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Leveraging The Internet To Achieve Business Ob

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Drew Diskin
Drew Diskin

The current economic conditions and changing health care marketplace require hospitals and health systems to think differently about their Web presence... Here\'s some ways of looking at solving the bigger problems.

BusinessTechnology
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Leveraging the Internet to Achieve Business Objectives Drew Diskin, M.S. Director of E-Strategy & Web Services Johns Hopkins Medicine These slides are provided 'as is' and intended only for educational and informational purposes within your organization and can not be published or posted elsewhere without written permission.
The Fabulous Internet
Overview ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Times are tough.  Money is tight.                So what?
Three guiding principles (1 of 3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
  (2 of 3) ,[object Object],[object Object],[object Object],[object Object]
  (3 of 3) ,[object Object],[object Object],[object Object],[object Object],[object Object]
This isn't the first time we had to think differently...
  What we'll discuss ,[object Object],[object Object],[object Object]
  People Your most valuable resource The first interactive...
  Leveraging (existing) talent ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
  Process Thinking (and performing) differently The first Webmaster
  Generating interest and money ,[object Object],[object Object]
  More interest and money ,[object Object],[object Object],[object Object]
Still, more interest and money ,[object Object],[object Object],[object Object]
  Product Your customers' brand experience Craig's original list
  Before they go here > ,[object Object],80% of American internet users, or some 113 million adults, have searched for information on at least one of seventeen health topics. Most internet users start at a general search engine online. Source: Pew Internet
So, what does this mean for you? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Search Engines Your other audience Teddy was the first Internet Explorer
Search engines are 'people', too ,[object Object],[object Object],[object Object],[object Object]
This is not a lesson on SEO... this is a lesson on making $ ,[object Object],[object Object],[object Object],Source: aksatech.com/blog/
This is the # 1 that matters online
What are your customers thinking about your brand when they are online? I need to find a doctor for my child. Or maybe just some tests... I think she is allergic to milk? Or maybe she has something wrong with her digestive system? I'm worried and my local hospital's Web site only seems interested in awards and baby photos!
Strategic Navigation It is worth the investment Early information architect
Strategic IA delivers results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Introducing the framework for content relationships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Learn more...
So, what is effective Web design? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Before
After
Learn more and take action by intent
Take Action Cross- promote Relational content Learn More Organization   Section Controls Keywords: johns hopkins hospital, baltimore, maryland,  patient, patients
Measuring Knowing the roads you travel... and who else is already on them
  Take inventory (and be honest) ,[object Object],[object Object],[object Object],[object Object]
Still not sure? ,[object Object],[object Object],[object Object],[object Object]
Questions? Thank you! [email_address] drewdiskin.com twitter.com/drewdiskin

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Leveraging The Internet To Achieve Business Ob

  • 1. Leveraging the Internet to Achieve Business Objectives Drew Diskin, M.S. Director of E-Strategy & Web Services Johns Hopkins Medicine These slides are provided 'as is' and intended only for educational and informational purposes within your organization and can not be published or posted elsewhere without written permission.
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  • 8. This isn't the first time we had to think differently...
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  • 10.   People Your most valuable resource The first interactive...
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  • 12.   Process Thinking (and performing) differently The first Webmaster
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  • 16.   Product Your customers' brand experience Craig's original list
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  • 19. Search Engines Your other audience Teddy was the first Internet Explorer
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  • 22. This is the # 1 that matters online
  • 23. What are your customers thinking about your brand when they are online? I need to find a doctor for my child. Or maybe just some tests... I think she is allergic to milk? Or maybe she has something wrong with her digestive system? I'm worried and my local hospital's Web site only seems interested in awards and baby photos!
  • 24. Strategic Navigation It is worth the investment Early information architect
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  • 30. After
  • 31. Learn more and take action by intent
  • 32. Take Action Cross- promote Relational content Learn More Organization   Section Controls Keywords: johns hopkins hospital, baltimore, maryland,  patient, patients
  • 33. Measuring Knowing the roads you travel... and who else is already on them
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  • 36. Questions? Thank you! [email_address] drewdiskin.com twitter.com/drewdiskin