## 3 Findings
### The Initiative to Produce and Publish Content  
Initiatives to produce and publish content can come from sources either within or outside the organization. Out of 21 interviewees, 16 provided information about the sources that initiate the publication of content on the organization's website (the remaining five interviewees were webmasters and claimed that they were not responsible for producing content). An analysis of the responses revealed five sources that initiate the production of health-related website contents. These sources are presented in Table 3. \begin{table}
\begin{tabular}{c c c c} \hline \hline \multirow{2}{*}{**Initiative type**} & \multirow{2}{*}{**Source of initiative**} & **Health portals** & **Health portals** \\  & & **representing Non-Public** & **representing Public** \\  & & **Organizations** 1  & **Organizations**2  \\ \hline \multirow{2}{*}{**Internal sources**} & \multicolumn{2}{c}{Website manager and staff} & \(\surd\) & \(\surd\) \\ \cline{2-4}  & Health professionals who are employees of the organization 3  & - & \(\surd\) \\ \cline{2-4}  & Employed content providers 5  & \(\surd\) & - \\ \hline \multirow{2}{*}{**External sources**} & \multicolumn{2}{c}{Other organizations or} & & \\  & individuals from outside & \(\surd\) & \(\surd\) \\ \cline{2-4}  & the organization & & \\ \cline{2-4}  & Reaction to special events & \(\surd\) & \(\surd\) \\ \hline \hline \end{tabular}
\end{table} 
Table 3: Sources that initiate the production and publication of content on health websites by types of portal/website. In the two types of websites (public and non-public), participants reported that initiatives for content came from both internal and external sources. Internal initiatives may come from the website manager and staff or from other employees of the organization who also provide face-to-face services. In health portals representing non-public organizations, initiatives can come from the experts who provide content. External initiatives may come from organizations or individuals seeking to use the portal to promote a particular issue, or from the website's managers responding to an event. Findings indicate that in both types of websites, initiatives come from a combination of internal and external sources; however, content initiatives are more likely to originate from within the organization in the case of large public health organizations. Internal sources for content initiatives may be categorized as planned initiatives or as initiatives that arise in reaction to events. The following quotes demonstrate internally planned initiatives for content in websites of public health organizations. \"The process of creating content is that we (_i.e._, the website manager and the marketing professionals)--along with the staff--define topics... we have a staff of writers who are experts in various fields--physicians, dieticians, nurses...\". \"Certain elements from within the organization (not the management)... decided that they consider something important and they are prepared to invest the necessary resources... because they really care; it's important to them, and they're willing to invest in it\". The following is an example of internally planned initiatives in portals of non-public organizations:  
_I'm not a big press office with a staff of employees and reporters. I have several directions and places where I can find articles... I see what's going on, what's being discussed, and I ask someone to write about it.... For example, I want to reinforce a particular topic, so I asked for articles from ten doctors... \"._  
The next example relates to an external initiative that arose in response to specific events in Health Maintenance Organizations (HMOs) of public health systems: \"When Avian influenza made the headlines, I asked to receive written material on that... the incident with Similac (a brand of infant formula) will also be uploaded to the website's homepage today...\".