A community isa group of individuals sharing

a space or common interest

My definition 2001

Building Enterprise ClassStakeholder Communities

Ronny Scherer

Director of Development

Bea World, Munich 2001-06-12

Europe’s leading health communications company

Norway

Sweden

Denmark

UK

Germany

Austria

France

SpainItalyCountry No portal

operation yet

CountryNational NetDoktorhealth portal exists

1 mio. unique users / month13 mio. page impressions / month

Three year track record- NetDoktor.dk launched June ’98120+ full-time employees500+ freelance doctors30,000+ proprietary content assetsFunded by Apax Partners & Co.

NetDoktor’s value propositions

Health Care Services and E-Care Solutions

CostEfficiency & quality

Patientsatisfaction

Value

Customization

Content

NetDoktor Strategy

Community

Care

Care

NetDoktor Product Portfolio

Community

Content

Health managementProduct Summary

Portal

Mass market

offerings

Health channel

• Encyclopedia, interactive, features and services

• Six Websites with 25,000+ articles

• Channel mgt for horizontals• T-Online, Excite

NetDoktor Inside

• Repackaged content and services under other brand

• Trygg-Hansa, Pharmology, DKV, ..

Care managementProduct Summary

Community

High value offerings

Monitoring

• Virtual self-help groups• Depression, Hearing in

Q3’2000• Pregnancy Q4’2000• Smoking Q1’2001 • Diabetes, asthma and obesity

• Home monitoring connecting the device with a Personal Health Record

Disease management • Protocol-driven programs for

chronic sufferers on the Internet

How do you builda successful community?

You don’t – the community members does that

What you can do…

• Make sure to start with a carefully chosen focus– Where can we make a difference that no other

can?• Provide an appealing infrastructure• Support the community

Important lessons

• Set clear goals and focus• Be clear from start how far you will go

– Define and communicate policies clearly. Freedom of speech or censorship?

• Scalability– Involve and empower frequent users– Give frequent privileges (make them co-admins)

• Critical mass in both content and members• Choose a marketing strategy and make sure

to reserve resources

Important lessons 2

• Conservatism – expect that no one likes changes– Be careful to change user interfaces and

procedures dramatically– Involve at least the co-admins and get support

• Focus and reserve resources for continuous maintenance and development

The NetDoktor Communities

• Depression http://depression.netdoctor.co.uk

• Smoking http://smoking.netdoctor.co.uk

• Pregnancy http://pregnancy.netdoctor.co.uk

• Hearing http://hearing.netdoktor.de/

What did NetDoktor gain?

• Indication that our thesis work– Support groups actually work– Quality of life is improving at a low cost

• A lot of user generated content (led to a positive cycle)

• A loyal audience = consumer retention

My URLs

• http://www.netdoktor.com/• http://www.jfpo.org/• http://www.photo.net/

• http://depression.netdoctor.co.uk/• http://pregnancy.netdoctor.co.uk/• http://smoking.netdoctor.co.uk/• http://hoeren.netdoktor.de/