Whether you’re part of an academic medical center, an expanding health care system or a community hospital, you’re familiar with the unique challenges and urgent demands to innovate in healthcare marketing and communication. As change leaders at the world’s most recognized academic medical system, Dalal Haldeman and Aaron Watkins have shifted the mindset at all levels of a complex culture to introduce new strategies that connect the people of the world to the people of Johns Hopkins Medicine (JHM). Learn how they built support for their ideas by teaming up with clinical and research leaders and by introducing consumer insights and creating experience-centered thinking. And, hear how they gained support to re-allocate and expand resources/infrastructure as JHM digitally transforms. Leave the session with fresh ideas on how to move your brand forward into the digital age. http://www.hcic.net/

1. Turning the Ship:
How to Move Your Brand
Forward in the Digital Age
Dalal Haldeman, MBA, PhD
Aaron Watkins, MA
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• 3rd most visited hospital web site
•4 million visits monthly
•(less than 200,000 ten years ago)
hopkinsmedicine.org today

5. 5
Using research to
advance medical
care

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ENTREPRENEURIAL
INNOVATIVE
CARING
TRUE WORLD LEADERS IN THEIR FIELD

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• Highly decentralized
• Independent
• Selectively collaborative
• Individualized success metrics
• Consensus driven, not hierarchical
• Deep sense of ownership of
content

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Digital Presence Before: Back End
Organization

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14. Conditions,
Treatments,
Professionals’
Names
Service
Line Web
Presence
Engaging
Health
Content
Hospital
Web
Presence
Faculty
Physician
Profiles
Research
Lab
Profiles
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Goals of our Digital
Strategy

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Bring science to
consumers

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Match patients to
physicians

18. 1. Website visits
2. Rankings
3. Reach the right audiences
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Measuring our performance

19. Market Insights
Performance
Metrics
Marketing &
Engagement
Strategy
Content
Strategy
Web
Technology
Infrastructure
Internet
Strategy
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21. OTHER COMPARABLE
BUDGET
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Perception v. Reality
JOHNS HOPKINS
BUDGET

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24. 1. Make change one person at a time.
2. Follow the finances.
3. Address their agenda first.
4. Seek to educate rather than advocate.
5. With momentum—and resources—on
your side, enact the global strategy.
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25. STEP ONE
One person at a time
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STEP TWO
Follow the finances

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STEP THREE
Discuss their agenda
first

30. 77% of health activity begins here
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A high tech popularity contest

31. 1. Top Google rankings
2. New sense of ownership & pride
3. Great information
4. Consistency across the web
5. Physician champion(s)
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STEP FOUR
Educate instead of advocate

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User research
guides collaboration
with physicians

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STEP FIVE
Enact the global strategy

35. Perception v. Reality
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OTHER COMPARABLE
BUDGET
JOHNS HOPKINS
BUDGET

36. Making progress
OTHER COMPARABLE
BUDGET
JOHNS HOPKINS
BUDGET
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37. 2008 2009 2010 2011 2012 2013 2014 2015 2016
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Internet strategy budget growth
Site Migrations

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Internet strategy budget growth
Content Strategy
2008 2009 2010 2011 2012 2013 2014 2015 2016

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Internet strategy budget growth
Tech and Infrastructure
2008 2009 2010 2011 2012 2013 2014 2015 2016

40. Overall budget growth
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2008 2009 2010 2011 2012 2013 2014 2015 2016
81%
122%
27%
49%

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2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Team growth

42. Our Digital Presence:
Today
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45. Results
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46. 1. Website visits
2. Rankings
3. Reach the right audiences
Measuring our performance
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FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16
(First Full FY of Data)
Website Visit Growth: 720% (FY08–FY16)
5,607,287
46,006,563
Source: Google Analytics
Note: Data began tracking 8/30/06; two months into FY07

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Top 6 Mosaic Segments (percentage share)
Golden Year
Guardians 11%
Autumn Years
8%
Power Elite
7%
Blue Sky Boomers
8%
Thriving Boomers
7%
Singles and Starters
8%
Hopkinsmedicine.org Over Indexes v. Industry
Source: Hitwise 12 rolling weeks ending 10/1/16

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Health Information pages
draw 2 million monthly visits
– 50% of all visits.
Only 10% of the total pages
on hopkinsmedicine.org
draw 50% of traffic, creating
critical pathways for
audiences to learn and to
engage.

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Lessons

52. Earn Respect and Trust
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53. (Protect your team and empower them)
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54. 1. Make change one person at a time.
2. Follow the finances.
3. Address their agenda first.
4. Seek to educate rather than advocate.
5. With momentum—and resources—on
your side, enact the global strategy.
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56. Thank you
Aaron Watkins, MA
Senior Director of Internet Strategy
and Digital Content Marketing
Dalal Haldeman, MBA, PhD
Senior Vice President
of Marketing
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