Web StrategyThe Best Offense is a Good Defense

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

Today’s Presenter

Ben Dillon, MBA | VP & eHealth EvangelistGeonetric, Inc.

Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years.

He’s also a Twitter junkie – follow him at @benatgeo.

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Geonetric Clients

About Geonetric

Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.

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Web StrategyThe Best Offense is a Good Defense

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

Agenda• Defining strategy

• The traditional approach– What does it include?

– How to develop it?

• My issue with traditional strategy

• A new way to skin the cat

What is Strategy?

What about Web Strategy?

What’s in a Strategy?

Current State

What You Need to Accomplish to Get There

Target Future State

How is this Done Today?

Assessing the Current State

SWOT Example

Threats: Competing treatments are currently under development

OpportunityPromote new

treatment directly to health

consumers

WeaknessOther specialists

in the field reticent to refer

StrengthWorld-class specialist in incontinence

Threats Competing

treatments are currently under development

Target Future State

What does success look like?

Future State Example

• Use digital communications to build awareness of the new treatment and develop a national practice based on self referrals for this service

What Do You Need to Accomplish to Get There?

Note: This is the actual strategy

What Do You Need Example• Become the top online

destination for incontinence

• Build long-term engagement program

• Direct visitors to online conversion opportunities

Get to Tactics?• Task planning needs to get done

• Sometimes part of the strategy document, sometimes determined later

PLAN PLAN ACTUAL ACTUAL PERCENTACTIVITY START DURATION START DURATION COMPLETE PERIODS

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Create Microsite 1 5 1 5 0%

Visual design 2 4 2 4 0%

Content development 5 0 5 9 0%

10 pages identified 5 2 5 2 0%

Whitepaper 7 2 7 2 0%

Video series 9 3 9 3 0%

Blog with 10 posts pre-written12 2 12 2 0%

Consultation rqst form 5 1 5 1 0%

Email list signup form 6 1 6 1 0%

Promotion 14 0 14 6 0%

Social media promotion 14 1 14 1 0%

Email newsletter launch 14 3 14 3 0%

Ads for BlahBlah assoc. 14 6 14 6 0%

Sounds GoodWhat’s Wrong with That?

What’s the Problem?

• Looking backwards

while driving forward

What’s the Problem?• Overestimate

our ability to choose the right path

Don’t Commit Past Where You Can See

Current Quarter

Quarter +1 Quarter +2 Quarter +3

Committed tasks

Planning begun Proposed Proposed

StrategyPyramid

Vision

Goals

Initiatives

Tactics

Less

Dyn

am

icM

ore

D

yn

am

ic

Pla

nn

ing

The Current StateAnd

The Future State

Masses of Detail Work Against You

Business CanvasKey Problems Key Features Value Propositions Existing Competition Target Audiences

What's the killer app?What provides the greatest value to your audience?

Local competitorsNational health content sites

Resources & Partners ChannelsGeonetricInternal StaffGrants

Web siteBlogFacebookEmail newsletter

Based off of the Business Model Canvas concept originally developed by Alexander Osterwalder and Yves Pigneur

The expense model. Staff costs, vendor costs, marketing costs. Customer acquisition costs, fixed costs, things driving costs up and down.

Patient acquisitionBill payClass registrationsDonations

Cost drivers Value drivers

What are the top few problems that you're solving for these audiences?

What do you offer that is unique? What can you do that your audiences can't get from alternative sites? What here is difficult to replicate?

Current patientsHealth consumersJob seekers

Last Quarter

Current Quarter

Quarter +1 Quarter +2 Quarter +3

Completed Committed tasks

Planning begun

Proposed Proposed

Revisiting Strategy on a Regular Basis

Hold commitments to the last responsible moment

The Healthcare Web is a Business within a Business

• The basis for your health system’s competition comes from senior leadership

• But within the “Web business” you have new ways to compete

• What do you make a business canvas for?– The overall digital operations of the health system

– Audiences

– Sometimes also • A website

• A service line

• Social media

Then Take the Plan to Goals and Initiatives

• Specific targets for things to accomplish

• You execute on goals with initiatives

• Commit to work on a manageable number of goals at any one time

Have Goals that Matter• Outcome metrics are preferred

– ROI

– Requests for consultation/follow-up

– Services resulting from interactions

– Improve adherence to treatment plans

– Improvement to morbidity or mortality

• These things are not– Get this thing done

– Visits

– Pageviews

What’s an Initiative?• An initiative is a group of tasks

– Why? Because most tasks shouldn’t be done in isolation

• MVP = Minimum Viable Product– Each initiative starts as an MVP

Vision

Goals

Initiatives

Tactics

Revisit Our Example

Initiative #1

Goal A: Create content hub for incontinence

Current Quarter

Quarter +1 Quarter +2 Quarter +3

Load publications

Link to articles and resources

Create blog 4 blog posts monthly

Start video series

Live chat with doctorGoal B: Long-term engagement program

Current Quarter

Quarter +1 Quarter +2 Quarter +3

Build email list Launch email newsletter

Send eNewsletterPromote live

chat

Send eNewsletterPromote live

chat

Vision: Become the top online incontinence destination for health consumers

and medical professionals

#2

#3

Initiative #1

Initiative #1

Goal A: Create content hub for incontinence

Current Quarter

Quarter +1 Quarter +2 Quarter +3

Load publications

Link to articles and resources

Create blog 4 blog posts monthly

Start video series

Live chat with doctorGoal B: Engage with IAA

Current Quarter

Quarter +1 Quarter +2 Quarter +3

Build email list Sponsor IAA ENL

Write articlePromote live

chat

Write articlePromote live

chat

Vision: Become the top online incontinence destination for health consumers

and medical professionals

#2

#3

Initiative #1

Iteration

Plan

Do

Check

Act

Other Considerations for Strategy

Care and Feeding of Your New Website

• Ongoing management of – Directories

– Content

– SEO

– PPC

– Social channels

Web Governance

• Regular process of feedback and assessment

• Better strategic alignment

• Educate stakeholders– Measurement and reporting

• Legitimacy

• Oversight and accountability– Support and buy-in

Involve the Right People• Steering committee (quarterly)

– Larger group

– Strategic focus

– Demo day - Communicate results and impact

– Prioritize Initiatives

• Advisory group (monthly)– Operationally focused

– Key approvals and guidance within existing projects

Questions?Contact Ben:

800.589.1171

Ben.Dillon@geonetric.com

www.Geonetric.com

Geovoices.com

@benatgeo

Pinterest.com/benatgeo

Video Of This Webinar

Watch the VideoLearn a new way to approach your Web strategy with Agile principles.

Visit our website to watch a free recording of our popular webinar.

Watch the Web Strategy webinar!

New White Paper Available

Fill out the survey at the end of the webinar and we’ll send one your way.

Request your free copy!

The End