Improving the Health of the Healthcare Web

Improving the Health of the Healthcare Web

2010 HealthCare New Media Marketing Conference

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We are Architects of the User Experience.

We believe that the User Experience is the only sustainable competitive advantage on the Web.

We help companies, associations and non-profits in the Healthcare industry leverage the Web to meet their organizational goals.

2010 HealthCare New Media Marketing Conference

The State of Healthcare

Healthcare organizations today face a myriad of challenges that include achieving top-line revenue goals while reducing bottom-line costs. And beyond demand generation and operational efficiencies, the future presents new questions around such topics as ‘meaningful use’ of electronic health records, the scarcity of IT resources and the Medical Home.

While the industry has embraced the Web’s central role in meeting these challenges, acceptance alone won’t get the job done. We believe that it’s the experience of the public in interacting with these systems that will ultimately drive success or failure. The most successful organizations will be those who understand that user experience is the only sustainable competitive advantage on the Web.

We will share some of our foundational concepts around how organizations can meet business goals and achieve a competitive advantage on the Web.

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2010 HealthCare New Media Marketing Conference

Five Strategies for Improving the Health of the Healthcare Web

•Consolidate Your Digital Assets

•Understand Your Audiences

•Architect Your Site to Support User Tasks

•“Free” Your Content

•Embrace Interactive Engagements

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2010 HealthCare New Media Marketing Conference

Digital Consolidation

In healthcare, as in many industries, the Web has rapidly and thoroughly become the undisputed medium for communications, commerce, and community building. However, the proliferation of sites, applications, microsites, and social media connections has confounded many user segments and placed growing strain on the ability of organizations to manage this distended organism. Digital consolidation aims to reconcile these disparate sites into a single platform enabling both improved organizational efficiency and end-user usability.

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After: Unified Experience Before: Fragmented Experience

2010 HealthCare New Media Marketing Conference

Understand Your Audiences

For organizations that serve diverse constituencies, such as hospitals, the Web is the ‘front-door’ of the business. Understanding the distinct audiences, their needs, perceptions, and how they go about looking for information, is essential to creating optimized Web user experiences.

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2010 HealthCare New Media Marketing Conference

Architect your Content to Support User Tasks

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Access to business or general information

Primary user focused navigation

Key tasks drive action – meets prioritized goals of business and users

Direct access to deeper more contextually relevant information

Structure your web environments with your distinct audiences’ needs in mind.

2010 HealthCare New Media Marketing Conference

“Free” Your Content

Modularize your content by decomposing it into discrete elements that can be reassembled dynamically in multiple configurations. This allows for consistency and manageability, personalization, and a powerful browse/search experience.

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2010 HealthCare New Media Marketing Conference

Embrace Interactive EngagementThe most successful organizations will empower users to manipulate content and data by providing the framework for online conversations. It is necessary to plan and implement technology such as Content Management Systems that support a wide array of interactive engagements including social media and mobile. These optimized avenues for participation increase user satisfaction and loyalty.

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2010 HealthCare New Media Marketing Conference

Example: The Patient Experience

The principals of modular content and interactive engagement can begin to empower the patient across their healthcare experience.

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An article on targeted therapy can be saved for use later on when determining treatment options

An article on targeted therapy can be saved for use later on when determining treatment options

Articles, and other tools / content can be saved in an online journal and can be shared across the social network or accessed later via mobile

Articles, and other tools / content can be saved in an online journal and can be shared across the social network or accessed later via mobile

2010 HealthCare New Media Marketing Conference

Example: The Physician Experience

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Physicians have access articles and research from leading specialists that can be saved to an online journal and assigned to specific patients

Physicians have access articles and research from leading specialists that can be saved to an online journal and assigned to specific patients

Articles and content are shared with patients through email or a variety of other media, strengthening the Physician / Patient relationship

Articles and content are shared with patients through email or a variety of other media, strengthening the Physician / Patient relationship

2010 HealthCare New Media Marketing Conference

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about us

2010 HealthCare New Media Marketing Conference

NavigationArts Profile

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NavigationArts helps market-leading organizations optimize their online channels for communications,commerce and community. We offer a full-rangeprofessional services related to the planning,evaluation, design and development of effectivewebsites, intranets, portals and web applications.

2001

McLean, Virginia

70+

Disciplined, innovative, spirit-of-service

User-experience as the only sustainable competitive advantage online

Web StrategyInformation ArchitectureVisual DesignContent ManagementTechnology Implementation

Awarded ten 2009 Web Awards from the WMA

Founded

Headquarters

Professional Staff

Culture

Ruling Passion

Centers of Excellence

Recognition

2010 HealthCare New Media Marketing Conference

Our Healthcare Practice

NavigationArts has substantial experience in the strategy, planning, design, and development of health-related websites and applications. We possess a firm grasp on the business objectives and communications goals commonly held by healthcare organizations and are skilled at prioritizing the needs of diverse audiences ranging from patients to practitioners and addressing their unique concerns through user experience design.

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2010 HealthCare New Media Marketing Conference

Thank You

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Thank you for your interest and consideration. For more information about this presentation or NavigationArts, please contact:

Chad Van [email protected]

NavigationArts, LLC7901 Jones Branch Drive, suite 400McLean, VA 22102www.navigationarts.com