The Making of The Jean Hailes Foundation Website

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The Making of The Jean Hailes Foundation Website
Suzanne GraingerDirector www.impagination.com.au
Sarah HardyEducation Unit Director www.jeanhailes
.org.au
Better Health Channel SeminarFriday 31 October
2003
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Overview

• Value for The Jean Hailes Foundation
• Website Management
• Reasons for Redevelopment
• Website Changes
• Decision Process
• Research and Testing
• Outcomes

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Website Value

• Access
• Anywhere around Australia
• Availability
• Information at the convenience of our
  constituency
• Anonymity
• Information can be obtained on sensitive topics
• Authority
• A window on all The Jean Hailes Foundation
  activities
• Interpretation and comment on local and
  international research
• Excellent for promotion of informed decision
  making

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Website Marketing

• Communication
• Media promotion for two launches
• Website address everywhere
• Promotion at major conferences
• Marketing
• Basic e-commerce
• Information delivery

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Visitor Demographics

• Female visitors mostly, aged 30 to 59 years
• Health practitioners, both male and female
• Review content to stay current
• Access research and clinical publications
• Access patient information materials
• Refer patients to the website
• Website accessed
• rural, regional and suburban areas
• Access is well aligned with population for each
  State and Territory

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Website History

• 1999
• Original website launch
• 2000
• New website launched in August
• 2001
• Website revamp in August
• 2002
• Total new look website launched in November
• 2003
• Additional features such as basic e-commerce

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Monthly Sessions
August 2000 to September 2003
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1999 Website
19992000200120022003

• Site Evaluation
• Upside
• Strong visual design
• Downside
• Organisation focus
• Difficult to add content

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Reasons for Redevelopment

• The Jean Hailes Foundation
• Recognised the potential and opportunity for
  their website to play a central role in their
  overall communication strategy.
• Needed to best manage
• Effort required to stay current
• Website improvement
• Overall cost

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Specification

• Easy to navigate
• Contain timely and relevant information
• Have appropriate links to the fact sheets and the
  newsletter
• Publish media releases
• Provide for FAQs
• Internal links to resources and therapeutic areas

Impagination Philosophy
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2000 Website
19992000200120022003

• Whats changed
• Retained look only
• New navigation
• New content added
• - News and events
• - Utilities
• Site map

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2000 Content Page
19992000200120022003

• Whats changed
• New internal page design
• More logical layout
• - area
• - subject
• -utility
• New content added

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Monthly Sessions
August 2000 to December 2001
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Reasons for 2001 Update

• Internal web statistics analysis and reporting on
  a monthly basis
• Site feedback
• Understanding target audience
• More news and content requirements
• Increased issues focus
• Annual website report

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Specifications for 2001 Update

• Responding to user feedback
• Improving access and relevance
• Performance speed of download
• HONCode accreditation
• Healthinsite accreditation

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2001 Website
19992000200120022003

• Whats changed
• Icons revitalised
• Additional areas
• News on Home page
• New areas for target audience

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2001 Content Page
19992000200120022003

• Whats changed
• Cleaner look
• Graphics reduced
• Navigation bar load times reduced
• Introduced email updates

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Monthly Sessions
August 2000 to December 2002
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Specifications - Total Revamp

• Research
• Increasing importance of health on the Internet
• Statistics analysis and reporting
• Understanding women
• focus groups
• Feedback from consumers and health professionals

• Action
• Providing womens needs for information about
  midlife
• Strong health issues focus going beyond menopause
• Improving content
• Content review and approval process

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2002 Home Page
19992000200120022003

• Whats changed
• 800 x 600 format
• New graphics
• Content reorganisation
• 5 content groups
• 9 Health Issues with 48 subject areas (in pop out
  menus)
• Site accreditation
• Basic e-commerce

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2002 Issue Page
19992000200120022003

• Whats changed
• Top-level subject areas
• Overview of area
• Outline of resources available
• Specific key words for each area
• Page specific description
• All content areas accessible from any page

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2002 Issue Content
19992000200120022003

• Whats changed
• Content level page
• Small graphic files
• Printer friendly option in HTML
• PDF minimal
• Audio and video content included

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Revamp Process

• Graphic design - built on investment
• Information design - key component
• Content - regularly updated
• Intuitive navigation and functionality

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Usability Testing for Revamp

• Developed one area to completion
• Tested with target audience
• Women
• Few computer skills
• Format
• Set specific information finding tasks
• Observed the usage process
• Captured feedback

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Revamp Results

• Increased traffic
• Increased search engine referrals
• Reduced requests for location of information on
  the site
• Decreased internal site searches
• New content areas covered previous search
  requests
• Positive feedback
• Consumers
• Health professionals
• Peers
• Media

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Visitor Feedback

• Positive comments
• Your newsletters are great, it has helped me
• I would like to compliment you on this excellent
  website. It is very easy to navigate, and very
  informative. I am impressed.
• I was extremely pleased to find out about the
  Jean Hailes Foundation when the controversial
  study on HRT came to light recently - I'm now
  more informed
• Enjoyed the very reasonable approach to
  presenting info on your site - obviously done
  with care. Thanks
• The information is really useful - presented
  well and easy to understand. Topics are relevant
• Few criticisms
• I was extremely disappointed to find that you
  only devote one negative and misleading article
  to Bio-identical HRT.

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Health Professional Feedback

• Thanks for your comprehensive, informative and up
  to date information which I rely on to keep my
  patients informed.
• Your informative newsletters are very much
  appreciated by myself and the patients I deal
  with on a day to day basis. Thank you
• This is a great service. I have on occasion
  forwarded your newsletter to all my work
  colleagues, with good response. I find most of
  the information very interesting and I'm grateful
  that such a service exists.

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Search Engine Referrals
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Search Results

• Menopause
• No. 7

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Search Results
Hormone Therapy No. 2
Hormone Replacement Therapy No. 5
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Search Results
Complementary therapies for menopause No. 1 (free
listing)
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Search Results
Testosterone Spray No. 1
Testosterone Therapy No. 4
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Search Results
Early Menopause No. 1
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Search Results
Healthy Lifestyles No. 3 and No. 4
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Monthly Sessions
August 2000 to September 2003
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Conclusion

• Seminar Resources
• Quality content
• Use web statistics
• Make website accessible, easy to use
• Market website
• Search engine optimisation
• Design for usability
• Write for the web
• Review
• Statistics and feedback
• Structure, function, usability
• Content
• Look for incremental improvements
• Persevere

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Conclusion

• At any point in time your website is either
  under re-development, being launched, maintained,
  evaluated, enhanced and promoted or being
  assessed with a view to undergoing a re-birth.
• Living Websites by Steven Smithwww.unitedfocus.
  com.au

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The Making of The Jean Hailes Foundation Website
Suzanne GraingerDirector www.impagination.com.au
Sarah HardyEducation Unit Director www.jeanhailes
.org.au
Better Health Channel SeminarFriday 31 October
2003