Turning the Ship: Building Support for Internet Strategy

Presented by Aaron Watkins, Sr. Director, Internet Strategy & Digital Content Marketing

CULTURE & STRATEGY

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We connect the people of the world with the people of Johns Hopkins Medicine

The Internet Strategy Team

A Multi-Disciplinary Approach to Web Strategy

4hopkinsmedicine.org

Market InsightsPerformance Metrics

Marketing & Engagement Strategy

ContentStrategy

Web TechnologyInfrastructure

StrategicPlan

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Lack of Strategy = A Broken Experience

The World’s First Academic Medical Center

• Entrepreneurial

• Innovative• Groundbreaki

ng• Caring• True World

Leaders

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• Highly decentralized

• Selectively collaborative

• Consensus driven rather than hierarchical

• Individualized success metrics

• Academic publishing mindset

Connecting People to People

Connecting People to People

Web Strategy Today

hopkinsmedicine.org:• #3 most visited hospital or AMC web site• Among highest visitor satisfaction rates in

healthcare• 15 of 16 major service lines• first comprehensive physician-faculty directory• integrated multi-disciplinary health content• research profiles

SOCIALIZING STRATEGY

Integrated Web Strategy

hopkinsmedicine.orgAll ships rise with the tides

We can not be seen as both legislators and innovators.

Integrated Web Strategy

If you said something29 times, you are just getting warmed up.

Embrace the Role of Educator

I am quite frequently asked to convince executives to invest in user

experience…Our success has always come from projects where the client

team, including the senior management, already understood the

value of great user experiences.– Jared Spool, Founder of User Interface Engineering

http://tinyurl.com/qgfsgv5

Going deep In data

Source: Looney Tunes

Bring In the Big Guns

Tools to Gain Support

• Common Goals• Performance Metrics• Audience Insights (Voice of

Customer)

Know Your Stakeholder

Executives Doctors / Faculty Administrators /Marketing

Know Your Stakeholder

• Know their role.• Know what’s on their minds.• Know their constraints.• Support their goals.• Respect their time.• Socialize ideas privately.• Listen carefully.• Make it visual.• Keep it simple.

Executives

Doctors / Faculty

Administrators / Marketing

Know Your Stakeholder

Executives / Doctors• Remember that they need to be the

smartest person in the room.• Provide decision support.• Don’t overwhelm with a long report or

complex data.• Share stories whenever possible.

Executives

Doctors / Faculty

Know Your Stakeholder

Administrators / Marketing• The best know the problems of their

leaders and their unit.• Leverage them to carry the message.• Don’t burn bridges.• Listen carefully.• They may not be decision-makers.

Administrators / Marketing

KEY MESSAGES

Our approach to presenting health information increases retention by nearly 50%

How do consumers retain health information?– Remote Testing, Hallway Testing

KEY MESSAGES

An inability to find information is the biggest obstacle to anyone trying to learn from, come to, or connect with us at Hopkins Medicine

What are barriers to finding information from Johns Hopkins Medicine?

– On-Site Survey, Intercepts, Structured Interviews

KEY MESSAGES

We need to demonstrate the competence and compassion of our faculty-physicians.

How do consumers choose where they go for care?– Structured Interviews. Market Research

Integrated Web Strategy

Create a dialogue that relates web strategy topersonal brand experience

Aaron Watkins Senior Director of Internet Strategy & Digital Content Marketing @aaronwatkinsBlog: left-nav.blogs.hopkinsmedicine.org