Johns Hopkins Medicine & the Healthcare Content Conundrum: Aligning Business Strategy with User Goals

Johns Hopkins and the Healthcare Content Conundrum:Aligning Business Strategy with User Goals
Ahava Leibtag and Aaron Watkins
We believe in content.

Hashtag
#jhtc=
Johns Hopkins Testing Content
Thank you
#jhtc

Objectives
The Story
Testing content
Lessons learned
Recommendations
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Johns hopkins web strategy
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Johns Hopkins Medicine
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Challenges of an AMC
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Academic Medical Center: Push and Pull in Content
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Digestive Weight Loss Center
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Players
Abbey Pulcinella, Marketing Manager, JH
Anthony Kalloo, MD: Chairman, GI at JH
Mimi Huizinga, MD: Internist, GI
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The conundrum
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Academic Medical Center: Push and Pull in Content
Digestive Health Website
Kalloo: wants crazy research site
Huizinga: wants to answer patients’ questions
WE THINK:
Answer questions
Provide context
Promote services = Make Money and Reinforce the Brand
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Developing quality content
Can we :
Satisfy all the different groups?
Create content that is valuable?
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The SOLUTION to ALL problems: The CREATIVE BRIEF
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Competitive Landscape Analysis
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Defining the Patients/Audience
Those that have a disease associated with obesity and are seeking treatment for it.
Those that came to the clinic (or other physician) to lose weight, but were told they have obesity-related health conditions.
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Creating Content
Defined what we wanted the users to know about the diseases/conditions
Articulated the treatment options
Subject matter experts reviewed sections
6 month editorial process
Launched the site
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TESTING CONTENT
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Content Value
Can users findthe content they need?
Can they read the content?
Can they understand the content?
Will they act on the content?
Will they share the content?
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Clinic User Demographic Data
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Tasks 1-2
Task 1: Take a few moments to review the home page. Given your concern about your doctor’s advice that losing weight will decrease your risk of diabetes significantly, which information are you most likely to read first? Please identify a link.
Task 2: Find information about how Johns Hopkins can help you prevent diabetes, specifically medication, lifestyle changes, surgical procedures?

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Tasks 3-5
Task 3: If you have not already read about available endoscopic procedures, please find information about this weight-loss treatment option.
Task 4: Show me how you would make an appointment.
Task 5: Try to share this web site with aaron.watkins@jhmi.edu
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Questions 1-3
Question 1: Is there a link between obesity and diabetes?

Question 2: How much weight do you need to lose to decrease your risk of diabetes?

Question 3: How does knowing these facts about diabetes change how you would act about your weight in the future?

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Questions 4-5
Question 4: Would you share this content with others? Who?

Question 5: Based on this information, would you trust Johns Hopkins Medicine for your care and would you consider joining the concierge treatment program if you wanted to lose that amount of weight?
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Diabetes Page
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Round 1: UserTesting.com
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Round 1: Scoring
Tasks
4.8/5
Comprehension
67%
How much weight do you need to lose to lower your risk of diabetes?
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Round 2: GI Clinic [Lutherville, MD]
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Round 2: Scoring
Tasks
3.25/6
Comprehension
17%
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Between Round 2 and 3
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Diabetes Page: Before and After
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Round 3: Curves [Towson, MD]
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Round 3: Scoring
Tasks
3.9/6
Comprehension
63%
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Between Round 3 and Round 4
Added video where Dr. Kalloo says 3 things:
Diabetes is a disease that has risk
You need to lose 5-10% of your body weight to lower your risk of diabetes by 53%
You can lose 20-30 lbs. by undergoing this new endoscopic procedure
Changed name of link on home page to Endoscopic Procedures Using Botox
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Diabetes Page with Video
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Round 4: GI and Weight Loss Clinic [Lutherville, MD]
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Round 4: Scoring
Tasks
3.75/6
Comprehension
33% [didn’t watch video]
20% [did watch video]
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The findings
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Summary of Findings
Changed actionable content and information flow
Added video
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Was the content findable?
80% of the users could find some information about medications, lifestyle changes, surgical procedures
67% of the users could find the diabetes page
57% could find information about the endoscopic weight loss program
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Was the content understandable?
100% equated diabetes and obesity
Users said that they’d prefer simpler language
“If it wasn’t so complicated, it wouldn’t have taken me so long.”
“Now wait, what does that mean?”
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Was the content actionable?
100% said they would change their diet, exercise, and try to watch their weight
100%claim they trust the JH brand
71% would consider joining the program after using the site
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Was the content shareable?
96% said they would share this content
41% used the share widget
Others said they would copy and paste the link or tell friends about it
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Patient Findings
When people have more time, they will probably spend more time, but they will not necessarily comprehend better
Patients want things as simple as possible
Provide direct actions to solve their problems
Patients will share if the content valuable and meaningful
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Video Findings
Watching a video actually lowered users comprehension by half
More research is needed, but video should not be used for actionable content.
If so, keep it very direct with only 1 message.
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The recommendations
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Recommendations (1)
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Recommendations (2)
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Recommendations: Testing Content (1)
Use an iterative approach with small user numbers
Choose when you test
Pick areas of the site that are business critical
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Recommendations: Testing Content (2)
Clearly define your user groups
Use moderated usability testing to test (test the content, not the site)
Ask direct questions about the content and let users talk about their impressions from there
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Recommendations: Content Development
Don’t be afraid to try new ways of looking at things
Don’t expect every solution to solve every problem for every user
Carefully align your content development with your intended promotion
#jhtc

Questions/Comments/Concerns?
Aaron Watkins AhavaLeibtag
@aaronwatkins @ahavaL
THANK YOU!
#jhtc

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Johns Hopkins Medicine & the Healthcare Content Conundrum: Aligning Business Strategy with User Goals

by Aaron Watkins on May 16, 2011

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Johns Hopkins Medicine & the Healthcare Content Conundrum: Aligning Business Strategy with User Goals — Presentation Transcript