Building Support for an Integrated Approach to Internet Strategy
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Presented at Connective DX Healthcare Executive Forum, this deck shares insight on building support as an organization's internal digital strategist. The session was recorded and the audio released on the Healthcare IT Marketer's podcast. Listen here: http://ulteradigital.com/wp/diving-deeper-into-the-new-healthcare-consumer-experience/
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Building Support for an Integrated Approach to Internet Strategy
- 1. Turning the Ship: Building Support for Internet Strategy Presented by Aaron Watkins, Sr. Director, Internet Strategy & Digital Content Marketing
- 3. 3 We connect the people of the world with the people of Johns Hopkins Medicine The Internet Strategy Team
- 4. A Multi-Disciplinary Approach to Web Strategy 4hopkinsmedicine.org Market Insights Performance Metrics Marketing & Engagement Strategy Content Strategy Web Technology Infrastructure Strategic Plan
- 5. 5 Lack of Strategy = A Broken Experience
- 6. The World’s First Academic Medical Center • Entrepreneurial • Innovative • Groundbreakin g • Caring • True World Leaders 6 • Highly decentralized • Selectively collaborative • Consensus driven rather than hierarchical • Individualized success metrics • Academic publishing
- 7. Connecting People to People
- 8. Connecting People to People
- 9. Web Strategy Today hopkinsmedicine.org: • #3 most visited hospital or AMC web site • Among highest visitor satisfaction rates in healthcare • 15 of 16 major service lines • first comprehensive physician-faculty directory • integrated multi-disciplinary health content • research profiles
- 11. Integrated Web Strategy hopkinsmedicine.org All ships rise with the tides
- 12. We can not be seen as both legislators and innovators. Integrated Web Strategy
- 13. If you said something 29 times, you are just getting warmed up.
- 14. Embrace the Role of Educator I am quite frequently asked to convince executives to invest in user experience…Our success has always come from projects where the client team, including the senior management, already understood the value of great user experiences. – Jared Spool, Founder of User Interface Engineering http://tinyurl.com/qgfsgv5
- 15. Going deep In data Source: Looney Tunes Bring In the Big Guns
- 16. Tools to Gain Support • Common Goals • Performance Metrics • Audience Insights (Voice of Customer)
- 17. Know Your Stakeholder Executives Doctors / Faculty Administrators / Marketing
- 18. Know Your Stakeholder • Know their role. • Know what’s on their minds. • Know their constraints. • Support their goals. • Respect their time. • Socialize ideas privately. • Listen carefully. • Make it visual. • Keep it simple. Executives Doctors / Faculty Administrators / Marketing
- 19. Know Your Stakeholder Executives / Doctors • Remember that they need to be the smartest person in the room. • Provide decision support. • Don’t overwhelm with a long report or complex data. • Share stories whenever possible. Executives Doctors / Faculty
- 20. Know Your Stakeholder Administrators / Marketing • The best know the problems of their leaders and their unit. • Leverage them to carry the message. • Don’t burn bridges. • Listen carefully. • They may not be decision-makers. Administrators / Marketing
- 21. KEY MESSAGES Our approach to presenting health information increases retention by nearly 50% How do consumers retain health information? – Remote Testing, Hallway Testing
- 22. KEY MESSAGES An inability to find information is the biggest obstacle to anyone trying to learn from, come to, or connect with us at Hopkins Medicine What are barriers to finding information from Johns Hopkins Medicine? – On-Site Survey, Intercepts, Structured Interviews
- 23. KEY MESSAGES We need to demonstrate the competence and compassion of our faculty-physicians. How do consumers choose where they go for care? – Structured Interviews. Market Research
- 24. Integrated Web Strategy Create a dialogue that relates web strategy to personal brand experience
- 25. Aaron Watkins Senior Director of Internet Strategy & Digital Content Marketing @aaronwatkins Blog: left-nav.blogs.hopkinsmedicine.org
Hinweis der Redaktion
- The simplest way to explain what my team does. Create opportunities for meaningful interactions and access to a complex organization. Provide the right information at the right time. Connect the right people at the right time. Provide a positive experience. This is especially important and especially challenging in a large enterprise.
- Market Insights & Performance Metrics Experian Hitwise, Conductor, Rival IQ enable us to monitor the performance of competitors web and social activity, understand audiences reach and engagement, identify opportunities. ForeSee, Google Analytics, User Testing enable us to assess audience engagement and experience with our channels. Marketing & Engagement Strategy In social this depth of knowledge is especially deep. We can target messages and audiences and assess performance. We build on that knowledge to steer content decision-making and support: growth service recovery community-building Content Strategy Produce creative content that communicates the competence and compassion of our faculty as caregivers, leaders in scientific advancement and educators for the next generation Web Technology & Infrastructure Our developers and production team support the Internet Strategy team as well as a couple hundred distributed web site editors. We build web sites. But we don’t just build web sites. We build assets that enable us to connect people to the most effective content to guide their decision-making. That includes design elements that populate data, links, and lists to improve accuracy and efficiency for ourselves and distributed editors.
- The Internet Strategy Team is at the center of a revolution within Johns Hopkins Medicine. We’re fairly new, formed in 2008, and we are the first group of digital experts ever formed with the intention of leading a central shared strategy for Johns Hopkins Medicine as an enterprise. When I arrived in 2008, as the first of a new three person team, I inventoried the Hopkins web enterprise to find hundreds of web sites. Faculty, departments, administrative systems – Everyone approached the web by launching an independent web site of their own making and design. We missed our opportunity to position ourselves as a leading provider of health information. We are working to correct that and to leverage our brand and further our brand.
- Johns Hopkins Medicine is where academic medicine began. It is an environment where individuals are encouraged and expected to be world leaders. To innovate. To be entrepreneurial.
- We needed to help our faculty-physicians to view the world a little less like this.
- And a lot more like this.
- So, here was our message. We are better together https://commons.wikimedia.org/wiki/File%3ABoats_at_Bar_Harbor_bay.jpg
- People have a pre-conceived notion that what we’re trying to do is make everything the same. And if my team ever uses those words to describe ourselves it only reinforces a dialogue that’s been taking place all around us. We want to be viewed as innovators, but if we’re viewed as rule-makers, we’ll never win hearts and minds. Design is intended to have an emotional response. But internally the response is often negative. People respond viscerally to limitations on their creativity. Are expectations set by what they see? Are they assessing if a site meets their needs or if our site looks like someone else’s? Design is emotional. Externally you want positive. Internally you deal with the visceral self-scrutiny. UX is a place where everything can intersect. Guides good decision-making Customer / visitor insights. Key piece of the internal communications toolkit Educating that the web site is not a one way communication device – it’s a part of a larger experience (I’m hesitant to say “complementary” experience. It is part of a larger experience, and for many of our audiences they will only have a digital experience with our brand. Innovation is often seen as technology, it’s the insights. It’s the understanding. Apps are a splash. Physicians want the creative experience. They can explore that side of themselves.
- https://images.rapgenius.com/5961683ba3e7b9c31a89919ce8b2c53e.619x357x1.jpg Sharing performance data is validating It can establish the dire nature of a situation or the success of your work. Sharing audience insights is incredibly powerful. When you become known as the Voice of the Customer, you are a rare and respected professional in your organization and you can gain access to people across the organization.
- Using research as a lever not a hammer
- Empower them Making it visual Distill to a ffew points
- Patient stories
- Even when someone’s child’s life is in jeopardy, a photograph makes all the difference A doctor who surffers the diease and dedicated his life to beating Lifestyle or your experience during care