Presentation Objectives: To provide a background and primer on the implications of the American Disabilities Act (ADA) relative to to the web. To explore the reasons WHY this is important today. To provide a review of what web content accessibility guidelines mean and how they play out. One action you can do today. Discuss the best approach for the future.

1. A Hospital Marketer’s Guide to
ADA Website Compliance
6 Years Straight A Proud Partner 100+ Web Awards
June 26, 2018 | Webinar

2. Speaker
Meet the
Brian Q. Davis
Senior Vice President of Healthcare
Dallas, TX

3. Scorpion
Healthcare
About
● 17 Years in Business
● Valencia, CA / Dallas, TX / Long Island, NY
● 550+ employees / Nearly $200M+ Revenue
● Legal Industry / National Brands
● Google PlatformInnovator of the Year
● 200+ Hospitals &Health SystemClients
● Won over 600 awards for our clients

4. ● To provide a background and primer on the
implications of the American Disabilities Act (ADA)
relative to to the web.
● To explore the reasons WHY this is important today.
● To provide a reviewof what web content accessibility
guidelines mean and howthey play out.
● One action you can do today.
● Best approach for the future.
Objectives:

5. The Legal
Landscape

6. American
Disabilities
Act (ADA)
● State & Local Gov
● Public & private spaces
● Employment
● Building codes
● Transportation
● Telecommunication
An act to establish a clear and comprehensive
prohibition of discrimination on the basis of
disability.

7. Title III of the ADA mandates that all
“places of public accommodation” (all
business open to the public) are legally
required to remove any “access
barriers” that would hinder a
disabled person’s access to that
business’s goods or services.
American
Disabilities
Act (ADA)
● State & Local Gov
● Public & private spaces
● Employment
● Building codes
● Transportation
● Telecommunication

8. “Establish requirements for making the goods, services,
facilities, privileges, accommodations, or advantages
offered by public accommodations via the Internet,
specifically at sites on the World Wide Web (Web),
accessible to individuals with disabilities.”
2010 “Advanced
Notice of Proposed
Rulemaking”
● In 1990 the internet didn’t exist!
● Changes to support:
● Access to government services
● Access to wider options of goods and
services (e-commerce)
● Education
● Access to healthcare resources

9. Example: 2016
UC-Berkeley
DOJ Investigation
● Deaf teacher / student was frustrated by lack of
captioning for videos on one course on online learning
platform: “edX”
● DOJ found that “UC Berkeley is in violation...because of
significant portion of its online content are not
provided in an accessible in an accessible manner
when necessary to ensure effective communication
with individuals with hearing, vision or manual
disabilities.”
● WCAG2.0 AA Guidelines cited as standard

10. Unintended
Consequences
● Berkeley removes 20,000 free videos
● Sited “ extremely expensive measures to
continue to make these resources
available to the public for free.”

11. Unintended
Consequences
● 1000’s of “drive-by” lawsuits
● ADA Lawsuit Industry

12. The Latest
● 12/26/17 – DOJ withdraws rulemaking
process on technical guidance
● 2/15/18 – House passes ADA Education
and Reform Act
● Requires additional specifics on claim.
● Businesses would have 60 days to respond.
● Businesses would have 120 days to make
”substantial progress” on removing barrier.
● Legislation is hotly contested.

13. This whole thing
is a bit of a mess.

14. THE “WHY” IS EVERYTHING

15. Meet Quinn
● 12 years old
● “Frustrated” by challenge to access and
websites that don’t work.

16. Meet Jordan
● 15 years old
● “I like to be independent.”

17. In case you need to prove
“purpose” search
Youtube:
“Experiences of Students
with Disabilities”
Jared Smith: https://www.youtube.com/watch?reload=9&v=BEFgnYktC7U

18. 3 reasons
● Right thing to do
● Legal obligation
● Good for business
THE “WHY” IS
EVERYTHING

19. Barriers to Access
● Visual
● Auditory
● Ambulatory (fix)
● Cognitive

20. The Market
● 3.4%Auditory
● 2.4%Vision
● 6.6%Ambulatory
● 4.6%Cognitive
● Combinations of multiple disabilities
~20% of US
Population

21. Accessibility
is the right thing to do.

22. How do we determine “accessibility”?

23. ● Perceivable
● Operable
● Understandable
● Robust
Guidelines (WCAG)
Web
Content
Accessibility

24. ALT TEXT EXAM PLE
<im g src= “m onalisa.jpg” alt = The “M ona Lisa” painting by Leonardo da Vinci”>
● All web content must be easily
recognizable, visible and
understandable
● Provide text alternatives for any non-
text content
○ There must be an alternative in
place if a user cannot use one of
his or her senses
Perceivable

25. ● Keyboard Accessibility
● Allowing enough time for users to read
your content
● Limit the number of links per page
Operable

26. ● The information presented must be easy
to read and understand
● Consistent Navigation
● Consistent Identification
Understandable

27. ● Compatibility for current and future
assistive technologies
● Elements in your site’s code should not
contain any duplicate attributes
● Make sure your site’s code is as clean as
possible and respects all ADA standards
Robust

28. A Hospital Marketer’s Guide to
ADA Website Compliance
6 Years Straight A Proud Partner 100+ Web Awards
June 26, 2018 | Webinar

29. A Hospital Marketer’s Guide to
ADA Website Conformance
6 Years Straight A Proud Partner 100+ Web Awards
June 26, 2018 | Webinar

30. Best Practices that Support WCAG

31. ● Benefit to Disabled
Those w ith hearing issues are able to understand the
true m eaning of your video content leading to reduced
uncertainty and m ore trust in your brand
● Benefit for All
In public settings w here it is loud, or a visitor m ust be
quiet, CC allow s som eone to access your video library
w ithout needing the sound
Video Captions

32. Colors with Good
Contrast
● Benefit to Disabled
Those w ith low contrast sensitivity, or lim ited sight w ill
be unable to read your site w ithout this. If it's im portant
enough to be seen, then it needs to be clear, i.e. all
im ages, links, icons, buttons, and text
● Benefit for All
Low contrast sensitivity affects us all as w e age, or for a
user in poor lighting, bad color contrast can m ake
reading, navigating, and interacting a painful experience
w ith your brand.

33. Voice
Recognition
● Benefit to Disabled
For those w ith physical lim itations, m any rely on voice
recognition softw are to navigate the w eb. This requires the
site to be properly coded.
● Benefit for All
It can help individuals w ith tem porary physical lim itations
like an injured arm , and keep som e conditions from
becom ing w orse like RSI (repetitive stress injury). M any
also prefer this feature, “Hello, Siri”.

34. Text to Speech
● Benefit to Disabled
For those w ho are blind, they are reliant on technology to
read the text from the page to them but for this to w ork,
the site has to be properly coded
● Benefit for All
This feature is also im portant for those w ith dyslexia, for
those w ho have difficulty reading text due to eye strain, or
for those w ho like to m ulti-task. Coding your site for this
feature has the added benefit of also allow ing search
engines to better index your site.

35. Clear Layout and
Design
● Benefit to Disabled-
Com plex layouts m ake it nearly im possible to navigate the
site for people w ith visual, cognitive, or learning
disabilities. They need clarity and consistency in visual
presentations.
● Benefit for All
Clear headings, navigation bars, and consistent styling are
necessary for all users. Any user w ill get frustrated w ith a
bad design or a com plex layout. Bad design also im pacts
anyone w ho isn't confident around com puters.

36. Notifications
and Feedback
● Benefit to Disabled
Error m essages, and thank you m essages should be clear
and direct in their com m unication for those w ith cognitive
and learning disabilities.
● Benefit for All
W ithout clear notifications and feedback, people becom e
confused w hen engaging w ith your site. Any user w ill get
frustrated w ith a form subm ission that doesn’t confirm it
has been subm itted, or an error m essage that does not
confirm w hat the error is. This is especially true for users
w ho m ay have low er com puter skills.

37. Large Links,
Buttons, and
Controls
● Benefit to Disabled
Com parative to threading a needle, being able to increase
the size of links, buttons and controls allow s users w ith
reduced dexterity to m ore easily navigate
● Benefit for All
This feature is also handy for users on m obile devices, or
for users w ho are m ulti-tasking and m oving around

38. Customizable
Text
● Benefit to Disabled
This feature is crucial for people w ith low vision and
dyslexia. Being able to change the size, font, spacing, and
color w ithout affecting the function and clarity is possible
w ith properly coded w ebsites.
● Benefit for All
Custom ization allow s for users to select the option that
w orks best for them

39. Understandable
Content
● Benefit to Disabled
Long, com plicated language, heavy w ith the use of
unexplained acronym s, and jargon should be avoided as it
creates difficulties for those w ith cognitive issues and
learning disabilities
● Benefit to All
Sim plified language should be used to ensure non-native
speakers can also understand the content

40. Keyboard
Compatibility
● Benefit to Disabled
It's im portant that w ebsites can be operable by keyboard.
A physical disability m ay prevent som e users from being
able to use their m ouse.
● Benefit for All-
Either through circum stance like a broken m ouse, or
tem porary lim itations to m obility, m any people can’t use
their m ouse, or m ay prefer not to use their m ouse.

41. ● Scanning can give a general idea
● Aren’t always accurate
● False positives
● Get help
Tools
Web Analysis

42. ● Supporting platforms need to support
these standards.
● Good coding matters.
● Some websites are better to blowup
and start over on modern technology.
Technology

43. This matters for
marketing
campaigns too.

44. One easy thing you can do
TODAY.

45. ● Describes your policy, goals and
accomplishments related to web accessibility.
● Includes instructions on how to use specific
accessibility options on the website.
● Provides a channel for a disabled visitor to
get assistance and / or report any problems.
Deploy a website
accessibility
statement EXAM
PLE

46. Great! But how do we manage all
this complexity AND serve our
patients going forward with limited
resources?

47. ● Technology platforms support best practices
● Managed services to free up staff
● Solutions that don’t tie-up your resources
● Fully managed
● NOTE: Contact us to get a sneak peak of Scorpion’s
newplatformbuilt for hospitals and healthcare
systems.
MANAGED SERVICES
& TECHNOLOGY
Invest in:

48. Key Takeaways
Closing Thoughts &
● Start taking action because it’s the right thing to do.
● Don’t wait for a ”drive by lawyer” shake down.
● Don’t wait until someone makes you take action.
● Commit to accessibility as a long-termbusiness strategy.
● Invest in technology and services that allowyou to deliver without
creating overhead.
● Implement an ADA website accessibility statement.

49. Questions?

50. Lead with the heart, before the head.

51. Remember
“THE WHY”
Quinn & Jordan
● There are millions like them.

52. To Help
We are here
Linkedin Search “Brian Q. Davis”
Senior Vice President of Healthcare
brian.davis@ scorpionhealthcare.com
714.330.6969
www.ScorpionHealthcare.com
Connect and Message me
“THE WHY” for a link to
access this deck and
other related resources.