The Web as a Business ToolThe Web as a Business Tool

Moving from Information to Interaction

Agenda

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1. Brief Intro

2. Define the Opportunity

3. What We Do

4. Case Study

5. Determine Next Steps

About Tower Strategies

• National healthcare consulting firm

• Focused on improving clinical and business processes

• Assist organizations in shifting from a internal view to a customer

perspective and drives business transactions

3

• Consultants are clinicians, operating executives and marketers

• Technology and vendor agnostic

• Seek to leverage an organization’s existing investments whenever

possible

Our Clients

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5

The Opportunity

In the Past Five Years, Web Technology Has Advanced Significantly

Web 1.0 – Connected Content

� Information delivered as linked web pages

� Transforming how we access information

Web 1.5 – Connected Applications

� Transforming how we design & use applications

Web 2.0 – Connected Users

� Users share information using social networking and � Users share information using social networking and syndication

� Transforming how we share information & work together

Web 3.0 – Validity and Trust

� Validation of data through automated checks and balances and source ownership

� Applications and devices become less relevant and data integrity and interaction is king—web apps talk to other web apps

� Transforming the validity and accessibility of information

Southwest.com

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The Amazon.com Concept

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Why are These Sites So Successful?

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• Easy to use

• Personalization - It knows me

• Suggests solutions that are relevant to me

• Leads me through the experience

• Filters out the things that are not relevant to me -• Filters out the things that are not relevant to me -“the noise”

• Uses my existing information to expedite interactions

• Aggregation of information is transparent

External Forces are Driving a Need for Revised Web Strategies in Healthcare

What information and

services should be

offered on our web-

site?site?

Advances in TechnologyAdvances in Technology

These External Forces Influence the Type of Features Available in Web Sites

Consumerism

Reducing CostsReducing CostsSelf Service Capabilities, Self Service Capabilities,

Automating Processes OnlineAutomating Processes Online

Personal Health Records, Self Directed Health

Plans, Patient & Member Portals

External Forces Example Web Features

Ensuring PrivacyEnsuring Privacy

Improving

Outcomes

Increasing Increasing

RevenueRevenue

HIPAA, HIPAA, Audit Trails, Identity Management, Audit Trails, Identity Management,

Secure Secure MessagingMessaging

Physician Collaboration, Disease Management

Increasing ReferralsIncreasing Referrals

eBusinesseBusiness (shopping, pharmacy, etc.), (shopping, pharmacy, etc.),

Automating Processes OnlineAutomating Processes Online

Are Patients Using Advanced Web?

61% 60% 60%

40%

20%

40%

60%

80%

100%

Source: 2009 Pew Research Center’

0%

20%

Use the Internet to find health

info

Consult blogs, hospital and

doctor reviews, Podcasts or subscribe to health news

They or someone they

know have been helped by Internet health

info

Use social networking

Organizations Are Eager to Leverage Recently Completed EMR Investments

Question: What are the big ehealth applications to watch for in 2009?

� Patient portals

� PHRs and patient portals

� Obama’s stimulus package –� Obama’s stimulus package –EHR, e-prescribing, PHR

� Integration of mobile devices with internet technology

� Interoperability with RHIOs/HIE

� Social communication & collaboration

Source: eHealthcare Strategy and Trends: “Ask the

Experts – A Round-Up”, January 2009

2008 Priority

Investments

The Evolution of Social Networking

• Social networks have

created communities for

those that share interests or

activities, bridging

geography and cultures

• Social networks have gained

prominence in the last 7

years. The last three, have

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20062006

20072007

20082008

20092009

years. The last three, have

seen user-specific sites for

physicians and their staff

• With time as money,

physicians are using social

networks as a one-stop to

share, research and stay

connected when and where

it is convenient for them

20022002

20032003

20042004

20052005

20062006

The Adoption of Advanced Web Features is Growing

• 75% planned to maintain or increase their investments that encourage user collaboration and social networking

• 66% regretted not boosting their capabilities to exploit these new technologies

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35%

39%

48%

80%

RSS

Social Networking

Collective Intelligence

Web Services

these new technologies

• 53% of nursing schools and 45% of medical schools use web tools in their curricula*

Sources: The McKinsey Quarterly January 2007 survey. 2,847 executives participated worldwide, 44% hold C-level positions.

* Healthcare IT News July 2009

32%

33%

35%

35%

Blog

Wiki

Podcasts

RSS

Use or Plan to Use

Patient Example 16

e-Commerce

Purchase, Donate

Cancer PatientFamily/Friend

Clinical Trials

News/ Research

Patient Education

Videos, Materials

Read, Rate and Discuss

Search, Be AlertedWatch, Rate

Worried WellCaregiver

Managing the Referral Process with a Physician Community

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Internal Physicians

Referring Referring

•Share and self-educate

•Easily access the latest

advances and news

•Collaborate on

patient cases

•Share best

practices

Referring Physicians

Referring Physicians’ Staff

Turn knowledge Turn knowledge into practiceinto practice

•Share and self-educate

on best practices, when

to refer and the referral

process

•Easily access the latest

news and research

•View referral status

•Manage referral process

•Share and self-educate

on best practices

•Easily access the latest

news and research

The Shift Towards Online Marketing

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• It is increasingly more difficult for sales reps to get face time with physicians

� 1 in 4 doctors work in a practice that refuses to see drug reps. Of those that do, 40% require an appointment

� More than 1/3 of medical schools require drug reps to make appointments

“Every year we have conducted this study, we have seen acceptance toward [on-line pharma sponsorship] among physicians increase. Given how busy most doctors are and how expensive and challenging it has become for pharmaceutical companies to reach them, the results of this survey underscore a growing opportunity for the two drug reps to make appointments

• Pharmaceutical and med device manufacturers have responded by providing more information online

• Online sponsorship is a method for pharma and med device manufacturers to provide valuable information about their products and a disease state that does not include in-person communication

groups to interact more regularly.”

- Jason Fox, Associate Director at SDI, Health Leaders Media April 2009

Physician Attitudes Towards Sponsorship

Refuse all in-person pharma visits**

Will only meet with pharma in person if they have an appt**

25%

40%

How Do They Feel About Pharma Promotional Activities?

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0% 20% 40% 60% 80% 100%

Feel positively towards pharma activities online*

Feel pharma promo online is equal or superior to in person*

Currently participate in pharma promo online*

67%

73%

69%

Average time spent on a single online pharma promotional activity in 2008:18 minutes

*Source: SDI **Source: SK&A Information Services Inc.

Three Areas/Options for Sponsors

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InformationInformation

Listening

Sponsor gains insight from the community by reviewing

posts and comments (anonymous to sponsor)

InformationInformation

Sponsor provides preSponsor provides pre--approved content about their approved content about their

products in a specially products in a specially designated area, i.e., drug designated area, i.e., drug information, promotional information, promotional literature, journal articles, literature, journal articles,

patient education materialspatient education materials

InteractionInteraction

Sponsor interacts with the Sponsor interacts with the community by asking a community by asking a

question, creating a virtual question, creating a virtual advisory board, creating a advisory board, creating a

surveysurvey

Activity controlled by hospital guidelines and review

Where Are You? Where Are Your Competitors?

LeadLead

InnovateInnovate

Interaction, Collaboration

and Personalization

Remote Disease and

Wellness Management

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LeverageLeverage

ParticipateParticipateStatic, Published

Content

Self-Service Transactions,

Dynamic Content

How We Help You Take it to the Next Level

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Strategy and Governance

Execution

Project Management

Customer-Facing

Initiative

Our Results

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ROI We Have Helped Clients Realize

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Case Study: M. D. Anderson Web Strategy

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Case Study: M. D. Anderson – Objectives

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1. Engage leadership and business owners to identify processes that can be enabled via the web

2. Recommend and facilitate a sustainable, objective stakeholder-led governance process to prioritize project requests

3. Implement conceptual models for the web that are customer-centric and anticipate user needs

4. Improve quality and timeliness of business processes and information

5. Increase utilization of existing IT

6. Identify staff skill-sets and RFP criteria for future web-related investments

7. Document and trend web project requests during stakeholder interviews

Case Study: M. D. Anderson – Outcomes

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• Educated, engaged and conducted interviews with executive sponsors and business owners

• Identified 12 customer types that could interact via the web

• Documented 202 project ideas

• Determined key trends between web project requests and identified

• Facilitated the creation and execution of a communications plan

• Ascertained quick wins and low-hanging fruit to create early momentum

• Provided project management and lead support for quick-wins

web project requests and identified 7 core tools needed to facilitate a majority of the requests

• Analyzed existing development and support skill-sets and staffing model

• Recommended and facilitated a sustainable, objective governance structure

lead support for quick-wins

• Created a multi-disciplinary team to manage branding oversight and standards for the web

• Documented a gap analysis and a long-term web and business strategic plan that included a transition plan from the current state

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What Do You Need to Do Now?

Develop a New Vision for the Web

3-5 Year Roadmap

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3-5 Year Roadmap

Where Do You Start?

Conduct a session to:

� Begin to engage key leadership and stakeholders (Marketing, IT, Operations)

� Level-set on the concept

� Identify business priorities

� Analyze current web perceptions

� Determine needed strategy components, such as:

1. Stakeholder interviews to identify customers and business needs

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2. Priorities for a “transactional” website driven by institutional objectives

– Priority examples:

» Customer self-service

» Online delivery of services, products and data from internal systems (i.e., EMR, billing, scheduling, patient education)

» End-user focus vs. internal focus

» Interactive, content-rich, feature-rich; domestic and global reach

3. Governance model

4. 3-5 year roadmap