1. Sexual Health Organization Web 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 Strengths 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

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 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

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 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

16. Comparison ASHAACOGPlanned Parenthood Blog E-Newsletter Facebook Twitter LinkedIn MySpace Multimedia

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?