Health Care Web Sites -- Your Site is Their First Impression-- Presented by: John Eudes To contact me: firstname.lastname@example.org (770 407-7676) A link to our various consulting services: www.greystone.net May 8, 2009
Work exclusively in healthcare. We have been d oing Internet business strategy development since 1996 and have over 250 clients .
Professional staff -- strong experience in healthcare administration
Administration, Hospital Operations and Planning
Marketing and Public Relations
Deep expertise in Internet Planning and Web Outsourcing
Strategic Plans and Website Assessments
Site Design and Functional Planning
Assumption of Website development, new technology, staff development, performance reporting, etc.
Selected e-Business solutions and services
National Website Benchmarking
Search Engine Optimization
Call Center – Web Integration
Hospitals and Healthcare Systems The majority of Greystone’s clients are healthcare systems that range from stand alone hospitals to medium and large multi-hospital systems. Many of these clients have been using Greystone for over 10 years for a wide range of Internet development services.
Greystone has over 40 university medical center clients and over 30 Children’s Hospital clients. Academic Medical Centers and Children’s Hospitals
Other Healthcare Organizations Due to Greystone’s health system Internet experience and references, it has been asked to assist healthcare organizations develop their Internet plans and services. These include the AAMC, Joint Commission Resources, NACHRI and CHCA. Physician group practices also use Greystone for their Internet support.
A. Web Evolution – its impact on Organizational Development
B. Recent Data on Consumer / Patient Preferences
2. Prices / Fees
4. Health Information
C. The Rapidly Approaching Future
1. Online Account Management
2. Mobile Devices – primarily cell phones
3. Nursing Portals
Organizational Development The Web, which was originally considered a “communications” platform … has now expanded into an “operating” platform. This impacts … Web governance. This impacts…Web infrastructure. This impacts …Web content and functionality. This impacts …. the Public Site, the Portals and also the Intranet .
Marketing is more the custodian rather than the out right owner of the Web… the Web is part of every major division in the Hospital.
Governance has been modified to include a senior admin “Web Steering Committee” that has representation from Finance, Operations, Clinical Services/Departments, Ambulatory Care, Admitting, etc.
A new business unit is being created – the Web Center – that has a small staff but a mix of messaging and Web application staff. This means content author/editors and IT types in the same office under the same boss. BTW, the boss often reports to the Chief Marketing Officer AND the CIO.
Today’s Web site connects (… or taps into) more existing databases within the Hospital. This can be Medical Staff Credentialing, quality measures, Finance’s patient accounts database … and so on.
Interest in Using 71% 64% 62% 60% 59% 51% What Consumers Want Online from Hospitals. Source: Deloitte Center for Health Solutions The Public Web Site and Patient Portal Patient Portal Patient Portal Source: Deloitte Center for Health Solutions A nationally representative sample of 4,001 American adults, ages 18 and older, was surveyed between October 2 and 10, 2008, using a web-based questionnaire. The results were weighted to assure proper proportional representation to the nation’s population, as reflected in the U.S. Census, with respect to age, gender, income, race/ethnicity and geography. The margin of error around the U.S. point estimates is +/- 1.6 percent at the .95 confidence level.
Interest in Using 83% 76% 72% 69% 67% 65% What Consumers Want Online from Physicians. Source: Deloitte Center for Health Solutions Compared to Hospital Direct Overlap Direct Overlap Direct Overlap Direct Overlap Direct Overlap Our opinion: there is a great window of opportunity due to this similarity of what people want from hospitals & physicians. You can help bring patients to physician practices by meeting these common Web-based needs.
“ Dr. Robert Ablove's clinical practice focuses on acute hand and wrist trauma and reconstruction, the care of chronic hand and wrist problems, and shoulder and elbow arthroplasty.” Best Practice
“ Procedures: Our doctors provide a wide range of services. The following list represents some, but not all, of the procedures offered by this physician. Carpal Tunnel Release Surgery , Elbow Ligament Reconstruction, Elbow Replacement ( Arthroplasty ) , Shoulder Replacement ( Arthroplasty ) , Shoulder Resurfacing, Tennis Elbow Repair ( Fasciotomy ) ” Best Practice
There are situations where the physicians are reluctant to provide all of the information that we have just viewed in our example. However, you still might get them to cooperate with the video profile and it is just as powerful without all of the procedures listed, etc.
Interest in Using 83% 76% 72% 69% 67% 65% What Consumers Want Online from Physicians. Source: Deloitte Center for Health Solutions Compared to Hospital Direct Overlap Direct Overlap Direct Overlap Direct Overlap Direct Overlap
66% of health seekers began their last online health inquiry at a search engine; 27% began at a health-related Web site. (Pew)
72% of health seekers visited two or more sites during their last health information session. (Pew)
48% of health seekers say their quest for information was undertaken on behalf of someone else, not themselves. (Pew)
53% of health seekers report that their Internet session had an impact on how they take care of themselves or care for someone else. (Pew)
Throughout all industries, but particularly within health care, a combination of three key elements is driving change… even in healthcare decision support. New Technologies New Business Models More Sophisticated Users Clinical Decision Support The Clinical Internet Challenge Online Informed Consent Physician Audio Interviews
“ Tell me and I forget. Show me and I remember. Involve me and I understand.” -- Ancient Chinese Proverb
In Summary: This is a little about technology…and it’s a little about marketing (strategic messaging and strategic functions)… But it is a lot about the organizational culture, commitment to transparency, and management’s acceptance that the Web is everyone’s responsibility. Thank you for your attention -- are there questions ?