Having a Web strategy is critical. It gives your team a common purpose, supported by goals, priorities, timelines and performance measurements. A strategy is important regardless of if you’re approaching a major site overhaul or simply making incremental changes to your site. Without it, you have no way to prioritize your efforts and demonstrate your value. In this webinar, learn a new way to approach your Web strategy that will make you better at what you do.
In this webinar, you’ll learn how to:
Take a new approach to creating a comprehensive online strategy
Determine goals and objectives
Select performance measurements
Create a Web governance team
Get executive buy-in for your digital efforts
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
Web Strategy: The Best Offense is a Good Defense [WEBINAR]
1. Web Strategy
The Best Offense is a Good Defense
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
2. Today’s Presenter
Ben Dillon, MBA | VP & eHealth Evangelist
Geonetric, 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.
4. About Geonetric
Geonetric develops the VitalSite healthcare CMS,
and provides online marketing services to
hospitals, physician practices and health systems.
5. Video Of This Webinar
Watch the Video
Learn 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!
6. 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!
7. Web Strategy
The Best Offense is a Good Defense
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
8. 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
14. SWOT Example
Strength
Weakness
World-class
specialist in
incontinence
Other specialists in
the field reticent to
refer
Threats:
Threats
Competing
Opportunity
treatments are
Competing
Promote new
treatments are
treatment directly to currently under
currently under
health consumers development
development
16. 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
17. What Do You Need to
Accomplish to Get There?
Note: This is the actual strategy
18. What Do You Need
Example
• Become the top online
destination for
incontinence
• Build long-term
engagement program
• Direct visitors to online
conversion opportunities
19. Get to Tactics?
• Task planning needs to get done
• Sometimes part of the strategy document, sometimes
determined later
ACTIVITY
PLAN
PLAN
ACTUAL
ACTUAL PERCENT
START DURATION START DURATION COMPLETE
PERIODS
1
Create Microsite
1
Visual design
2
Content development
5
10 pages identified
5
Whitepaper
7
Video series
9
Blog with 10 posts pre-written
12
Consultation rqst form
5
Email list signup form
6
Promotion
14
Social media promotion
14
Email newsletter launch
14
Ads for BlahBlah assoc.
14
5
1
5
4
2
4
0
5
9
2
5
2
2
7
2
3
9
3
2
12
2
1
5
1
1
6
1
0
14
6
1
14
1
3
14
3
6
14
6
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20
28. Business Canvas
Key Problems
What are the top few
problems that you're
solving for these
audiences?
Key Features
What's the killer app?
What provides the
greatest value to your
audience?
Value Propositions
Existing Competition
What do you offer that is Local competitors
unique?
National health content
What can you do that
sites
your audiences can't get
from alternative sites?
What here is difficult to
replicate?
Resources & Partners
Channels
Geonetric
Web site
Internal Staff
Blog
Grants
Facebook
Email newsletter
Cost drivers
The expense model. Staff costs, vendor costs,
marketing costs. Customer acquisition costs, fixed
costs, things driving costs up and down.
Target Audiences
Current patients
Health consumers
Job seekers
Value drivers
Patient acquisition
Bill pay
Class registrations
Donations
Based off of the Business Model Canvas concept originally developed by Alexander Osterwalder and Yves Pigneur
29.
30. Revisiting Strategy on a Regular
Basis
Last Quarter
Current
Quarter
Quarter +1
Quarter +2
Quarter +3
Completed
Committed
tasks
Planning
begun
Proposed
Proposed
Hold commitments to the last responsible moment
31. 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
32. 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
33.
34. 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
35. 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
37. Vision:
Become the top online incontinence destination for health consumers and
medical professionals
Current Quarter
Quarter +1
Quarter +2
Create blog
Quarter +3
4 blog posts
monthly
Load publications
Link to articles
and resources
#2
Initiative
#1
Goal A: Create content hub for incontinence
#3
Start video series
Live chat with
doctor
Initiative
#1
Goal B: Long-term engagement program
Current Quarter
Quarter +1
Quarter +2
Quarter +3
Build email list
Launch email
newsletter
Send eNewsletter
Promote live chat
Send eNewsletter
Promote live chat
38. Vision:
Become the top online incontinence destination for health consumers and
medical professionals
Current Quarter
Quarter +1
Quarter +2
Create blog
Quarter +3
4 blog posts
monthly
Load publications
Link to articles
and resources
#2
Initiative
#1
Goal A: Create content hub for incontinence
#3
Start video series
Live chat with
doctor
Initiative
#1
Goal B: Engage with IAA
Current Quarter
Quarter +1
Quarter +2
Quarter +3
Build email list
Sponsor IAA ENL
Write article
Promote live chat
Write article
Promote live chat
41. Care and Feeding of Your New
Website
• Ongoing
management of
– Directories
– Content
– SEO
– PPC
– Social channels
42. Web Governance
• Regular process of feedback
and assessment
• Better strategic alignment
• Educate stakeholders
– Measurement and reporting
• Legitimacy
• Oversight and accountability
– Support and buy-in
43. 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
46. Video Of This Webinar
Watch the Video
Learn 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!
47. 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!
Web Strategy: The Best Offense is a Good DefenseHaving a Web strategy is critical. It gives your team a common purpose, supported by goals, priorities, timelines and performance measurements. A strategy is important regardless of if you’re approaching a major site overhaul or simply making incremental changes to your site. Without it, you have no way to prioritize your efforts and demonstrate your value. Attend this webinar to learn a new way to approach your Web strategy that will make you better at what you do.In this webinar, you’ll learn how to:Take a new approach to creating a comprehensive online strategyDetermine goals and objectivesSelect performance measurementsCreate a Web governance teamGet executive buy-in for your digital efforts
This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
Unable to attend the webinar? No problem…we recorded it! https://www.geonetric.com/resources/webinars/2013/web-strategy/
Mirriam-Webster(2) : the science and art of military command exercised to meet the enemy in combat under advantageous conditionsBasically – goals must be achieved. Resources are limited. So how do you deploy those resources in pursuit of those goals? Where can you pick your battles?
http://en.wikipedia.org/wiki/Web_strategyA web strategy is a long term strategic business plan indicating how to create and develop a company’s online presence adhering to the business development strategy.
Don’t confuse task planning with strategyToo often, I ask about strategy, and I’m told something like “we’re going to implement baby photos” That’s not a strategy…
We’re looking back and driving forward.You don’t really know what’s out there. What will work and what won’t. We have our experience to guide us, but past performance is no guarantee of future results.Less visibility to the future than we think
Setting things in motion regardless of where they go. Often not really looking until after the fact to see what happened.
Vision = future state
Don’t confuse precision with accuracy
<<This is a salmon ladder. Can you find a better shot of something showing how hard it is to swim upstream?>>Takes a long time – info is out of date by the time you put this strategy outLong form – can’t see the entirety of what’s going onWhen you realize that an assumption is wrong, there’s so much documentation that you move ahead anyway. And you end up operating from a plan based farther and farther from reality.Or not thinking about it at all. When the goals are too far off, it’s hard to keep urgency and focus.
This comes from the startup world. Startups don’t write those giant biz plans anymore. Why would you?Audiences, Problems, channels, your solution (key features), resources, your unique value proposition, competitors and then the costs and captured value
Easy to understandEasy to changeNo reason to only stick you head up out of the hole to assess the world around you only once every 1-3 yearsMake strategy a process that you both execute on an ongoing basis and that you think about regularly and reassess regularly
Shorter term = focusTalk about LRMIt’s a little Dilbert-esque
Audiences – patients, health consumers, job seekers, donors, research collaboratorsService line – exampleTraditionally, I’ve not been a big fan of building a “strategy for facebook”
Ron Swanson – parks and recWe all try to do too many things at once. Focus and get things done.This is a lean principle – If you’ve ever read “the Goal” this is reducing WIP
Program or competency, not a piece of softwareTypes of metricsWhere do traffic-related metrics fit?Outcomes metricsCommunicate to executivesProcess metricsCommunicate in the absence of outcomes metricsUsed to manage effectivenessBase activity metricsUsed to manage effectiveness
Group of tasks wrapped up togetherin a tidy package that makes them usefulMinimal – What’s the least that we can do to get this together and start getting real learning from the market?Viable – It needs to include enough to deliver value!
Because you need to be prepared for change
Because you need to be prepared for change
The other major shift in philosophy here is that we shouldn’t look at doing a program or launching a new web thang isn’t the end of a process. It’s a set somewhere in the middle.Get things out there faster and learn from how they’re used. We spend too much time trying to get everything just so when we don’t really know how actual users will react.
Your web properties are living breathing things. You can’t just create and let it ride.***Social – this is why I’ve softened on my “no FB strategy” position. You can’t approach HCSM like a campaign – focused and time-bound. Long term view and long-term cultivation of an audience.
Too Many=Bad. Too Few=Bad.Advisory group members may vary from cycle to cycle as new initiatives are selected (to represent stakeholder groups)
You have to get out there and do this. Hopefully your organization is doing this too.Don’t be completely reactiveOur industry is more dynamic than it’s been in a very long time. There will be winners and losers here.Hearing organizations today saying “we’re going to wait and see how things sift out” which is roughly equivalent to saying “I’m going to let the other kids get whatever they want and I’ll just take whatever’s left.The fear of committing to the wrong strategy is very strong. That’s because once we commit to strategy in a traditional way, you very rarely are adjusting course.
Unable to attend the webinar? No problem…we recorded it! https://www.geonetric.com/resources/webinars/2013/web-strategy/