Marketing Proposal Web 2.0 by hlk45534


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									                DRAFT Web 2.0 Marketing Proposal for


The Advisory Council, with the assistance of its technical workgroups, has advanced many
statewide transparency initiatives through its assistance in the development of the
FloridaHealthFinder website. In June 2007, the Agency, Advisory Council and technical
workgroups came together at a strategic planning meeting to discuss the next step in enhancing
and expanding the website. All stakeholders were charged with developing new consumer-
centric transparency initiatives to further advance transparency in Florida.

In an effort to meet those goals, and those set by the Agency, Florida Center staff has worked
with the Secretary, Agency staff, the Advisory Council and its workgroups, along with the
vendor, to develop and expand on the transparency initiatives of the website. A large portion of
that effort has focused on research and study of current Web 2.0 methods, tools and ideas that
will enhance the website. Another key component has focused on working within Agency
departments to utilize available resources to expand on current marketing efforts already in

The Florida Center recommends that the website be enhanced and
expanded in a three phase effort, as set out below. By allowing the enhancement (expansion)
to take place in three defined phases, it is felt that the user (consumer) will be able to easily
adapt to the various ways they can interact with the website, and encourage a personal
investment in the website that translates into more frequent use and personal referrals.

Phase I:

“Branding” of the Website

When researching ideas with Multimedia, there was a discussion of a total “media” outreach
campaign for the website that they will help produce. Some of those ideas include:

      Develop an overall “look” to web materials that builds an identifiable brand;
      Develop a standardized design for all printed and electronic materials;
      Create interactive CDs/DVDs that would include how-to videos, printed material, web
       banners, etc.;
      Develop a series of posters promoting the site and its contents;
      Prepare a series of “how-to videos” for the web and for inclusion on CD/DVD. “Intro to
       FloridaHealthFinder”, ”Future Updates to FloridaHealthFinder”, “Intro to Personalization
       via MyHealthFInder”;
      Create notepads, bookmarks, reference cards and calendars for promotional purposes
       that can be given out at conferences, seminars, and agency functions;
      Create ads promoting the site to be included on CAS booklets, reports and manuals;
      Add promotional information to existing Medicaid outreach materials where possible;
      Create a tradeshow display for seminars and conferences;
      Prepare promotional video for presentations and stand alone;
      Create templates for PowerPoint presentations and handouts; and,
      Develop relationships with the area offices to encourage them to distribute site
       marketing materials at local events and outreach activities.
All promotional materials, CD/DVDs, printed, interactive and video will be produced in-house for
minimal or no cost. We can include all materials on our website for the area offices and other
organizations to order as needed for outreach and other promotional activities.

These materials will also be combined into a “media kit” that can be distributed through an email
request or a link on the AHCA website that allows the user to custom pick items related to their
specific need, all at the user/requester‟s cost.


Although current research (Rand Report, The California Foundation) tends to discourage the
use of a social network for marketing of government websites (the common belief is that these
types of venues tend to create doubt in the authenticity and veracity of the content), social
marketing is a very real presence in today‟s web marketing strategies.

Facebook Pages is a Facebook Product built to allow local businesses, sports teams, artists,
films, brands, public figures, non profits and other business or organizations to have a presence
on Facebook. Thousands are leveraging Facebook Pages to reach consumers. Developing a
Facebook page is simple (it only took 15 minutes to draft a test page) and can be modified as

Users can add themselves to the Facebook Page as “fans”, leave messages or ask questions
on the Wall, order products (brochures, reports, etc), learn about special promotions featured on
the website, or upload photos, and join other users in discussion groups. The Page
Administrator can send Updates to all “fans” whenever they like – a great tool for announcing
updates to the data, a new report being posted or new features debuting on the website.
Applications can also be added to our Page to engage users with videos, notes, links, Flash
content, and more.

It is recommended that once a FHF website “brand” has been developed, a Facebook Page be
created to attract new users to the website and generate interest in the various aspects of the
site. Adding a FHF page to Facebook would require the initial development and frequent
updates to maintain the content, as well as daily monitoring to gauge interest and participation
and to ensure the page is not being abused. However, there are settings that can limit user
interaction to reduce concerns of abuse to a minimum.


A YouTube channel featuring videos from the Website would be another way of letting
consumers know about the website. We would post videos promoting content from the site (i.e.
a video explaining the value of comparing performance measures, or reviewing one of the
consumer awareness series booklets or reports, or how to use the new data guide), and
promote it on both FHF and Facebook. A similarly designed announcement banner on the FHF
homepage and the Facebook page would feature a link to the video and teaser text
to encourage the users to view the videos.

These components would constitute a very solid three tiered marketing strategy (FHF,
Facebook and YouTube) in and of itself that would require an almost fulltime commitment to the
execution of each of the three while keeping the flow of information circulating in real time,
which is the very basis of social marketing.

To begin, it is recommended that the home page of the website be re-configured to utilize the
entire page, replacing the current “Welcome” text box with an icon that, when clicked on,
provides a video [featuring an avatar- (think paperclip for office assistant)] welcoming the user to
the website, and giving brief, informative instruction on what information is available on the site
and how that information might be useful to them.

This video would welcome the user, introduce them to the website in general, and guide them
on where to go next for the information they are seeking. Other brief and similar “how to” videos
would be created to feature a specific part of the website with instructions on how that
information can be useful, e.g. how to use the data in making personal health care decisions.
They could also encourage use of the Consumer Health Series brochures that relate to their
personal needs.

These videos would be done through the Agency‟s Multimedia department for minimal or no
cost and would tie in with other marketing tools as discussed within this recommendation.
These videos would also be available in CD/DVD format that could be distributed in a media kit
that would contain other marketing and promotional tools like the bookmarks, notepads, etc.


The term "Web 2.0" describes the changing trends in the use of World Wide Web technology
and web design that aim to enhance creativity, communications, secure information sharing,
collaboration and functionality of the web. Web 2.0 concepts have led to the development and
evolution of web culture communities and hosted services, such as social-networking sites,
video sharing sites, wikis, and blogs, among many other social networking tools.
The current links on the right hand side of the home page would feature a direct link to the
MyHealthFinder page, and could be expanded to include links to the Web 2.0 resources
featured under the “MyHealthFinder” tab.

The “MyHealthFinder” home page, (mock up shown below) would feature “static” items that
would not require input from the user. It would simply be a “reference” page where users could
access the FloridaHealthFinder Blog – stories, anecdotes and news bits about the resources
available at the website. It would also feature links and recaps of
recent health news articles, and access to various Web 2.0 tools for indexing and aggregating
health news information, e.g. RSS Subscription, Technorati, Digg, etc. It would also feature a
“Health Tip of the Week”, and Consumer Health information – e.g. alerts from CDC, updates on
the federal health care initiatives, etc.
Resources to be featured on the MyHealthFinder page will include:

a.     FHF Blog

             AHCA Staff will post blog entries that highlight the use of one particular area of
              the site or gives an anecdote on how they used the site to help in a certain
             Website visitors can comment on blog posts – submitted comments would be
              monitored and reviewed by staff before being posted;
             Post updates, news, links to healthenotes in blog posts; and
             Post messages from health care professionals such as how to reduce infection
              after having surgery to avoid readmissions or alternatives to Emergency Room

b.     News updates and links to other health information sites:

           o   AARP Bulletin --
           o   iHealthBeat --
           o   CNN Health News -
           o   Medical News Today --
           o   MedPage Today -

c.     Delicious / Technorati / other Web 2.0 tools and widgets

Social networking services (sites) provide tools for users to aggregate information or to
subscribe to updates to content on their favorite website. Most provide an indexing type system
that allows users to add sources (articles, links, etc.) for others to use to view the information,
and provide a means for web users to share and comment on web-based content. Content
providers (us) must explicitly provide web users with the means to share specific content by
subscribing to the service and featuring the “tags” on the website. All collect, organize, and
distributes information in a global online “conversation”. Most were initially founded to help
bloggers to succeed in getting new users to their blog by collecting, highlighting, and distributing
the online information.

These tools were developed as an expansion on search engines and allow indexing of sources
of information on the blogosphere by indexing new blog posts in real time and introducing
millions of readers to blog and social media content. Some sites (Digg) allow users to “rank”
content by “voting” on its place in the index – the higher the votes, the higher the visibility on its
list. Others (Delicious) are a social bookmarking service that allows users to tag, save, manage
and share web pages from a centralized source. Still others (StumbleUpon) helps users
discover and share great websites. These pages have been explicitly recommended by friends
or other web surfers with similar interests. Rating sites automatically shares them with like-
minded people – and helps others discover sites through recommendations.

It is our recommendation that FHF offer all of these services on its web pages. It is further
suggested that staff “feed” these tools to get FHF out there on these lists.

d.     Syndicated Content (RSS feeds)

RSS (Really Simple Syndication) is the practice of distributing all updated information,
headlines, and even web content to other websites. An RSS document is known as a Feed;
which contains either the entire text of the associated website or a part of that text. Most
commonly, web syndication refers to making web feeds available from a site in order to provide
other people with a summary of the website's recently added content (for example, the latest
news or forum posts). Users subscribe to the RSS feed, and then headlines, summaries, and
sometimes a modified version of the original full content is displayed on users' feed readers.

             Blog, forum and other content that changes frequently can be syndicated for
              aggregation by other websites – when content changes, automatic updates are
              sent to subscribers for posting on other websites, e.g. if a user wants to feature
              something about our website on their blog or website;

             Staff would identify those areas of the website that will need to be updated via
              RSS Feeds (things that change frequently - Order Data, New / Updated
              Brochures, etc).

             Users can share favorite searches and articles with external link repository sites l
              like Digg, Delicious, StumbleUpon, etc.

e.     Consumer Health information – alerts from CDC, updates on the federal health care
       initiatives, etc.

f.     “Health Tip of the Week”(or Month) – (something similar to the splash screens used on
       the AHCA website or submitted by staff or AC members)

g.     Current and Archived editions of Health e Notes / press releases

h.     Feature “guest” entries / articles re: current issues in health care related industries that
       relate to information featured on the site (Dr. Epstein re: pediatric indicators/ Dr. Wasylik
       about physician reporting / Jim Bracher about health plans / Kim Streit about FHA and it‟s
       role in submitting data / other members of AC)

i.     Highlight a study done that has been posted on FHF using our data and relate it back to
       the website pages to help familiarize users with content and its uses. (This could also be
       the subject of a video)

j.     Feature User Forums where website visitors post questions and/or user experiences.
       Staff would monitor questions/comments and post responses to the forum. These
       forums can be organized by major topic/area and be easily searched.

k.     Link to the MyHealthFinder interactive webpage.
Phase II:

In Phase II of the expansion / enhancement, it is recommended that we develop an extension of
the MHF page to include an interactive personal page where a user would be able to customize
the site to make it their own personal page – a place to store previously bookmarked pages,
saved searches and personalized content developed with the intent to allow the user to interact
with the website and make it truly their “health information finder”. It would also allow users
who have subscribed to certain topic groups a place to store and connect to updated news
feeds for those particular topics – Alzheimer‟s News, Men‟s Health News, Autism News, or
Diabetes News.

This page would require registration where a user would be given an opportunity to “log on” and
enter a user generated password to protect the user‟s personal information.

Users would be offered the opportunity to customize their page – creating a personalized
identifiable profile that they could use to help manage their personal health care and assist them
when making personal health care decisions, using FHF data sources.

      Registered website visitors can

          o   Save Compare Care searches, favorite ADAM Articles, reports, brochures, and
              even links to external health care related information.
          o   When a registered user is logged in, a “Bookmark This” link will appear on any
     page. Clicking on this link would save a link
              to this page in the user‟s personalized settings.
          o   Save favorite “Health Tip of the Week” entries.
          o   Register to receive (and display) Medicaid/Medicare updates appropriate to the
          o   Register to receive News Feeds for a particular health topic (Alzheimer‟s,
              Diabetes, Autism, etc.)
             o   Register for email notices about specific topics – If we update ADAM Alzheimer‟s
                 article or Compare Care Results Data for a certain condition, this registered
                 visitor gets emailed.
             o   Search for other users with similar interests related to FHF data (other
                 Alzheimer‟s patients, other Type II Diabetes patients, Parents of Autistic Kids,
                 etc.) and share information and stories with them.
                       Create a network or group of people with similar interests (this would be
                          similar to a Facebook group) – Patient Information Hubs.
                       Give people the ability to join and post blog entries in these interest
                       Specialized news and information can then be distributed to these interest
                          groups via that group‟s home page.
             o   Each registered website visitor has a personalized home page (similar to iGoogle
                 or a Facebook profile).
             o   Personalized Health Information storage/access –
                       Health Insurance information, Doctor name/number, Personal Health
                          Care Records, etc.
                       Personal Health Care Goals information – storage of blood sugar levels,
                          cholesterol results, blood pressure levels. Any personal health info that
                          someone would want to save.
                       Interactive calendar – a calendar that the user could enter important
                          dates and receive reminders for (doctor appointments, changes in care or
                          treatment dates, etc.)
                       Subscriptions to news feeds for specific topics – (available in either a
                          drop down menu or typed in) i.e. Alzheimer‟s News, Men‟s Health News,
                          Autism News, Diabetes News
                       “Wiki” forums (forums moderated by staff w/user inputs re: topics of
                       “Tags” for specific conditions web searches and gathered information
                          (e.g. Google alerts)

Phase III:

After implementing the changes suggested above, there is still room to continue to expand and
enhance the website, building on the new tools. Some ideas for continued expansion include
adding on to those components with:

   “Intro to FloridaHealthFinder”, ”Future Updates to FloridaHealthFinder”, “Intro to
     Personalization via MyFloridaHealthFInder”
   Recordings of public AHCA meetings
   Any existing audio/video podcasts - AARP, “Health Tip of the Week”, “Senior Health Tip
     of the Week”.
         o AHRQ Healthcare 411 podcast --
          o     The Health Care Blog‟s podcast list --
           o iHealthBeat‟s Special Reports --
           o AHRQ Podcast on Understanding Health Care Quality --
      A library of categorized podcasts. This would look like:
      Scheduled webcasts are delivered „live‟ to registered attendees
      Registration can be handled using click-to-attend
      Recorded FL AHCA webcasts can be accessed on demand and played back using

   Website visitors can register to receive email notices
      o Health Tip of the Week
                Forbes --
      o Senior Health Tip of the Week --
      o Pediatric Health Tip of the Week --

      o FCHIPA notices
      o Medicaid/Medicare Changes Updates
      o Website notices when content is added or updated
      o Links to online Personal Health Records / Vaults (or the inclusion of a PHR
          created by the Agency)

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