Nonprofit Community Health Center
Web Strategies
LINDSAY COURT
Lynn Community Health Center
Lynn Community Health Center
 Located in Lynn, Massachusetts.
 Lynn is the largest city in Essex County, densely
populated and culturally diverse.
 Mission: To provide the highest quality of health care for
everyone in the Greater Lynn community, particularly
the medically underserved, poor, minority and
immigrant populations, regardless of the ability to pay.
 Target Audience
40% of Lynn residents are of a minority group
High rate of poverty
 No Budget
Web Strategy
 Static Website
 No resources or
budget for web
development.
 Volunteer graphic
designer works
maintains the website
 No social media or
technology
SWOT Analysis
Strengths
Prominent health center in the community
Weaknesses
Only one person responsible for web
content
No bilingual resources
Lack of important contact information
No social media
Lack of feedback tools
No permanently employed web designer
Inefficient donation option
Opportunities
Social media applications: Facebook,
Twitter
Bilingual content
Usability testing
Threats
No budget for web development
Other more appealing websites and
information sources
Fenway Health
Fenway Health
 Located in Boston, Massachusetts
 Mission: To enhance the physical and mental health of
its community, which includes those who are gay,
lesbian, bisexual, transgender (LGBT), the people who
live and work in our neighborhood, and beyond.
 Target Audience
The LGBT community
Communities of color
People living with HIV/AIDS.
 Including salaries, $100,000 budget
Web Strategy
 Facebook
 Newsletter subscription
 Patient Portal
 Feedback tool
 Search Option
 Links to online resources
 Online donation option
SWOT Analysis
Strengths
Affiliation with Beth Israel Deaconess
Medical Center
Very large budget
Confidential patient portal
Strong Facebook page
Search option
Monthly newsletter- email subscription
Well known, credible
Opportunities
Video and multimedia platform
Twitter
Blogs
Mobile applications
Weaknesses
Very text heavy
Threats
Other health websites and information
sources
Greater Lawrence Family Health Center
Greater Lawrence Family Health Center
 Located in Lawrence, Massachusetts
 2nd largest nonprofit community health center in Massachusetts.
 $44 million operation
 Mission: To improve and maintain the health of individuals and
families in the Merrimack Valley by providing a network of high
quality, comprehensive health care services and by training care
professionals to respond to the needs of a culturally diverse population.
 Target Audience
80% of Lawrence residents are from Puerto Rico or the
Dominican Republic
90 % live below the federal poverty level
25 % have no health insurance
 Budget less than $100 a year
Web Strategy
 Social Media: Facebook, Twitter
 Multimedia
 Blogs
Web Strategy
 News feeds
 Text messaging service
 Monthly newsletter
 Pay Pal
 Podcasts
SWOT Analysis
Strengths
Videos posted on YouTube
Strong Facebook page
Twitter
CDC Flu Feeds
Text messaging service
Use of Pay Pal for donations
Weaknesses
Limited budget
No bilingual resources
Lack of doctor contact information
No email subscription option for
monthly newsletter
Opportunities
Mobile application
Threats
Other health websites and information
sources
Comparison
Lynn Community
Health Center
Facebook
Fenway Health

Twitter
YouTube, multimedia
Blog
E-Newsletter
Bilingual material
News feed
Text Messaging Service
Podcasts
Feedback option
Patient Portal
Search Option
Online donation option
(video on Facebook)





Greater Lawrence
Family Health Center
 (but not linked to
website)
 (but not linked to
website)


 (but no email
subscription)
(coming soon)




Lynn Community Health Center
Recommendations
 Establish social media outlets, particularly
Facebook
 More images and downloadable resources
 Provide bilingual content
 Hire a web designer
 Conduct usability test to identify problems
Fenway Health
Recommendations
 Expand social media to include Twitter
 Build a video and multimedia platform
 Feature blogs
 Implement mobile applications
Greater Lawrence Family Health Center
Recommendations
 Implement mobile applications
 Provide bilingual content, including a blog
 Make the monthly newsletter a subscription
service
 Conduct usability tests once bilingual component
is in place
Thank you!
Questions?