YanSimon Gao

1
Non-Profit AssignmentDisease Specific Health
Group

• Yan(Simon) Gao
• Max Hernandez-Toso
• Yimin(Mimi) Jiang
• Debby Keller
• Jason Knight

2
Industry Overview

• The basic value proposition of the websites
• Reliable, comprehensive information about the
  disease
• Resources for treatment, research, and support
• Outlets to volunteer donate to the cause
• through an easy-to-use interface.
• No shareholders in non-profit corporations
• Organizations remain viable on the basis of
  donations

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Major Players
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Overview of Pages

• General Information

• Type of Disease
• Prevention and Treatment Options
• Research and statistics

Patient Services

• Free Health Materials
• Online Directory for Medical Resources
• Services and Resource

Get Involved

• Take action
• Planed giving and donation
• Relay for life

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A Sample Front Page
www.americanheart.org
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Basics

• People visit the site for the following
  INTERESTS
• To look for general or lower level information
  (patient and their families, general public)
• To look for detailed information or higher level
  information (researchers and health care
  providers)
• To donate money or to check the organizational
  goals, program and performance (donors and
  general public)
• While visiting, perform the following OPERATIONS
• Information search
• Donations by credit card or by contacting
  representatives

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Consumers

• People suffering from the specific disease
• People with a family member, friend, loved one
  suffering from the specific disease
• Philanthropists (current and potential donators)
• General public who want information
• Research professionals
• -services to health care providers, patients,
  member organizations, educators, researchers,
  counselors and the general public.
• -The Sickle Cell Disease Assoc. of America
  (http//www.sicklecelldisease.org)

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Strategies to Attract Customers

• Celebrity Endorsement
• Jerry Lewis Telethon for Muscular Dystrophy
  Association
• Partnerships with Hospitals Schools
• Community Events (With online Info/Sign-Up)
• Walk America (March of Dimes)
• Tour de Cure (American Diabetes Assoc)
• Light the Night Walk (Leukemia Society of
  America)
• Great American Smoke Out (American Lung
  Association)

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Strategies to Attract Customers (cont.)

• Provide organization information for potential
  donors
• Annual Report, Financial Statements,  Posted
  Meetings
• Publishing/Distribution of Educational Materials
  (all)
• Technical Training and Assistance (Sickle Cell)
• Research Support (all)
• National Convention and Workshops (all)
• Scholarships (all)

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Sample Online Donation Forms
Donation Payment www.mdusa.com
User Registration www.cancer.org
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Value Additions

• Partnerships with Major Merchants
• 5-15 of purchase benefits organization
• (Muscular Dystrophy, March of Dimes)
• Current Journal and News Articles
• Search engines/Online directory of medical
  resources
• Online secure sites for immediate donations
• Research publications
• Disease Information center
• Definition, Prevention, Risk Factors,
  Detection/Symptoms, Treatment, and Survivorship)

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Value Additions (cont.)

• Plan Gifts (for will or trust)
• American Diabetes Association
• Statistical facts figures
• (example from the American Cancer Society at
  right)
• Calendar of events and posted meetings across
  regions
• Health and social relative issues
• Tobacco control on the American Lung Association
  page
• Multilingual-versions of the website site

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Strategies to Retain Customers

• Site Customization (American Diabetes Foundation)
• Periodic funding opportunities for research
  professionals (all)
• Customers are committing to an on-going
  relationship
• Ask the Expert service (Muscular Dystrophy
  Association)
• If customers find the expert responses useful,
  they will come back when more questions arise
• Suggestion Email newsletter (with unsubscribe
  option)
• Targeted information for customer if they entered
  that info on the online form
• Updates on new information/features on the site
• Reminders to donate around tax time

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Attracting, Retaining, and Adding Value

• BIGGEST COMPONENT IS THE REPUTATION OF THE MAJOR
  PLAYERS!
• Organizations follow AHRQ guidelines
• Only display and promote material aligned with
  standardized protocols of care

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Conclusion

• Explosion of disease and health information on
  the Internet
• In 1998, 17 million people sought health
  information from the Internet, and the number was
  expected to double within 2 years (Source
  GartnerGroup, 1998)
• Many sites are not credible or regulated
• Value added features will be a pivotal role in
  the survival of non-profit disease specific sites