The Strategy Behind Planned Parenthood Online - Jon Platner

Slide 1: Jon Platner Director Online Operations Planned Parenthood Online Forum One Communications

Slide 2: our story …

Slide 3: agenda …  our organization  our vision  our challenge  getting buy-in  the pay-off  the future

Slide 4: our organization … mission  health care  education  advocacy structure  Planned Parenthood Federation of America  110 local Planned Parenthood affiliates  860+ health centers

Slide 5: our vision …  one online portal  one consistent online brand  one body of health information  one place for users to locate a health center  one effort around online health services

Slide 6: our vision …

Slide 7: The Planned Parenthood Online Plan

Slide 12: our challenge …  identity  control  fundraising  service information

Slide 13: getting buy-in … early on  mission  business opportunity later on  data  traffic, usability, SEO, consumer needs  resources  personal touch

Slide 14: a usability story … task  find out how to get the HPV vaccine intended path  sexual health → STDs → HPV → “Contact your health care provider, public health department, or local Planned Parenthood health center for information and/or referral.” user path  site search for “HPV vaccine” → affiliate-level page → “The HPV vaccine is now available at these Planned Parenthood health centers … ”

Slide 15: the pay-off …  61 affiliates on plannedparenthood.org  700,000 health center searches per month (130 percent increase over past year)  10,000 online appointment requests per month (100 percent increase over past year)  one body of health information  coordinated advocacy and fundraising efforts  less competition on search engines  happy users ;-)

Slide 16: the future …  100 percent affiliate participation by June 2008  redesign of plannedparenthood.org  promotion of affiliate content at portal-level  integration of service and education  grouping of content by topic  online health center  beyond plannedparenthood.org  challenges remain …

Slide 17: jon.platner@ppfa.org

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