Web Strategy: The Best Offense is a Good Defense [WEBINAR]

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Having a Web strategy is critical. It gives your team a common purpose, supported by goals, priorities, timelines and performance measurements. A strategy is important regardless of if you’re approaching a major site overhaul or simply making incremental changes to your site. Without it, you have no way to prioritize your efforts and demonstrate your value. In this webinar, learn a new way to approach your Web strategy that will make you better at what you do.

In this webinar, you’ll learn how to:

Take a new approach to creating a comprehensive online strategy
Determine goals and objectives
Select performance measurements
Create a Web governance team
Get executive buy-in for your digital efforts

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  • Web Strategy: The Best Offense is a Good DefenseHaving a Web strategy is critical. It gives your team a common purpose, supported by goals, priorities, timelines and performance measurements. A strategy is important regardless of if you’re approaching a major site overhaul or simply making incremental changes to your site. Without it, you have no way to prioritize your efforts and demonstrate your value. Attend this webinar to learn a new way to approach your Web strategy that will make you better at what you do.In this webinar, you’ll learn how to:Take a new approach to creating a comprehensive online strategyDetermine goals and objectivesSelect performance measurementsCreate a Web governance teamGet executive buy-in for your digital efforts
  • This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
  • We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
  • Unable to attend the webinar? No problem…we recorded it! https://www.geonetric.com/resources/webinars/2013/web-strategy/
  • https://www.geonetric.com/resources/white-papers/download-responsive-campaigns/
  • Mirriam-Webster(2) : the science and art of military command exercised to meet the enemy in combat under advantageous conditionsBasically – goals must be achieved. Resources are limited. So how do you deploy those resources in pursuit of those goals? Where can you pick your battles?
  • http://en.wikipedia.org/wiki/Web_strategyA web strategy is a long term strategic business plan indicating how to create and develop a company’s online presence adhering to the business development strategy.
  • Don’t confuse task planning with strategyToo often, I ask about strategy, and I’m told something like “we’re going to implement baby photos” That’s not a strategy…
  • We’re looking back and driving forward.You don’t really know what’s out there. What will work and what won’t. We have our experience to guide us, but past performance is no guarantee of future results.Less visibility to the future than we think
  • Setting things in motion regardless of where they go. Often not really looking until after the fact to see what happened.
  • Vision = future state
  • Don’t confuse precision with accuracy
  • <<This is a salmon ladder. Can you find a better shot of something showing how hard it is to swim upstream?>>Takes a long time – info is out of date by the time you put this strategy outLong form – can’t see the entirety of what’s going onWhen you realize that an assumption is wrong, there’s so much documentation that you move ahead anyway. And you end up operating from a plan based farther and farther from reality.Or not thinking about it at all. When the goals are too far off, it’s hard to keep urgency and focus.
  • This comes from the startup world. Startups don’t write those giant biz plans anymore. Why would you?Audiences, Problems, channels, your solution (key features), resources, your unique value proposition, competitors and then the costs and captured value
  • Easy to understandEasy to changeNo reason to only stick you head up out of the hole to assess the world around you only once every 1-3 yearsMake strategy a process that you both execute on an ongoing basis and that you think about regularly and reassess regularly
  • Shorter term = focusTalk about LRMIt’s a little Dilbert-esque
  • Audiences – patients, health consumers, job seekers, donors, research collaboratorsService line – exampleTraditionally, I’ve not been a big fan of building a “strategy for facebook”
  • Ron Swanson – parks and recWe all try to do too many things at once. Focus and get things done.This is a lean principle – If you’ve ever read “the Goal” this is reducing WIP
  • Program or competency, not a piece of softwareTypes of metricsWhere do traffic-related metrics fit?Outcomes metricsCommunicate to executivesProcess metricsCommunicate in the absence of outcomes metricsUsed to manage effectivenessBase activity metricsUsed to manage effectiveness
  • Group of tasks wrapped up togetherin a tidy package that makes them usefulMinimal – What’s the least that we can do to get this together and start getting real learning from the market?Viable – It needs to include enough to deliver value!
  • Because you need to be prepared for change
  • Because you need to be prepared for change
  • The other major shift in philosophy here is that we shouldn’t look at doing a program or launching a new web thang isn’t the end of a process. It’s a set somewhere in the middle.Get things out there faster and learn from how they’re used. We spend too much time trying to get everything just so when we don’t really know how actual users will react.
  • Your web properties are living breathing things. You can’t just create and let it ride.***Social – this is why I’ve softened on my “no FB strategy” position. You can’t approach HCSM like a campaign – focused and time-bound. Long term view and long-term cultivation of an audience.
  • Too Many=Bad. Too Few=Bad.Advisory group members may vary from cycle to cycle as new initiatives are selected (to represent stakeholder groups)
  • You have to get out there and do this. Hopefully your organization is doing this too.Don’t be completely reactiveOur industry is more dynamic than it’s been in a very long time. There will be winners and losers here.Hearing organizations today saying “we’re going to wait and see how things sift out” which is roughly equivalent to saying “I’m going to let the other kids get whatever they want and I’ll just take whatever’s left.The fear of committing to the wrong strategy is very strong. That’s because once we commit to strategy in a traditional way, you very rarely are adjusting course.
  • Unable to attend the webinar? No problem…we recorded it! https://www.geonetric.com/resources/webinars/2013/web-strategy/
  • https://www.geonetric.com/resources/white-papers/download-responsive-campaigns/
  • Web Strategy: The Best Offense is a Good Defense [WEBINAR]

    1. 1. Web Strategy The Best Offense is a Good Defense BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
    2. 2. Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist Geonetric, Inc. Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo.
    3. 3. Geonetric Clients
    4. 4. About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.
    5. 5. Video Of This Webinar Watch the Video Learn a new way to approach your Web strategy with Agile principles. Visit our website to watch a free recording of our popular webinar. Watch the Web Strategy webinar!
    6. 6. New White Paper Available Fill out the survey at the end of the webinar and we’ll send one your way. Request your free copy!
    7. 7. Web Strategy The Best Offense is a Good Defense BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
    8. 8. Agenda • Defining strategy • The traditional approach – What does it include? – How to develop it? • My issue with traditional strategy • A new way to skin the cat
    9. 9. What is Strategy?
    10. 10. What about Web Strategy?
    11. 11. What’s in a Strategy? Current State What You Need to Accomplish to Get There Target Future State
    12. 12. How is this Done Today?
    13. 13. Assessing the Current State
    14. 14. SWOT Example Strength Weakness World-class specialist in incontinence Other specialists in the field reticent to refer Threats: Threats Competing Opportunity treatments are Competing Promote new treatments are treatment directly to currently under currently under health consumers development development
    15. 15. Target Future State What does success look like?
    16. 16. Future State Example • Use digital communications to build awareness of the new treatment and develop a national practice based on self referrals for this service
    17. 17. What Do You Need to Accomplish to Get There? Note: This is the actual strategy
    18. 18. What Do You Need Example • Become the top online destination for incontinence • Build long-term engagement program • Direct visitors to online conversion opportunities
    19. 19. Get to Tactics? • Task planning needs to get done • Sometimes part of the strategy document, sometimes determined later ACTIVITY PLAN PLAN ACTUAL ACTUAL PERCENT START DURATION START DURATION COMPLETE PERIODS 1 Create Microsite 1 Visual design 2 Content development 5 10 pages identified 5 Whitepaper 7 Video series 9 Blog with 10 posts pre-written 12 Consultation rqst form 5 Email list signup form 6 Promotion 14 Social media promotion 14 Email newsletter launch 14 Ads for BlahBlah assoc. 14 5 1 5 4 2 4 0 5 9 2 5 2 2 7 2 3 9 3 2 12 2 1 5 1 1 6 1 0 14 6 1 14 1 3 14 3 6 14 6 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
    20. 20. Sounds Good What’s Wrong with That?
    21. 21. What’s the Problem? • Overestimate our ability to choose the right path
    22. 22. Don’t Commit Past Where You Can See Current Quarter Quarter +1 Quarter +2 Quarter +3 Committed tasks Planning begun Proposed Proposed
    23. 23. Initiatives Tactics Less Dynamic Vision Goals More Dynamic Planning Strategy Pyramid
    24. 24. The Current State And The Future State
    25. 25. Masses of Detail Work Against You
    26. 26. Business Canvas Key Problems What are the top few problems that you're solving for these audiences? Key Features What's the killer app? What provides the greatest value to your audience? Value Propositions Existing Competition What do you offer that is Local competitors unique? National health content What can you do that sites your audiences can't get from alternative sites? What here is difficult to replicate? Resources & Partners Channels Geonetric Web site Internal Staff Blog Grants Facebook Email newsletter Cost drivers The expense model. Staff costs, vendor costs, marketing costs. Customer acquisition costs, fixed costs, things driving costs up and down. Target Audiences Current patients Health consumers Job seekers Value drivers Patient acquisition Bill pay Class registrations Donations Based off of the Business Model Canvas concept originally developed by Alexander Osterwalder and Yves Pigneur
    27. 27. Revisiting Strategy on a Regular Basis Last Quarter Current Quarter Quarter +1 Quarter +2 Quarter +3 Completed Committed tasks Planning begun Proposed Proposed Hold commitments to the last responsible moment
    28. 28. The Healthcare Web is a Business within a Business • The basis for your health system’s competition comes from senior leadership • But within the “Web business” you have new ways to compete • What do you make a business canvas for? – The overall digital operations of the health system – Audiences – Sometimes also • A website • A service line • Social media
    29. 29. Then Take the Plan to Goals and Initiatives • Specific targets for things to accomplish • You execute on goals with initiatives • Commit to work on a manageable number of goals at any one time
    30. 30. Have Goals that Matter • Outcome metrics are preferred – ROI – Requests for consultation/follow-up – Services resulting from interactions – Improve adherence to treatment plans – Improvement to morbidity or mortality • These things are not – Get this thing done – Visits – Pageviews
    31. 31. What’s an Initiative? • An initiative is a group of tasks – Why? Because most tasks shouldn’t be done in isolation • MVP = Minimum Viable Product – Each initiative starts as an MVP Vision Goals Initiatives Tactics
    32. 32. Revisit Our Example
    33. 33. Vision: Become the top online incontinence destination for health consumers and medical professionals Current Quarter Quarter +1 Quarter +2 Create blog Quarter +3 4 blog posts monthly Load publications Link to articles and resources #2 Initiative #1 Goal A: Create content hub for incontinence #3 Start video series Live chat with doctor Initiative #1 Goal B: Long-term engagement program Current Quarter Quarter +1 Quarter +2 Quarter +3 Build email list Launch email newsletter Send eNewsletter Promote live chat Send eNewsletter Promote live chat
    34. 34. Vision: Become the top online incontinence destination for health consumers and medical professionals Current Quarter Quarter +1 Quarter +2 Create blog Quarter +3 4 blog posts monthly Load publications Link to articles and resources #2 Initiative #1 Goal A: Create content hub for incontinence #3 Start video series Live chat with doctor Initiative #1 Goal B: Engage with IAA Current Quarter Quarter +1 Quarter +2 Quarter +3 Build email list Sponsor IAA ENL Write article Promote live chat Write article Promote live chat
    35. 35. Iteration Plan Act Do Check
    36. 36. Other Considerations for Strategy
    37. 37. Care and Feeding of Your New Website • Ongoing management of – Directories – Content – SEO – PPC – Social channels
    38. 38. Web Governance • Regular process of feedback and assessment • Better strategic alignment • Educate stakeholders – Measurement and reporting • Legitimacy • Oversight and accountability – Support and buy-in
    39. 39. Involve the Right People • Steering committee (quarterly) – Larger group – Strategic focus – Demo day - Communicate results and impact – Prioritize Initiatives • Advisory group (monthly) – Operationally focused – Key approvals and guidance within existing projects
    40. 40. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
    41. 41. Video Of This Webinar Watch the Video Learn a new way to approach your Web strategy with Agile principles. Visit our website to watch a free recording of our popular webinar. Watch the Web Strategy webinar!
    42. 42. New White Paper Available Fill out the survey at the end of the webinar and we’ll send one your way. Request your free copy!
    43. 43. The End

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