1. The Web as a Business Tool
Moving from Information to Interaction
2. 2
Agenda
1. Brief Intro
2. Define the Opportunity
3. What We Do
4. Case Study
5. Determine Next Steps
3. 3
About Tower Strategies
• National healthcare consulting firm
• Focused on improving clinical and business processes
• Assist organizations in shifting from a internal view to a customer
perspective and drives business transactions
• Consultants are clinicians, operating executives and marketers
• Technology and vendor agnostic
• Seek to leverage an organization’s existing investments whenever
possible
6. In the Past Five Years, Web Technology
Has Advanced Significantly
Web 1.0 – Connected Content
Information delivered as linked web pages
Transforming how we access information
Web 1.5 – Connected Applications
Transforming how we design & use applications
Web 2.0 – Connected Users
Users share information using social networking and
syndication
Transforming how we share information & work together
Web 3.0 – Validity and Trust
Validation of data through automated checks and balances
and source ownership
Applications and devices become less relevant and data
integrity and interaction is king—web apps talk to other web
apps
Transforming the validity and accessibility
of information
9. 9
Why are These Sites So Successful?
• Easy to use
• Personalization - It knows me
• Suggests solutions that are relevant to me
• Leads me through the experience
• Filters out the things that are not relevant to me -
“the noise”
• Uses my existing information to expedite
interactions
• Aggregation of information is transparent
10. External Forces are Driving a Need for
Revised Web Strategies in Healthcare
What information and
services should be
offered on our web-
site?
Advances in Technology
11. These External Forces Influence the Type
of Features Available in Web Sites
External Forces Example Web Features
Personal Health Records, Self Directed Health
Consumerism
Plans, Patient & Member Portals
Self Service Capabilities,
Reducing Costs
Automating Processes Online
Increasing Increasing Referrals
Revenue eBusiness (shopping, pharmacy, etc.),
Improving
Physician Collaboration, Disease Management
Outcomes
HIPAA, Audit Trails, Identity Management,
Ensuring Privacy
Secure Messaging
12. Are Patients Using Advanced Web?
100%
80%
61% 60% 60%
60%
40%
40%
20%
0%
Use the Internet Consult blogs, They or Use social
to find health hospital and someone they networking
info doctor reviews, know have
Podcasts or been helped by
subscribe to Internet health
health news info
Source: 2009 Pew Research Center’
13. Organizations Are Eager to Leverage
Recently Completed EMR Investments
Question: What are the big
ehealth applications to watch for
in 2009?
Patient portals
PHRs and patient portals
Obama’s stimulus package –
EHR, e-prescribing, PHR
Integration of mobile devices
with internet technology
2008 Priority
Interoperability with RHIOs/HIE Investments
Social communication &
collaboration
Source: eHealthcare Strategy and Trends: “Ask the
Experts – A Round-Up”, January 2009
14. 14
The Evolution of Social Networking
2009
• Social networks have
created communities for
those that share interests or 2008
activities, bridging
geography and cultures
2007
• Social networks have gained
prominence in the last 7
2006
years. The last three, have
seen user-specific sites for
physicians and their staff 2005
• With time as money,
physicians are using social 2004
networks as a one-stop to
share, research and stay 2003
connected when and where
it is convenient for them
2002
15. 15
The Adoption of Advanced Web Features
is Growing
Web Services 80%
• 75% planned to maintain or
increase their investments
Collective Intelligence 48%
that encourage user
collaboration and social
networking Social Networking 39%
• 66% regretted not boosting
their capabilities to exploit RSS 35%
these new technologies
• 53% of nursing schools and
Podcasts 35%
45% of medical schools use
web tools in their curricula*
Wiki 33%
Blog 32%
Sources: The McKinsey Quarterly January 2007
survey. 2,847 executives participated worldwide,
44% hold C-level positions. Use or Plan to Use
* Healthcare IT News July 2009
16. 16
Patient Example
Purchase, Donate
e-
Commerce
Cancer Patient
Family/Friend
Patient
Education
Watch, Rate Clinical Trials Search, Be Alerted
Videos,
Materials
News/
Research
Worried Well
Caregiver
Read, Rate and Discuss
17. 17
Managing the Referral Process with a
Physician Community
Internal
Physicians
•Share and self-educate
•Easily access the latest
advances and news
•Share best •Collaborate on
practices patient cases
Referring Referring
Turn knowledge
Physicians’ Staff into practice Physicians
•View referral status •Share and self-educate
•Manage referral process on best practices, when
•Share and self-educate to refer and the referral
on best practices process
•Easily access the latest •Easily access the latest
news and research news and research
18. 18
The Shift Towards Online Marketing
• It is increasingly more difficult for
sales reps to get face time with “Every year we have conducted this study,
physicians we have seen acceptance toward [on-line
pharma sponsorship] among physicians
1 in 4 doctors work in a practice that increase. Given how busy most doctors are
refuses to see drug reps. Of those that and how expensive and challenging it has
do, 40% require an appointment become for pharmaceutical companies to
More than 1/3 of medical schools require reach them, the results of this survey
drug reps to make appointments underscore a growing opportunity for the two
groups to interact more regularly.”
• Pharmaceutical and med device
manufacturers have responded by - Jason Fox, Associate Director at SDI,
Health Leaders Media April 2009
providing more information online
• Online sponsorship is a method for
pharma and med device
manufacturers to provide valuable
information about their products and
a disease state that does not include
in-person communication
19. 19
Physician Attitudes Towards Sponsorship
How Do They Feel About Pharma Promotional Activities?
Will only meet with pharma in person if they have 40%
an appt**
Refuse all in-person pharma visits** 25%
Currently participate in pharma promo online* 69%
Feel pharma promo online is equal or superior to 73%
in person*
Feel positively towards pharma activities online* 67%
0% 20% 40% 60% 80% 100%
Average time spent on a single online pharma promotional activity in 2008:18 minutes
*Source: SDI **Source: SK&A Information Services Inc.
20. 20
Three Areas/Options for Sponsors
Information
Sponsor provides pre-
pre- Interaction
Listening
approved content about their Sponsor interacts with the
Sponsor gains insight from
products in a specially community by asking a
the community by reviewing
designated area, i.e., drug question, creating a virtual
posts and comments
information, promotional advisory board, creating a
(anonymous to sponsor)
literature, journal articles, survey
patient education materials
Activity controlled by hospital guidelines and review
21. 21
Where Are You?
Where Are Your Competitors?
Remote Disease and
Wellness Management Innovate
Interaction, Collaboration
and Personalization Lead
Self-Service Transactions,
Dynamic Content Leverage
Static, Published
Content Participate
22. 22
How We Help You Take it to the Next Level
Strategy and
Governance
Execution
Project
Management
Customer-
Facing
Initiative
26. 26
Case Study: M. D. Anderson – Objectives
1. Engage leadership and business owners to identify processes
that can be enabled via the web
2. Recommend and facilitate a sustainable, objective
stakeholder-led governance process to prioritize project
requests
3. Implement conceptual models for the web that are customer-
centric and anticipate user needs
4. Improve quality and timeliness of business processes and
information
5. Increase utilization of existing IT
6. Identify staff skill-sets and RFP criteria for future web-related
investments
7. Document and trend web project requests during stakeholder
interviews
27. 27
Case Study: M. D. Anderson – Outcomes
• Educated, engaged and conducted • Facilitated the creation and
interviews with executive sponsors execution of a communications
and business owners plan
• Identified 12 customer types that • Ascertained quick wins and low-
could interact via the web hanging fruit to create early
• Documented 202 project ideas momentum
• Determined key trends between • Provided project management and
web project requests and identified lead support for quick-wins
7 core tools needed to facilitate a • Created a multi-disciplinary team
majority of the requests to manage branding oversight and
• Analyzed existing development standards for the web
and support skill-sets and staffing • Documented a gap analysis and a
model long-term web and business
• Recommended and facilitated a strategic plan that included a
sustainable, objective governance transition plan from the current
structure state
29. 29
What Do You Need to Do Now?
Develop a New Vision for the Web
3-5 Year Roadmap
30. 30
Where Do You Start?
Conduct a session to:
Begin to engage key leadership and stakeholders (Marketing, IT, Operations)
Level-set on the concept
Identify business priorities
Analyze current web perceptions
Determine needed strategy components, such as:
1. Stakeholder interviews to identify customers and business needs
2. Priorities for a “transactional” website driven by institutional objectives
– Priority examples:
» Customer self-service
» Online delivery of services, products and data from internal
systems (i.e., EMR, billing, scheduling, patient education)
» End-user focus vs. internal focus
» Interactive, content-rich, feature-rich; domestic and global reach
3. Governance model
4. 3-5 year roadmap
