“your web site is their first impression” handout
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Health Care Web Sites -- Your Site is Their First Impression--
Presented by:John Eudes
To contact me: jeudes@greystone.net (770 407-7676)
A link to our various consulting services:www.greystone.net
May 8, 2009
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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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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Strategy trumps all else
Our clients have shown us…
Strategy Matters
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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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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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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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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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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
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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 Overlap
BestPractice
BestPractice
BestPractice
Video Clip
BestPractice
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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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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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
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
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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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
CHPRMS Spring Meeting 48
Strategy trumps all else
Strategy Matters
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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
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