Building a Consumer Site that Works HeSCA 2002 Presented by: Clynt Taylor Vice President HEALTHvision, Inc

Building a Consumer Site that WorksBuilding a Consumer Site that Works

HeSCA 2002HeSCA 2002

Presented by:Clynt Taylor

Vice PresidentHEALTHvision, Inc.

Connecting healthcare to peopleConnecting healthcare to people© Copyright, HEALTHvision 2000

AgendaAgenda

• Trends and StrategiesTrends and Strategies

• Consumer/Patient SolutionsConsumer/Patient Solutions

• Effective Design and Effective Design and MarketingMarketing

• Real Life ExamplesReal Life Examples

Trends and StrategiesTrends and Strategies


• The Internet was used by more than half of the U.S. The Internet was used by more than half of the U.S. population last year population last year (San Francisco Chronicle).(San Francisco Chronicle).

• Healthcare information accessed more than sports, Healthcare information accessed more than sports, stocks or shopping stocks or shopping (Reuters, 2000)(Reuters, 2000)

• Consumers taking more active role in their healthcare Consumers taking more active role in their healthcare (Market Strategies, Inc., 2001)(Market Strategies, Inc., 2001)

• Internet raised expectations for customer serviceInternet raised expectations for customer service

ExpectationsExpectations

ConsumerConsumerExpectationsExpectations



In any given typical day, 6 million people are searching In any given typical day, 6 million people are searching for health info. for health info.

In November 2000, 52 million American adults relied on In November 2000, 52 million American adults relied on the Internet to make critical health decisions. the Internet to make critical health decisions.

Now, 73 million American adults use the Internet to Now, 73 million American adults use the Internet to research prescription drugs, explore new ways to control research prescription drugs, explore new ways to control their weight, and prepare for doctor’s appointments, their weight, and prepare for doctor’s appointments, among other activities. among other activities.

Reference: Pew Internet & American Life Project, 2002 Reference: Pew Internet & American Life Project, 2002

ConsumerConsumerExpectationsExpectations


In a study conducted by physicians at Scott & White Medical In a study conducted by physicians at Scott & White Medical CenterCenter

• 54% of their patients have e-mail. 54% of their patients have e-mail. • 90% would like to e-mail medication requests 90% would like to e-mail medication requests • 87% wanted to e-mail non-urgent consultations 87% wanted to e-mail non-urgent consultations • 84% would like to obtain routine laboratory results or test 84% would like to obtain routine laboratory results or test

reportsreports

Reference: The Journal of Family Practice • MAY 2001 • Vol. 50, No. 5Reference: The Journal of Family Practice • MAY 2001 • Vol. 50, No. 5

PatientPatientExpectationsExpectations



Strategic ImplicationsStrategic Implications- FUTURESCAN 2002 *- FUTURESCAN 2002 *

Gear up for market share competitionReach out to Internet-empowered consumers

Upgrade web sites to be interactive

Adopt a CRM approachBuild consumer awareness with meaningful brand reputationBoost patient satisfaction…

* Futurescan 2002 is a publication of the Society for Healthcare * Futurescan 2002 is a publication of the Society for Healthcare Strategy and Market Development of the American Hospital Strategy and Market Development of the American Hospital Association Association

Major trends point to Internet Major trends point to Internet solutionssolutions

““Healthcare organizations must take Healthcare organizations must take advantage of e-business [e-health] solutions advantage of e-business [e-health] solutions

that help them deliver superior customer that help them deliver superior customer service through the Internet to continue to service through the Internet to continue to attract and retain customers [patients and attract and retain customers [patients and

physicians]”physicians]”

- Gartner, Inc. July 17, 2001- Gartner, Inc. July 17, 2001


Consumer Web StrategiesConsumer Web StrategiesThat WORKThat WORK

Current Customer Relationship Current Customer Relationship Management (CRM) processManagement (CRM) process

TIME

ConsumerConsumerResponds / referredResponds / referred

By physicianBy physician

No furtherNo furtherPersonalized Personalized

ContactContact

Customer Customer ReceivesReceives

Newsletter Newsletter

HCO advertisesHCO advertisesServicesServices

PatientPatientAdmitted / receivesAdmitted / receives

CareCarePatient Patient Schedules for Schedules for

ServicesServices

Patient Patient DischargedDischarged

VA

LU

E

Customer AcquisitionCustomer Acquisition

Customer SupportCustomer Support

Customer RetentionCustomer Retention

Customer Relationship

Consumer Relationship

© Copyright, HEALTHvision 2000

New Customer Relationship New Customer Relationship Management ProcessManagement Process

TIME

ConsumerConsumerPersonalizes Personalizes

Web siteWeb site

……Accesses/Accesses/Purchases otherPurchases other

ServicesServices

……ReceivesReceives““Personalized” Personalized”

e-communicatione-communication

ConsumerConsumerInteracts with HCOInteracts with HCO

Via web siteVia web site

PatientPatientAdmitted / receivesAdmitted / receives

CareCare

Customer findsCustomer findsDoctorDoctor

Patient Patient DischargedDischarged

VA

LU

E

Customer AcquisitionCustomer Acquisition

Customer SupportCustomer Support

Customer RetentionCustomer Retention

HCO advertisesHCO advertisesOn-line healthOn-line health

ContentContent

……DiscoversDiscoversOther relevantOther relevantHCO servicesHCO services

Customer RelationshipConsumer Relationship



A methodology designed to leverage the Internet to enhance customer relationships

Focused around the Healthcare Organization’s target audiences and centers of excellence

Utilizes advanced interaction tools and reporting

Success is tracked and measurable

A methodology designed to leverage the Internet to enhance customer relationships

Focused around the Healthcare Organization’s target audiences and centers of excellence

Utilizes advanced interaction tools and reporting

Success is tracked and measurable

Connecting to Your ConsumersConnecting to Your Consumers

Integrated StrategyIntegrated Strategy Consumer / PhysicianConsumer / Physician

IntegratedIntegratedContentContent

WebWebSiteSite

Advertising toAdvertising toWeb siteWeb site

Hospital ServicesHospital Services

PersonalizedPersonalizede-Marketinge-Marketing

Consumer/Consumer/Customer ValueCustomer Value

CustomerCustomerPersonalizationPersonalization

InteractiveInteractiveHealthHealth

ManagementManagementToolsTools

Consumer

Consumer

FeedbackFeedbackHealthHealth

ContentContent



Consumer to PatientConsumer to PatientFunctionality and RequirementsFunctionality and Requirements

•View General Info

•Communicate (Basic)

What They Can Do…

•View Personalized Info

•Communicate Securely

•Personal Health Management

They Can Also Do…

•View/share Medical Data & Pay Bills

•Communicate and Share With MD/team

•Extend Care to Home

They Can Also Do…

Anonymous ConsumersAnonymous Consumers

Registered UsersRegistered Users(Members)(Members)

AuthenticatedAuthenticatedPatientsPatients


Integrated Health ContentIntegrated Health Content

Medical TestsPharmaceutical GuideHealth GuideMedical NewsHealth News FeatureMedicine on the HorizonNational ObservancesProduct Safety RecallsFDA Drug ApprovalsHealthy Living Sports Health Senior HealthComplimentary and Alternative Medicine


Integrated Search


Memorial Hermann

Information

Comprehensive Health Content


Interactive Health Management TInteractive Health Management Tooolsols

Personal Health Manager Home Page Personal Health Manager Home Page Health Quotient (Health Risk Appraisal)Health Quotient (Health Risk Appraisal)Men’s and Women’s Advanced Health QuotientsMen’s and Women’s Advanced Health QuotientsCondition CentersCondition CentersHealth RecordsHealth RecordsChild Health ManagerChild Health ManagerImprovement ProgramsImprovement ProgramsTrackersTrackersReporting CapabilitiesReporting CapabilitiesPersonal Fitness ProgramsPersonal Fitness Programs


Dynamic steps for users based on their identified health goals.

Personalized to the user

Health management tools


Easy navigation to obtain results


Organized layout for the user to set goals and track personal progress


Strategic placement of messages designed to reach target audiences and enhance user experience

Memorial Hermann Wellness Memorial Hermann Wellness CenterCenterThe Wellness Center offers The Wellness Center offers state-of-the-art facilities and state-of-the-art facilities and equipment along with trained equipment along with trained fitness and healthcare fitness and healthcare professionals who can provide professionals who can provide personalized, monitored personalized, monitored programs to help you reach programs to help you reach your fitness goals.your fitness goals.

Click hereClick here to receive a free to receive a free 1-week membership.1-week membership.


Health topic messagesHealth topic messagesUtilization of health mgt. resources (content, health Utilization of health mgt. resources (content, health mgt. tools)mgt. tools)Calendar reminders (my personal health reminders)Calendar reminders (my personal health reminders)Custom messaging (created by HCO)Custom messaging (created by HCO)Detailed Metrics Provided on Consumer Behavior Detailed Metrics Provided on Consumer Behavior Emails have Unique “From” Field Indicating HCO as Emails have Unique “From” Field Indicating HCO as SenderSenderCustomized, Embedded Links Back to HCO Website Customized, Embedded Links Back to HCO Website Tools and ContentTools and ContentPremium aggregate reportingPremium aggregate reporting

Consumer/Patient MessagingConsumer/Patient Messaging(permission-based)(permission-based)


Health CalendarHealth Calendar

The Health Calendar houses all timed reminders and events, preventive service due dates and improvement program milestones.


Prevention Service RemindersPrevention Service Reminders

Prevention Service Reminders (PSRs) are customized reminders for immunizations, annual tests and health screenings and are based on a user’s demographic profile. PSRs are delivered to the Personal Health Reminders secure section of the user’s home page.


Custom MessagesCustom Messages

Custom Messages can be sent to users that meet the desired profile or have indicated a specific health interest.


Consumer/Patient MessagingConsumer/Patient Messaging

““52% of people will delete an e-mail from an 52% of people will delete an e-mail from an unrecognized name without even opening it, unrecognized name without even opening it,

whereas 3% will do the same from a whereas 3% will do the same from a permission e-mail marketing source.” permission e-mail marketing source.”

Reference: Quris survey, May 20, 2002Reference: Quris survey, May 20, 2002


0.00%

5.00%

10.00%

15.00%

Industry Allergy Email

Allergy AdvancedHQEmail to females, age 35+, interested in allergies, telling them about the new Allergy AdvancedHQ

Targeted, personalized e-mailsTargeted, personalized e-mails


Patient messaging connects patients with their physician’s offices, and to hospital service centers.

Jane Smith




Patient MessagingPatient Messaging

90% of adults with Internet access say they 90% of adults with Internet access say they would like to communicate to their doctors would like to communicate to their doctors

online to…online to…

• 77% ask questions77% ask questions• 71% make appointments71% make appointments• 71% fill prescriptions71% fill prescriptions• 70% get test results70% get test results

Reference: Harris Interactive, April 2002Reference: Harris Interactive, April 2002



Patient MessagingPatient Messaging

37% of those online say they would be willing 37% of those online say they would be willing to pay out of pocket for the ability to to pay out of pocket for the ability to

communicate online with their doctors…as communicate online with their doctors…as much as…much as…

• $10 per month or$10 per month or• Almost $7 per requestAlmost $7 per request• ““People would have been willing to pay more if…People would have been willing to pay more if…

suggested it might save them money.”suggested it might save them money.”

Reference: Harris Interactive, April 2002Reference: Harris Interactive, April 2002


For HCO employees andFor HCO employees andCan Co-brand with your Can Co-brand with your employer partnersemployer partnersAggregate reporting on Aggregate reporting on employee populationsemployee populationsMessaging based on Messaging based on data and interactiondata and interaction

Employee Health Mgt. ToolsEmployee Health Mgt. Tools

Design and MarketingDesign and Marketing

directeffectA H E A L T H V I S I O N C O M P A N Y


““If you build it they If you build it they won’t necessarily won’t necessarily

come.”come.” - anonymous- anonymous



Web Site Development ProcessWeb Site Development Process

Web Site StrategyWeb Site StrategyDefines key target audiences, service lines; and ties to business objectivesDefines key target audiences, service lines; and ties to business objectives

Information ArchitectureInformation ArchitectureDefines site map, navigation, usability, site scope, etc.Defines site map, navigation, usability, site scope, etc.

Best practice design guidelinesBest practice design guidelines Message placement, use of space, Calls to action, etc.Message placement, use of space, Calls to action, etc.

Creative StrategyCreative StrategyDefines key message, supported with credible information. What do you want Defines key message, supported with credible information. What do you want

them to do…barriers…levers, etc.? them to do…barriers…levers, etc.?

CopyCopyMeaningful, relevant content that Meaningful, relevant content that

supports strategysupports strategy

DesignDesignLook and feel; use of graphics, color Look and feel; use of graphics, color

to support creative strategy to support creative strategy

Search Search EngineEngine

OptimizationOptimization

Patient/Patient/PractitionerPractitioner

Utilization/Utilization/TrackingTracking

DirectDirectMarketingMarketing


ResourcesResourcesdirecteffect

A H E A L T H V I S I O N C O M P A N Y

HEALTHCARE

TECHNOLOGY MARKETING

NEW MEDIA


Service AreasService Areas

Admission Discharge

Valu

e o

f C

on

su

mer

Rela

tion

sh

i p

Time

Web Site Utilization

Web Site Strategy

And Design

Web Site Traffic

Patient Care

Customer Retention



Web Site DesignWeb Site Design

While 68% said their latest search for information affected a decision related to their own or a loved one's care…Nearly three-quarters have at some point rejected information during a health search, either because a site was too commercial, too unprofessional, or clearly not reliable.

Source: Pew Charitable Trust, 2002Source: Pew Charitable Trust, 2002



Web Site DesignWeb Site Design

Why some consumers turn away from a health information site.Why some consumers turn away from a health information site.

80% said it is "very important" that a site be easy to navigate.Site was too commercial: 47% Couldn't determine the source of the information: 42% Couldn't determine when information was last updated: 37% Site lacked endorsement of a trusted independent organization: 30% Site appeared sloppy or unprofessional: 29% Site contained information they knew to be wrong: 26% Information disagreed with own doctor's advice: 20%

Source: Pew Charitable Trust, 2002Source: Pew Charitable Trust, 2002



WellSpan - MarketingWellSpan - Marketing

3 Comparable Healthcare

Clients

Hospital 1 (no health content

or Interactive Health Management

Tools)

Hospital 2 (Health content, no Interactive Health

Management Tools)

WellSpan (health content,

Interactive Health Management Tools

and eCRM LOOP program)

Population 200,000 300,000 250,000

Number of Requests

38,667 115,857 161,686

Total Users 1,942 7,504 14,016

Top Requests Employment Employment Health Content

Physician Dir. Physician Dir. Physician Dir.

Classes Health Content Classes


SummarySummary

Health content

Web applications

Strategy/DesignMarketing

Interactivity

Thank youThank you

Documents

Building a Consumer Site that Works HeSCA 2002 Presented by: Clynt Taylor Vice President HEALTHvision, Inc