HEALTHCARE ON THE WEBHEALTHCARE ON THE WEBINTRO TO THE BASICSINTRO TO THE BASICS

IndexIndex In the News – pgs. 2-12 The Integrated Approach - pgs. 13-14 Research – pgs. 15-16 Objective – pgs 17-22 Strategy – pgs. 23-27 Tactics – pgs. 28-37 Development – pgs. 38-43 Launch – pgs. 44-45 Review – pgs. 46-52

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In the NewsIn the News According to Harris Interactive, nearly 100

million people consulted the Web for medical advice and 70% of them took seriously the proffered advice and diagnosis.

Seeking health information is the third most common reason people go online—after weather and sports, and just ahead of pornography.

Forbes, Best of the Web (June 25, 2001)

In the News –In the News –Wireless DevicesWireless Devices

The GlucoWatch takes glucose measurements 36 times in a 24-hour period, and you can download the results to a PC. www.glucowatch.com

Plug the Stayhealthy BC1 unit into your PC and hold it in both hands for 30 seconds. The unit measures your fat and hydration and sends the results to www.stayhealthy.com

Forbes, Best of the Web (June 25, 2001)

In the News-In the News- Return on Investment Return on Investment

(ROI)(ROI)When patients who frequently use the Internet or health consult with their doctors36 percent suggest the specific illnesses that they are suffering from45 percent request specific treatments

This compares to 16% and 19%, respectively, for patients who infrequently use the Internet for health.

Cyber Dialogue (February 2001)

Have you heard Have you heard ??????47 percent of the people who were seeking

health information for themselves say the online material influenced their decisions about treatment and care.

36 percent of those seeking information on behalf of others say it influenced their decisions.

Pew Internet & American Life Project

Did you know Did you know ?????? 90 percent of physicians have accessed the Web in

the past year and 55 percent are daily users.

24 percent of physicians are "professional users," users who spend at least three-quarters of their online time for professional purposes.

Deloitte Research

Are you afraid Are you afraid ?????? The face-time a patient gets with a doctor during an average

appointment has dipped below 18 minutes

89 percent of health seekers say they are worried that Internet companies will collect and share data about the Web sites they visited

85 percent say they fear that insurance companies might change their coverage after finding out what online information they accessed

52 percent fret that their employers might learn what kind of medical material they accessed

Pew Internet & American Life Project

And wireless And wireless ?????? 20 percent of American physicians use handheld devices,

including the Palm Pilot and Handspring Visor

One in four programs for family practice residents provide hand-held units

90,000 doctors have downloaded a free early version of ePocrates, the drug- reference software program for hand-held devices

Merck-Medco plans to connect its computers to hand-held units and desktop PC's in 40,000 physician's offices by the end of this year

New York Times (January 8, 2001)

Getting ready Getting ready ??????More than 80 percent of executives who are increasing online spending said their companies would provide additional online outlays for on-site customer relationship management.

Jupiter Communications

The online health-commerce market is expected to reach $2.4 billion by 2003.

What does it What does it

mean mean ??????Merkley Wins Pfizer's Lipitor

Billings are estimated at $70 million.

Merkley beat Pfizer roster shops Cline, Davis & Mann and Gotham, as well as Kirshenbaum Bond & Partners and Messner Vetere Berger McNamee Schmetterer/Euro RSCG.

Merkley took an integrated approach, offering everything from traditional advertising to direct and interactive marketing, according to sources.

Adweek (December 19, 2000)

Where do we Where do we go from go from

here here ?????? Clients need an integrated approach – one that

fully exploits the synergies between print, broadcast, and interactive media.

Interactive media is fast becoming the tail that wags the dog – the small piece of agency business that determines who wins the account.

The Integrated The Integrated ApproachApproach

1) Research

2) Objective

3) Strategy

4) Tactics

5) Development

6) Launch

7) Review

ResearchResearch

Every product is unique. Learning the key issues of a product is critical to a campaign’s success.

ResearchResearchMessageMessage

Each element of a campaign has a message: Who’s the speaker? Who’s the audience? What’s the message? How is that message being delivered?

ObjectiveObjective

A website’s objective will normally fall

within four categories:

Branding/MarketingEducation Market ResearchTraining/Sales

ObjectiveObjectiveBranding/MarketingBranding/Marketing

The Internet is a powerful tool for Customer Relationship Management.

An interactive website can often form a stronger and longer lasting bond with its users than traditional media.

ObjectiveObjectiveEducationEducation (consumer) (consumer)

A website bypasses traditional channels of communication and speaks directly to the consumer.

Websites generate greater confidence because they provide the latest, most accurate, and most abundant source of information.

Objective Objective Education (physician)Education (physician)

Websites are cost effective tools for providing necessary information to doctors and other healthcare professionals.

Websites can provide physicians the necessary information to “graduate” a patient from one medication to a “new and improved” version.

Objective Objective Market ResearchMarket Research

Encouraging users to register at a website yields valuable information. Demographics Medical conditions Personal habits Interests Concerns

Objective Objective Training/SalesTraining/Sales

The Internet is a cost effective tool for training sales staff.

Online Courses Testing Feedback Incentives

Staff can study new products around their individual schedules.

Strategy is determined by the following

methodology:

1. Defining the target audience

2. Defining the site’s objective

3. Developing tools to measure a site’s return on investment (ROI)

StrategyStrategy

StrategyStrategyTarget AudienceTarget Audience

Target audiences normally fall into three

classes:

1. Consumer

2. Professional Healthcare Provider – Physicians, HCO’s, Administrators

3. Internal Staff – Sales, Management

StrategyStrategyWebsite ObjectiveWebsite Objective

A site’s objective must be clearly defined

prior to any site development.

Objectives can include – Product brandingTraining cost reductionsData collection for market research

StrategyStrategyReturn on Investment Return on Investment

(ROI)(ROI)Developing tools to measure a site’s ROI must always take place prior to developing the site itself. The tools can later be refined but ROI tools will always determine what shape a site takes.

Strategy - ROI ToolsStrategy - ROI Tools Data Collection – Online Surveys

- Value of information gained- Cost comparison with alternative data collection methods

Branding - Number of repeat visitors- Time duration of each visit- Increased brand loyalty / awareness

Sales Training- Cost savings - Training effectiveness

Tactics Tactics Content and FeaturesContent and Features

Streaming News Online Calendar Nutritional Database Ask the Expert Online Communities Doctor Referral Online Polls Online Library Preventative Medicine Guides

TacticsTacticsStreaming NewsStreaming News

News feeds are pre-filtered to a target audience and updated regularly. All updates occur automatically.

Your site will always have fresh and relevant content.

Tactics Tactics Online CalendarOnline Calendar

Medication Schedule Daily Reminders Diet Planning Exercise Progress Appointments

Tactics Tactics Nutritional DatabaseNutritional Database

Nutritional information for over 20,000 products, brands, and recipes.

Compare Burger King to McDonald’s to Weight Watchers.

Plan your eating habits.Learn where you can cheat and where you

can make it up.

Tactics Tactics Ask the ExpertAsk the Expert

Got a question?

A very personal question?

Now, you can ask the leading experts with absolute anonymity.

Tactics Tactics Online CommunitiesOnline Communities

Online communities are still the rage.

Websites offer:

1) Chat Rooms

2) Message Boards

3) Email Groups

4) News Updates

Tactics Tactics Doctor ReferralDoctor Referral

Need a doctor who’s familiar with your medication?

Type in your zip code and we’ll give you a list of doctors in your area, sorted according to who’s closest.

Tactics Tactics Online PollsOnline Polls

What are your users thinking? How do they feel? What is their opinion?

Have you asked them?

Tactics Tactics Online LibraryOnline Library

Archived contentSearch feature Sort search results

Tactics Tactics Preventative Medicine Preventative Medicine

GuideGuideWebsites can provide guides, tools, and

services for the following:Healthful AgingReducing RiskFitness ChartsGeneral Well Being

DevelopmentDevelopment

A website’s development proceeds in four

stages:

1) Storyboard

2) Creative

3) Programming

4) Quality Assurance

DevelopmentDevelopmentStoryboardStoryboard

The purpose of a storyboard is to imitate a user’sexperience on the website.

Through the storyboard, you can develop A site map Website Features Web page layouts User interface Admin interface

DevelopmentDevelopmentCreativeCreative

The creative team is responsible for bringing the storyboard to life. All pages must be generated by the creative team, including: All dynamically generated pages. All form pages (including error pages) All index pages All admin pages

DevelopmentDevelopmentProgrammingProgramming

The programmer’s job comes last and, absent looming deadlines, should wait until the creative is complete.

Any creative left to the programmer to design (i.e. error pages) will always cause delays and extra work.

DevelopmentDevelopmentProgramming Programming DeliverablesDeliverables

The programmers are responsible for delivering the following: Database Schema (data flow chart)

Documentation (at least in the code)

Scalable Architecture (able to handle heavy traffic)

Modular Coding (able to modify post launch)

A working site

DevelopmentDevelopmentQuality AssuranceQuality Assurance

Programmers are inherently incapable of proofing their own work. All sites require extensive testing prior to launch.

The testing methodology is as follows:

1) Does site process good data

2) Does site process bad or empty data

3) Are there time lags in data processing

4) Are there any broken links

ALL portions of the site must be retested prior to launch since a patch in one place may break the code in another.

LaunchLaunch

A site has two launches: Beta Launch – Working site, still bugs in code, audience limited to peer review. Full Launch – The site goes “live” with a public announcement.

All support staff must be available at times of both launches because problems will arise that require immediate resolution.

LaunchLaunchMarketing the siteMarketing the site

Search engine registration –

Attain high rankings in leading search engines through targeted registration

Print campaign –

Print web address in all related media campaigns

Cobranding –

Drive traffic from one site to another

ReviewReviewDeveloping a “live” site is akin to doing airplane maintenance while the plane is in flight.

Still, sites are a work in progress. The site will be reviewed according to the following criteria:1. Performance2. Traffic3. Achievements4. Overall Objectives5. Overall Strategies6. Future Directions

ReviewReviewPerformancePerformance

How did the site handle trafficDid all features work properlyWere there noticeable lags or errors during

periods of peak usageIs the site being monitoredAre security measures being monitoredIs user feedback handled properly

ReviewReviewTrafficTraffic

What is the average vs. peak trafficWhat are the traffic trendsWhat portions are used most oftenWhich pages are viewed the longestFrom which sites do visitors comeFrom which pages do visitors leaveTo which sites do visitors leave

ReviewReviewAchievementsAchievements

All achievements must be measured in relationship to and independent of the overall objectives and strategies.

For example, features targeted to men may have had more success attracting women. Is it a failure, a success, or an opportunity?

ReviewReviewOverall ObjectivesOverall Objectives

Using ROI measurement tools, how did the site do?

What data was captured? What were the cost savings? Was the brand measurably enhanced?

Do the ROI tools need to be refined?

ReviewReviewOverall StrategiesOverall Strategies

Is the site fully integrated as part of an overall campaign?

Can the site be used more effectively?Do we need to change strategies?Were any of the original assumptions

erroneous?

ReviewReviewFuture DirectionsFuture Directions

Where do we go from here?

How can we maximize the site’s effectiveness?

How can we further develop the site?In what new directions can we take the site?

How can we best use the Internet?

ConclusionConclusion

The Internet

It’s not easy, but. . .

What’s the alternative?