Web marketing with quality case study BAVARIA a better state of health.

Transcription

1 17th ANNUAL ESPA CONGRESS Deggendorf University Web marketing with quality case study BAVARIA a better state of health. Prof. Dr. Horst Kunhardt Deggendorf University Institute of Cross-border Health Care Management

2 Topics Introduction Web marketing strengths and weaknesses Collaborative systems Case study -Bavaria a better state of health Web 2.0 in Health promoting society Conclusion 2

3 Motivation: Self organization in networks 3

4 Self organization with a hub 4

5 Self organization 5

6 Self organization with 2 hubs 6

7 Levels of Collaborative Healthcare Web technologies predictive modelling cross border health care groupware private education family work work hospital knowledge doctor management data mining ring care of trust webbased lifelong EHR data protection data warehouse wellness learning pathways selfness health funds HMOs Evidence-based Med. preemptive care engine 7

9 etourism and web marketing Online marketing social web webvertising virtual tourism Geo tagging travel 2.0 e-tourism audioguide Web 2.0 Web marketing Biometrics e-travel e-ticket dynamic packaging electronic tourism GPS augmented reality electronic travel podguide Crowd marketing Blogs ECRM Electronic customer rel. mgt. I-tours Social Tagging Video marketing 9

10 Multi-channel marketing Quelle:

12 Principles in social networks - Humberto Maturna, Autopoieses, self organization - Stanley Milgram: 6 degrees of separation - Information needs 6 steps to reach goal - 50 friends in Facebook - Network analyses: - Central persons - density - Prestige - groups - Network analysis Software:

13 Definitions of social networks Classic definiton A social network consists of a finite set or sets of actors and the relation or relations defined on them. [Wasserman1999], S. 20 New approach We define social network sites as web-based services that allow individuals to (1) construct a public or semipublic profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. [Boyd2007] 13

14 Social media basis of web marketing 14

15 Major social networks [socialshapes2010] 15

16 History of social networks Quelle: Heidemann, J.:Online Social Networks, Informatik 16

17 Facebook worldwide 17

18 Facebook -a mass phenomenon 18

19 Social networks of U.S. hospitals Quelle: ebennett.org/hsnl 19

20 Web marketing 20

21 Consolidation of Web marketing 21

22 Age structure in social networks Quelle: Leskovec, Horvitz,

23 Typical Twitter community 23

25 What do we need? Collaborative Platform aggregation service portal web services softwareagents coordination services ERP systems clinical information systems forum calendar chat Awareness evidence-based standards standard tools MS Office analysis groupware microblogs präsentation desktop web Geoinfo. ubi. comp. content management services create search versioning archiving dig. rights security safety mobile systems Quelle: eigene Darstellung in Ergänzung zu Gross, t., Koch, M.: Computer-Supported Cooperative Work, Oldenbourg, München, 2007, S

27 International Patients want Help in critical situations Safety and security Quality (treatment, language, processes, service, infrastructure) Respect (culture, religion, eating) Information Recreation (tourism, shopping) Aftercare 27

28 Wellness-und health travel to Germany Med in Germany Wiesbaden Marketing GmbH Accor Deutschland SMARD GmbH Wellness Stars Baden-Württemberg Charité Berlin 28

29 German national tourist board 29

30 Bavarian State Ministry of the Environment and Public Health BAVARIA is an international brand 30

31 Bavarian State Ministry of the Environment and Public Health Combination of Modern Clinics and Stunning Nature 31

32 Tourists to Germany and Bavaria Holiday trips to Bavaria in millions: 16,1 17,0 17,4 17,7 Health orientied travel to Germany in millions: 5,1 7,3 7,1 8,2 Health oriented travel to Bavaria in millions: 0,8 1,4 1,9 2,4 Percentage of health Oriented travel from Holiday trips to Bavaria: 5% 8% 11% 14% Market share from health Oriented travel tp Bavaria in Germany 21% 19% 27% 29% Quelle: Deutscher Reisemonitor, IPK für das Jahr

33 Bavarian State Ministry of the Environment and Public Health Network of 81 hospitals with treatment for international patients 33

34 Bavarian State Ministry of the Environment and Public Health 34

35 Testimonials 35

36 German Medical Brands King of Malaysia underwent knee surgery in Germany (11/2009) 36

37 Specialist Areas 37

38 Clinics in Bavaria 38

39 Service Providers 39

40 Spas / Health Tourism 40

41 Tourist Safety 41

42 Qualification 42

43 Usability lab -Eyetracking Sources: 43

44 Analysis of the target groups Heterogeneous Target groups German English Russian Arabic Language Culture Internet experience USA Russia Arabic countries New media Experienced user Majority of user is german speaking 44

45 Benchmarking Korea International Medical Association Ministry for Health, Welfare and Family Affairs Sponsor: Government Scope of information: - hospitals - treatment - tourism - Visa, etc. Mayo Clinic Network of hospitals USA (Rochester, Jacksonville, Phoenix) Sponsor: Private Organisation Scope of information: -hospitals -treatment -treatment 45

46 Analysis Guidelines BAVARIA website Guideline Number of available categories: The Homepage 9 Page Layout 13 Navigation 12 Scrolling and Paging 5 Headings, Titles and Labels 8 Links 14 Text Appearance 13 Lists 9 Graphics, Images and Multimedia 10 Writing Web Content 11 Content Organization 11 Search 7 sum

47 Comparison BAVARIA with competitors 3 Testpersonen 47

48 Benchmark - Homepages Competitor State-of-Health Korea Health Mayo Clinic 3,3 1,36 1,82 Motivation Limit Prose Text Announce Changes 48

49 Benchmark page layout Competitor State-of-Health Korea Health Mayo Clinic 2,6 2,2 2,2 Motivation Moderate Whitespace 49

50 Benchmark - Navigation Competitor State-of-Health Korea Health Mayo Clinic 2,8 1,8 1,8 Motivation Feedback on Users Location Site Maps, Breadcrumb, Result: more navigation options 50

51 User Experience Questionaire 1. You want to get a heart-surgery. A friend of yours recommended a clinic in Munich. Find out, if it is possible the get a heart-surgery in Munich. 2. Please find another clinic in Bavaria that provides heart-surgeries. 3. Your family wants to do some sightseeing during your medical treatment. Please find some leisure time activities. 4. You have decided to get a medical treatment in Bavaria. Please make an appointment with a doctor. 5. You have decided to get a medical treatment in Bavaria. Please find some information about entry regulations as a Non-EU-citizen. 6. After your arrival in Germany you need transportation from the airport to your final destination. Please find some information about public transportation. 51

52 Results of the User Experience Questionaire 11 Testpersonen 52

53 Re-Launch of the website 53

54 Health SPAs in Bavaria 54

56 Health Care Paradigm Shifts Paradigm Current state Future state Technology Web 2.0 Web 2.0 and Web 3.0 Medical records Paperbased Providerbased Retrospective Real-time EHR Patient- and doctor- Centered Software Closed Open source Innovation Internal Collaborative Care model Acute, chronic care Preemptive care Communication Doctor-centered Collaborative Evidence Eminence-based Evidence-based Goldstein, D., Groen, P.J., Ponkshe, S., Wine, M.: Medical Informatics 20/20, Jones and Bartlett,

57 Benefits of health tourism for Bavaria 57

58 Healthcare Cluster in Bavaria Regional Healthcare and prevention Clusters Intersectoral Development and health monitoring in Medicine, Technology, Healthcare, Education and Tourism Health regions 58

60 Institute of Cross-border Healthcare Management Deggendorf University Faculty of Economics Interdisciplinary team: Prof. Dr. Horst Kunhardt Prof. Dr. Suzanne Lachmann Prof. Dr. Paul Bisani Prof. Dr. Johannes Klühspieß Prof. Waldemar Berg Deggendorf Institute of Management and Technology (dimt) MBA/Masterstudy education seminars consulting Foundation Health for all Treatment of poor foreign patients (planned 2011) Research Destinationmanagement Economic Evaluation Medical travel consulting Cooperation national and international projects Health care research Healthtourism Wellnesstourism regional development Business plan financing Follow-up Travel Mgt. ehealth transport facilitators politics regions unions foundations Hallym Univ. South korea UCLA MCI Innsbruck UMIT Hall 60

61 Education in Medical Tourism 61

62 Teleteaching 62

63 Further Reading [Boyd2007] Social Network Sites: Definition, History, and Scholarship, erschienenin: Journal ofcomputer-mediatedcommunication. Ausgabe 13(1). DanahM. Boyd, Nicole B. Ellison. URL: [Duden2010] Duden Online. URL: [Heidler2010] PositionaleVerfahren (Blockmodelle), erschienen in: Handbuch Netzwerkforschung. Christian Stegbauer (Hrsg.), Roger Häußling(Hrsg.). Richard Heidler. 1. Aufl. VS Verlag: Wiesbaden [Holzer2005] Netzwerkanalyse, erschienen in: Quantitative Methoden der Organisationsforschung Ein Handbuch. Stefan Kühl (Hrsg.), Petra Strodtholz(Hrsg.), Andreas Taffertshofer (Hrsg.). Boris Holzer. 1. Aufl. VS Verlag: Wiesbaden [Jansen2003] Einführung in die Netzwerkanalyse Grundlagen, Methoden, Forschungsbeispiele. Dorothea Jansen. 2. erw. Aufl. UTB-Verlag: Stuttgart [Katz1953] A new status index derived from sociometricanalysis, erschienenin: Psychometrika. Ausgabe18 (1). Leo Katz. Springer Verlag: Berlin, Heidelberg, New York. URL: [Mutschke2010] Zentralitäts-und Prestigemaße, erschienen in: Handbuch Netzwerkforschung. Christian Stegbauer (Hrsg.), Roger Häußling(Hrsg.). Peter Mutschke. 1. Aufl. VS Verlag: Wiesbaden [Ricken2010] Unsichtbare Netzwerke: Wie sich die soziale Netzwerkanalyse für Unternehmen nutzen lässt. Boris Ricken, David Seidl. 1. Aufl. Gabler Verlag: Wiesbaden. URL: [Täube2010] Cliquen und andere Teilgruppen sozialer Netzwerke, erschienen in: Handbuch Netzwerkforschung. Christian Stegbauer (Hrsg.), Roger Häußling(Hrsg.). Volker G. Täube. 1. Aufl. VS Verlag: Wiesbaden [Wasserman1999] Social Network Analysis Methods and Applications. Stanley Wasserman, Katherine Faust. 5. Aufl. Cambridge University Press: Cambridge Pictures: [wikicommons2010], Maßband: [facebook2010], Facebook Netzwerkgrafik,: [socialshapes2010], Social Network Shapes,: [freedigitalphotos2010], Restliche Fotos und Illustrationen: 63

64 Contact and further informations: University of Applied Sciences Deggendorf Program Director MBA Health Care Management Google+, XING, Linkedin, ResearchGate Skype: prof.kunhardt 64