Web marketing with quality case study BAVARIA

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
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
Motivation: Self organization in networks
3
Self organization with a hub
4
Self organization
5
Self organization with 2 hubs
6
tec
hn
education
wellness
family
selfness
predictive
modelling
groupware
webbased
lifelong EHR
data protection
d.
Me
work
work
hospital
cross border
health careknowledge management
HMOs
doctor
health funds
data mining
ring care
of trust
sed
ba
We
b
private
nce
de
Evi
olo
gie
s
Levels of Collaborative Healthcare
preemptive care
engine
data warehouse
learning pathways
7
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
8
eTourism and web marketing
Online marketing
Web marketing
social web
webvertising
Biometrics
virtual tourism
e-travel
Geo tagging
e-Ticket
travel 2.0
Web 2.0
dynamic packaging
e-tourism
audioguide
electronic tourism
GPS
augmented reality
electronic travel
podguide
Crowd marketing
Blogs
ECRM
Electronic customer rel. mgt.
I-tours
Video marketing
Social Tagging
9
Multi-channel marketing
Quelle: http://www.amadeus-hospitality.de/pdf/produkte/MultichannelManagement-Apr2007.pdf, 12.03.2009
10
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
11
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:
- www.gephi.org
- www.sonivis.org
12
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
Social media – basis of web marketing
14
Major social networks
[socialshapes2010]
15
History of social networks
16
Quelle: Heidemann, J.:Online Social Networks, Informatik
Facebook worldwide
17
Facebook - a mass phenomenon
18
Social networks of U.S. hospitals
19
Quelle: ebennett.org/hsnl
Web marketing
20
Consolidation of Web marketing
21
Age structure in social networks
Quelle: Leskovec, Horvitz, 2008
22
Typical Twitter community
23
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
24
What do we need?
Collaborative Platform
aggregation service
portal
web
services
softwareagents
ERP systems
clinical information systems
evidence-based
standards
standard tools
präsentation
MS Office
desktop
analysis
web
coordination services
forum
calendar
chat
groupware
Geoinfo.
microblogs
ubi. comp.
Awareness
content management services
create
search
versioning
archiving
dig. rights
security
safety
Quelle: eigene Darstellung in Ergänzung zu Gross, t., Koch, M.: Computer-Supported Cooperative Work, Oldenbourg, München, 2007, S. 141
mobile
systems
25
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
26
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
© Wiesbaden Marketing GmbH
28
© Wellness Stars Baden-Württemberg
© Charité Berlin
© Accor Deutschland SMARD GmbH
Wellness- und health travel to
Germany – Med in Germany
German national tourist board
29
Bavarian State Ministry of the
Environment and Public Health
BAVARIA is an international brand
30
Bavarian State Ministry of the
Environment and Public Health
Combination of
Modern Clinics
and Stunning Nature
31
Tourists to Germany and Bavaria
2000
2007
2008
2009
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%
21%
19%
27%
29%
Holiday trips
to Bavaria in millions:
Market share from health
Oriented travel tp Bavaria in
Germany
Quelle: Deutscher Reisemonitor, IPK für das Jahr 2009
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Bavarian State Ministry of the
Environment and Public Health
www.state-of-health.eu
Network of 81 hospitals with
treatment for international patients
33
Bavarian State Ministry of the
Environment and Public Health
34
Testimonials
35
German Medical Brands
King of Malaysia
underwent knee surgery
in Germany (11/2009)
36
Specialist Areas
37
Clinics in Bavaria
38
Service Providers
39
Spas / Health Tourism
40
Tourist Safety
41
Qualification
42
Usability lab - Eyetracking
Sources: http://www.elearning-psychologie.de/eyetracker
43
Analysis of the target groups
Heterogeneous
Target groups
Language
• German
• English
• Russian
• Arabic
Culture
• USA
• Russia
• Arabic countries
Internet experience
• New media
• Experienced user
Majority of user is german speaking
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Benchmarking
Korea International Medical
Association
Ministry for Health, Welfare and
Family Affairs
Mayo Clinic
Network of hospitals USA
(Rochester, Jacksonville, Phoenix)
• Sponsor: Government
• Scope of information:
•Sponsor: Private Organisation
•Scope of information:
-
-hospitals
-treatment
-treatment
hospitals
treatment
tourism
Visa, etc.
45
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
122
46
Comparison BAVARIA with competitors
3 Testpersonen
47
Benchmark - Homepages
Competitor
State-of-Health
Korea Health
Mayo Clinic
3,3
1,36
1,82
Motivation
Limit Prose Text
Announce Changes
48
Benchmark – page layout
Competitor
State-of-Health
Korea Health
Mayo Clinic
2,6
2,2
2,2
Motivation
Moderate Whitespace
49
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
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User Experience Questionaire
1.
2.
3.
4.
5.
6.
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.
Please find another clinic in Bavaria that provides heart-surgeries.
Your family wants to do some sightseeing during your medical treatment.
Please find some leisure time activities.
You have decided to get a medical treatment in Bavaria. Please make an
appointment with a doctor.
You have decided to get a medical treatment in Bavaria. Please find
some information about entry regulations as a Non-EU-citizen.
After your arrival in Germany you need transportation from the airport to
your final destination. Please find some information about public
transportation.
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Results of the User Experience Questionaire
11 Testpersonen
52
Re-Launch of the website
53
Health SPAs in Bavaria
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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
55
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 doctorCentered
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, 2007
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Benefits of health tourism for
Bavaria
57
Healthcare Cluster in Bavaria
• Regional Healthcare and prevention Clusters
Intersectoral Development and health monitoring in
Medicine, Technology, Healthcare, Education and Tourism
Health regions
58
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
59
Institute of Cross-border Healthcare Management
Deggendorf University
Faculty of Economics
Interdisciplinary team:
Prof.
Prof.
Prof.
Prof.
Prof.
Deggendorf Institute of
Management and Technology (dimt)
MBA/Masterstudy
Dr. Horst Kunhardt
Dr. Suzanne Lachmann
Dr. Paul Bisani
Dr. Johannes Klühspieß
Waldemar Berg
Research
national and
international
projects
Health care
research
Destinationmanagement
Healthtourism
Wellnesstourism
education
seminars
consulting
Economic
Evaluation
Medical
travel
Foundation „Health for all“
Treatment of poor foreign patients
(planned 2011)
consulting
Business plan
Travel Mgt.
politics
financing
eHealth
regions
Follow-up
transport
unions
facilitators
foundations
Cooperation
Hallym Univ.
South korea
UCLA
MCI Innsbruck
regional
development
UMIT Hall
60
Education in Medical Tourism
61
Teleteaching – www.vhb.org
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Further Reading
•
[Boyd2007]
–
Social Network Sites: Definition, History, and Scholarship, erschienen in: Journal of Computer-Mediated Communication. Ausgabe 13(1) . Danah M. Boyd, Nicole B.
Ellison. URL: http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
•
[Duden2010]
•
[Heidler2010]
–
–
•
Duden Online. URL: http://www.duden.de/
Positionale Verfahren (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]
•
[Katz1953]
–
–
•
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]
–
•
Unsichtbare Netzwerke: Wie sich die soziale Netzwerkanalyse für Unternehmen nutzen lässt. Boris Ricken, David Seidl. 1. Aufl . Gabler Verlag: Wiesbaden. URL:
http://www.springerlink.com/content/978-3-8349-2233-5/
[Täube2010]
–
•
Zentralitäts- und Prestigemaße, erschienen in: Handbuch Netzwerkforschung. Christian Stegbauer (Hrsg.), Roger Häußling (Hrsg.). Peter Mutschke. 1. Aufl. VS Verlag:
Wiesbaden
[Ricken2010]
–
•
A new status index derived from sociometric analysis, erschienen in: Psychometrika. Ausgabe 18 (1). Leo Katz. Springer Verlag: Berlin, Heidelberg, New York. URL:
http://www.springerlink.com/content/71033wl12lw13744/
[Mutschke2010]
–
•
Einführung in die Netzwerkanalyse – Grundlagen, Methoden, Forschungsbeispiele. Dorothea Jansen. 2. erw. Aufl. UTB-Verlag: Stuttgart
Social Network Analysis – Methods and Applications. Stanley Wasserman, Katherine Faust. 5. Aufl. Cambridge University Press: Cambridge
Pictures:
–
–
–
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[wikicommons2010], Maßband: http://commons.wikimedia.org/wiki/File:Tape_measure_colored.jpeg
[facebook2010], Facebook Netzwerkgrafik,: http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
[socialshapes2010], Social Network Shapes,: http://www.shapecollage.com
[freedigitalphotos2010], Restliche Fotos und Illustrationen: http://www.freedigitalphotos.net/
63
Contact and further informations:
University of Applied Sciences Deggendorf
www.fhd.edu
www.state-of-health.de
Program Director MBA Health Care Management
[email protected]
Google+, XING, Linkedin, ResearchGate
Twitter@xborderhealth
Skype: prof.kunhardt
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