audiences of the LLS include patients, caregivers and their families, researchers, healthcare providers, volunteers, advocates, and sponsors.

17. Web Strategy Central Website: www.LLS.org Event-specific websites Social Media Facebook Twitter YouTube LinkedIn RSS feeds Blog Podcasts

18. www.LLS.org Website launched in 1997  Updated 2001  Freddie Award finalist Redesign in 2009 (LLS’ 60 th Birthday!)  Patient Services  Web-based support tools, Caregiver management tools  Treatment locator, Clinical Trial locator  Disease Information  Information on blood cancers & treatment options  Educational videos, webcasts & print materials  How to Help  Online donations, Online volunteer registration  Advocacy  Advocates Network, ‘Toolbox’, Legislator finder  Science/Professionals  Grant information, Education programs, PubMed  LLS  About US  Pressroom

19. LLS SWOT Analysis StrengthsWeaknesses  Website information and features well organized by target audience  Several web technologies used to achieve mission (websites, Live chat, discussion boards, social media, podcasts, etc.)  Seals of approval displayed to communicate credibility to visitors  Homepage very crowded  Links to other LLS sponsored websites and social media sites aren’t easily accessible  No website user feedback survey  Do not optimize use of social media for all audiences OpportunitiesThreats  New web-based technology to link patients to volunteers and expert advice from healthcare providers (Mobile apps)  Comprehensive website user feedback surveys have been developed and are available  Several other competing cancer-related websites are available on the Web

20. Comparison of Web Strategies NCIACSLLS Website Features User registration xx Discuss. boards/Online support network xx Live Chat xxx Enewsletter xxx Patient care-management tools xx User feedback survey xx Other Web Technologies Social Media xxx Blog xx Videocasts/Podcasts xxx RSS feeds xxx Accessibility Other sponsored websites n/ax Social Media sites x RSS feeds xxx Blog n/a Videocasts/Podcasts x

21. Comparison of Site Use Cancer.govCancer.orgLLS.org Popularity: Alexa Traffic Rank12,62014,556231,102 Reputation: Sites Linking In7,29911,736563 Reach: % Global Internet Users (1 mo.)0.0131000.012000.00069 Data obtained from Alexa.com Alexa Traffic Rank: Combination of average daily visitors to website and pageviews on website over the past 3 months. Sites Linking In: The number of other websites linking to site. % Global Internet Users : % of global internet users who visited website in past month.

22. Recommendations for NCI Reorganize information on website by target audience Website could be more visually appealing, less “crowded” Link to NIH videocasts/podcasts relevant to NCI constituents Create blogs for different target audiences Offer access to evidence-based web-technologies for patients & providers (communication, care management) Allow users to register for an account on website Optimize use of social media to reach patients & families

23. Recommendations for ACS Create links to social media sites, blog, podcasts, enewsletters and online chat feature on homepage; and/or Create one page with links and descriptions of content (same as Cancer.gov) Reorganize website contents by target audience Make Clinical Trial Matching Service more accessible Optimize use of RRS feed technology Optimize use of social media to reach healthcare providers & researchers

24. Recommendations for LLS Eliminate clutter from homepage Move website sections to top of site Add links to other LLS sponsored websites, social media sites & blog to homepage; and/or Create one page with links and descriptions of content (same as Cancer.gov) Add website user feedback survey to website Optimize use of social media to reach healthcare providers & researchers

25. Thank you. Questions?