hcic general session - turning the ship: how to move your brand forward in the digital age
TRANSCRIPT
Turning the Ship: How to Move Your Brand Forward in the Digital AgeDalal Haldeman, MBA, PhDAaron 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
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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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Conditions, Treatments
, Professionals’ Names
ServiceLine 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
1. Website visits 2. Rankings3. Reach the right audiences
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Measuring our performance
Market InsightsPerformance
Metrics
Marketing & Engagement
Strategy
ContentStrateg
y
Web TechnologyInfrastructu
re
InternetStrategy
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OTHER COMPARABLE BUDGET
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Perception v. Reality
JOHNS HOPKINSBUDGET
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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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STEP ONE One person at a time
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STEP TWOFollow the finances
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STEP THREEDiscuss their agenda first
77% of health activity begins here
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A high tech popularity contest
1. Top Google rankings2. New sense of ownership & pride3. Great information4. Consistency across the web5. Physician champion(s)
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STEP FOUREducate instead of advocate
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User researchguides collaborationwith physicians
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STEP FIVEEnact the global strategy
Perception v. Reality
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OTHER COMPARABLE BUDGET
JOHNS HOPKINSBUDGET
Making progress
OTHER COMPARABLE BUDGET
JOHNS HOPKINSBUDGET
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2008 2009 2010 2011 2012 2013 2014 2015 2016
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Internet strategy budget growthSite Migrations
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Internet strategy budget growthContent Strategy
2008 2009 2010 2011 2012 2013 2014 2015 2016
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Internet strategy budget growthTech and Infrastructure
2008 2009 2010 2011 2012 2013 2014 2015 2016
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
Our Digital Presence: Today
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Results
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1. Website visits 2. Rankings3. 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 AnalyticsNote: 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 Years8%
Power Elite7%
Blue Sky Boomers8%
Thriving Boomers7%
Singles and Starters8%
Hopkinsmedicine.org Over Indexes v. IndustrySource: 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
Earn Respect and Trust
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(Protect your team and empower them)
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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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Thank you
Aaron Watkins, MA Senior Director of Internet Strategyand Digital Content Marketing
Dalal Haldeman, MBA, PhDSenior Vice Presidentof Marketing
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