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Leveraging Online Trend Analysis to Address the Baby Formula Shortage

AgencyU.S. Department of Health & Human Services (HHS)Op/DivOffice of the Assistant Secretary of Public Affairs (ASPA)URLhttps://www.hhs.gov/ServicesOnline trend analysis using advanced digital tools, Strategic content development based on analysis results, Deployment and monitoring of new content to measure impact and user engagement.Share
Leveraging Online Trend Analysis to Address the Baby Formula Shortage

Introduction

Project Context: During a critical period of baby formula shortage, HHS.gov needed to assess the demand for reliable information on this topic. Analytics Logic employed online trend analysis to determine the necessity and timing for adding specialized content to the website.

Challenges

Identify Key Challenges:

  • Difficulty in assessing the public’s need for information on the baby formula shortage.
  • Risk of spreading misinformation due to the sensitive nature of the topic.
  • Need to rapidly deploy accurate content to meet urgent user demands.

Solutions

Solution Implementation: Analytics Logic conducted a comprehensive online trend analysis:

  • Data Sources Utilized: Google Trends and Google Search Console provided insights into search patterns and interest levels, while survey feedback via Qualtrics gauged user sentiment and specific information needs.
  • Content Strategy Development: Based on the analysis, a decision was made to create a dedicated page on HHS.gov addressing the baby formula shortage. This page aimed to provide reliable information and counteract prevalent misinformation.

Team Expertise: The project was led by a team specializing in digital analytics and content strategy, ensuring that the insights drawn were accurate and the content developed was both timely and relevant.

Services Rendered

  • Online trend analysis using advanced digital tools,
  • Strategic content development based on analysis results,
  • Deployment and monitoring of new content to measure impact and user engagement.

Results

Measurable Outcomes:

  • The newly created baby formula page received over 311,000 pageviews within the first seven days, indicating high user engagement and need.
  • Provided a reliable resource at a critical time, helping to guide users effectively during the formula shortage.

Client Benefits:

  • Enhanced ability to respond to public health emergencies with timely and accurate information.
  • Improved public trust and website credibility by providing vital information during a crisis.

Conclusion

Summary of Success: This case study exemplifies how targeted online trend analysis can guide content strategy during crises. By effectively identifying and responding to user interest in the baby formula shortage, HHS.gov was able to provide essential support to users when it was most needed.