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Review of Digital Presence for Three Healthcare Consulting Practices

Bain & Company AccentureMcKinsey & Company

By Charlotte RoweTufts Certificate in Digital Health Communication Program

Pre-Work, Tufts Summer Institute on Digital Strategies for Health CommunicationJuly 2014

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Why Healthcare Consulting? Why These Three?

I am currently in the marketing department of a medium-size management consulting firm based in New York City, supporting the health and life sciences practice and focused on digital strategy. This was an opportunity to look at what some of the larger management consulting firms were doing in the same space.

1 Bain & Company Healthcare

Large management consulting firm with a crisp, complex media presence

Firm = 50 offices in 32 countries

2 McKinsey & Company Healthcare Systems & Services Practice

In top 3 of management consulting firms

Firm = 17,000 employees spread across almost 100 offices worldwide

3 Accenture Health

Largest consulting firm, with revenues over $20B

Known more systems work but have unique approach to branding and digital strategy

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Bain & Company: HealthcareMission

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Bain & Company: HealthcareWebsite presence

Case studies Insights as slideshow presentations

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Bain & Company: HealthcareSocial media

YouTube Twitter

FacebookLinkedIn

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Bain & Company: HealthcareSWOT Analysis

• Clean modern design

• Very complex yet logical navigation

• Very well developed presentation of case studies of client results

• Separate Twitter feed for reports and general company news

• Creative online presentation of reports such as slideshows

Strengths Weaknesses

ThreatsOpportunities

• Practice experts not featured as prominently as practice ideas

• Constrained organization doesn’t have a user-responsive feel

• Sharing buttons are included but not promoted aggressively

• High volume of content creates challenges with letting site be more interactive

• Difficult to find other healthcare information beyond the main “industry expertise “ section

• Feature healthcare experts more prominently within the healthcare section

• Add more accessibility and visibility to sharing buttons—tight organization gets in way of a more dynamic approach

• Could pare down content so more targeted messages get through

• Share platforms with other topics

• Engagement feels too slick and not authentic

• Client confidentiality

• Personality of individual businesses and leaders hard to separate from overall corporate feel and message

• Varying digital savviness of end users

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Bain & Company: HealthcareRecommendations

1 Feature healthcare team experts more prominently

2 Encourage more authentic, spontaneous engagement

3 Add channels specific to healthcare

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McKinsey & Company: Healthcare Systems & ServicesMission

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McKinsey & Company: Healthcare Systems & ServicesWebsite presence

Latest Thinking Case StudiesMeet Our People

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McKinsey & Company: Healthcare Systems & ServicesSocial media

HealthBlog

MultipleTwitterAccounts

FacebookLinkedIn

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McKinsey & Company: Healthcare Systems & ServicesSWOT Analysis

Strengths Weaknesses

ThreatsOpportunities

• Confusing where to go for just healthcare-specific information

• Design can feel crowded /text-heavy & unvaried

• Could encourage conversation and sharing more—sharing/buttons available but not particularly promoted

• Navigation can be confusing when on interior pages—not sure when related to overall site or to healthcare section

• More clearly route users to healthcare channels and sites

• Establish dedicated healthcare channels

• Create more inviting portals for each industry sector, including healthcare, to allow for more organized flow of information

• Client confidentiality

• Large size

• Many competing interests for space on digital properties

• Have full website section spotlighting practice experts

• Have full website section devoted to real-world case studies

• Multiple contact buttons presented

• A number of sharing buttons/ways to “stay connected”

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McKinsey & Company: Healthcare Systems & ServicesRecommendations

1 Better direct those interested in healthcare to related channels/sites

2 Promote sharing & contact options more aggressively

3 Re-evaluate how numerous sources of healthcare content are integrated on site

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Accenture: HealthMission

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Accenture: HealthWebsite presence

Reports Perspectives

In the NewsStats

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Accenture: HealthSocial media

MobileApps

TwitterHealthAccount

FacebookLinkedInHealthAccount

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Accenture: HealthSWOT Analysis

• Nicely integrate content options and opportunities for sharing

• Design adds “personality” to the individual industry sector

• Multiple channels dedicated to healthcare

• Mobile options promoted

• Creative use of data and collaborations with outside experts

Strengths Weaknesses

ThreatsOpportunities

• Not always clear what they view as the most important insight or news

• Could feel busy and not logically organized to some users

• Design can seem mechanic

• In-house healthcare experts not featured prominently

• Prioritize content better

• Increase accessibility of multiple format options such as newsletters and apps

• Develop a healthcare-specific app

• Feature in-house healthcare experts more prominently

• Competing with firm’s IT focus and niche

• Client confidentiality

• Tech options overtaking content offerings

• Losing control of message as it gets dispersed over too many channels/keeping up with the conversation

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Accenture: HealthRecommendations

1 Prioritize content and message

2 Build a healthcare-specific content aggregation app

3 Personalize the hi-tech site with the “faces” of the practice

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Comparison

The ultimate healthcare consulting practice digital platform might actually resemble a combination of the approaches of Bain, McKinsey, and Accenture.

The uber portal would have aspects of all three:

Bain’s clean design and highlighted client results

McKinsey’s depth of featured content and focus on consultants and experts

Accenture’s modern, responsive-user design with multiple healthcare-specific channels of engagement