“Your Web Site is Their First Impression” Handout
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“Your Web Site is Their First Impression” Handout

“Your Web Site is Their First Impression” Handout
John Eudes, President, Greystone

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  • 06/10/09

“Your Web Site is Their First Impression” Handout “Your Web Site is Their First Impression” Handout Presentation Transcript

  • Health Care Web Sites -- Your Site is Their First Impression-- Presented by: John Eudes To contact me: jeudes@greystone.net (770 407-7676) A link to our various consulting services: www.greystone.net May 8, 2009
  • Agenda
    • I. Introduction
    • II. State-of-the-Web (best practices)
    • A. Web Evolution – its impact on Organizational Development
    • B. Recent Data on Consumer / Patient Preferences
    • 1. Quality
    • 2. Prices / Fees
    • 3. Physicians
    • 4. Health Information
    • C. The Rapidly Approaching Future
    • 1. Online Account Management
    • 2. Mobile Devices – primarily cell phones
    • 3. Nursing Portals
    • III. Questions
    If time allows: Social Media
  • About Greystone.Net
    • 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
      • Others …
  • 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.
  • Strategy trumps all else
    • Our clients
    • have shown us…
    • Strategy Matters
  • Agenda
    • I. Introduction
    • II. State-of-the-Web (best practices)
    • A. Web Evolution – its impact on Organizational Development
    • B. Recent Data on Consumer / Patient Preferences
    • 1. Quality
    • 2. Prices / Fees
    • 3. Physicians
    • 4. Health Information
    • C. The Rapidly Approaching Future
    • 1. Online Account Management
    • 2. Mobile Devices – primarily cell phones
    • 3. Nursing Portals
    • III. Questions
  • 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 .
  • In response to this … some emerging trends
    • 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.
  • Agenda
    • I. Introduction
    • II. State-of-the-Web (best practices)
    • A. Web Evolution – its impact on Organizational Development
    • B. Recent Data on Consumer / Patient Preferences
    • 1. Quality
    • 2. Prices / Fees
    • 3. Physicians
    • 4. Health Information
    • C. The Rapidly Approaching Future
    • 1. Online Account Management
    • 2. Mobile Devices – primarily cell phones
    • 3. Nursing Portals
    • III. Questions
  • More sophisticated users
    • Online access to medical records and test results
    • Hospital quality information online ………………...
    • Prices of services online …………………………….
    • Online appointment scheduling……………………..
    • Online health information…………………………….
    • After-stay assistance from patient rep…………….
    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.
  • More sophisticated users
    • Online access to medical records and test results
    • Hospital quality information online ………………...
    • Prices of services online …………………………….
    • Online appointment scheduling……………………..
    • Online health information…………………………….
    • After-stay assistance from patient rep…………….
    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
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  • More sophisticated users
    • Online access to medical records and test results
    • Hospital quality information online ………………...
    • Prices of services online …………………………….
    • Online appointment scheduling……………………..
    • Online health information…………………………….
    • After-stay assistance from patient rep…………….
    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
  • Search Results: “ No results for fee for colonoscopy” Search Results: “ No results for fee for cesarean section ”
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  • From Physicians
    • Online access to medical records and test results
    • Email access to doctor ………………...…………….
    • Online appointment scheduling……………………..
    • Online health information…………………………….
    • Doctor quality online ………………...…….…………
    • Prices of services online……………….…………….
    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
  • Best Practice
  • Best Practice
  • Best Practice Video Clip
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  • 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.
  • From Physicians
    • Online access to medical records and test results
    • Email access to doctor ………………...…………….
    • Online appointment scheduling……………………..
    • Online health information…………………………….
    • Doctor quality online ………………...…….…………
    • Prices of services online……………….…………….
    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
  • Number One Health Care Web Search Activity
    • 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
  • Agenda
    • I. Introduction
    • II. State-of-the-Web (best practices)
    • A. Web Evolution – its impact on Organizational Development
    • B. Recent Data on Consumer / Patient Preferences
    • 1. Quality
    • 2. Prices / Fees
    • 3. Physicians
    • 4. Health Information
    • C. The Rapidly Approaching Future
    • 1. Online Account Management
    • 2. Mobile Devices – primarily cell phones
    • 3. Nursing Portals
    • III. Questions
  • Currently 40% of American households utilize online banking… up from 23% just two years ago.
  • Mobile Broadband Growth
    • In Q4 2006, there were 854,000 unique mobile broadband users. In Q4 2007, the number was 2,168,000 – a 154% increase in one year. (comScore, March 2008)
      • These numbers are “pre” iPhone explosion.
    • 62% of all Americans are part of the wireless mobile population – partaking in digital activities away from home or work. (Pew Internet, March 2008)
    • The number of text messages sent and received every day exceeds the population of the planet …
    Within three years, more people will access the Web from a Cell Phone than from a Personal Computer. Smartphones are the new “laptop”….
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  • Hospitals With A Mobile Web Site Average number of internal hours: 62 n = 25
  • Hospitals With A Mobile Web Site n = 26 Average cost of external resources (excluding those who built entirely in-house): $4150
  • Agenda
    • I. Introduction
    • II. State-of-the-Web (best practices)
    • A. Web Evolution – its impact on Organizational Development
    • B. Recent Data on Consumer / Patient Preferences
    • 1. Quality
    • 2. Prices / Fees
    • 3. Physicians
    • 4. Health Information
    • C. The Rapidly Approaching Future
    • 1. Online Account Management
    • 2. Mobile Devices – primarily cell phones
    • 3. Nursing Portals
    • III. Questions
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  • Strategy trumps all else
    • Strategy Matters
  • Social Media
    • A few comments about Social Media……
    • Blogs: Participation and/or sponsorship
    • http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/ Guidelines for Mayo clinic employees about blogging
    • http:// suttermedicalcentercastrovalley.org /blog/
    • Blog by Hospital Foundation
    • CEO Blog – Beth Israel
    • YouTube; Facebook;Twitter
    • Participation and/or sponsorship
    • Hospital Social Network List
    • U.S. Hospitals that use social networking tools:
        • 225 Hospitals
        • 128 YouTube Channels
        • 87 Facebook Pages
        • 140 Twitter Accounts
        • 23 Blogs
    http://ebennett.org/hsnl/
  • Strategy trumps all else
    • Strategy Matters
    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 ?
  • My apologies for not getting to ….
    • Even after covering many strategies, we did not talk about ……
    • Content integration throughout the site
    • Internal search engine function and presentation (structured search results)
    • Paid Search (SEM), local business search and organic search engine optimization (SEO)
    • Patient Portals and Medical Staff Portals
    • Content Management Systems and greater distribution of Web site content updating and even development
    • … And many more.
    Sorry