comparative analysis of dental organizations’ websites digital strategies for health communication...
TRANSCRIPT
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COMPARATIVE ANALYSIS OF DENTAL ORGANIZATIONS’
WEBSITES
Digital Strategies for Health Communication (HCOM512)Hubert Park
7/14/12
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Organizations
Organizations that aim to improve oral health in the U.S.:- American Dental Association- American Academy of Pediatric Dentistry- American Dental Education Association
Why I chose them:- I am in pediatric dentistry- I surf on all three websites frequently, though much more so on AAPD
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American Academy of Pediatric Dentistry (AAPD)
The membership organization representing the specialty of pediatric dentistry
Mission: “To advocate policies, guidelines and programs that promote optimal oral health and oral health care for children. The AAPD serves and represents its membership in the areas of professional development and governmental and legislative activities. It is a liaison to other health care groups and the public.”
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•5,641 Likes
•14 mutual friends that also like the FB page
•Posts include: members featured in the news, CE courses, and
pearls of wisdom
•Geared towards AAPD members
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•203 tweets, 467 following, and 3004 followers
•Posts include: Same exacts posts found on Facebook
•Geared towards AAPD members
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AAPD Strategy
Simple, easy-to-follow layout Drop down menu with clearly labeled topics Apps designed for conferences A large section where local pediatric dentists can
be located based on zip code and miles. Members-only content (e.g. publications)
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AAPD SWOT
Strengths-Simple layout-Easy to navigate- Mobile version available- Wealth of information for residents, pediatric dentists, and those in policy
Weaknesses- Lack of parent-friendly content (i.e. terms too technical, not easy to spot on the website)
Opportunities- Improve resources for parents seeking information
Threats- Others in dentistry who may not provide the most accurate, up-to-date info on pediatric dentistry but parents may opt for instead.
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Recommendations
Increase parent-friendly content Increase visibility of the parent-friendly content Increase user-based activity on Facebook and
Twitter (perhaps increase membership of parents)
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American Dental Association (ADA))
Vision: to be the recognized leader in oral health Mission: “The ADA is the professional association
of dentists that fosters the success of a diverse membership and advances the oral health of the public.”
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•31,456 Likes
•22 mutual friends that also like the FB page
•Posts include: More lay user-friendly content (e.g. myth busters), photos
from meetings, etc
•Geared towards everyone interested in dentistry
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•938 tweets, 1065 following, and 12162 followers
•Posts include: More members-oriented content, less fun trivia
•Geared towards ADA memberes
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ADA Strategy
Simple, easy-to-follow layout Drop down menu with clearly labeled topics Apps designed for conferences More public-friendly content
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ADA SWOT
Strengths-Simple layout-Easy to navigate- Mobile version available- Information for EVERYONE
Weaknesses- Did not utilize the Twitter site to educate the public
Opportunities-Increase the public-friendly content such as myth busters on the Twitter site-Many are aware of ADA due to ADA seal of approval on toothpastes
Threats- None that I can think of
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Recommendations
Continue with the public-friendly content on Facebook and the website
Do utilize Twitter site to reach out to the general public
Create a dentist locator function on the front page
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American Dental Education Association (ADEA))
Is the voice of dental education. Its members include all U.S. and Canadian dental schools and many allied and advanced dental education programs, corporations, faculty, and students
Mission: “To lead individuals and institutions of the dental education community to address contemporary issues influencing education, research, and the delivery of oral health care for the health of the public.ADEA's activities encompass a wide range of research, advocacy, faculty development, meetings, and communications like the esteemed Journal of Dental Education, as well as the dental school admissions services AADSAS, PASS, DHCAS, and CAAPID.”
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•5,773 Likes
•5 mutual friends that also like the FB page
•Posts include: Conference- and school-related content
•Geared towards those in dental education system
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•1,040 tweets, 145 following, and 2,624 followers
•Posts include: Similar to Facebook
•Geared towards ADEA memberes
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ADEA Strategy
Heavy on dental education content Drop down menu with clearly labeled topics Promoting conferences for dentists and dental
students
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ADEA SWOT
Strengths-An overabundance of useful for those in dental school or dental residency programs-Frequent updates
Weaknesses-Busy layout especially on the front page of the website (very vertically designed)
Opportunities-Improve the visual appeal of the front page of the website
Threats- Individual programs which may provide sufficient information regarding education and conferences
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Recommendations
Improve the layout of the front page of the website to facilitate easier navigation – the current design is too vertically oriented and requires scrolling down nearly 3 pages.
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Thank you!Questions?