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Transcript of HEALTHCARE ON THE WEB INTRO TO THE BASICS. Index In the News – pgs. 2-12 The Integrated Approach -...
HEALTHCARE ON THE WEBHEALTHCARE ON THE WEBINTRO TO THE BASICSINTRO TO THE BASICS
IndexIndex In the News – pgs. 2-12 The Integrated Approach - pgs. 13-14 Research – pgs. 15-16 Objective – pgs 17-22 Strategy – pgs. 23-27 Tactics – pgs. 28-37 Development – pgs. 38-43 Launch – pgs. 44-45 Review – pgs. 46-52
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In the NewsIn the News According to Harris Interactive, nearly 100
million people consulted the Web for medical advice and 70% of them took seriously the proffered advice and diagnosis.
Seeking health information is the third most common reason people go online—after weather and sports, and just ahead of pornography.
Forbes, Best of the Web (June 25, 2001)
In the News –In the News –Wireless DevicesWireless Devices
The GlucoWatch takes glucose measurements 36 times in a 24-hour period, and you can download the results to a PC. www.glucowatch.com
Plug the Stayhealthy BC1 unit into your PC and hold it in both hands for 30 seconds. The unit measures your fat and hydration and sends the results to www.stayhealthy.com
Forbes, Best of the Web (June 25, 2001)
In the News-In the News- Return on Investment Return on Investment
(ROI)(ROI)When patients who frequently use the Internet or health consult with their doctors36 percent suggest the specific illnesses that they are suffering from45 percent request specific treatments
This compares to 16% and 19%, respectively, for patients who infrequently use the Internet for health.
Cyber Dialogue (February 2001)
Have you heard Have you heard ??????47 percent of the people who were seeking
health information for themselves say the online material influenced their decisions about treatment and care.
36 percent of those seeking information on behalf of others say it influenced their decisions.
Pew Internet & American Life Project
Did you know Did you know ?????? 90 percent of physicians have accessed the Web in
the past year and 55 percent are daily users.
24 percent of physicians are "professional users," users who spend at least three-quarters of their online time for professional purposes.
Deloitte Research
Are you afraid Are you afraid ?????? The face-time a patient gets with a doctor during an average
appointment has dipped below 18 minutes
89 percent of health seekers say they are worried that Internet companies will collect and share data about the Web sites they visited
85 percent say they fear that insurance companies might change their coverage after finding out what online information they accessed
52 percent fret that their employers might learn what kind of medical material they accessed
Pew Internet & American Life Project
And wireless And wireless ?????? 20 percent of American physicians use handheld devices,
including the Palm Pilot and Handspring Visor
One in four programs for family practice residents provide hand-held units
90,000 doctors have downloaded a free early version of ePocrates, the drug- reference software program for hand-held devices
Merck-Medco plans to connect its computers to hand-held units and desktop PC's in 40,000 physician's offices by the end of this year
New York Times (January 8, 2001)
Getting ready Getting ready ??????More than 80 percent of executives who are increasing online spending said their companies would provide additional online outlays for on-site customer relationship management.
Jupiter Communications
The online health-commerce market is expected to reach $2.4 billion by 2003.
What does it What does it
mean mean ??????Merkley Wins Pfizer's Lipitor
Billings are estimated at $70 million.
Merkley beat Pfizer roster shops Cline, Davis & Mann and Gotham, as well as Kirshenbaum Bond & Partners and Messner Vetere Berger McNamee Schmetterer/Euro RSCG.
Merkley took an integrated approach, offering everything from traditional advertising to direct and interactive marketing, according to sources.
Adweek (December 19, 2000)
Where do we Where do we go from go from
here here ?????? Clients need an integrated approach – one that
fully exploits the synergies between print, broadcast, and interactive media.
Interactive media is fast becoming the tail that wags the dog – the small piece of agency business that determines who wins the account.
The Integrated The Integrated ApproachApproach
1) Research
2) Objective
3) Strategy
4) Tactics
5) Development
6) Launch
7) Review
ResearchResearch
Every product is unique. Learning the key issues of a product is critical to a campaign’s success.
ResearchResearchMessageMessage
Each element of a campaign has a message: Who’s the speaker? Who’s the audience? What’s the message? How is that message being delivered?
ObjectiveObjective
A website’s objective will normally fall
within four categories:
Branding/MarketingEducation Market ResearchTraining/Sales
ObjectiveObjectiveBranding/MarketingBranding/Marketing
The Internet is a powerful tool for Customer Relationship Management.
An interactive website can often form a stronger and longer lasting bond with its users than traditional media.
ObjectiveObjectiveEducationEducation (consumer) (consumer)
A website bypasses traditional channels of communication and speaks directly to the consumer.
Websites generate greater confidence because they provide the latest, most accurate, and most abundant source of information.
Objective Objective Education (physician)Education (physician)
Websites are cost effective tools for providing necessary information to doctors and other healthcare professionals.
Websites can provide physicians the necessary information to “graduate” a patient from one medication to a “new and improved” version.
Objective Objective Market ResearchMarket Research
Encouraging users to register at a website yields valuable information. Demographics Medical conditions Personal habits Interests Concerns
Objective Objective Training/SalesTraining/Sales
The Internet is a cost effective tool for training sales staff.
Online Courses Testing Feedback Incentives
Staff can study new products around their individual schedules.
Strategy is determined by the following
methodology:
1. Defining the target audience
2. Defining the site’s objective
3. Developing tools to measure a site’s return on investment (ROI)
StrategyStrategy
StrategyStrategyTarget AudienceTarget Audience
Target audiences normally fall into three
classes:
1. Consumer
2. Professional Healthcare Provider – Physicians, HCO’s, Administrators
3. Internal Staff – Sales, Management
StrategyStrategyWebsite ObjectiveWebsite Objective
A site’s objective must be clearly defined
prior to any site development.
Objectives can include – Product brandingTraining cost reductionsData collection for market research
StrategyStrategyReturn on Investment Return on Investment
(ROI)(ROI)Developing tools to measure a site’s ROI must always take place prior to developing the site itself. The tools can later be refined but ROI tools will always determine what shape a site takes.
Strategy - ROI ToolsStrategy - ROI Tools Data Collection – Online Surveys
- Value of information gained- Cost comparison with alternative data collection methods
Branding - Number of repeat visitors- Time duration of each visit- Increased brand loyalty / awareness
Sales Training- Cost savings - Training effectiveness
Tactics Tactics Content and FeaturesContent and Features
Streaming News Online Calendar Nutritional Database Ask the Expert Online Communities Doctor Referral Online Polls Online Library Preventative Medicine Guides
TacticsTacticsStreaming NewsStreaming News
News feeds are pre-filtered to a target audience and updated regularly. All updates occur automatically.
Your site will always have fresh and relevant content.
Tactics Tactics Online CalendarOnline Calendar
Medication Schedule Daily Reminders Diet Planning Exercise Progress Appointments
Tactics Tactics Nutritional DatabaseNutritional Database
Nutritional information for over 20,000 products, brands, and recipes.
Compare Burger King to McDonald’s to Weight Watchers.
Plan your eating habits.Learn where you can cheat and where you
can make it up.
Tactics Tactics Ask the ExpertAsk the Expert
Got a question?
A very personal question?
Now, you can ask the leading experts with absolute anonymity.
Tactics Tactics Online CommunitiesOnline Communities
Online communities are still the rage.
Websites offer:
1) Chat Rooms
2) Message Boards
3) Email Groups
4) News Updates
Tactics Tactics Doctor ReferralDoctor Referral
Need a doctor who’s familiar with your medication?
Type in your zip code and we’ll give you a list of doctors in your area, sorted according to who’s closest.
Tactics Tactics Online PollsOnline Polls
What are your users thinking? How do they feel? What is their opinion?
Have you asked them?
Tactics Tactics Online LibraryOnline Library
Archived contentSearch feature Sort search results
Tactics Tactics Preventative Medicine Preventative Medicine
GuideGuideWebsites can provide guides, tools, and
services for the following:Healthful AgingReducing RiskFitness ChartsGeneral Well Being
DevelopmentDevelopment
A website’s development proceeds in four
stages:
1) Storyboard
2) Creative
3) Programming
4) Quality Assurance
DevelopmentDevelopmentStoryboardStoryboard
The purpose of a storyboard is to imitate a user’sexperience on the website.
Through the storyboard, you can develop A site map Website Features Web page layouts User interface Admin interface
DevelopmentDevelopmentCreativeCreative
The creative team is responsible for bringing the storyboard to life. All pages must be generated by the creative team, including: All dynamically generated pages. All form pages (including error pages) All index pages All admin pages
DevelopmentDevelopmentProgrammingProgramming
The programmer’s job comes last and, absent looming deadlines, should wait until the creative is complete.
Any creative left to the programmer to design (i.e. error pages) will always cause delays and extra work.
DevelopmentDevelopmentProgramming Programming DeliverablesDeliverables
The programmers are responsible for delivering the following: Database Schema (data flow chart)
Documentation (at least in the code)
Scalable Architecture (able to handle heavy traffic)
Modular Coding (able to modify post launch)
A working site
DevelopmentDevelopmentQuality AssuranceQuality Assurance
Programmers are inherently incapable of proofing their own work. All sites require extensive testing prior to launch.
The testing methodology is as follows:
1) Does site process good data
2) Does site process bad or empty data
3) Are there time lags in data processing
4) Are there any broken links
ALL portions of the site must be retested prior to launch since a patch in one place may break the code in another.
LaunchLaunch
A site has two launches: Beta Launch – Working site, still bugs in code, audience limited to peer review. Full Launch – The site goes “live” with a public announcement.
All support staff must be available at times of both launches because problems will arise that require immediate resolution.
LaunchLaunchMarketing the siteMarketing the site
Search engine registration –
Attain high rankings in leading search engines through targeted registration
Print campaign –
Print web address in all related media campaigns
Cobranding –
Drive traffic from one site to another
ReviewReviewDeveloping a “live” site is akin to doing airplane maintenance while the plane is in flight.
Still, sites are a work in progress. The site will be reviewed according to the following criteria:1. Performance2. Traffic3. Achievements4. Overall Objectives5. Overall Strategies6. Future Directions
ReviewReviewPerformancePerformance
How did the site handle trafficDid all features work properlyWere there noticeable lags or errors during
periods of peak usageIs the site being monitoredAre security measures being monitoredIs user feedback handled properly
ReviewReviewTrafficTraffic
What is the average vs. peak trafficWhat are the traffic trendsWhat portions are used most oftenWhich pages are viewed the longestFrom which sites do visitors comeFrom which pages do visitors leaveTo which sites do visitors leave
ReviewReviewAchievementsAchievements
All achievements must be measured in relationship to and independent of the overall objectives and strategies.
For example, features targeted to men may have had more success attracting women. Is it a failure, a success, or an opportunity?
ReviewReviewOverall ObjectivesOverall Objectives
Using ROI measurement tools, how did the site do?
What data was captured? What were the cost savings? Was the brand measurably enhanced?
Do the ROI tools need to be refined?
ReviewReviewOverall StrategiesOverall Strategies
Is the site fully integrated as part of an overall campaign?
Can the site be used more effectively?Do we need to change strategies?Were any of the original assumptions
erroneous?
ReviewReviewFuture DirectionsFuture Directions
Where do we go from here?
How can we maximize the site’s effectiveness?
How can we further develop the site?In what new directions can we take the site?
How can we best use the Internet?
ConclusionConclusion
The Internet
It’s not easy, but. . .
What’s the alternative?