Affiliate Marketing Theatre; The value of content: healthcare example
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Affiliate Marketing Theatre; The value of content: healthcare example

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  • Good afternoon [Introductions] For those who aren’t familiar with NHS Direct, we are an NHS trust and we currently run a national health telephone line on 0845 46 47, as well as a digital symptom checker service and a number of other smaller services. Today’s presentation is about “Future Health”. The NHS is going through a time of major change, and NHS Direct is no different. The commissioning structure is changing, and we’re changing as an organization. But for today, we’re taking a bit of a step out from the immediate future, and looking at some of the big drivers for changing healthcare in the future, especially as it relates to digital services.
  • There has been an explosion in the range of channels which the public use, and of course, brands and organisations have followed them to these channels, providing a much wider range of engagement opportunities to those which were around even 10 years ago. Successful organisations are doing a great job of engaging people through these new channels, and that applies across all sectors, both commercial and public sector. In fact, from a consumer’s point of view, they expect the same high levels of service regardless of who the provider is, whether it is John Lewis or the NHS. The change has been huge, and focused around technology.
  • The range of channels is now vast, to say nothing of the individual engagement outlets within them. From simple telephones, we’ve moved to mobile, with SMS and MMS marketing now commonplace From there have come smart phones and now tablets, encroaching on the computer market. Specialist devices like e-book readers are now selling in their millions, and more and more niche web connected products are coming on stream, from web connected trainers to internet ready light bulbs. So the logical answer if you’re a provider of any service is surely to be multi-channel?
  • 91% of the population now has a mobile phone, and over a quarter of adults, and nearly half of teenagers - as of the middle of last year - had a smart phone, and I suspect that trend has only been upwards since. Digital TV had a penetration of 93% last year, and that will be near 100% by the end of this year, supplemented by the growth of internet enabled television, and the forthcoming launch of enhanced digital TV services like YouView. You can add to that other channels, like games consoles, which are in 54% of homes, with 22% of their users accessing other rich content like TV catchup or the internet.
  • Speaker long text: Patients are confused by the urgent care environment, and are not always sure where is best to go to deal with their particular problem. In spite of national and local campaigns, notable the ‘Choose Well’ campaign, tens of thousands of patients present to inappropriate points of care every year. Speaker fast points: Confusing urgent care environment National and local campaigns have not cleared up the confusion Additional key points: Choose well campaign does not include all points of care, and misses opportunity to point to signposting services like NHS Direct Additional Detail Urgent care can be served by any of: A&E Minor Injuries Units Walk in Centres GP Surgery Polyclinic Dentist Pharmacy Ambulance Service NHS Direct NHS Choices or other websites self serve Local urgent care helplines District nurse Notes:
  • So here is one future vision of how the NHS could look. Alayah is a 23 year old female. She has recently had her ear pierced, but in the last few days it has become red, sore an inflamed, and she is on holiday away from home. Alayah logs on the NHS symptom checker tool from her laptop
  • Last year, Professor Sir Bruce Keogh, the NHS Medical Director suggested that online consultations could become the norm for patients. In this case, Alayah could have an online video conference with a clinician, who can see the problem for themselves, and use this, along with other signs and symptoms, to come an appropriate conclusion which keeps the patient out of expensive primary care.
  • A remote clinician could refer on to a pharmacy for professional advice, and appropriate medication. Maybe in the future, this could extend to online remote prescribing, especially for recurrent problems or repeat prescriptions.
  • If you think back, we talked about all the different options for urgent and emergency care. Now, here are some of the associated costs. We can see that every time you call 999 for an ambulance, it costs £219 If you go to A&E, and are seen by a doctor, without any tests or treatments, it costs £95. Your GP costs around £32 for a 10 minute appointment Compare that to the remote channels – On the telephone, the latest figures on NHS 111 reference price puts it at around 8 – 12 pounds per call, Or better still, a patient treating themselves with digital information can cost as little as five pence We saw a couple of slides ago the millions of contacts per year that we deal with digitally, and that creates a signficant number of people who then do not need to attend one of the traditional routes to healthcare
  • Lastly, we come to cost efficiency. An important topic in the public sector, and also for most commercial organisations, in a time of economic uncertainty.
  • Thank you for listening, we’d be happy to take any questions

Affiliate Marketing Theatre; The value of content: healthcare example Affiliate Marketing Theatre; The value of content: healthcare example Presentation Transcript

  • The value of contentOwain Davies, Head of Digital Service Development
  • “ Content is at the heart of the successful digital experience. Finding the right content partners can make your website stand out ” and drive revenue
  • Content at the heart Content Ads Traffic Sales
  • Content considerationsReplicated content Unique Externally sourced Self createdCheap(er) Expensive
  • Channel diversity
  • Digital content in healthcare
  • Access contains 62 million people 82% are internet users or 51 million people Internet World Stats 2010/Neilson Online
  • The market for digital healthcare of internet users look for 75% health online (38 million) of users looking at health on 46% the internet are trying to self diagnose (18 million) McDaid & Park, 2010
  • Access 91% = 57 million 27% = 14 million of adults 49% = 2.5 million of teens 93% = 58 million Ofcom Communications Market Report 2011
  • A future vision?
  • The urgent care environmentPatients are confused by the urgent care environment,despite national and local campaigns
  • A future vision?
  • A future vision?
  • A future vision?
  • Online health and symptom checkers Online tools Quick and easy to use Expert driven assessment
  • Simple to use Patient is guided through questions, step by step
  • What are the outcomes? Online symptom checker Referred CallbackSelf care Web chat to GP, from advice Pharmacy with NHS A&E, NHS online Direct Dentist or Direct 999 Decreasing demand on core NHS services
  • The cost of NHS treatment * £219 *** £8-12 £95 * - or - ** £0.05 £32* DH Reference Costs 2009/10** PSSRU Unit Costs for Social Care 2009/10*** Connecting for Health/University of Sheffield, Second Interim Report, Oct 11
  • Working as a content partner
  • Operational model for contentOur objective is reach and usage, and toachieve this we adopt a model that is: Platform agnostic Destination agnostic
  • Dr GoogleOnline information dominated by search engines, so highvisibility is key – people may not look for your service, but forthe thing they want to do
  • Destination agnosticHigh quality content, well delivered, attracts users,helping fulfil site objectives. In healthcare, this isparticularly important. Placing content where people already go, rather than where you want them to be?
  • Netdoctor
  • Channel 4
  • Explore innovation
  • Why take this content approach?
  • Benefits of the content approach Content provider Host website Achieves high levels of reach Provides expert content far for the content cheaper than self creationPlaces provider brand in a wider Can be customised to maintain range of locations sense of unique content Reduces risk associated with Helps diffuse creation cost assuring content Provides stream of Profile of partnership working users and/or revenue *2010/11 figures
  • Leveraging contentSites bringing content in can leverage its effectiveness indriving traffic or revenue by: Customising content Framing content with other relevant information SEO activity to drive traffic Deals with affiliates and referrers
  • Content at the heart Content Ads Traffic Sales
  • Thank you