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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