Tower Strategies Capabilities July 2009


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Tower Strategies Capabilities July 2009

  1. 1. The Web as a Business Tool Moving from Information to Interaction
  2. 2. 2 Agenda 1. Brief Intro 2. Define the Opportunity 3. What We Do 4. Case Study 5. Determine Next Steps
  3. 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
  4. 4. 4 Our Clients
  5. 5. 5 The Opportunity
  6. 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
  7. 7. 7
  8. 8. 8 The Concept
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22 How We Help You Take it to the Next Level Strategy and Governance Execution Project Management Customer- Facing Initiative
  23. 23. 23 Our Results ROI We Have Helped Clients Realize
  24. 24. 24 Case Study: M. D. Anderson Web Strategy
  25. 25. 25
  26. 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. 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
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  29. 29. 29 What Do You Need to Do Now? Develop a New Vision for the Web 3-5 Year Roadmap
  30. 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