R EGISTERED D IETITIANS IN P RIVATE P RACTICE Corinne Dobbas Web Strategies for Health Communication Sunday, July 19 th 2009

C ASE S TUDIES … EDIBLENUTRITION.COMENLIGHTENINGCHOICES.COM SFNUTRITIONCLINIC.COM MVNUTRITION.COM

EDIBLE NUTRITION WWW. EDIBLENUTRITION. COM

EDIBLE NUTRITION WEB STRATEGY Tastefully Present Website* Blog* Facebook* Twitter LinkedIn YouTube videos Military.com Patient newsletter San Diego Firefighters Wellness e-letter NOTE: Fall 2009 website overhaul *primary

EDIBLE NUTRITION LOGO New Logo Old Logo

EDIBLE NUTRITION SWOT 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 CHOICES WWW. ENLIGHTENINGCHOICES. COM

ENLIGHTENING CHOICES WEB STRATEGY Increase speaking opportunities Website Videos Twitter Facebook LinkedIn Media Kit Book Articles & Tips Foster Farms Online directories/guides

ENLIGHTENING CHOICES SWOT 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 CLINIC WWW. SFNUTRITIONCLINIC. COM

SF NUTRITION CLINIC WEB STRATEGY Credible & Professional with a Touch of Community giving Website Quarterly E-newsletter Free seminars & audio/video materials

SF NUTRITION CLINIC SWOT 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 NUTRITION WWW. MVNUTRITION. COM

MV NUTRITION WEB STRATEGY Professional 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 (

N UTRITION FOR YOU ( SUBDIVISION OF MV N UTRITION ) WWW. NU 4 YOU. NET /

MV NUTRITION SWOT 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 COMPARISON Edible NutritionEnlightening Choices SF Nutrition Clinic MV Nutrition Website Initial Cost$150$13,000-15,000$1,000s$9,000-10,000 Web Maintenance$500 per yr$300 per yr$1,000 per yrAs needed Target AudienceBasic 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.COMENLIGHTENINGCHOICES.COM SFNUTRITIONCLINIC.COM MVNUTRITION.COM

EDIBLE NUTRITION RECOMMENDATIONS 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 CHOICES RECOMMENDATIONS 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 CLINIC RECOMMENDATIONS 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 NUTRITION RECOMMENDATIONS 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

T HANK Y OU ! Questions??? Comments???