circa1999 WebMD.com

Building the Doctor’s Virtual Practice on the Web

Presentation Outline

Mission, Marketing, and Growth

Value Proposition

Healthcare Professionals

Hospitals

Healthcare Consumers

Building the WebMD Website

Development process

Home Page design/redesign

Usage Statistics

Mission, Marketing and Growth

Mission: The Web’s Premium Destination for Healthcare communications and information services.

Market Opportunity - Whole Market

Growth of the Internet

US Adults from 1994 to 2002

Worldwide Hosts Growth

E-mail Usage

US Online Advertising and E-Commerce Projections

Jupiter Online Advertising for Medical Industry

Growth in Consumer Research and Communications $1.0 billion $2.0 billion Healthcare Market Research Pharma Consumer Advertising 1997 2001 (projected) Actual Spending $4.0 billion $3.0 billion

WebMD partners with Industry leaders

WebMD is consolidating healthcare internet companies that bring best of breed products or services to the network

WebMD will establish itself as the strongest brand in Internet health

CNN 76 Million households

HLN 71 Million households

CNNfn 11 Million households

CNNSI 14 Million households

CNNI 150 Million households

Europe 105 Million households

Asia 26 Million households

North America 11 Million households

Latin America 8 Million households

Airport Network 32 airports, 12 Million t/m

CNN radio 580 domestic affiliates

104 international affiliates

Newsource 590 Million households

Newsource Radio 580 Million households

WebMD Growth Strategy

Leverage Strategic Partners

Build the Brand Name

Capitalize Multiple Revenue Sources

Pursue Strategic Acquisitions

Enhance the WebMD Offerings

Our Value Proposition

WebMD Value Proposition

Provides Full Range of Services that address Needs of HC Professionals

Hospitals

WebMD and Physicians: More Power to Your Practice

A suite of Internet-based applications that increase practice efficiency and cut costs.

Office

Library

Supplies

Classroom

Lounge

WebMD Professional Site :

Virtual Receptionist

Universal In-Box

One 800 number for Voice, Fax, E-mail

WebMD OnCall

Physicians-only answering service (Add On Option)

WebMD OnCall

Insurance - EDI

Online benefit verification and referrals

WebMD OnCall

Insurance - EDI

Dictation / Transcription

Easy-to-use, accurate Calculation, Tabulation

Management, printing and storage of concise medical reports

WebMD OnCall

Insurance - EDI

Library

Reference databases

Physician Journals

Specialty Specific news and content

WebMD OnCall

Insurance - EDI

Library

Classroom

Virtual University, CME Courses, index of Symposia

WebMD OnCall

Insurance - EDI

Library

Classroom

Supplies

Links to e-commerce from approved vendors for medical supplies

WebMD OnCall

Insurance - EDI

Library

Classroom

Supplies

Lounge

News, Sports, Finance, Travel, Weather, and Shopping

Professional Products Distribution Examples of Strategic Alliances

“ Feet on the Street”

McKesson/HBOC

ENVOY Corporation

Distribution to EDI/Claims Processing customers

DePuy Orthopaedics, Inc.

Distribution to the orthopaedics market

Matria Healthcare, Inc.

Special Promotions

E*TRADE

Hospitals

WebMD becomes the Gateway for remote access into the Hospitals Legacy Systems

WebMD and McKesson / HBOC: More Power to Hospital Networks

Bridging the continuum of care…

Capitalizes on investments in info technology (Connect 2000)

Links physicians with their provider networks and features WebMD as a value-add

WebMD becomes the gateway for remote access into the hospitals Legacy Systems

Hospitals

Trusted and Personalized Consumer Health Source

WebMD Consumer Site: The Most Effective “Direct To Consumer” Communications Proprietary Content With Personalization Community Through Profiling and Personalization General Health and Wellness content

Today’s top health stories / news

Medical resources, journals and databases

Wellness center for fitness & sports medicine, nutrition, pregnancy, herbal medicine, diet & nutrition, alternative medicine and pediatrics center

Condition Center for indexes of common medical conditions, content about diagnosis and treatment

WebMD Consumer Site: General Health and Wellness

WebMD Consumer Site: Consumer Medical News

Relationships with 85 healthcare publishing partners

Over 2,500 proprietary articles indexed and attributed for personalization

37 mini-databases covering in-depth key areas of chronic illness

Proprietary complementary medicine database

Strong editorial staff with experience in consumer healthcare and electronic content licensing and publishing

Not dependent on any single content source

WebMD Consumer Site: Proprietary Content with Personalization

WebMD Consumer Site: Direct Reports

Create committed, target audiences through personalization of the user experience which builds a framework for interaction

For users, profiling makes the content experience more productive and meaningful and allows connection to other like community members, saves time and hassle, and provides support, “home”: online

For sponsors, well-defined target markets, rapid access to unique data, “one-to-one” marketing and a measurable ROI

WebMD Consumer Site: Health Specific Communities through Profiling and Personalization

WebMD Consumer Site: Communities

Weight Control

Hepatitis C

Women’s Health

Heavy Bleeding

Pelvic Pain

Endometriosis

Uterine Fibroids

Incontinence

Ovarian Cancer

WebMD Consumer Site: 165,000 Patients in 10 Communities

Breast Cancer

Prostate Cancer

Asthma

Depression

Diabetes

Heart Disease

Fibromyalgia

Chronic Fatigue Syndrome

WebMD Consumer Site: Growth Projections ~ by December 1999

180 health oriented communities with targeted content

Diseases (50-60)

Treatments (chemo) (10-20)

Therapeutics (50-60)

Medical devices (20-30)

Alternative medicine (20-30)

Health & Wellness (30-40)

Registered Membership of 725,000 members

Hundreds of topics

High degree of timeslot coverage

Content clumping to the specific event

Screen name, password, e-mail

Archived transcripts

Links to relevant message boards & content bases

Linked to television spots & healthcare calls to action

Schedule listed in newspaper and other programming listings

WebMD Consumer Site: Member Events

Consumer Site Distribution General Consumer Portals

Keep current with the latest local and world news from the most reliable news sources.

Consumer Site Distribution General Consumer Portals

Targeting communities, profiling, personalization and proprietary content

Consumer Site Distribution Employer Portals

Add value to corporate Intranet, savings on health insurance, reduce days lost at work

Consumer Site Distribution Payor Portals

Build consumer value, provide plan information, tie to physicians

Consumer Site Distribution Physicians/Hospital Portals

Building the Website

Development Process

Philosophy

Process since Launch

New process

Home Page Design/Redesign

Statistics

Philosophical Organization of the Website 6 Dynamic Systems

Site

Location and ‘place’ for a building

Structure

Skin

Services

Space Plan

Stuff

From How Buildings Learn , by Stewart Brand

Site

The domain in which the site is hosted and the network servicing the site

Site

Structure

Foundation and load-bearing elements

Skin

Services

Space Plan

Stuff

The underlying software, database systems, and infrastructure

Structure

Site

Structure

Skin

The exterior

Services

Space Plan

Stuff

The “look and feel”

Skin

Site

Structure

Skin

Services

Electrical, Plumbing, and HVAC systems

Space Plan

Stuff

The development efforts behind the HTML, JavaScript, etc.

Services

Site

Structure

Skin

Services

Space Plan

Interior Layout

Stuff

The logical organization of the components and partner websites

Information Architecture

Space Plan

Site

Structure

Skin

Services

Space Plan

Stuff

The furniture and wall hangings

The content, such as news stories and features found on partner websites

Stuff

Original Development Process

Current Development Process Roles and Responsibilities Product Manager Development Manager Product Designer Customer Development Online Services Business Development Product Marketing Product Management Professional Consumer

Current Development Process Funnel and Milestones

Idea

Script

Idea Pre-Production Production Post-Production

Idea

Pre-Production

Product Plan

Development Plan

Idea

Pre-Production

Production

Feature Freeze

Beta

Code Freeze

Final Test

Resource Freeze

Product Release

Launch Window

Idea

Pre-Production

Production

Post-Production

Development Process

Original Design

First Redesign

Second Redesign

Latest Redesign

Statistics

Home Page Design “Original” Page

Issues

Different browser behavior

Maintenance of flash and non-flash pages

Logo compromised by atomic rings

“ In the news” must be maintained daily

Not reflective of the “look” of the rest of the WebMD product

Home Page Design First Redesign Specification

Requirements

Photo montage similar to internal pages

Maximum dimensions for “worst case” resolution, and centered vertically/horizontally

WebMD logo without misleading ornamentation

Member login should be prominent, but not discourage consumer usage

E*TRADE promotional offer should be prominent

The N|C logo should be displayed when on NC

No plug-ins that give wrong first time impression

Home Page Design First Redesign Specification

Home Page Design First Redesign Early Concept

Ad Campaign

Wall Street Journal

USA Today

Incorporate branding elements

Committee Decision

Home Page Design Second Redesign

Home Page Design Second Redesign Working Concept Agency Concept

Redesign #2 too slow

People photos not in line with new ads

Didn’t convey look and feel of ads

Usability issues

Top/Down, Left/Right

Consumer link unclear

How to enroll?

Where is corporate link?

Home Page Design Third Redesign

Home Page Design Third Redesign Quick Fix Concept

Development Process

Statistics

Usage for last week of January 1999

Search Engines

Browsers Used

WebMD Site Statistics Usage Reston, VA Palo Alto, CA Fairfax, VA Atlanta, GA Virginia California New York Georgia

WebMD Site Statistics Usage 4,384 User Sessions ~ America Online 471 User Sessions ~ UUNET Technologies <250 User Sessions ~ Mindspring, ATT, Bellsouth

WebMD Site Statistics Search Engines Webmd ~ 56% (150 times) www.webmd.com ~ 11% (29 times) webmd.com ~ 7% (19 times) online ~ 1% (3 times) 86 ~ AltaVista 43 ~ Excite 37 ~ AOL Netfind 25 ~ Lycos <8 ~ Hotbot, GoTo, Snap

WebMD Site Statistics Browsers and Versions Used 56% of all Hits 7,890 User Sessions 65% User Sessions using 4.x 1.5% using 5.x 40% of all Hits 2,718 User Sessions 77% User Sessions using 4.x