Lilliam V. Acosta-Sanchez, MPH and Beverly Robertson, MLS, MA. El Centro de Enseñanza del Embarazo, March of Dimes, 1275 Mamaroneck Avenue, White Plains, NY 10605, 914-997-4758, lsanchez@marchofdimes.com

The March of Dimes has made it a priority to provide culturally and linguistically appropriate health information to the Hispanic community. Nacersano.org was launched in 2003 to serve the growing need for trusted educational information in Spanish on maternal and infant health issues, including preconception, genetics, birth defects, and pregnancy complications.

The growth rate of the U.S. Hispanic population is a factor of both high fertility rates and immigration. This translates into a large number of Hispanic women of childbearing age with interest in and concerns about their pregnancies. Given the growth rate of the visitors to the site it is obvious that there was a need to be filled.

Through a unique tracking system, the Nacersano.org team can evaluate the site’s traffic volume, access and browsing patterns, referring domains, internal and external searches and session duration. Through the statistical data and user trend information the team updates the site content and architecture.

Nacersano has experienced steady growth since its launch in September 2003, reaching hundreds of thousands of people. The success of the site is primarily a result of Web ad placement on search engines such as Google and Spanish language portals, free email capabilities, an easy-to-navigate site and the interactive tool kit. Nacersano.org has been a primary resource for Spanish speaking women and their families, and presents more targeted healthy messages with a quicker turn-around time.

The presenters will discuss the lessons learned from user trend results, which are being used to create appropriate content and increase outreach efforts.

Learning Objectives: At the conclusion of this session, the participant in this session will be able to

• List and articulate the three main content areas generating the most traffic to the site.
• Describe de key user trend data relevant to the Hispanic audience.
• Articulate the key findings from the online marketing campaign.

Keywords: Hispanic, Internet

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.