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HCIC General Session - Turning the Ship: How to Move Your Brand Forward in the Digital Age

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Whether you’re part of an academic medical center, an expanding health care system or a community hospital, you’re familiar with the unique challenges and urgent demands to innovate in healthcare marketing and communication. As change leaders at the world’s most recognized academic medical system, Dalal Haldeman and Aaron Watkins have shifted the mindset at all levels of a complex culture to introduce new strategies that connect the people of the world to the people of Johns Hopkins Medicine (JHM). Learn how they built support for their ideas by teaming up with clinical and research leaders and by introducing consumer insights and creating experience-centered thinking. And, hear how they gained support to re-allocate and expand resources/infrastructure as JHM digitally transforms. Leave the session with fresh ideas on how to move your brand forward into the digital age. http://www.hcic.net/

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HCIC General Session - Turning the Ship: How to Move Your Brand Forward in the Digital Age

  1. 1. Turning the Ship: How to Move Your Brand Forward in the Digital Age Dalal Haldeman, MBA, PhD Aaron Watkins, MA 1
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  4. 4. 4 • 3rd most visited hospital web site •4 million visits monthly •(less than 200,000 ten years ago) hopkinsmedicine.org today
  5. 5. 5 Using research to advance medical care
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  7. 7. 7 ENTREPRENEURIAL INNOVATIVE CARING TRUE WORLD LEADERS IN THEIR FIELD
  8. 8. 8 • Highly decentralized • Independent • Selectively collaborative • Individualized success metrics • Consensus driven, not hierarchical • Deep sense of ownership of content
  9. 9. 9 Digital Presence Before: Back End Organization
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  14. 14. Conditions, Treatments, Professionals’ Names Service Line Web Presence Engaging Health Content Hospital Web Presence Faculty Physician Profiles Research Lab Profiles 14
  15. 15. 15 Goals of our Digital Strategy
  16. 16. 16 Bring science to consumers
  17. 17. 17 Match patients to physicians
  18. 18. 1. Website visits 2. Rankings 3. Reach the right audiences 18 Measuring our performance
  19. 19. Market Insights Performance Metrics Marketing & Engagement Strategy Content Strategy Web Technology Infrastructure Internet Strategy 19
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  21. 21. OTHER COMPARABLE BUDGET 21 Perception v. Reality JOHNS HOPKINS BUDGET
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  24. 24. 1. Make change one person at a time. 2. Follow the finances. 3. Address their agenda first. 4. Seek to educate rather than advocate. 5. With momentum—and resources—on your side, enact the global strategy. 24
  25. 25. STEP ONE One person at a time 25
  26. 26. 26 STEP TWO Follow the finances
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  29. 29. 29 STEP THREE Discuss their agenda first
  30. 30. 77% of health activity begins here 30 A high tech popularity contest
  31. 31. 1. Top Google rankings 2. New sense of ownership & pride 3. Great information 4. Consistency across the web 5. Physician champion(s) 31
  32. 32. 32 STEP FOUR Educate instead of advocate
  33. 33. 33 User research guides collaboration with physicians
  34. 34. 34 STEP FIVE Enact the global strategy
  35. 35. Perception v. Reality 35 OTHER COMPARABLE BUDGET JOHNS HOPKINS BUDGET
  36. 36. Making progress OTHER COMPARABLE BUDGET JOHNS HOPKINS BUDGET 36
  37. 37. 2008 2009 2010 2011 2012 2013 2014 2015 2016 37 Internet strategy budget growth Site Migrations
  38. 38. 38 Internet strategy budget growth Content Strategy 2008 2009 2010 2011 2012 2013 2014 2015 2016
  39. 39. 39 Internet strategy budget growth Tech and Infrastructure 2008 2009 2010 2011 2012 2013 2014 2015 2016
  40. 40. Overall budget growth 40 2008 2009 2010 2011 2012 2013 2014 2015 2016 81% 122% 27% 49%
  41. 41. 41 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Team growth
  42. 42. Our Digital Presence: Today 42
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  45. 45. Results 45
  46. 46. 1. Website visits 2. Rankings 3. Reach the right audiences Measuring our performance 46
  47. 47. 47 FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 (First Full FY of Data) Website Visit Growth: 720% (FY08–FY16) 5,607,287 46,006,563 Source: Google Analytics Note: Data began tracking 8/30/06; two months into FY07
  48. 48. 48 Top 6 Mosaic Segments (percentage share) Golden Year Guardians 11% Autumn Years 8% Power Elite 7% Blue Sky Boomers 8% Thriving Boomers 7% Singles and Starters 8% Hopkinsmedicine.org Over Indexes v. Industry Source: Hitwise 12 rolling weeks ending 10/1/16
  49. 49. 49 Health Information pages draw 2 million monthly visits – 50% of all visits. Only 10% of the total pages on hopkinsmedicine.org draw 50% of traffic, creating critical pathways for audiences to learn and to engage.
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  51. 51. 51 Lessons
  52. 52. Earn Respect and Trust 52
  53. 53. (Protect your team and empower them) 53
  54. 54. 1. Make change one person at a time. 2. Follow the finances. 3. Address their agenda first. 4. Seek to educate rather than advocate. 5. With momentum—and resources—on your side, enact the global strategy. 54
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  56. 56. Thank you Aaron Watkins, MA Senior Director of Internet Strategy and Digital Content Marketing Dalal Haldeman, MBA, PhD Senior Vice President of Marketing 56

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