ContextMedia Partner Project — Clinic-Specific Web Sites

I worked with ContextMedia in a team of five people from the Startup Institute to prototype a web application for patients and doctors. This was the final presentation we gave to ContextMedia.

Transcript

1. Clinic-Specific Web SiteS ContextMedia’s Latest Innovation Project Team Caroline Lucas Chris Gay James Blacher Manohar Kamath Thomas Mathew
2. The product
3. FOR YOUR REFERENCE Documentation for our project can be found on the Google machine! http://bit.ly/18GJ2sA
4. OUR ROADMAP
5. approach LEARN Prototyping ! Developing Solution interviews ! Marketing Problem interviews ! Researching BUILD MEASURE
6. TIMELINE Weeks 1—3 Weeks 1—6 Weeks 2—6 Weeks 3—6 Weeks 5—6
 
 Weeks 1—6 Problem Interviews
 
 Prototyping Solution Interviews Developing Marketing Researching
7. 5 DOCTORS ! ! 3 PATIENTS ! PROBLEM INTERVIEWS
8. What challenges do you face in communicating with your patients/physician? 
 What challenges do you face in recommending non-prescription products and resources to your patients? Obtaining these resources from your doctor? PROBLEM INTERVIEWS More targeted, less open-ended
9. What are your challenges in encouraging patient self-management? What are your challenges in self-managing as a patient? What are your challenges in obtaining information about your chronic condition, both from your doctor and from other resources? ! PROBLEM INTERVIEWS Integrating hypothetical solutions
10. Physicians’
 Top Problems ! 1. Lack of resources for inquiries 2. Inability to give personalized attention 3. Wasted time directing to resources
 PROBLEM INTERVIEWS
11. Patients’
 Top Problems ! 1. Lack of personalized attention 2. Discerning trusted online resources 3. Disorganized communication
 PROBLEM INTERVIEWS
12. Physicians ! 1. Lack of resources 2. Personalized attention 3. Directing to resources
 Patients ! 1. Personalized attention 2. Distinguishing resources 3. Disorganized communication
 PROBLEM INTERVIEWS
13. Physicians ! 1. Lack of resources 2. Personalized attention 3. Directing to resources
 Patients ! 1. Personalized attention 2. Distinguishing resources 3. Disorganized communication
 PROBLEM INTERVIEWS Communication Time Trust
14. Patient Physician PROBLEM INTERVIEWS Communication Time Trust
15. 1) White-label, physician-branded web presence PRODUCT REQUIREMENTS 2) Display educational video content 3) Direct patients to common, non-prescription healthcare produc 4) Screening tools from leading health associations 5) Explore tools to assist with appointment scheduling Communication & Trust Communication Time Communication & Time Time
16. PROTOTYPING MULTIPLE ITERATIONS OF ui/ux design based on solution interviews
17. INITIAL CHALLENGES Condense features into cohesive design Develop flexible, white-label template
18. INITIAL CHALLENGES Balance both patient & physician needs Maintain simplicity & usability for older users
19. ITERATION #1
20. ITERATION #2
21. ITERATION #3
22. MOBILE PROTOTYPE
23. INVISIONAPP LINKS http://invis.io/NBL232PE http://invis.io/UGL23JKQ WEB MOBILE
24. KEY FINDINGS #1: Anonymity and community > products E-commerce feature? “Recommendations” or “suggestions” “Resources” Feature
 communities," blogs, online ‘self-help’" Make list of products a sub-category of “Resources”
25. KEY FINDINGS #2: Patient and physician desires led to" testimonials feature" ! PHYSICIANS —> 
 want to facilitate self-management ! PATIENTS —> 
 early diagnosis: need emotional support continued treatment: would like quick access ! “Testimonials” section –>" differentiates practical, medical education 
 from establishing connections to others like them
26. KEY FINDINGS #3: Brand this as “triaging” ! ! PHYSICIANS —> want to eliminate wasted time & inefficient communication & focus on larger problems ! PATIENTS —> want to be treated in a manner that’s appropriate to them ! Revelation: Framing marketing/sales strategy
27. DEVELOPING enabling content curation on the BACK-END ]
28. VIDEO PLAYLIST Custom Playlist for Clinics Deliver
 Customized 
 Playlist! ! For Landscape of Clinics
29. CURATED CONTENT 2,500 Healthcare Videos 2,200 Physician Practices Customized Playlist on Content Practice Information ! Patient Demographics Description ! Keywords ! Custom Tags Resources to Customize Content
30. CURATED CONTENT Ideal: Programmatically Create Entire Customized Playlist for Every Practice Best Individual Content Popular ≠ Quality Best Playlist Flow: Smoothing e.g., Repetition in Message Total Impact Machines are not good 
 at emotionally subtlety Biggest Challenges and a Game Plan
31. CREATING PLAYLIST Master Playlist for Patient Segments Technology Enabled Process with Human Selection 30% ! Recipes & Nutrition 20%
 Personal Story 30% ! Exercise 20% Health ! Information Illustration: Endocrinologist Master Playlist of 60 minutes 647 513 368 231 Total # of Videos Technology Assisted Selection
32. PLAYLIST CUSTOMIZATION DMA Zipcode 48075 Office Specialty Endocrinology Patient Statistics % Diabetes 80.00% % Type 1 20.00% % Type 2 80.00% % Male 30.00% % Female 70.00% % 17 and under 0.00% % 18-34 0.00% % 35-54 10.00% % 55-64 80.00% % 65 plus 10.00% % African American 40.00% % Asian American 0.00% % Caucasian 20.00% % Hispanic 40.00% Examining the Data
33. 30% Recipes 20% Personal Story 30% Exercise 20% Health Information Gender: 70% Female ! Ethnicity: 80% African-American & Hispanic Zipcode: Southern & Coastal Region Rule Based Customization: Condition: 20% Type I Data Insights Layered Over Master Playlist CREATING PLAYLIST
34. CUSTOMIZATION Field: Description Chef Franklin Becker teaches how to make a healthier southern comfort meal with chicken, crushed almonds, and cauliflower. ! Keywords: southern comfort meal, chicken, almonds, cauliflower, mashed, healthy, option Field: Custom – Condition ! Type I - Diabetes diabetes, blood sugar, glucose, insulin, high blood sugar, type 2 diabetes, native american, hispanic, caucasian, african american, conditions, halle berry, queen latifah Field: Keywords Creating Query Rules Based on Trends
35. CUSTOM PLAYLIST Overlay to Master Playlist Personal 
 Story Custom Content Blocks Healthy Lifestyle Health Information Recipes 231 64 African-American & Hispanic Type 1 Southern or Seafood 57
36. MARKETING Gauging interest through landing page mailing campaign ]
37. MARKETING ! ! ! 
 Create/deploy landing pages 
 to gauge+validate interest from physicians ! ! 
 ! ! ! GOAL TOOLS Unbounce
 Purlem
 ExpressPigeon A/B TEST ACTION A—Educational content B—Clinical workflow E-mailed 150 physicians in ContextMedia network
38. next steps !
39. PRODUCT Solidify navigation and information structure ! Usability testing (quick, detailed, in between) ! Mobile/responsive strategy 
 Coded, live prototypes Rough Action Plan:
40. MARKETING 1. Optimize for Mobile
 2. Reduce Click-Throughs
 3. Segment and Customize Message
 4. Hone Subject Line
 5. Set Realistic Expectations !
41. DEVELOPMENT Basic Prototype: Read Salesforce Data Develop a Salesforce Query Produce Sample Static Playlist from Extensis Library Future Items to Consider: Strategies to Streamline Production of Master Playlist Customized Ad Delivery in Playlist Rules to Limit Content in Master Playlist
42. THANK YOU! & HAPPY HOLIDAYS