Turning the Ship: How to Move Your Brand Forward in the Digital AgeDalal Haldeman, MBA, PhDAaron Watkins, MA

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• 3rd most visited hospital web site • 4 million visits monthly• (less than 200,000 ten years ago)

hopkinsmedicine.org today

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Using research to advance medical care

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ENTREPRENEURIAL

INNOVATIVE

CARING

TRUE WORLD LEADERS IN THEIR FIELD

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• Highly decentralized• Independent• Selectively collaborative• Individualized success metrics• Consensus driven, not

hierarchical • Deep sense of ownership of

content

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Digital Presence Before: Back End Organization

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Conditions, Treatments

, Professionals’ Names

ServiceLine Web Presence

Engaging Health Content

Hospital Web

Presence

Faculty Physician Profiles

Research Lab

Profiles

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Goals of our Digital Strategy

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Bring science to consumers

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Match patients to physicians

1. Website visits 2. Rankings3. Reach the right audiences

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Measuring our performance

Market InsightsPerformance

Metrics

Marketing & Engagement

Strategy

ContentStrateg

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Web TechnologyInfrastructu

re

InternetStrategy

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OTHER COMPARABLE BUDGET

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Perception v. Reality

JOHNS HOPKINSBUDGET

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1. Make change one person at a time.2. Follow the finances.3. Address their agenda first.4. Seek to educate rather than

advocate.5. With momentum—and resources—

on your side, enact the global strategy.

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STEP ONE One person at a time

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STEP TWOFollow the finances

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STEP THREEDiscuss their agenda first

77% of health activity begins here

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A high tech popularity contest

1. Top Google rankings2. New sense of ownership & pride3. Great information4. Consistency across the web5. Physician champion(s)

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STEP FOUREducate instead of advocate

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User researchguides collaborationwith physicians

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STEP FIVEEnact the global strategy

Perception v. Reality

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OTHER COMPARABLE BUDGET

JOHNS HOPKINSBUDGET

Making progress

OTHER COMPARABLE BUDGET

JOHNS HOPKINSBUDGET

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2008 2009 2010 2011 2012 2013 2014 2015 2016

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Internet strategy budget growthSite Migrations

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Internet strategy budget growthContent Strategy

2008 2009 2010 2011 2012 2013 2014 2015 2016

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Internet strategy budget growthTech and Infrastructure

2008 2009 2010 2011 2012 2013 2014 2015 2016

Overall budget growth

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2008 2009 2010 2011 2012 2013 2014 2015 2016

81%

122%27%49

%

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2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Team growth

Our Digital Presence: Today

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Results

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1. Website visits 2. Rankings3. Reach the right audiences

Measuring our performance

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FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16(First Full FY of Data)

Website Visit Growth: 720% (FY08–FY16)

5,607,287

46,006,563

Source: Google AnalyticsNote: Data began tracking 8/30/06; two months into FY07

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Top 6 Mosaic Segments (percentage share)

Golden Year Guardians 11%

Autumn Years8%

Power Elite7%

Blue Sky Boomers8%

Thriving Boomers7%

Singles and Starters8%

Hopkinsmedicine.org Over Indexes v. IndustrySource: Hitwise 12 rolling weeks ending 10/1/16

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Health Information pages draw 2 million monthly visits – 50% of all visits.

Only 10% of the total pages on hopkinsmedicine.org draw 50% of traffic, creating critical pathways for audiences to learn and to engage.

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Lessons

Earn Respect and Trust

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(Protect your team and empower them)

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1. Make change one person at a time.2. Follow the finances.3. Address their agenda first.4. Seek to educate rather than

advocate.5. With momentum—and resources—

on your side, enact the global strategy.

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Thank you

Aaron Watkins, MA Senior Director of Internet Strategyand Digital Content Marketing

Dalal Haldeman, MBA, PhDSenior Vice Presidentof Marketing

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