r egistered d ietitians in p rivate p ractice corinne dobbas web strategies for health communication...
TRANSCRIPT
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REGISTERED DIETITIANS IN PRIVATE PRACTICE
Corinne Dobbas
Web Strategies for Health Communication
Sunday, July 19th 2009
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CASE STUDIES…
EDIBLENUTRITION.COM ENLIGHTENINGCHOICES.COM
SFNUTRITIONCLINIC.COM MVNUTRITION.COM
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EDIBLE NUTRITIONWWW.EDIBLENUTRITION.COM
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EDIBLE NUTRITIONWEB STRATEGYTastefully Present
Website* Blog* Facebook*
Twitter LinkedIn YouTube videos
Military.com Patient newsletter San Diego Firefighters Wellness e-letter
NOTE: Fall 2009 website “overhaul”*primary
*primary
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EDIBLE NUTRITION LOGO
New Logo Old Logo
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EDIBLE NUTRITIONSWOT ANALYSIS
Strengths
•Professional, engaging medium•Offers samples (shopping list, meal plans)•Detailed services & prices with PayPal• Blog with RSS feeds•Utilizes Facebook•Culinary skills•Well balanced•Online/phone counseling
Weaknesses
•No mission statement•Logo not completely changed•Content update•Not tracking site visitors
Opportunities
•Culinary skills•Photography •Sports nutrition• Link blog & Facebook to website• More Videos•Track website visitors•Website “overhaul” fall 2009•Feedback
Threats
• RDs•Weight loss programs
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ENLIGHTENING CHOICESWWW.ENLIGHTENINGCHOICES.COM
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ENLIGHTENING CHOICESWEB STRATEGYIncrease speaking opportunities
Website Videos Twitter
Facebook LinkedIn Media Kit
Book Articles & Tips Foster Farms
Online directories/guides
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ENLIGHTENING CHOICESSWOT ANALYSIS
Strengths
•Eye-pleasing•Videos•Book•Educational•Twitters•Facebook•Media kit•Speaking topics•CDE•Online/phone counseling•Pricing?
Weaknesses
•Not tracking site visitors•No mission statement•Video quality•Pricing?
Opportunities
•Radio pieces•TV segments •Reviews•Reshoot video•Feedback•Blog •Track site visitors•CDE
Threats
• Contracted wellness RDs•“Quick-fix” diet books•Motivational speakers•CDEs & RDs
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SF NUTRITION CLINICWWW.SFNUTRITIONCLINIC.COM
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SF NUTRITION CLINICWEB STRATEGY
Credible & Professional with a Touch of Community giving
Website Quarterly E-newsletter Free seminars & audio/video materials
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SF NUTRITION CLINICSWOT ANALYSIS
Strengths
•Maintains professionalism•E-newsletter (quarterly)•Guest blogger•Mission statement•Bilingual
Weaknesses
•Pricing?•Lengthy content•Intimidating•Not tracking site visitors
Opportunities
•Expansion beyond counseling•Bilingual•Blog•E-newsletter (6 per yr)•Online ads•Reviews•Phone/online counseling
Threats
•“Sexier” websites/practices•RDs•Weight loss programs
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MV NUTRITIONWWW.MVNUTRITION.COM
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MV NUTRITIONWEB STRATEGYProfessional MNT Clinic with a Hint of Sexy
Website Monthly e-newsletter Practice statistics
Online nutrition records Testimonials Video Segments
PR/marketing Advertising in community TV appearances
Note: Nutrition for you (http://www.nu4you.net/)
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NUTRITION FOR YOU (SUBDIVISION OF MV NUTRITION)
WWW.NU4YOU.NET/
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MV NUTRITIONSWOT ANALYSIS
Strengths
•Testimonials•Hard statistics•Monthly e-newsletter•Quality video•PR/marketing•Mission statement•Excellent Yelp reviews•Bilingual•Detailed services•Online/phone counseling•Expansion of program (Nutrition 4 u)•Pricing?
Weaknesses
•Not tracking site visitors•Intimidating•Pricing?•Site usability/navigation
Opportunities
• Reviews•Feedback•Bilingual•Video•Better navigation•Media Kit
Threats
•RDs•Weight loss programs
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WEB PRESENCE COMPARISONEdible Nutrition
Enlightening Choices
SF Nutrition Clinic
MV Nutrition
Website
Initial Cost $150 $13,000-15,000 $1,000’s $9,000-10,000
Web Maintenance $500 per yr $300 per yr $1,000 per yr As needed
Target Audience Basic MNT plus ultra sports
Media mtg planners; diabetics
All MNT Weight management (excluding EDs); MNT
Blog
E-Newsletter
Video Capability
Media Kit PR representative &
markets in community
Online/phone consultations
Nutrition Resources
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WEB PRESENCE RECCOMENDATIONS
EDIBLENUTRITION.COM ENLIGHTENINGCHOICES.COM
SFNUTRITIONCLINIC.COM MVNUTRITION.COM
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EDIBLE NUTRITIONRECOMMENDATIONS
Create a mission statement Update videos & content High-light culinary skills Emphasize sports nutrition Link Blog & Facebook to site Streamline all content Track visitors
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ENLIGHTENING CHOICESRECOMMENDATIONS
Blog Track visitors Continue Twittering & Facebook Create a Mission Statement Reshoot video High-light TV & radio segments Link Twitter & Facebook to site Consider price list
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SF NUTRITION CLINICRECOMMENDATIONS
Guest blog more Advertise online Send Newsletter 6 times per year Decrease content length High-light non-counseling services
Consider video/photography Consider price list High-light bilingual ability Track visitors
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MV NUTRITIONRECOMMENDATIONS
Consider price lists Offer educational video segments Track visitors High-light bilingual ability Consider an online Media Kit Link to Nutrition for You Create better site navigation
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THANK YOU!
Questions???
Comments???