Kate Perch
MS/HCOMM Student
Tufts University School of Medicine
Research Associate
Tufts Medical Center

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.

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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

 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, e newsletter, 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

Strengths
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Large number of qualified staff dedicated to communication initiatives
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Accurate information (reviewed by board of medical experts)
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Access to Usability.gov guidelines to developing user-centered websites
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Several web-based mechanisms utilized to disseminate information (online chat, databases, search tools)
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Social media , RSS feeds, e newsletter organized/accessible
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Use of comprehensive user feedback survey (American
Customer Satisfaction Survey)
Opportunities
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New web-based technologies for patients & providers available
(mobile applications, web-based tools/portals)
Weaknesses
 Umbrella website visually unappealing (too “crowded” and hard to read small font)
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Not well organized to allow for easy access to information relevant to a specific target audience
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No blogs
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No user registration/account feature
Threats
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Several other competing cancer-related websites are available on the web

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.

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Central Website: www.Cancer.org
Other websites
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MoreBirthdays.com
AcsCan.org
Social Media
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Facebook
Twitter
YouTube
LinkedIn
RSS feed
Dr. Len’s Cancer Blog
Powerful Choices
Podcasts

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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

Strengths Weaknesses
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Large number of qualified staff dedicated to communication initiatives
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Advanced search tool (site section & content type specific)
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Links to other ACS websites easily accessible on homepage
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Comprehensive website evaluation
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Use of several web technologies to achieve mission
(discussion board, online donations, resource finders, online chat)
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Social media sites, blog, podcasts and e newsletters and online chat feature not accessible through homepage
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All resources for healthcare providers & researchers difficult to find
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Clinical Trial Matching Service difficult to locate on website
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Disappointing use of RSS feed technology
Opportunities
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New web-based technology to link patients to volunteers and expert advice from healthcare providers (e.g. mobile apps)
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Threats
Several other competing cancer-related websites are available on the Web (Cancer.gov, Cancer.net)

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.

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 Facebook
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Twitter
YouTube
LinkedIn

 Website launched in 1997  Updated 2001  Freddie Award finalist
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Redesign in 2009 (LLS’ 60 th 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
How to Help
 Online donations, Online volunteer registration
Advocacy
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Advocates Network, ‘Toolbox’, Legislator finder
Science/Professionals
 Grant information, Education programs, PubMed
LLS
 About US
 Pressroom

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
Weaknesses
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Homepage very crowded
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Links to other LLS sponsored websites and social media sites aren’t easily accessible
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No website user feedback survey
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Do not optimize use of social media for all audiences
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
Threats
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Several other competing cancer-related websites are available on the Web

Comparison of Web Strategies
Website Features
User registration
Discuss. boards/Online support network
Live Chat
Enewsletter
Patient care-management tools
User feedback survey
Other Web Technologies
NCI x x x
Social Media
Blog
Videocasts/Podcasts
RSS feeds
Accessibility
Other sponsored websites
Social Media sites
RSS feeds
Blog
Videocasts/Podcasts x x x n/a x x n/a
ACS x x x x x x x x x x x x
LLS x x x x x x x x x x x

Popularity : Alexa Traffic Rank
Reputation : Sites Linking In
Reach : % Global Internet Users (1 mo.)
Cancer.gov
Cancer.org
LLS.org
12,620 14,556 231,102
7,299
0.013100
11,736
0.01200
563
0.00069
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

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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

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Create links to social media sites, blog, podcasts, e newsletters 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

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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