“your web site is their first impression”

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Health Care Web Sites -- Your Site is Their First Impression-- Presented by: John Eudes To contact me: [email protected] (770 407-7676) A link to our various consulting services: www.greystone.net May 8, 2009

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“Your Web Site is Their First Impression”John Eudes, President, Greystone

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Page 1: “Your Web Site is Their First Impression”

Health Care Web Sites

-- Your Site is Their First Impression--

Presented by:

John Eudes

To contact me: [email protected] (770 407-7676)

A link to our various consulting services:www.greystone.net

May 8, 2009

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CHPRMS Spring Meeting 2

             

Agenda

I. Introduction

II. State-of-the-Web (best practices)

A. Web Evolution – its impact on Organizational Development

B. Recent Data on Consumer / Patient Preferences1. Quality2. Prices / Fees3. Physicians4. Health Information

C. The Rapidly Approaching Future1. Online Account Management2. Mobile Devices – primarily cell phones3. Nursing Portals

III. Questions If time allows: Social Media

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About Greystone.Net

Work exclusively in healthcare. We have been doing Internet business strategy development since 1996 and have over 250 clients.

Professional staff -- strong experience in healthcare administration Administration, Hospital Operations and Planning Marketing and Public Relations

Deep expertise in Internet Planning and Web Outsourcing Strategic Plans and Website Assessments Site Design and Functional Planning Assumption of Website development, new technology, staff

development, performance reporting, etc.

Selected e-Business solutions and services National Website Benchmarking Search Engine Optimization Call Center – Web Integration Others …

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CHPRMS Spring Meeting 4

             

Hospitals and Healthcare Systems

The majority of Greystone’s clients are healthcare systems that range from stand alone hospitals to medium and large multi-hospital systems. Many of these clients have been using Greystone for over 10 years for a wide range of Internet development services.

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Greystone has over 40 university medical center clients and over 30 Children’s Hospital clients.

Academic Medical Centers andChildren’s Hospitals

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Other Healthcare Organizations

Due to Greystone’s health system Internet experience and references, it has been asked to assist healthcare organizations develop their Internet plans and services. These include the AAMC, Joint Commission Resources, NACHRI and CHCA. Physician group practices also use Greystone for their Internet support.

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CHPRMS Spring Meeting 7

             

Strategy trumps all else

Our clients have shown us…

Strategy Matters

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CHPRMS Spring Meeting 8

             

Agenda

I. Introduction

II. State-of-the-Web (best practices)

A. Web Evolution – its impact on Organizational Development

B. Recent Data on Consumer / Patient Preferences1. Quality2. Prices / Fees3. Physicians4. Health Information

C. The Rapidly Approaching Future1. Online Account Management2. Mobile Devices – primarily cell phones3. Nursing Portals

III. Questions

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CHPRMS Spring Meeting 9

             

Organizational Development Development

The Web, which was originally considered a “communications” platform … has now expanded into an “operating” platform.

This impacts … Web governance.This impacts…Web infrastructure.This impacts …Web content and

functionality.This impacts …. the Public Site, the Portals and also the Intranet.

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In response to this … some emerging trends

Marketing is more the custodian rather than the out right owner of the Web… the Web is part of every major division in the Hospital.

Governance has been modified to include a senior admin “Web Steering Committee” that has representation from Finance, Operations, Clinical Services/Departments, Ambulatory Care, Admitting, etc.

A new business unit is being created – the Web Center – that has a small staff but a mix of messaging and Web application staff. This means content author/editors and IT types in the same office under the same boss. BTW, the boss often reports to the Chief Marketing Officer AND the CIO.

Today’s Web site connects (… or taps into) more existing databases within the Hospital. This can be Medical Staff Credentialing, quality measures, Finance’s patient accounts database … and so on.

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CHPRMS Spring Meeting 11

             

Agenda

I. Introduction

II. State-of-the-Web (best practices)

A. Web Evolution – its impact on Organizational Development

B. Recent Data on Consumer / Patient Preferences1. Quality2. Prices / Fees3. Physicians4. Health Information

C. The Rapidly Approaching Future1. Online Account Management2. Mobile Devices – primarily cell phones3. Nursing Portals

III. Questions

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CHPRMS Spring Meeting 12

             

More sophisticated users

Online access to medical records and test results

Hospital quality information online ………………...

Prices of services online …………………………….

Online appointment scheduling……………………..

Online health information…………………………….

After-stay assistance from patient rep…………….

Interest in Using

71%

64%

62%

60%

59%

51%

What Consumers Want Online from Hospitals.

Source: Deloitte Center for Health Solutions

The Public Web Site andPatient Portal

Patient Portal

Patient Portal

Source: Deloitte Center for Health Solutions

A nationally representative sample of 4,001 American adults, ages 18 and older, was surveyed between October 2 and 10, 2008, using a web-based questionnaire.

The results were weighted to assure proper proportional representation to the nation’s population, as reflected in the U.S. Census, with respect to age, gender, income, race/ethnicity and geography.

The margin of error around the U.S. point estimates is +/- 1.6 percent at the .95 confidence level.

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CHPRMS Spring Meeting 16

             

More sophisticated users

Online access to medical records and test results

Hospital quality information online ………………...

Prices of services online …………………………….

Online appointment scheduling……………………..

Online health information…………………………….

After-stay assistance from patient rep…………….

Interest in Using

71%

64%

62%

60%

59%

51%

What Consumers Want Online from Hospitals.

Source: Deloitte Center for Health Solutions

The Public Web Site andPatient Portal

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Search Results:“No results for fee for colonoscopy”

Search Results:“No results for

fee for cesarean section”

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From Physicians

Online access to medical records and test results

Email access to doctor ………………...…………….

Online appointment scheduling……………………..

Online health information…………………………….

Doctor quality online ………………...…….…………

Prices of services online……………….…………….

Interest in Using

83%

76%

72%

69%

67%

65%

What Consumers Want Online from Physicians.

Source: Deloitte Center for Health Solutions

Comparedto

Hospital

Direct Overlap

Direct Overlap

Direct Overlap

Direct Overlap

Direct OverlapOur opinion: there is a great window of opportunity due to this similarity of what people want from hospitals & physicians.

You can help bring patients to physician practices by meeting these common Web-based needs.

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“Dr. Robert Ablove's clinical practice focuses on acute hand and wrist trauma and reconstruction, the care of chronic hand and wrist problems, and shoulder and elbow arthroplasty.”

Best

Practice

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Best

Practice

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There are situations where the physicians are reluctant to provide all of the information that we have just viewed in our example.

However, you still might get them to cooperate with the video profile and it is just as powerful without all of the procedures listed, etc.

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From Physicians

Online access to medical records and test results

Email access to doctor ………………...…………….

Online appointment scheduling……………………..

Online health information…………………………….

Doctor quality online ………………...…….…………

Prices of services online……………….…………….

Interest in Using

83%

76%

72%

69%

67%

65%

What Consumers Want Online from Physicians.

Source: Deloitte Center for Health Solutions

Comparedto

Hospital

Direct Overlap

Direct Overlap

Direct Overlap

Direct Overlap

Direct Overlap

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CHPRMS Spring Meeting 31

             

Number One Health Care Web Search Activity

66% of health seekers began their last online health inquiry at a search engine; 27% began at a health-related Web site. (Pew)

72% of health seekers visited two or more sites during their last health information session. (Pew)

48% of health seekers say their quest for information was undertaken on behalf of someone else, not themselves. (Pew)

53% of health seekers report that their Internet session had an impact on how they take care of themselves or care for someone else. (Pew)

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Throughout all industries, but particularly within health care, a combination of three key elements is driving change… even in healthcare decision support.

New Technologies

New Business Models

More Sophisticated Users

Clinical Decision Support

The Clinical Internet Challenge

Online Informed Consent

Physician Audio Interviews

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“Tell me and I forget. Show me and I remember. Involve me and I understand.”

-- Ancient Chinese Proverb

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CHPRMS Spring Meeting 34

             

Agenda

I. Introduction

II. State-of-the-Web (best practices)

A. Web Evolution – its impact on Organizational Development

B. Recent Data on Consumer / Patient Preferences1. Quality2. Prices / Fees3. Physicians4. Health Information

C. The Rapidly Approaching Future1. Online Account Management2. Mobile Devices – primarily cell phones3. Nursing Portals

III. Questions

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Currently 40% of American households utilize online banking… up from 23% just two years ago.

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Mobile Broadband Growth

In Q4 2006, there were 854,000 unique mobile broadband users.

In Q4 2007, the number was 2,168,000 – a 154% increase in one year. (comScore, March 2008)

These numbers are “pre” iPhone explosion.

62% of all Americans are part of the wireless mobile population – partaking in digital activities away from home or work. (Pew Internet, March 2008)

The number of text messages sent and received every day exceeds the population of the planet …

Within three years, more people will access the Web from a Cell Phone than from a Personal Computer.

Smartphones are the new “laptop”….

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Hospitals With A Mobile Web Site

Average number of internal hours: 62

44.0%

20.0%12.0%

20.0%4.0%

0%

20%

40%

60%

80%

100%

20 or less 21-40 41-80 More than 80 hours

Completely outsourced

Estimate of number of hours needed by internal resources to build a

mobile Web site

n = 25

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Hospitals With A Mobile Web Site

n = 26

3.8%11.5%

3.8%11.5%

69.2%

0%

20%

40%

60%

80%

100%

$1000 or less Between$1K and $5K

Between $5K and $10K

$10K+ No cost (built in-house)

Cost estimate of external resources to build a mobile Web site

Average cost of external resources (excluding those who built entirely in-house): $4150

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CHPRMS Spring Meeting 41

             

Agenda

I. Introduction

II. State-of-the-Web (best practices)

A. Web Evolution – its impact on Organizational Development

B. Recent Data on Consumer / Patient Preferences1. Quality2. Prices / Fees3. Physicians4. Health Information

C. The Rapidly Approaching Future1. Online Account Management2. Mobile Devices – primarily cell phones3. Nursing Portals

III. Questions

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Strategy trumps all else

Strategy Matters

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CHPRMS Spring Meeting 49

             

Social Media

A few comments about Social Media……

Blogs: Participation and/or sponsorship

http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/Guidelines for Mayo clinic employees about blogging

http://suttermedicalcentercastrovalley.org/blog/Blog by Hospital Foundation

CEO Blog – Beth Israel

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YouTube; Facebook;Twitter Participation and/or sponsorship

Hospital Social Network List

U.S. Hospitals that use social networking tools:

• 225 Hospitals• 128 YouTube Channels• 87 Facebook Pages• 140 Twitter Accounts• 23 Blogs

http://ebennett.org/hsnl/

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Strategy trumps all else

Strategy Matters

In Summary:

This is a little about technology…andit’s a little about marketing (strategic messaging and strategic functions)…

But it is a lot about the organizational culture, commitment to transparency, and management’s acceptance that the Web is everyone’s responsibility.

Thank you for your attention -- are there questions ?

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My apologies for not getting to ….

Even after covering many strategies, we did not talk about ……

Content integration throughout the site

Internal search engine function and presentation (structured search results)

Paid Search (SEM), local business search and organic search engine optimization (SEO)

Patient Portals and Medical Staff Portals

Content Management Systems and greater distribution of Web site content updating and even development

…And many more.

Sorry