A roadmap to developing a best in class health website

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There is no path to building and launching a great health website. It requires a process that is well thought out and a solution that meets both consumer and business needs.

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A roadmap to developing a best in class health website

  1. 1. A  roadmap  to  building  a  great  health   website   Richard  Meyer   Online  Strategic  Solu4ons  
  2. 2.            It’s  not  about  you  anymore   The  mistake  that  most  marke4ng  people   make  when  developing  a  health  website  is   that  they  try  too  hard  to  sell  at  a  4me   when  consumers  don’t  want  to  be  sold.  
  3. 3. But  the  hard  reality  today  is   There  is  more  pressure  to  ensure  that  everything  we  do  has  a   posi4ve  ROI.  
  4. 4. The  biggest  challenge  therefore     is…   Consumer   Brand   Needs     Objec=ves   Balancing  consumer/pa4ent  needs  with  brand/business   objec4ves.  
  5. 5. But,  can  that  be  done  ?  
  6. 6. It  just  means  that  you  have  to   think  differently   Put  yourself  in  your  customers  place  and  ask  “what  would  they  want  to  learn  and  how   can  I  help  them  make  beJer  decisions  ?  
  7. 7. The  key  is  to   •  Listen  to  what  your  target  audience(s)   wants  and  needs.   •  Iden4fy  what  you  really  are  selling  ?  (it’s   not  the  product)   •  How  are  users  going  to  use  your  site  ?   •  Understand  that  right  now  there  is  a   credibility  issue  with  the  drug  and   medical  device  industries.  
  8. 8. Let’s  take  a  step  back  first   “Where  are  we?”  
  9. 9. Online  health  informa4on   demographics  
  10. 10. Informa4on  gathering  by  US     Internet  users  (health)  
  11. 11. Personal  &  Health  Portals  are   becoming  more  important  
  12. 12. Pharma  has  a  trust  issue  right   now  with  consumers  
  13. 13. Most  trusted  sources  of  health   informa4on  
  14. 14. So  in  summary…   •  More  people  are  searching  online  for   health  informa4on  than  ever  before   (ManhaJan  Research  2010)   •  Despite  “trust  issues”  consumers  will  most   likely  visit  a  product  website  as  part  of   their  search  for  health  informa4on.   •  Most  health  searches  are  done  by  women   (Dr  Mom).   •  Consumers  are  using  health  informa4on   they  find  on  the  Internet  to  discuss   healthcare  op4ons  with  their  doctors.   •  The  search  for  health  informa4on  online   begins  with  search  and  goes  through   mul4ple  websites  including  social  media.  
  15. 15. So  how  do  you  cut  through   all  the  online  cluJer  ?  
  16. 16. The  key  is  to  develop  a  great     online  brand  experience   •  Spend  the  4me   •  Spend  the  money   •  Invest  in  a  process     •  Get  someone  who   understands  online   marke4ng  trends  
  17. 17. The  process  for  developing  a     great  health  website   •  Discovery   •  Assessment   •  Strategy   •  Solu=ons   •  Project  Plan  &  Agency  Integra=on   •  Crea=ve   •  Building   •  Tes=ng   •  Launching   •  Op=mizing  
  18. 18. In  depth  process   Design   ns   gy   Solu=o Strate ment   Assess ery   Discov
  19. 19. Discovery   •  An  in-­‐depth  explora4on  of   current-­‐state  ac4vi4es,   assets,  process,  metrics  and   future-­‐state  needs  and   wants.     •  This  phase  typically  involves   business  driver   iden4fica4ons  to  ensure   success.  
  20. 20. Assessment   •  Review  the  business,   financial  and  marke4ng   issues  that  are  driving  the   project.     •  Project  objec4ves,   deliverables,  milestones,   assump4ons,  risks.    
  21. 21. Strategy     •  Develop  a  strategic  plan  that   addresses  the  business  and   brand  needs  to  formally  set   direc4on.     •  Formally  define  and   communicate  the  business  and   marke4ng  objec4ves,  strategic   approach  and  measurement   criteria.   •  Reach  consensus  on  “success”   defini4on  and  measurement.  
  22. 22. Solu4ons   •  Translate  findings  from  the   strategy  and  recommend  into   tangible  solu4ons.   •   The  complete  solu4ons  are   defined:     –  What  we  are  going  to  do  ?     –  How  it  will  be  measured  ?   –  How  are  we  going  to  directly   meet  consumer  and  brand   needs  ?  
  23. 23. Design   •  Create  the  design.   •  Iden4fy  specific  pages  or   templates  needed,  the   individual  elements  that  make   up  the  pages,  and  how  those   pages  will  fit  together.     •  Define  who  will  develop   content.   •  Define  where  assets  used  on   website  will  come  from  (i.e.   images,  logo’s)  
  24. 24. Project  Planning   •  The  project  plan  is  the  bridge   between  the  strategic  and   execu4onal  components  of   the  process.     •  It  is  the  culmina4on  of  all  the   business  and  brand  planning   that  captures  our  target   markets  needs  and  objec4ves   of  the  website.   •  Also  has  to  include  “new   findings”  as  website  is  being   developed  
  25. 25. Crea4ve  Development   •  Crea4ve  teams  will  start  on  crea4ve   deliverables  and  begin  the   development  process.     •  Included  in  this  effort  will  be  brand   input  sessions,  crea4ve  concepts   and  designs,  content  deck,  style   guide,  crea4ve  reviews,  and  ini4al   discussions  regarding  usability  and   tes4ng.   •  Also  important  to  establish   communica4ons  with  other   agencies  to  ensure  integra4on  of   branding.  
  26. 26. Building  the  website   •  Development  and  tes4ng  of   a  solu4on  is  based  on   approved  solu4ons,   specifica4ons  and  designs.   •  Ini4al  tes4ng  of  the   framework  of  the  website   such  as  wireframes  and   naviga4onal  map.  
  27. 27. Tes4ng   •  Throughout  the  development  process  you   should  always  engage  our  target  audience   in  usability  tes4ng.   –  This  is  a  cri4cal  stage  of  the  development,  and   informs  the  final  build.     •  Upon  comple4on  of  the  ini4al  build,  you   should  immediately  begin  tes4ng  and  a   quality  assurance  process.     –  This  will  consist  of  mul4ple  rounds  of  tes4ng  and   review  and  include  tes4ng  on  mul4ple  browsers   (i.e.  Internet  Explorer  Firefox,  Chrome,  Safari)   and  formats  (mobile  &  smart  phone  plaaorms)  
  28. 28. Metrics   •  Metrics  and  analy4cs  measure  the   results  against  agreed,  upon  success   metrics.   •  This  is  also  true  aber  launch  to   gather  ac4onable  insights  that  can   be  used  to  op4mize  the  brand   efforts.   •   This  ongoing  process  leverages  data   from  a  range  of  sources  to  construct   analysis  of  actual  user  behavior  to   determine  the  effec4veness  in   driving  desired  outcomes.  
  29. 29. And…..  
  30. 30. SEO  (search  engine  op4miza4on)    Ensure  you  content  is  op4mized  for   organic  search.    Rather  than  clicks  measure  “cost  per   targeted  ac4on”    Have  your  agency  con4nually   op4mize  your  keywords  and  delete  the   ones  which  are  not  providing  an  ROI.    Think  about  your  keywords  from   your  target  audiences  point-­‐of-­‐view.    Remember  compe4tors  can   purchase  your  brand  name  as  a   keyword  as  well.  
  31. 31. Don’t  limit  your  website  to   one  homepage   •  Different  home  pages  allow  you  to   more  closely  target  your  audience   with  customized  informa4on  that  is   relevant  to  them.   •  Home  pages  &  naviga4on  can  be   customized  for  your  audiences   needs.   •  “Intui4ve  naviga4on”-­‐naviga4on   set  up  on  the  website  the  way   people  go  through  the  decision   process  to  determine  if  your   product  is  right  for  them.  
  32. 32. Content  is  s4ll  king   •  Don’t  use  other  collateral   material  and  repurpose  for   the  Internet.   •  Talk  to  people  in  a  human   voice.   •  Make  content  easy  to   understand  and  use  roll-­‐ overs  to  get  defini4ons  for   complicated  medical  terms.  
  33. 33. For  a  great  website   •  The  strategy  determines  the   budget,  the  budget  should  not   limit  your  strategy.   •  You  spend  hours  and  hours   developing  and  tes4ng  messages   and  DTC  materials  you  should  be   devo4ng  more  resources  to  the   Internet  because  it  maybe  your   most  important  channel.  
  34. 34. About  me   Richard  Meyer   •  My  CV    hJp://www.richardameyer.com   •  My  marke4ng  BLOG    hJp://www.richsblog.com   •  MY  DTC  BLOG    hJp://www.worldofdtcmarke4ng.com   hJp://www.twiJer.com/richmeyer   hJp://www.facebook.com/richardameyer   hJp://www.linkedin.com/in/richardameyer  

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