1.
A
roadmap
to
building
a
great
health
website
Richard
Meyer
Online
Strategic
Solu4ons

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.
But
the
hard
reality
today
is
There
is
more
pressure
to
ensure
that
everything
we
do
has
a
posi4ve
ROI.

4.
The
biggest
challenge
therefore
is…
Consumer
Brand
Needs
Objec=ves
Balancing
consumer/pa4ent
needs
with
brand/business
objec4ves.

5.
But,
can
that
be
done
?

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.
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.
Let’s
take
a
step
back
first
“Where
are
we?”

9.
Online
health
informa4on
demographics

10.
Informa4on
gathering
by
US
Internet
users
(health)

11.
Personal
&
Health
Portals
are
becoming
more
important

12.
Pharma
has
a
trust
issue
right
now
with
consumers

13.
Most
trusted
sources
of
health
informa4on

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.
So
how
do
you
cut
through
all
the
online
cluJer
?

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.
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.
In
depth
process
Design
ns
gy
Solu=o
Strate
ment
Assess
ery
Discov

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.
Assessment
• Review
the
business,
financial
and
marke4ng
issues
that
are
driving
the
project.
• Project
objec4ves,
deliverables,
milestones,
assump4ons,
risks.

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.
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.
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.
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.
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.
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.
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.
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.
And…..

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.
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.
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.
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.
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