Transcript Web Strategies of National Cancer Organizations

Web Strategies of National
Cancer Organizations
Kate Perch
MS/HCOMM Student
Tufts University School of Medicine
Research Associate
Tufts Medical Center
Web Strategies of National
Cancer Organizations
National Cancer Institute
American Cancer Society
Leukemia & Lymphoma Society
National Cancer Institute
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.
Web Strategy
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Central Website: www.Cancer.gov
Initiative-specific websites
Social media
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Facebook
YouTube
Twitter
LinkedIn
RSS feeds
NIH videocasts
& podcasts
www.Cancer.gov
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1995: CancerNet  2002: Cancer.gov  2004/05: Awards
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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
NCI SWOT Analysis
Strengths
Weaknesses
 Large number of qualified staff dedicated to communication
initiatives
 Umbrella website visually unappealing (too “crowded” and hard to read
small font)
 Accurate information (reviewed by board of medical experts)
 Not well organized to allow for easy access to information relevant to a
specific target audience
 Access to Usability.gov guidelines to developing user-centered
websites
 Several web-based mechanisms utilized to disseminate
information (online chat, databases, search tools)
 No blogs
 No user registration/account feature
 Social media , RSS feeds, enewsletter organized/accessible
 Use of comprehensive user feedback survey (American
Customer Satisfaction Survey)
Opportunities
 New web-based technologies for patients & providers available
(mobile applications, web-based tools/portals)
Threats
 Several other competing cancer-related websites are available on the
web
American Cancer Society
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.
Web Strategy
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Central Website: www.Cancer.org
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Other websites
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MoreBirthdays.com
AcsCan.org
Social Media
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Facebook
Twitter
YouTube
LinkedIn
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RSS feed
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Dr. Len’s Cancer Blog
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Powerful Choices
Podcasts
www.Cancer.org
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Launched in 1996 as simple information tool for patients
New site launched in June 2010
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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
ACS SWOT Analysis
Strengths
Weaknesses
 Large number of qualified staff dedicated to
communication initiatives
 Social media sites, blog, podcasts and enewsletters and
online chat feature not accessible through homepage
 Advanced search tool (site section & content type
specific)
 All resources for healthcare providers & researchers
difficult to find
 Links to other ACS websites easily accessible on
homepage
 Clinical Trial Matching Service difficult to locate on
website
 Comprehensive website evaluation
 Disappointing use of RSS feed technology
 Use of several web technologies to achieve mission
(discussion board, online donations, resource finders,
online chat)
Opportunities
 New web-based technology to link patients to
volunteers and expert advice from healthcare
providers (e.g. mobile apps)
Threats
 Several other competing cancer-related websites are
available on the Web (Cancer.gov, Cancer.net)
Leukemia & Lymphoma Society (LLS)
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.
Web Strategy
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Central Website: www.LLS.org
Event-specific websites
Social Media
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Facebook
Twitter
YouTube
LinkedIn
RSS feeds
Blog
Podcasts
www.LLS.org
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Website launched in 1997  Updated 2001  Freddie Award finalist
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Redesign in 2009 (LLS’ 60th Birthday!)
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Patient Services
 Web-based support tools, Caregiver management tools
 Treatment locator, Clinical Trial locator
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Disease Information
 Information on blood cancers & treatment options
 Educational videos, webcasts & print materials
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How to Help
 Online donations, Online volunteer registration
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Advocacy
 Advocates Network, ‘Toolbox’, Legislator finder
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Science/Professionals
 Grant information, Education programs, PubMed
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LLS
 About US
 Pressroom
LLS SWOT Analysis
Strengths
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Website information and features well organized by
target audience
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Several web technologies used to achieve mission
(websites, Live chat, discussion boards, social
media, podcasts, etc.)
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Seals of approval displayed to communicate
credibility to visitors
Opportunities
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New web-based technology to link patients to
volunteers and expert advice from healthcare
providers (Mobile apps)
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Comprehensive website user feedback surveys have
been developed and are available
Weaknesses
 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
Threats
 Several other competing cancer-related websites are
available on the Web
Comparison of Web Strategies
NCI
ACS
LLS
Website Features
User registration
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Discuss. boards/Online support
network
Live Chat
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Enewsletter
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Patient care-management tools
User feedback survey
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Other Web Technologies
Social Media
Blog
Videocasts/Podcasts
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x
RSS feeds
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x
n/a
x
Accessibility
Other sponsored websites
Social Media sites
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RSS feeds
x
Blog
Videocasts/Podcasts
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x
n/a
x
Comparison of Site Use
Cancer.gov
Cancer.org
LLS.org
Popularity: Alexa Traffic Rank
12,620
14,556
231,102
Reputation: Sites Linking In
7,299
11,736
563
0.013100
0.01200
0.00069
Reach: % Global Internet Users (1 mo.)
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.
Data obtained from Alexa.com
Recommendations for NCI
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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
Recommendations for ACS
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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
Recommendations for LLS
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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
Thank you.
Questions?