The value of contentOwain Davies, Head of Digital Service Development
“     Content is at the heart of the     successful digital experience.    Finding the right content partners    can make ...
Content at the heart               Content  Ads             Traffic   Sales
Content considerationsReplicated content           Unique Externally sourced      Self createdCheap(er)                  E...
Channel diversity
Digital content in healthcare
Access         contains                    62 million people           82%         are internet users             or     5...
The market for digital healthcare            of internet users look for 75%        health online (38 million)           of...
Access         91%         =   57 million         27%         =   14 million         of adults         49%         =   2.5...
A future vision?
The urgent care environmentPatients are confused by the urgent care environment,despite national and local campaigns
A future vision?
A future vision?
A future vision?
Online health and symptom checkers                              Online tools                              Quick and easy  ...
Simple to use Patient is guided through questions, step by step
What are the outcomes?            Online symptom checker                                                      Referred    ...
The cost of NHS treatment                                               *                           £219                  ...
Working as a content partner
Operational model for contentOur objective is reach and usage, and toachieve this we adopt a model that is:     Platform a...
Dr GoogleOnline information dominated by search engines, so highvisibility is key – people may not look for your service, ...
Destination agnosticHigh quality content, well delivered, attracts users,helping fulfil site objectives. In healthcare, th...
Netdoctor
Channel 4
Explore innovation
Why take this content approach?
Benefits of the content approach Content provider                      Host website Achieves high levels of reach      Pro...
Leveraging contentSites bringing content in can leverage its effectiveness indriving traffic or revenue by:    Customising...
Content at the heart               Content  Ads             Traffic   Sales
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Affiliate Marketing Theatre; The value of content: healthcare example

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Affiliate Marketing Theatre; The value of content: healthcare example

  1. 1. The value of contentOwain Davies, Head of Digital Service Development
  2. 2. “ Content is at the heart of the successful digital experience. Finding the right content partners can make your website stand out ” and drive revenue
  3. 3. Content at the heart Content Ads Traffic Sales
  4. 4. Content considerationsReplicated content Unique Externally sourced Self createdCheap(er) Expensive
  5. 5. Channel diversity
  6. 6. Digital content in healthcare
  7. 7. Access contains 62 million people 82% are internet users or 51 million people Internet World Stats 2010/Neilson Online
  8. 8. The market for digital healthcare of internet users look for 75% health online (38 million) of users looking at health on 46% the internet are trying to self diagnose (18 million) McDaid & Park, 2010
  9. 9. Access 91% = 57 million 27% = 14 million of adults 49% = 2.5 million of teens 93% = 58 million Ofcom Communications Market Report 2011
  10. 10. A future vision?
  11. 11. The urgent care environmentPatients are confused by the urgent care environment,despite national and local campaigns
  12. 12. A future vision?
  13. 13. A future vision?
  14. 14. A future vision?
  15. 15. Online health and symptom checkers Online tools Quick and easy to use Expert driven assessment
  16. 16. Simple to use Patient is guided through questions, step by step
  17. 17. What are the outcomes? Online symptom checker Referred CallbackSelf care Web chat to GP, from advice Pharmacy with NHS A&E, NHS online Direct Dentist or Direct 999 Decreasing demand on core NHS services
  18. 18. The cost of NHS treatment * £219 *** £8-12 £95 * - or - ** £0.05 £32* DH Reference Costs 2009/10** PSSRU Unit Costs for Social Care 2009/10*** Connecting for Health/University of Sheffield, Second Interim Report, Oct 11
  19. 19. Working as a content partner
  20. 20. Operational model for contentOur objective is reach and usage, and toachieve this we adopt a model that is: Platform agnostic Destination agnostic
  21. 21. Dr GoogleOnline information dominated by search engines, so highvisibility is key – people may not look for your service, but forthe thing they want to do
  22. 22. Destination agnosticHigh quality content, well delivered, attracts users,helping fulfil site objectives. In healthcare, this isparticularly important. Placing content where people already go, rather than where you want them to be?
  23. 23. Netdoctor
  24. 24. Channel 4
  25. 25. Explore innovation
  26. 26. Why take this content approach?
  27. 27. Benefits of the content approach Content provider Host website Achieves high levels of reach Provides expert content far for the content cheaper than self creationPlaces provider brand in a wider Can be customised to maintain range of locations sense of unique content Reduces risk associated with Helps diffuse creation cost assuring content Provides stream of Profile of partnership working users and/or revenue *2010/11 figures
  28. 28. Leveraging contentSites bringing content in can leverage its effectiveness indriving traffic or revenue by: Customising content Framing content with other relevant information SEO activity to drive traffic Deals with affiliates and referrers
  29. 29. Content at the heart Content Ads Traffic Sales
  30. 30. Thank you

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