u.s. food and drug administration fda enterprise email ...

1. U.S. Food and Drug Administration (FDA) Enterprise Email Communication Case Study Introduce self.Introduce self.

2. Review agenda. Review agenda.

3. Purpose of the FDA Website To provide accurate, timely and useful FDA-related information to the public. To provide interactive forums, such as discussion groups and bulletin boards, in order to exchange information and opinions about FDA-related issues, and comment on FDA proposals. To provide a venue for electronic "commerce" between the public and the agency in terms of on-line submission of information from regulated industry, on-line reporting of adverse reactions, and other matters related to FDA-regulated products.

4. Phase 1 of FDA.gov Update: Homepage Redesign Update look Meet information needs of all FDA stakeholders Increase consumer focus Ease access to all content Add improved email communication NOTE: There�s animation in this slideNOTE: There�s animation in this slide

5. Updated Homepage

6. Why Enterprise Email Communication? A major purpose of FDA�s Website: To provide accurate, timely and useful FDA-related information to the public FDA�s audiences are diverse with different information needs Email is a Key Communication Channel "87% of Consumers online time is spent reading their emails" -David Daniels, Vice President of JupiterResearch, (Dec. 2007). Successful GovDelivery pilot in CDRH Flexibility and Customization

7. Predecessor to FDA.gov Enterprise Email Communication Launch: Center for Devices & Radiological Health (CDRH) Launch Nov. 2005 Offered 15 items Went from 14k subscribers to >50k in first year; 113k in Year II; Now 282,773 Increased # of topics chosen per subscriber by 300% Sent 5.8 million emails 12/05-12/07; 2,060,241 from Jan-June �08

8. Subscription Option Examples at CDRH

9. Lessons Learned at CDRH that Applied to FDA Enterprise Offer many topics to meet information needs of diverse stakeholders Promote subscription options on every relevant page Seek ways to automate getting emails out to public (limit administrator involvement) Rollout quickly and make adjustments

10. FDA Email Updates � Across the Website

11. Administrators Across FDA Control How Messages Go Out� Automation is used in a number of ways

12. FDA.gov Email Update Sign-Up

13. Most Popular FDA Subscription Topics Recalls, Market Withdrawals and Safety Alerts MedWatch Safety Alerts FDA News Digest CDER News Dietary Supplements and Food Labelling FDA Patient Safety News Drug Information FDA Consumer Health Information Drug Safety News (Podcast alert) FDA Press Releases

14. Users Sign up to more Topics with Cross-Promotion

15. As a Final Step for End Users, FDA Offers Relevant Content from other Agencies

16. HHS.gov uses the Web 2.0 Collaboration Network to Promote FDA Content

17. Power of Cross Promotion Across HHS

18. FDA Email Subscription Results

19. Final Lessons Learned & Next Steps Lessons Learned Your first customers are your administrators � engage them early and often Maximize audience analysis to provide best service to stakeholders Tweak over time Next Steps Continue adding new topics while reducing redundancy Continue implementing subscription links across website and experimenting with homepage placement Work with other agencies on cross-promotion

20. Tomatoes

21. Q&A Discussion