Review of Digital Presence for Three Healthcare Consulting
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Review of Digital Presence for Three Healthcare Consulting

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Review of Digital Presence for Three Healthcare Consulting




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Slide1

Review of Digital Presence for Three Healthcare Consulting Practices

Bain & Company

Accenture

McKinsey & Company

By Charlotte Rowe

Tufts Certificate in Digital Health Communication Program

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

Slide2

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 HealthcareLarge management consulting firm with a crisp, complex media presenceFirm = 50 offices in 32 countries2 McKinsey & Company Healthcare Systems & Services PracticeIn top 3 of management consulting firmsFirm = 17,000 employees spread across almost 100 offices worldwide 3 Accenture HealthLargest consulting firm, with revenues over $20BKnown 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

Facebook

LinkedIn

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Bain & Company: HealthcareSWOT Analysis

Clean modern designVery complex yet logical navigationVery well developed presentation of case studies of client resultsSeparate Twitter feed for reports and general company newsCreative online presentation of reports such as slideshows

Strengths

Weaknesses

Threats

Opportunities

Practice experts not featured as prominently as practice ideasConstrained organization doesn’t have a user-responsive feelSharing buttons are included but not promoted aggressivelyHigh volume of content creates challenges with letting site be more interactiveDifficult to find other healthcare information beyond the main “industry expertise “ section

Feature healthcare experts more prominently within the healthcare sectionAdd more accessibility and visibility to sharing buttons—tight organization gets in way of a more dynamic approachCould pare down content so more targeted messages get through

Share platforms with other topicsEngagement feels too slick and not authenticClient confidentialityPersonality of individual businesses and leaders hard to separate from overall corporate feel and messageVarying digital savviness of end users

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Bain & Company: HealthcareRecommendations

1 Feature healthcare team experts more prominently2 Encourage more authentic, spontaneous engagement3 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 Studies

Meet Our People

Slide10

McKinsey & Company: Healthcare Systems & ServicesSocial media

Health

Blog

MultipleTwitterAccounts

Facebook

LinkedIn

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McKinsey & Company: Healthcare Systems & ServicesSWOT Analysis

Strengths

Weaknesses

Threats

Opportunities

Confusing where to go for just healthcare-specific informationDesign can feel crowded /text-heavy & unvariedCould encourage conversation and sharing more—sharing/buttons available but not particularly promotedNavigation 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 sitesEstablish dedicated healthcare channelsCreate more inviting portals for each industry sector, including healthcare, to allow for more organized flow of information

Client confidentialityLarge size Many competing interests for space on digital properties

Have full website section spotlighting practice expertsHave full website section devoted to real-world case studiesMultiple contact buttons presentedA 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/sites2 Promote sharing & contact options more aggressively3 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 News

Stats

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Accenture: HealthSocial media

MobileApps

TwitterHealthAccount

Facebook

LinkedInHealthAccount

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Accenture: HealthSWOT Analysis

Nicely integrate content options and opportunities for sharingDesign adds “personality” to the individual industry sectorMultiple channels dedicated to healthcareMobile options promotedCreative use of data and collaborations with outside experts

Strengths

Weaknesses

Threats

Opportunities

Not always clear what they view as the most important insight or newsCould feel busy and not logically organized to some usersDesign can seem mechanicIn-house healthcare experts not featured prominently

Prioritize content betterIncrease accessibility of multiple format options such as newsletters and appsDevelop a healthcare-specific appFeature in-house healthcare experts more prominently

Competing with firm’s IT focus and nicheClient confidentialityTech options overtaking content offeringsLosing 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 message2 Build a healthcare-specific content aggregation app3 Personalize the hi-tech site with the “faces” of the practice

Slide18

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 resultsMcKinsey’s depth of featured content and focus on consultants and expertsAccenture’s modern, responsive-user design with multiple healthcare-specific channels of engagement