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Johns Hopkins and the Healthcare Content Conundrum:Aligning Business Strategy with User Goals ,[object Object],Ahava Leibtag and Aaron Watkins,[object Object],We believe in content.,[object Object]
Hashtag,[object Object],#jhtc= ,[object Object],Johns Hopkins Testing Content,[object Object],Thank you,[object Object],#jhtc,[object Object]
Objectives,[object Object],The Story,[object Object],Testing content,[object Object],Lessons learned,[object Object],Recommendations,[object Object],#jhtc,[object Object]
Johns hopkins web strategy,[object Object],#jhtc,[object Object]
Johns Hopkins Medicine,[object Object],#jhtc,[object Object]
Challenges of an AMC,[object Object],#jhtc,[object Object]
Academic Medical Center: Push and Pull in Content,[object Object],#jhtc,[object Object]
Digestive Weight Loss Center,[object Object],#jhtc,[object Object]
Players,[object Object],Abbey Pulcinella, Marketing Manager, JH,[object Object],Anthony Kalloo, MD: Chairman, GI at JH,[object Object],Mimi Huizinga, MD: Internist, GI,[object Object],#jhtc,[object Object]
The conundrum,[object Object],#jhtc,[object Object]
Academic Medical Center: Push and Pull in Content,[object Object],Digestive Health Website,[object Object],Kalloo: wants crazy research site ,[object Object],Huizinga: wants to answer patients’ questions,[object Object],WE THINK:,[object Object],Answer questions,[object Object],Provide context,[object Object],Promote services = Make Money and Reinforce the Brand,[object Object],#jhtc,[object Object]
Developing quality content,[object Object],Can we :,[object Object],Satisfy all the different groups?,[object Object],Create content that is valuable? ,[object Object],#jhtc,[object Object]
The SOLUTION to ALL problems: The CREATIVE BRIEF,[object Object],#jhtc,[object Object]
Competitive Landscape Analysis,[object Object],#jhtc,[object Object]
Defining the Patients/Audience,[object Object],Those that have a disease associated with obesity and are seeking treatment for it.,[object Object],Those that came to the clinic (or other physician) to lose weight, but were told they have obesity-related health conditions.,[object Object],#jhtc,[object Object]
Creating Content,[object Object],Defined what we wanted the users to know about the diseases/conditions,[object Object],Articulated the treatment options,[object Object],Subject matter experts reviewed sections,[object Object],6 month editorial process,[object Object],Launched the site,[object Object],#jhtc,[object Object]
TESTING CONTENT,[object Object],#jhtc,[object Object]
Content Value,[object Object],Can users findthe content they need?,[object Object],Can they read the content?,[object Object],Can they understand the content?,[object Object],Will they act on the content?,[object Object],Will they share the content?,[object Object],#jhtc,[object Object]
#jhtc,[object Object]
Clinic User Demographic Data,[object Object],#jhtc,[object Object]
Tasks 1-2,[object Object],Task 1: Take a few moments to review the home page. Given your concern about your doctor’s advice that losing weight will decrease your risk of diabetes significantly, which information are you most likely to read first? Please identify a link.,[object Object],Task 2: Find information about how Johns Hopkins can help you prevent diabetes, specifically medication, lifestyle changes, surgical procedures?,[object Object],  ,[object Object], ,[object Object], ,[object Object],#jhtc,[object Object]
Tasks 3-5,[object Object],Task 3: If you have not already read about available endoscopic procedures, please find information about this weight-loss treatment option.,[object Object],Task 4: Show me how you would make an appointment.,[object Object],Task 5: Try to share this web site with aaron.watkins@jhmi.edu,[object Object],#jhtc,[object Object]
Questions 1-3,[object Object],Question 1: Is there a link between obesity and diabetes?,[object Object], ,[object Object],Question 2: How much weight do you need to lose to decrease your risk of diabetes? ,[object Object], ,[object Object],Question 3: How does knowing these facts about diabetes change how you would act about your weight in the future?,[object Object], ,[object Object],#jhtc,[object Object]
Questions 4-5,[object Object],Question 4: Would you share this content with others? Who?,[object Object], ,[object Object],Question 5: Based on this information, would you trust Johns Hopkins Medicine for your care and would you consider joining the concierge treatment program if you wanted to lose that amount of weight?,[object Object],#jhtc,[object Object]
Diabetes Page,[object Object],#jhtc,[object Object]
Round 1: UserTesting.com,[object Object],#jhtc,[object Object]
Round 1: Scoring,[object Object],Tasks,[object Object],4.8/5,[object Object],Comprehension,[object Object],67%,[object Object],How much weight do you need to lose to lower your risk of diabetes?,[object Object],#jhtc,[object Object]
Round 2: GI Clinic [Lutherville, MD],[object Object],#jhtc,[object Object]
Round 2: Scoring,[object Object],Tasks,[object Object],3.25/6,[object Object],Comprehension,[object Object],17%,[object Object],How much weight do you need to lose to lower your risk of diabetes?,[object Object],#jhtc,[object Object]
Between Round 2 and 3,[object Object],#jhtc,[object Object]
Diabetes Page: Before and After,[object Object],#jhtc,[object Object]
Round 3: Curves [Towson, MD],[object Object],#jhtc,[object Object]
Round 3: Scoring,[object Object],Tasks,[object Object],3.9/6,[object Object],Comprehension,[object Object],63%,[object Object],How much weight do you need to lose to lower your risk of diabetes?,[object Object],#jhtc,[object Object]
Between Round 3 and Round 4,[object Object],Added video where Dr. Kalloo says 3 things:,[object Object],Diabetes is a disease that has risk,[object Object],You need to lose 5-10% of your body weight to lower your risk of diabetes by 53%,[object Object],You can lose 20-30 lbs. by undergoing this new endoscopic procedure,[object Object],Changed name of link on home page to Endoscopic Procedures Using Botox,[object Object],#jhtc,[object Object]
Diabetes Page with Video,[object Object],#jhtc,[object Object]
Round 4: GI and Weight Loss Clinic [Lutherville, MD],[object Object],#jhtc,[object Object]
Round 4: Scoring,[object Object],Tasks,[object Object],3.75/6,[object Object],Comprehension,[object Object],33% [didn’t watch video],[object Object],20% [did watch video],[object Object],How much weight do you need to lose to lower your risk of diabetes?,[object Object],#jhtc,[object Object]
The findings,[object Object],#jhtc,[object Object]
Summary of Findings,[object Object],Changed actionable content  and information flow,[object Object],Added video,[object Object],#jhtc,[object Object]
Was the content findable?,[object Object],80% of the users could find some information about medications, lifestyle changes, surgical procedures,[object Object],67% of the users could find the diabetes page,[object Object],57% could find information about the endoscopic weight loss program,[object Object],#jhtc,[object Object]
Was the content readable?,[object Object],Font size,[object Object],Button size,[object Object],Layout, location & readability,[object Object],#jhtc,[object Object]
Was the content understandable?,[object Object],100% equated diabetes and obesity ,[object Object],Users said that they’d prefer simpler language,[object Object],“If it wasn’t so complicated, it wouldn’t have taken me so long.”,[object Object],“Now wait, what does that mean?”,[object Object],#jhtc,[object Object]
Was the content actionable?,[object Object],100% said they would change their diet, exercise, and try to watch their weight ,[object Object],100%claim they trust the JH brand ,[object Object],71% would consider joining the program after using the site,[object Object],#jhtc,[object Object]
Was the content shareable?,[object Object],96% said they would share this content ,[object Object],41% used the share widget,[object Object],Others said they would copy and paste the link or tell friends about it,[object Object],#jhtc,[object Object]
Patient Findings,[object Object],When people have more time, they will probably spend more time, but they will not necessarily comprehend better,[object Object],Patients want things as simple as possible,[object Object],Provide direct actions to solve their problems,[object Object],Patients will share if the content valuable and meaningful,[object Object],#jhtc,[object Object]
Video Findings,[object Object],Watching a video actually lowered users comprehension by half,[object Object],More research is needed, but video should not be used for actionable content. ,[object Object],If so, keep it very direct with only 1 message.,[object Object],#jhtc,[object Object]
The recommendations,[object Object],#jhtc,[object Object]
Recommendations (1),[object Object],#jhtc,[object Object]
Recommendations (2),[object Object],#jhtc,[object Object]
Recommendations: Testing Content (1),[object Object],Use an iterative approach with small user numbers,[object Object],Choose when you test,[object Object],Pick areas of the site that are business critical,[object Object],#jhtc,[object Object]
Recommendations: Testing Content (2),[object Object],Clearly define your user groups,[object Object],Use moderated usability testing to test (test the content, not the site),[object Object],Ask direct questions about the content and let users talk about their impressions from there,[object Object],#jhtc,[object Object]
Recommendations: Content Development,[object Object],Don’t be afraid to try new ways of looking at things ,[object Object],Don’t expect every solution to solve every problem for every user ,[object Object],Carefully align your content development with your intended promotion,[object Object],#jhtc,[object Object]
Questions/Comments/Concerns?,[object Object],Aaron Watkins			AhavaLeibtag,[object Object],@aaronwatkins			@ahavaL,[object Object],THANK YOU!,[object Object],#jhtc,[object Object]

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Johns Hopkins Medicine & the Healthcare Content Conundrum: Aligning Business Strategy with User Goals

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Notas del editor

  1. Introduce ourselves
  2. Independence, entrepreneurial spiritMainly they think they should stand out from others, they should be the first to be foundWide distribution of:StakeholdersResourcesGoalsApproachesInformationOpinionsComplex Organizational ModelStrong desire to reflect structure of the organizationJared Spool – Anatomy of a Design Decision http://schedule.sxsw.com/events/event_IAP8199
  3. Stakeholders are owners of the Web content—doctors, researchers, administrators of clinical service linesExecutives—The President and board of the hospital as well as the marketing leadershipUsers-patients, families, potential patients
  4. Six page siteBariatric SurgeryConcierge Weight LossIn the NewsObesityOur TeamWeight Management Consultation
  5. Project ObjectivesIncrease patient volumesEducate patients about different conditions and treatments associated with obesityEstablish Johns Hopkins as a leader in this areaCompetitive Landscape AnalysisHopkins sitesDigestive Health PagesConclusion
  6. Added 1 task:Find and read the diabetes page
  7. [went back and copied and pasted answers]
  8. First moderated usability testing
  9. Changed home pageChanged diabetes pageMoved “What you Need to Know about Diabetes” at the topMoved the table to a PDF formatMade architecture changes so diabetes was available in the left-hand navigation from weight-related conditions
  10. We learned something at every turnKalloo wanted to promote the concierge program but creating all this other content didn’t really helpOur user groups matched up almost perfectly to the clinic demographicsWhen we used UserTesting.com we got skewed results—moderated is the way to goWe asked very specific questions about the links people made, what they remembered and if the content was effective
  11. [video=#fail][some wanted to email an appointment, some wanted to call][Concierge Weight Loss Program]