circa1999 WebMD.com

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A presentation I gave at Georgia Tech's GVU center in February 1999 regarding the first few months of WebMD.com after we launched in the fall of 1988.

My how things have changed since then. Enjoy!

Reviewing an old hard drive, I found the following abstract used to promote this speech...

"What does it take to get a web-based product delivered to tens of thousands of demanding professionals? What’s it like to convert a web-based development team’s thinking from the creation of a website as dynamic content to the development of a website as software? What’s it like to take a good product with live customers and transition them to a great product that is significantly revamped and enhanced? In this brown bag, the issues of re-architecting an existing website/online-service, including user interface enhancements, underlying systems architecture changes, and feature creep in a hyper-growth environment will be discussed. The presentation will center around the metaphor of websites as architectural structures, building on the presenter’s experience in the world of architecture and CAD.

If most of the companies on the Web work at 'Internet speed', it can be said that WebMD works at 'hospital triage speed'. Come hear how the team at WebMD redefining the concept of a vertical niche portal on the ‘net; as if their lives depend on it."

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  • circa1999 WebMD.com

    1. 1. Building the Doctor’s Virtual Practice on the Web
    2. 2. Presentation Outline <ul><li>Mission, Marketing, and Growth </li></ul><ul><li>Value Proposition </li></ul><ul><ul><li>Healthcare Professionals </li></ul></ul><ul><ul><li>Hospitals </li></ul></ul><ul><ul><li>Healthcare Consumers </li></ul></ul><ul><li>Building the WebMD Website </li></ul><ul><ul><li>Development process </li></ul></ul><ul><ul><li>Home Page design/redesign </li></ul></ul><ul><ul><li>Usage Statistics </li></ul></ul>
    3. 3. Mission, Marketing and Growth
    4. 4. Mission: The Web’s Premium Destination for Healthcare communications and information services.
    5. 5. Market Opportunity - Whole Market <ul><li>Growth of the Internet </li></ul><ul><ul><li>US Adults from 1994 to 2002 </li></ul></ul><ul><ul><li>Worldwide Hosts Growth </li></ul></ul><ul><ul><li>E-mail Usage </li></ul></ul><ul><li>US Online Advertising and E-Commerce Projections </li></ul><ul><ul><li>Jupiter Online Advertising for Medical Industry </li></ul></ul>
    6. 6. 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
    7. 7. WebMD partners with Industry leaders
    8. 8. WebMD is consolidating healthcare internet companies that bring best of breed products or services to the network
    9. 9. WebMD will establish itself as the strongest brand in Internet health <ul><li>CNN 76 Million households </li></ul><ul><li>HLN 71 Million households </li></ul><ul><li>CNNfn 11 Million households </li></ul><ul><li>CNNSI 14 Million households </li></ul><ul><li>CNNI 150 Million households </li></ul><ul><ul><li>Europe 105 Million households </li></ul></ul><ul><ul><li>Asia 26 Million households </li></ul></ul><ul><ul><li>North America 11 Million households </li></ul></ul><ul><ul><li>Latin America 8 Million households </li></ul></ul><ul><li>Airport Network 32 airports, 12 Million t/m </li></ul><ul><li>CNN radio 580 domestic affiliates </li></ul><ul><li>104 international affiliates </li></ul><ul><li>Newsource 590 Million households </li></ul><ul><li>200 international affiliates </li></ul><ul><li>Newsource Radio 580 Million households </li></ul><ul><li>104 international affiliates </li></ul>
    10. 10. WebMD Growth Strategy <ul><li>Leverage Strategic Partners </li></ul><ul><li>Build the Brand Name </li></ul><ul><li>Capitalize Multiple Revenue Sources </li></ul><ul><li>Pursue Strategic Acquisitions </li></ul><ul><li>Enhance the WebMD Offerings </li></ul>
    11. 11. Our Value Proposition
    12. 12. WebMD Value Proposition <ul><li>Healthcare Professionals </li></ul><ul><ul><li>Provides Full Range of Services that address Needs of HC Professionals </li></ul></ul><ul><li>Hospitals </li></ul><ul><li>Healthcare Consumers </li></ul>
    13. 13. WebMD and Physicians: More Power to Your Practice <ul><li>A suite of Internet-based applications that increase practice efficiency and cut costs. </li></ul><ul><li>Office </li></ul><ul><li>Library </li></ul><ul><li>Supplies </li></ul><ul><li>Classroom </li></ul><ul><li>Lounge </li></ul>
    14. 14. WebMD Professional Site : <ul><li>Virtual Receptionist </li></ul><ul><ul><li>Universal In-Box </li></ul></ul><ul><ul><li>One 800 number for Voice, Fax, E-mail </li></ul></ul>
    15. 15. WebMD Professional Site : <ul><li>Virtual Receptionist </li></ul><ul><li>WebMD OnCall </li></ul><ul><ul><li>Physicians-only answering service (Add On Option) </li></ul></ul>
    16. 16. <ul><li>Virtual Receptionist </li></ul><ul><li>WebMD OnCall </li></ul><ul><li>Insurance - EDI </li></ul><ul><ul><li>Online benefit verification and referrals </li></ul></ul>WebMD Professional Site :
    17. 17. WebMD Professional Site : <ul><li>Virtual Receptionist </li></ul><ul><li>WebMD OnCall </li></ul><ul><li>Insurance - EDI </li></ul><ul><li>Dictation / Transcription </li></ul><ul><ul><li>Easy-to-use, accurate Calculation, Tabulation </li></ul></ul><ul><ul><li>Management, printing and storage of concise medical reports </li></ul></ul>
    18. 18. WebMD Professional Site : <ul><li>Virtual Receptionist </li></ul><ul><li>WebMD OnCall </li></ul><ul><li>Insurance - EDI </li></ul><ul><li>Dictation / Transcription </li></ul><ul><li>Library </li></ul><ul><ul><li>Reference databases </li></ul></ul><ul><ul><li>Physician Journals </li></ul></ul><ul><ul><li>Specialty Specific news and content </li></ul></ul>
    19. 19. WebMD Professional Site : <ul><li>Virtual Receptionist </li></ul><ul><li>WebMD OnCall </li></ul><ul><li>Insurance - EDI </li></ul><ul><li>Dictation / Transcription </li></ul><ul><li>Library </li></ul><ul><li>Classroom </li></ul><ul><ul><li>Virtual University, CME Courses, index of Symposia </li></ul></ul>
    20. 20. WebMD Professional Site : <ul><li>Virtual Receptionist </li></ul><ul><li>WebMD OnCall </li></ul><ul><li>Insurance - EDI </li></ul><ul><li>Dictation / Transcription </li></ul><ul><li>Library </li></ul><ul><li>Classroom </li></ul><ul><li>Supplies </li></ul><ul><ul><li>Links to e-commerce from approved vendors for medical supplies </li></ul></ul>
    21. 21. <ul><li>Virtual Receptionist </li></ul><ul><li>WebMD OnCall </li></ul><ul><li>Insurance - EDI </li></ul><ul><li>Dictation / Transcription </li></ul><ul><li>Library </li></ul><ul><li>Classroom </li></ul><ul><li>Supplies </li></ul><ul><li>Lounge </li></ul><ul><ul><li>News, Sports, Finance, Travel, Weather, and Shopping </li></ul></ul>WebMD Professional Site :
    22. 22. Professional Products Distribution Examples of Strategic Alliances <ul><li>“ Feet on the Street” </li></ul><ul><ul><li>McKesson/HBOC </li></ul></ul><ul><ul><li>ENVOY Corporation </li></ul></ul><ul><ul><ul><li>Distribution to EDI/Claims Processing customers </li></ul></ul></ul><ul><ul><li>DePuy Orthopaedics, Inc. </li></ul></ul><ul><ul><ul><li>Distribution to the orthopaedics market </li></ul></ul></ul><ul><ul><li>Matria Healthcare, Inc. </li></ul></ul><ul><li>Special Promotions </li></ul><ul><ul><li>E*TRADE </li></ul></ul>
    23. 23. WebMD Value Proposition <ul><li>Healthcare Professionals </li></ul><ul><li>Hospitals </li></ul><ul><ul><li>WebMD becomes the Gateway for remote access into the Hospitals Legacy Systems </li></ul></ul><ul><li>Healthcare Consumers </li></ul>
    24. 24. WebMD and McKesson / HBOC: More Power to Hospital Networks <ul><li>Bridging the continuum of care… </li></ul><ul><ul><li>Capitalizes on investments in info technology (Connect 2000) </li></ul></ul><ul><ul><li>Links physicians with their provider networks and features WebMD as a value-add </li></ul></ul><ul><ul><li>WebMD becomes the gateway for remote access into the hospitals Legacy Systems </li></ul></ul>
    25. 25. WebMD Value Proposition <ul><li>Healthcare Professionals </li></ul><ul><li>Hospitals </li></ul><ul><li>Healthcare Consumers </li></ul><ul><ul><li>Trusted and Personalized Consumer Health Source </li></ul></ul>
    26. 26. WebMD Consumer Site: The Most Effective “Direct To Consumer” Communications Proprietary Content With Personalization Community Through Profiling and Personalization General Health and Wellness content
    27. 27. <ul><li>Today’s top health stories / news </li></ul><ul><li>Medical resources, journals and databases </li></ul><ul><li>Wellness center for fitness & sports medicine, nutrition, pregnancy, herbal medicine, diet & nutrition, alternative medicine and pediatrics center </li></ul><ul><li>Condition Center for indexes of common medical conditions, content about diagnosis and treatment </li></ul>WebMD Consumer Site: General Health and Wellness
    28. 28. WebMD Consumer Site: Consumer Medical News
    29. 29. <ul><li>Relationships with 85 healthcare publishing partners </li></ul><ul><li>Over 2,500 proprietary articles indexed and attributed for personalization </li></ul><ul><li>37 mini-databases covering in-depth key areas of chronic illness </li></ul><ul><li>Proprietary complementary medicine database </li></ul><ul><li>Strong editorial staff with experience in consumer healthcare and electronic content licensing and publishing </li></ul><ul><li>Not dependent on any single content source </li></ul>WebMD Consumer Site: Proprietary Content with Personalization
    30. 30. WebMD Consumer Site: Direct Reports
    31. 31. <ul><li>Create committed, target audiences through personalization of the user experience which builds a framework for interaction </li></ul><ul><li>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 </li></ul><ul><li>For sponsors, well-defined target markets, rapid access to unique data, “one-to-one” marketing and a measurable ROI </li></ul>WebMD Consumer Site: Health Specific Communities through Profiling and Personalization
    32. 32. WebMD Consumer Site: Communities
    33. 33. <ul><li>Weight Control </li></ul><ul><li>Hepatitis C </li></ul><ul><li>Women’s Health </li></ul><ul><ul><li>Heavy Bleeding </li></ul></ul><ul><ul><li>Pelvic Pain </li></ul></ul><ul><ul><li>Endometriosis </li></ul></ul><ul><ul><li>Uterine Fibroids </li></ul></ul><ul><ul><li>Incontinence </li></ul></ul><ul><ul><li>Ovarian Cancer </li></ul></ul>WebMD Consumer Site: 165,000 Patients in 10 Communities <ul><li>Breast Cancer </li></ul><ul><li>Prostate Cancer </li></ul><ul><li>Asthma </li></ul><ul><li>Depression </li></ul><ul><li>Diabetes </li></ul><ul><li>Heart Disease </li></ul><ul><li>Fibromyalgia </li></ul><ul><li>Chronic Fatigue Syndrome </li></ul>
    34. 34. WebMD Consumer Site: Growth Projections ~ by December 1999 <ul><li>180 health oriented communities with targeted content </li></ul><ul><ul><li>Diseases (50-60) </li></ul></ul><ul><ul><li>Treatments (chemo) (10-20) </li></ul></ul><ul><ul><li>Therapeutics (50-60) </li></ul></ul><ul><ul><li>Medical devices (20-30) </li></ul></ul><ul><ul><li>Alternative medicine (20-30) </li></ul></ul><ul><ul><li>Health & Wellness (30-40) </li></ul></ul><ul><li>Registered Membership of 725,000 members </li></ul>
    35. 35. <ul><li>Hundreds of topics </li></ul><ul><li>High degree of timeslot coverage </li></ul><ul><li>Content clumping to the specific event </li></ul><ul><li>Screen name, password, e-mail </li></ul><ul><li>Archived transcripts </li></ul><ul><li>Links to relevant message boards & content bases </li></ul><ul><li>Linked to television spots & healthcare calls to action </li></ul><ul><li>Schedule listed in newspaper and other programming listings </li></ul>WebMD Consumer Site: Member Events
    36. 36. Consumer Site Distribution General Consumer Portals <ul><li>Keep current with the latest local and world news from the most reliable news sources. </li></ul>
    37. 37. Consumer Site Distribution General Consumer Portals <ul><li>Targeting communities, profiling, personalization and proprietary content </li></ul>
    38. 38. Consumer Site Distribution Employer Portals <ul><li>Add value to corporate Intranet, savings on health insurance, reduce days lost at work </li></ul>
    39. 39. Consumer Site Distribution Payor Portals <ul><li>Build consumer value, provide plan information, tie to physicians </li></ul>
    40. 40. Consumer Site Distribution Physicians/Hospital Portals
    41. 41. Building the Website
    42. 42. Building the Website <ul><li>Development Process </li></ul><ul><ul><li>Philosophy </li></ul></ul><ul><ul><li>Process since Launch </li></ul></ul><ul><ul><li>New process </li></ul></ul><ul><li>Home Page Design/Redesign </li></ul><ul><li>Statistics </li></ul>
    43. 43. Philosophical Organization of the Website 6 Dynamic Systems <ul><li>Site </li></ul><ul><ul><li>Location and ‘place’ for a building </li></ul></ul><ul><li>Structure </li></ul><ul><li>Skin </li></ul><ul><li>Services </li></ul><ul><li>Space Plan </li></ul><ul><li>Stuff </li></ul><ul><li>From How Buildings Learn , by Stewart Brand </li></ul>Site <ul><ul><li>The domain in which the site is hosted and the network servicing the site </li></ul></ul>
    44. 44. Philosophical Organization of the Website 6 Dynamic Systems <ul><li>Site </li></ul><ul><li>Structure </li></ul><ul><ul><li>Foundation and load-bearing elements </li></ul></ul><ul><li>Skin </li></ul><ul><li>Services </li></ul><ul><li>Space Plan </li></ul><ul><li>Stuff </li></ul><ul><ul><li>The underlying software, database systems, and infrastructure </li></ul></ul>Structure
    45. 45. Philosophical Organization of the Website 6 Dynamic Systems <ul><li>Site </li></ul><ul><li>Structure </li></ul><ul><li>Skin </li></ul><ul><ul><li>The exterior </li></ul></ul><ul><li>Services </li></ul><ul><li>Space Plan </li></ul><ul><li>Stuff </li></ul><ul><ul><li>The “look and feel” </li></ul></ul>Skin
    46. 46. Philosophical Organization of the Website 6 Dynamic Systems <ul><li>Site </li></ul><ul><li>Structure </li></ul><ul><li>Skin </li></ul><ul><li>Services </li></ul><ul><ul><li>Electrical, Plumbing, and HVAC systems </li></ul></ul><ul><li>Space Plan </li></ul><ul><li>Stuff </li></ul><ul><ul><li>The development efforts behind the HTML, JavaScript, etc. </li></ul></ul>Services
    47. 47. Philosophical Organization of the Website 6 Dynamic Systems <ul><li>Site </li></ul><ul><li>Structure </li></ul><ul><li>Skin </li></ul><ul><li>Services </li></ul><ul><li>Space Plan </li></ul><ul><ul><li>Interior Layout </li></ul></ul><ul><li>Stuff </li></ul><ul><ul><li>The logical organization of the components and partner websites </li></ul></ul><ul><ul><li>Information Architecture </li></ul></ul>Space Plan
    48. 48. Philosophical Organization of the Website 6 Dynamic Systems <ul><li>Site </li></ul><ul><li>Structure </li></ul><ul><li>Skin </li></ul><ul><li>Services </li></ul><ul><li>Space Plan </li></ul><ul><li>Stuff </li></ul><ul><ul><li>The furniture and wall hangings </li></ul></ul><ul><ul><li>The content, such as news stories and features found on partner websites </li></ul></ul>Stuff
    49. 49. Original Development Process
    50. 50. Current Development Process Roles and Responsibilities Product Manager Development Manager Product Designer Customer Development Online Services Business Development Product Marketing Product Management Professional Consumer
    51. 51. Current Development Process Funnel and Milestones <ul><li>Idea </li></ul><ul><ul><li>Script </li></ul></ul>Idea Pre-Production Production Post-Production
    52. 52. Current Development Process Funnel and Milestones <ul><li>Idea </li></ul><ul><li>Pre-Production </li></ul><ul><ul><li>Product Plan </li></ul></ul><ul><ul><li>Development Plan </li></ul></ul>Idea Pre-Production Production Post-Production
    53. 53. Current Development Process Funnel and Milestones <ul><li>Idea </li></ul><ul><li>Pre-Production </li></ul><ul><li>Production </li></ul><ul><ul><li>Feature Freeze </li></ul></ul><ul><ul><li>Beta </li></ul></ul><ul><ul><li>Code Freeze </li></ul></ul><ul><ul><li>Final Test </li></ul></ul><ul><ul><li>Resource Freeze </li></ul></ul><ul><ul><li>Product Release </li></ul></ul><ul><ul><li>Launch Window </li></ul></ul>Idea Pre-Production Production Post-Production
    54. 54. Current Development Process Funnel and Milestones <ul><li>Idea </li></ul><ul><li>Pre-Production </li></ul><ul><li>Production </li></ul><ul><li>Post-Production </li></ul>Idea Pre-Production Production Post-Production
    55. 55. Building the Website <ul><li>Development Process </li></ul><ul><li>Home Page Design/Redesign </li></ul><ul><ul><li>Original Design </li></ul></ul><ul><ul><li>First Redesign </li></ul></ul><ul><ul><li>Second Redesign </li></ul></ul><ul><ul><li>Latest Redesign </li></ul></ul><ul><li>Statistics </li></ul>
    56. 56. Home Page Design “Original” Page
    57. 57. <ul><li>Issues </li></ul><ul><ul><li>Different browser behavior </li></ul></ul><ul><ul><li>Maintenance of flash and non-flash pages </li></ul></ul><ul><ul><li>Logo compromised by atomic rings </li></ul></ul><ul><ul><li>“ In the news” must be maintained daily </li></ul></ul><ul><ul><li>Not reflective of the “look” of the rest of the WebMD product </li></ul></ul>Home Page Design First Redesign Specification
    58. 58. <ul><li>Requirements </li></ul><ul><ul><li>Photo montage similar to internal pages </li></ul></ul><ul><ul><li>Maximum dimensions for “worst case” resolution, and centered vertically/horizontally </li></ul></ul><ul><ul><li>WebMD logo without misleading ornamentation </li></ul></ul><ul><ul><li>Member login should be prominent, but not discourage consumer usage </li></ul></ul><ul><ul><li>E*TRADE promotional offer should be prominent </li></ul></ul><ul><ul><li>The N|C logo should be displayed when on NC </li></ul></ul><ul><ul><li>No plug-ins that give wrong first time impression </li></ul></ul>Home Page Design First Redesign Specification
    59. 59. Home Page Design First Redesign Early Concept
    60. 60. <ul><li>Ad Campaign </li></ul><ul><ul><li>Wall Street Journal </li></ul></ul><ul><ul><li>USA Today </li></ul></ul><ul><li>Incorporate branding elements </li></ul><ul><li>Committee Decision </li></ul>Home Page Design Second Redesign
    61. 61. Home Page Design Second Redesign Working Concept Agency Concept
    62. 62. <ul><li>Redesign #2 too slow </li></ul><ul><li>People photos not in line with new ads </li></ul><ul><li>Didn’t convey look and feel of ads </li></ul><ul><li>Usability issues </li></ul><ul><ul><li>Top/Down, Left/Right </li></ul></ul><ul><ul><li>Consumer link unclear </li></ul></ul><ul><ul><li>How to enroll? </li></ul></ul><ul><ul><li>Where is corporate link? </li></ul></ul>Home Page Design Third Redesign
    63. 63. Home Page Design Third Redesign Quick Fix Concept
    64. 64. Building the Website <ul><li>Development Process </li></ul><ul><li>Home Page Design/Redesign </li></ul><ul><li>Statistics </li></ul><ul><ul><li>Usage for last week of January 1999 </li></ul></ul><ul><ul><li>Search Engines </li></ul></ul><ul><ul><li>Browsers Used </li></ul></ul>
    65. 65. WebMD Site Statistics Usage Reston, VA Palo Alto, CA Fairfax, VA Atlanta, GA Virginia California New York Georgia
    66. 66. WebMD Site Statistics Usage 4,384 User Sessions ~ America Online 471 User Sessions ~ UUNET Technologies <250 User Sessions ~ Mindspring, ATT, Bellsouth
    67. 67. 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
    68. 68. 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

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