Online technology + leading women’s health experts =
innovative education Australia-wide
Aleeza Zohar
Communications Manag...
The Jean Hailes Foundation for Women’s
Health
• National not for profit women’s health organisation
• Dedicated to improvi...
Health information for women
• Respond to women’s health needs through
research, community and professional education and
...
Background: face to face education
• 3 national seminars per year
• 1990s to early 2000s up to 600 per event
• Reaching ap...
What are the challenges in trying to reach
out Australia-wide?
• People live in dispersed communities across
Australia
• C...
Webcast: what is it?
• A video and/or audio broadcast transmitted either
live or delayed via the internet using streaming
...
Why webcast?
• Diminishing numbers face to face
• Reach out to women living in regional Australia
• Desire to reach as man...
What are the benefits?
• No need to travel – great for those with mobility issues
• Can watch on your own – or in a group
...
What are the opportunities?
• To build on relationships with community groups
• To increase subscriptions to our national ...
Why integrate webcasts into the marketing mix?
• Human voice is powerful tool
• Retain 10% of what you read as opposed to ...
What are the strengths of webcasts?
• Delivery of a consistent message to remote locations
• Engaging with audience
• Pote...
What are the weaknesses of webcasts?
• Speed of internet access – often a bigger issue in
regional areas
• Being able to ‘...
Webcast 2008 – Life begins at Menopause?
• In 2008 we produced our first webcast
• Topic: menopause, including treatment o...
Results from the 2008 webcast
• Reached almost 2,000 women across Australia
including 69 groups in regional and metropolit...
Increase to Foundation resources 2008
Increase in website visits Jan-June 2008
0
50000
100000
150000
200000
250000
January...
Webcast 2010 – Making Your 40s Fabulous!
• This year we ran our second webcast
• Roller coaster of physical and emotional ...
Results from 2010 webcast
• Approx 500 individuals watched from home
• 71 groups – from 2 up to 140 women at each, total o...
Location of host sites 2010
• 86% regional
• 14% metro
• Nearly 3,500
resource packs
sent to group
hosts
Location of host sites by state 2010
Host Sites by State
40%
20%
11%
14%
6%
6%
3%
0% VIC
NSW
QLD
SA
TAS
WA
ACT
NT
Audience responses
• 88% of hosts found the style of webcast engaging and
enjoyable
• 88% of hosts said they would conside...
Group host responses
• “This was my first time to access a weblink & so I was hesitant
to enrol at first & worried when th...
Individual responses
• “I found the information very informative and enjoyable. It was
great to listen to very qualified s...
Overall picture
• Don’t be afraid to take advantage of new technology
• Technology getting better each day
• Seek out expe...
www.jeanhailes.org.au
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Online technology + leading women’s health experts = innovative education australia wide (Aleeza Zohar, The Jean Hailes Foundation for Women's Health)

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Presentation at Making Links Conference 2010 in Perth, Western Australia.

www.makinglinks.org.au

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Online technology + leading women’s health experts = innovative education australia wide (Aleeza Zohar, The Jean Hailes Foundation for Women's Health)

  1. 1. Online technology + leading women’s health experts = innovative education Australia-wide Aleeza Zohar Communications Manager Making Links Conference 2010
  2. 2. The Jean Hailes Foundation for Women’s Health • National not for profit women’s health organisation • Dedicated to improving the health and wellbeing of all Australian women • Based in Clayton, Victoria • Three units: – Medical Centre for Women – Research Unit – Education Unit
  3. 3. Health information for women • Respond to women’s health needs through research, community and professional education and clinical care • Translate latest research into practical health and lifestyle approaches for women • Offer variety of mediums / formats to engage women and provide practical information in recognition of the variant of different learning styles
  4. 4. Background: face to face education • 3 national seminars per year • 1990s to early 2000s up to 600 per event • Reaching approx 1,500-1,800 women per year • More recently up to 200 per event • Reaching approx 450 per year
  5. 5. What are the challenges in trying to reach out Australia-wide? • People live in dispersed communities across Australia • Can’t reach out to all face to face in a cost and time effective manner • Can’t be everywhere • Cost – productivity – efficiency are all compromised
  6. 6. Webcast: what is it? • A video and/or audio broadcast transmitted either live or delayed via the internet using streaming media technology with many people able to watch simultaneously – kind of like watching TV • Can learn about property investment, through to the best sales pitches, human rights, parenting and education events
  7. 7. Why webcast? • Diminishing numbers face to face • Reach out to women living in regional Australia • Desire to reach as many women as possible across the country in a cost effective manner • Time to develop and trial a new education model utilising technology to engage with new and bigger audiences
  8. 8. What are the benefits? • No need to travel – great for those with mobility issues • Can watch on your own – or in a group • Australia-wide – even global! • Interactive text chat • Live polls and surveys – immediate feedback • Record to archive for later use • Cost – productivity – efficiency are all increased • Trackable audience behaviour • Engaging audience – see, hear, read • Targeted audience delivery • Brand building
  9. 9. What are the opportunities? • To build on relationships with community groups • To increase subscriptions to our national magazine and email updates, and visits to our website • Media, promotion and marketing • To provide a reliable source of information that women can revisit • 60% of 2008 webcast new to the Foundation • 54% of 2010 webcast new to the Foundation
  10. 10. Why integrate webcasts into the marketing mix? • Human voice is powerful tool • Retain 10% of what you read as opposed to 50% of what you read and hear • Interactivity is an added bonus • Helps speed knowledge and understanding • Measurable
  11. 11. What are the strengths of webcasts? • Delivery of a consistent message to remote locations • Engaging with audience • Potential to engage with large audience • To reach people who otherwise wouldn’t have access • Cost effectiveness
  12. 12. What are the weaknesses of webcasts? • Speed of internet access – often a bigger issue in regional areas • Being able to ‘deal’ with technology failures – in group and individual settings • Reputation resting on success of technology
  13. 13. Webcast 2008 – Life begins at Menopause? • In 2008 we produced our first webcast • Topic: menopause, including treatment options, emotional and physical changes, ways to self manage • Health experts included gynaecologist Dr Elizabeth Farrell, psychologist Dr Mandy Deeks and naturopath Sandra Villella
  14. 14. Results from the 2008 webcast • Reached almost 2,000 women across Australia including 69 groups in regional and metropolitan areas • 500 watched from home • 69 community groups, from 3 up to 300 women at each • Significant increase in visits to website, downloads of our fact sheet resources and subscriptions to our free women’s health magazine
  15. 15. Increase to Foundation resources 2008 Increase in website visits Jan-June 2008 0 50000 100000 150000 200000 250000 January February March April May June Increase in menopause fact sheet download Jan-June 0 200 400 600 800 1000 1200 1400 1600 1800 January February March April May June • Approx 1,000 new subscriptions to women’s health magazine
  16. 16. Webcast 2010 – Making Your 40s Fabulous! • This year we ran our second webcast • Roller coaster of physical and emotional changes including hormones, libido and stress as well as preventive health tips to make the most of health • Health experts included Dr Rosie King, Dr John D’Arcy and Dr Elizabeth Farrell
  17. 17. Results from 2010 webcast • Approx 500 individuals watched from home • 71 groups – from 2 up to 140 women at each, total of 1,750 • A possible 100+ more as 6 groups did not complete evaluation • 8 group events have already taken place post event – approx 300 attended • 654 have watched the archived version online post event • All up – viewed so far by approx 3,300 • Significant increase in visits to website, downloads of our fact sheet resources and subscriptions to our free women’s health magazine and email updates • Cost per head more than halved from face to face
  18. 18. Location of host sites 2010 • 86% regional • 14% metro • Nearly 3,500 resource packs sent to group hosts
  19. 19. Location of host sites by state 2010 Host Sites by State 40% 20% 11% 14% 6% 6% 3% 0% VIC NSW QLD SA TAS WA ACT NT
  20. 20. Audience responses • 88% of hosts found the style of webcast engaging and enjoyable • 88% of hosts said they would consider hosting a webcast again • 84% of individuals found the style of webcast engaging and enjoyable • 50% of individuals said this was their preferred method of receiving health information • 84% of individuals said they would consider participating in another webcast
  21. 21. Group host responses • “This was my first time to access a weblink & so I was hesitant to enrol at first & worried when the IT stuff presented a challenge but now I am enthused to do it again and now have confidence to start advertising and promoting an event earlier next time.” • “Even though we only had a small number of women attend I think they are more aware of the Foundation & can now access this information for their own benefit.”
  22. 22. Individual responses • “I found the information very informative and enjoyable. It was great to listen to very qualified speakers whom we would not be able to see in a rural / remote location.” • “…I enjoyed the evening. I found it informative and good to know that I am not alone! It has given me confidence to discuss it further with my husband (when the time is right) and know that there are professionals out there who may be able to help. Also, viewing it with a group of ladies in the same age decade was supportive and good fun. Although less convenient, it was much better going out and not watching it at home with kids (and a husband!) annoying you! It made me think about things that I rarely think about e.g. the future! I liked the lines "Prioritise Delegate and Prune. A valuable evening, thank you.”
  23. 23. Overall picture • Don’t be afraid to take advantage of new technology • Technology getting better each day • Seek out experts in the field • A major advantage is its sheer convenience • Lessens the issue of access • Gives people chance to take control and manage their own learning – own pace • Technology has made the dissemination of information faster, easer, smarter
  24. 24. www.jeanhailes.org.au

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