r egistered d ietitians in p rivate p ractice corinne dobbas web strategies for health communication...

REGISTERED DIETITIANS IN PRIVATE PRACTICE

Corinne Dobbas

Web Strategies for Health Communication

Sunday, July 19th 2009

CASE STUDIES…

EDIBLENUTRITION.COM ENLIGHTENINGCHOICES.COM

SFNUTRITIONCLINIC.COM MVNUTRITION.COM

EDIBLE NUTRITIONWWW.EDIBLENUTRITION.COM

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

EDIBLE NUTRITION LOGO

New Logo Old Logo

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

ENLIGHTENING CHOICESWWW.ENLIGHTENINGCHOICES.COM

ENLIGHTENING CHOICESWEB STRATEGYIncrease speaking opportunities

Website Videos Twitter

Facebook LinkedIn Media Kit

Book Articles & Tips Foster Farms

Online directories/guides

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

SF NUTRITION CLINICWWW.SFNUTRITIONCLINIC.COM

SF NUTRITION CLINICWEB STRATEGY

Credible & Professional with a Touch of Community giving

Website Quarterly E-newsletter Free seminars & audio/video materials

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

MV NUTRITIONWWW.MVNUTRITION.COM

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/)

NUTRITION FOR YOU (SUBDIVISION OF MV NUTRITION)

WWW.NU4YOU.NET/

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

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

Facebook

Twitter

LinkedIn

Video Capability

Media Kit PR representative &

markets in community

Online/phone consultations

Nutrition Resources

WEB PRESENCE RECCOMENDATIONS

EDIBLENUTRITION.COM ENLIGHTENINGCHOICES.COM

SFNUTRITIONCLINIC.COM MVNUTRITION.COM

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

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

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

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

THANK YOU!

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