How Health Sites Can Reach Youth

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A generation raised on MTV, video games, and instant communication expects content to be bite-size, easy to consume, and engaging. The youth we surveyed told us they wanted health information that was "comprehensive and accurate" but also "not too technical." Their ideal site would present information in a "fun and interactive way."

• Anonymity can be liberating, but only in a safe online place. We often hear about online anonymity linked to negative stories about cyberbullying and how anonymity is abused in hurtful comments or posts from individuals hiding behind a fake screen name. The untold story is the role of online anonymity in helping young people talk about sensitive issues. Of those surveyed, 17% visited online confessional sites or message boards to share something personal; of those, 87% reported positive experiences. Respondents talked about this experience as a "relief." One said, "It felt like I could finally breathe." At the same time, youth also told us how important it is to moderate these spaces and "keep the haters out." That means sites need clearly delineated community standards and both moderators and users who can flag inappropriate comments.

• Publicize your resource. This is probably the most important message for anyone creating health-oriented sites geared to youth. It's also the most challenging in a media environment full of marketing messages on multiple screens. Unlike marketing soft drinks or promoting a new fragrance, health information is something young people are actively searching for. The trouble is, they don't know the names of the sites that reliably provide it. And even for those who aren't searching, discovering a health resource could still be beneficial or even lifesaving.

This means spending money and resources on optimizing your site for search engines. But you also have to go beyond expecting young people to find your site and work on creative ways of pushing out the resources you have to social networks, where youth already are spending lots of time. You have to go viral (no health pun intended) and look at creating applications, widgets, or videos to spread your message.

Reaching youth online with accurate, engaging health information is a challenge for both companies and nonprofit organizations. Understanding what youth are looking for in a health site, where they spend time online, and how they currently search for this information will help you serve this important demographic better. Click here to read the full report.

Goodstein is the publisher of Ypulse.com. Her book, Totally Wired: What Teens and Tweens Are Really Doing Online, was published by St. Martin's Press in March, 2007