Leveraging the Internet to Achieve Business Objectives Drew Diskin, M.S. Director of E-Strategy & Web Services Johns Hopki...
The Fabulous Internet
Overview <ul><li>How can e-strategy and Web services  </li></ul><ul><li>go beyond </li></ul><ul><li>basic information  </l...
<ul><li>It seems that the current economic environment is not helping people think outside the box...  </li></ul><ul><li>T...
Three guiding principles (1 of 3) <ul><li>Choose the right thing to do for your customers... </li></ul><ul><li>  </li></ul...
  (2 of 3) <ul><li>2) Don't add more to the plate </li></ul><ul><ul><li>Focus the limited resources you have on an initiat...
  (3 of 3) <ul><li>3) Build new synergies and a larger alliance </li></ul><ul><li>  </li></ul><ul><ul><li>Enlist colleague...
This isn't the first time we had to think differently...
  What we'll discuss <ul><ul><li>People </li></ul></ul><ul><ul><li>Process  </li></ul></ul><ul><ul><li>Product </li></ul><...
  People Your most valuable resource The first interactive...
  Leveraging (existing) talent <ul><ul><li>Who are the passionate few? </li></ul></ul><ul><ul><li>Who are your traditional...
  Process Thinking (and performing) differently The first Webmaster
  Generating interest and money <ul><ul><li>What are your current print channels saying?   </li></ul></ul><ul><ul><li>What...
  More interest and money <ul><ul><li>What are the BIG reasons why people come to your Web site...  They should ALSO be th...
Still, more interest and money <ul><ul><li>Where can you cross-promote health seminars? </li></ul></ul><ul><ul><li>Are the...
  Product Your customers' brand experience Craig's original list
  Before they go here > <ul><li>                They go here > </li></ul>80% of American internet users, or some 113 milli...
So, what does this mean for you? <ul><li>Know: Your Web site  is  a brand experience.  </li></ul><ul><ul><li>Optimizing pa...
Search Engines Your other audience Teddy was the first Internet Explorer
Search engines are 'people', too <ul><ul><li>508-504 accessibility </li></ul></ul><ul><ul><li>Top content includes relevan...
This is not a lesson on SEO... this is a lesson on making  $ <ul><li>Optimized content  drives business results.  </li></u...
This is the # 1  that matters online
What are your customers thinking about your brand when they are online? I  need  to find a doctor for my child. Or maybe j...
Strategic Navigation It is worth the investment Early information architect
Strategic IA delivers results <ul><ul><li>By Intent   - how your site visitor will ultimately interact with your organizat...
Introducing the framework for content relationships <ul><li>LEARN MORE </li></ul><ul><ul><li>Health library </li></ul></ul...
Learn more...
So, what is effective Web design? <ul><ul><li>User-centric </li></ul></ul><ul><ul><li>Consistent layout </li></ul></ul><ul...
Before
After
Learn more and take action by intent
Take Action Cross- promote Relational content Learn More Organization   Section Controls Keywords: johns hopkins hospital,...
Measuring Knowing the roads you travel... and who else is already on them
  Take inventory (and be honest) <ul><ul><li>Does your Web site scare visitors away?  </li></ul></ul><ul><ul><li>What page...
Still not sure? <ul><ul><li>Host a usability study </li></ul></ul><ul><ul><li>Do an internal audit </li></ul></ul><ul><ul>...
Questions?  Thank you! [email_address] drewdiskin.com twitter.com/drewdiskin
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Leveraging The Internet To Achieve Business Ob

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The current economic conditions and changing health care marketplace require hospitals and health systems to think differently about their Web presence... Here\'s some ways of looking at solving the bigger problems.

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Leveraging The Internet To Achieve Business Ob

  1. 1. Leveraging the Internet to Achieve Business Objectives Drew Diskin, M.S. Director of E-Strategy & Web Services Johns Hopkins Medicine These slides are provided 'as is' and intended only for educational and informational purposes within your organization and can not be published or posted elsewhere without written permission.
  2. 2. The Fabulous Internet
  3. 3. Overview <ul><li>How can e-strategy and Web services  </li></ul><ul><li>go beyond </li></ul><ul><li>basic information </li></ul><ul><li>to help marketers align with the </li></ul><ul><li>business objectives of the organization? </li></ul>
  4. 4. <ul><li>It seems that the current economic environment is not helping people think outside the box...  </li></ul><ul><li>The Web can help marketing professionals </li></ul><ul><li>be successful when they thinking differently. </li></ul>Times are tough.  Money is tight.                So what?
  5. 5. Three guiding principles (1 of 3) <ul><li>Choose the right thing to do for your customers... </li></ul><ul><li>  </li></ul><ul><ul><li>Put them first and invest in their trust  </li></ul></ul><ul><ul><li>Continue to advertise, promote and share </li></ul></ul><ul><ul><li>Keep your Web site (and staff) fresh </li></ul></ul><ul><li>When consumers are ready to make a purchase or decision,  they will think of you . </li></ul>
  6. 6.   (2 of 3) <ul><li>2) Don't add more to the plate </li></ul><ul><ul><li>Focus the limited resources you have on an initiative that has value for the customer.   </li></ul></ul><ul><ul><li>Take the time to think about the audience, impact and expectations of both consumers and stakeholders. </li></ul></ul><ul><ul><li>Meetings should be used to create an idea, solve a problem, review/revise a strategy. </li></ul></ul>
  7. 7.   (3 of 3) <ul><li>3) Build new synergies and a larger alliance </li></ul><ul><li>  </li></ul><ul><ul><li>Enlist colleagues, associates and nearby resources and make them your new partner.   </li></ul></ul><ul><ul><li>Find ways to innovate with new processes or develop new initiatives as a joint venture. </li></ul></ul><ul><ul><li>Think of the means to distribute the message when developing one. </li></ul></ul>
  8. 8. This isn't the first time we had to think differently...
  9. 9.   What we'll discuss <ul><ul><li>People </li></ul></ul><ul><ul><li>Process  </li></ul></ul><ul><ul><li>Product </li></ul></ul>
  10. 10.   People Your most valuable resource The first interactive...
  11. 11.   Leveraging (existing) talent <ul><ul><li>Who are the passionate few? </li></ul></ul><ul><ul><li>Who are your traditional writers/content contributors?  </li></ul></ul><ul><ul><li>How many have learned: </li></ul></ul><ul><ul><ul><li>SEO?  </li></ul></ul></ul><ul><ul><ul><li>Writing for the Web?  </li></ul></ul></ul><ul><ul><ul><li>Social media? </li></ul></ul></ul><ul><ul><li>Where are the newer employees?  </li></ul></ul><ul><ul><ul><li>Any in generation 'Y'? </li></ul></ul></ul><ul><ul><ul><li>Any looking for some (career) attention? </li></ul></ul></ul>
  12. 12.   Process Thinking (and performing) differently The first Webmaster
  13. 13.   Generating interest and money <ul><ul><li>What are your current print channels saying?   </li></ul></ul><ul><ul><li>What if they also promoted something on the Web site? </li></ul></ul>
  14. 14.   More interest and money <ul><ul><li>What are the BIG reasons why people come to your Web site...  They should ALSO be the big money makers for your org. </li></ul></ul><ul><ul><li>Cross-promote complimentary services (with contact info and specific tracking numbers). </li></ul></ul><ul><ul><li>If your Web site is all about showing nursery photos, then consider your online viewers potential consumers, as well. </li></ul></ul>
  15. 15. Still, more interest and money <ul><ul><li>Where can you cross-promote health seminars? </li></ul></ul><ul><ul><li>Are there any local events your star physicians can speak at? </li></ul></ul><ul><ul><li>Publicize on the Web site- in coordination with other channels . </li></ul></ul>
  16. 16.   Product Your customers' brand experience Craig's original list
  17. 17.   Before they go here > <ul><li>               They go here > </li></ul>80% of American internet users, or some 113 million adults, have searched for information on at least one of seventeen health topics. Most internet users start at a general search engine online. Source: Pew Internet
  18. 18. So, what does this mean for you? <ul><li>Know: Your Web site  is a brand experience.  </li></ul><ul><ul><li>Optimizing pages for search engines </li></ul></ul><ul><ul><li>Creating &quot;strategic&quot; navigation for revenue streams  </li></ul></ul><ul><ul><li>Measuring performance... to plot your future </li></ul></ul><ul><li>Adjust #1 and #2, as needed. </li></ul>
  19. 19. Search Engines Your other audience Teddy was the first Internet Explorer
  20. 20. Search engines are 'people', too <ul><ul><li>508-504 accessibility </li></ul></ul><ul><ul><li>Top content includes relevant keywords </li></ul></ul><ul><ul><li>Linking to the text that matters </li></ul></ul><ul><ul><li>Tagging and meta-relations </li></ul></ul>
  21. 21. This is not a lesson on SEO... this is a lesson on making $ <ul><li>Optimized content drives business results.  </li></ul><ul><li>Include the key words patients and referring physicians use in the strategy for how your Web site will be developed, nurtured and promoted. </li></ul><ul><li>Keywords = $ </li></ul>Source: aksatech.com/blog/
  22. 22. This is the # 1 that matters online
  23. 23. What are your customers thinking about your brand when they are online? I need to find a doctor for my child. Or maybe just some tests... I think she is allergic to milk? Or maybe she has something wrong with her digestive system? I'm worried and my local hospital's Web site only seems interested in awards and baby photos!
  24. 24. Strategic Navigation It is worth the investment Early information architect
  25. 25. Strategic IA delivers results <ul><ul><li>By Intent  - how your site visitor will ultimately interact with your organization </li></ul></ul><ul><ul><li>Learn More - about something </li></ul></ul><ul><ul><li>Take Actio n - always visible, always easy </li></ul></ul><ul><ul><li>Faceted - by audience and by topic </li></ul></ul><ul><ul><li>Persuasive - promotes taking action </li></ul></ul><ul><ul><li>Relative  - to the conversation </li></ul></ul>
  26. 26. Introducing the framework for content relationships <ul><li>LEARN MORE </li></ul><ul><ul><li>Health library </li></ul></ul><ul><ul><li>Services </li></ul></ul><ul><ul><li>Conditions </li></ul></ul><ul><ul><li>Treatments </li></ul></ul><ul><ul><li>About the city/town </li></ul></ul><ul><ul><li>Team/Experts </li></ul></ul><ul><ul><li>About the org </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Departments </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Awards </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><li>TAKE ACTION </li></ul><ul><ul><li>Find a Doctor </li></ul></ul><ul><ul><li>Refer a Patient </li></ul></ul><ul><ul><li>Request and Appointment </li></ul></ul><ul><ul><li>Make a Gift </li></ul></ul><ul><ul><li>Register for a Seminar </li></ul></ul><ul><ul><li>Contact the PR Department </li></ul></ul><ul><ul><li>Download the Patient Guide </li></ul></ul><ul><ul><li>Watch a Video </li></ul></ul><ul><ul><li>Departments </li></ul></ul><ul><ul><li>Pay your bill </li></ul></ul><ul><ul><li>Update your account </li></ul></ul><ul><ul><li>Apply for a Job </li></ul></ul>
  27. 27. Learn more...
  28. 28. So, what is effective Web design? <ul><ul><li>User-centric </li></ul></ul><ul><ul><li>Consistent layout </li></ul></ul><ul><ul><li>Easy navigation </li></ul></ul><ul><ul><li>Branded </li></ul></ul><ul><ul><li>Transactional </li></ul></ul><ul><ul><li>Search-able </li></ul></ul><ul><ul><li>Maintainable </li></ul></ul><ul><ul><li>Strategic </li></ul></ul>
  29. 29. Before
  30. 30. After
  31. 31. Learn more and take action by intent
  32. 32. Take Action Cross- promote Relational content Learn More Organization   Section Controls Keywords: johns hopkins hospital, baltimore, maryland,  patient, patients
  33. 33. Measuring Knowing the roads you travel... and who else is already on them
  34. 34.   Take inventory (and be honest) <ul><ul><li>Does your Web site scare visitors away?  </li></ul></ul><ul><ul><li>What pages are people going to? </li></ul></ul><ul><ul><li>Is traffic increasing... and from where are site visitors coming from to get there? </li></ul></ul><ul><ul><li>Who are you competing against... and what are they doing? </li></ul></ul>
  35. 35. Still not sure? <ul><ul><li>Host a usability study </li></ul></ul><ul><ul><li>Do an internal audit </li></ul></ul><ul><ul><li>Ask your Web team for help </li></ul></ul><ul><ul><li>Get a consultant or someone who exists outside the box </li></ul></ul>
  36. 36. Questions? Thank you! [email_address] drewdiskin.com twitter.com/drewdiskin

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