Kristen E. Sullivan

* Web Strategies for Boston Area HIV/AIDS Non-Profits

*Fenway Health• Organization

• Established in 1971. One of the earliest to be in involved in HIV prevention, resource, and research.

• Mission• “to enhance the wellbeing of the lesbian, gay, bisexual and

transgender community and all people in our neighborhoods and beyond through access to the highest quality health care, education, research and advocacy”

• Target Audience• Gay/Lesbian/Bisexual/Transgender Community

 

*SWOT Fenway Health

Strengths Weaknesses Well known in the Boston area Long history in HIV/AIDS work Well-funded Social media applications (Twitter &

Facebook) Wide array of services Clear branding theme and strategy Ask the Docs direct anonymous questions

No data on how effective their strategy is. Blog not clearly linked on homepage No site feedback link Not geared toward a younger audience

Opportunities Threats Create a mobile application for HIV facts Create YouTube or LinkedIn account

Appealing to the general public not just LBGT community

Other HIV nonprofit organizations

*AIDS Action Committee• Organization

• Founded in 1983 in collaboration with Fenway Health, expanding into own organization. Large resources for advocacy work, HIV legislation, prevention and other services

• Mission

• A “world without HIV/AIDS”. They would like to stop the AIDS stopping new HIV infections, create healthy outcomes for those who are at risk for HIV infection, and to stop the root causes of HIV/AIDS.

• Target Audience

• General public for information and resources about HIV/AIDS but they are also heavily involved in the LBGT, youth, and homeless communities.

 

*SWOT AIDS Action Committee

Strengths Weaknesses Early adoption of online content Well-funded Well known Wide array of services Web uses several social media sites for

education and networking purposes

No analysis or data on how effective their web strategy is

Technology platform outdated No clear branding strategy

 

Opportunities Threats RSS feeds or mobile applications related to

HIV Other local HIV nonprofit organizations

*Boston HAPPENS• Organization

• Boston HAPPENS (HIV Adolescent Provider & Peer Education Network for Services). Established in 1993, it specializes in youth HIV prevention, outreach, and treatment for those living with HIV aged 12-24

• Mission• To provide comprehensive care for “hard to reach” youth

at risk for contracting HIV and to provide case management/medical resources for youth living with HIV.

• Target Audience• Youth aged 12-24 in the Boston Area

 

*SWOT Boston HAPPENS

Strengths Weaknesses Affiliation with a highly respected hospital Small subset of the HIV population able to

more tailored care and outreach Small program may be easier for coworkers to

reach common goals Collaborate with many local youth

organizations

No link to Facebook page on website. No use of other social media Youth afraid to “like” Facebook page because

of no anonymity No way of measuring feedback, site usage, or

how effective their strategy is.

Opportunities Threats Update website Use other social media targeted at Youth such

a Twitter, Flickr, or YouTube. Create a branding strategy

Other HIV nonprofits, especially AAC’s youth on fire program

*Comparison

  Fenway Health

AAC Boston HAPPENS

Services      

Case management/support

X X X

Free Testing X X X

Street Outreach X X X

HIV information X X X

Youth Groups   X X

Web Presence      

Social Media X X X

RSS Feeds   X  

Blog X X  

Other Interactive X   X

Website General      

Data Measurement X X  

Theme/Logo X    

Feedback   X  

*Recommendations for Fenway Health

• Professional Networking

• Create RSS subscription for Health professionals

• LinkedIn account to network and have group discussions

• Measure Feedback

• Site visits broken down by service type

• Feedback survey to visitors to evaluate and make suggestions

• Appeal to Youth

• Subset of group to expand prevention services

• More options for young people looking for HIV resources and support

*Recommendations for AAC

• Streamlined web experience• Less clutter, Easier navigation, Clearer tabs

• Clearer Branding Strategy• Stand out logo, recognizable color scheme

• Possible Mobile Applications• Easier to view on phone, news updates, or

appointment reminders

*Recommendations for Boston HAPPENS

• Overhaul of Website

• Update with new educational materials

• Create logo/branding strategy

• Interactive options such as quizzes or “ask the doc”

• Expand social media use

• Explore options with different outlets

• Twitter, Facebook, YouTube, Flickr, Instagram

• Measure effectiveness/feedback

• Measure amount of site visits

• Feedback surveys for evaluations