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Bill Silberg Vice President and Executive Editor Medscape, Inc. bsilberg@medscapeinc

Evaluating our Web Presence: Challenges, Metrics, Results. Bill Silberg Vice President and Executive Editor Medscape, Inc. bsilberg@medscapeinc.com. Medscape today. Six years old (May 1995) 3.4 MM members worldwide 560,000 + physicians 30 specialty sites/interest areas

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Bill Silberg Vice President and Executive Editor Medscape, Inc. bsilberg@medscapeinc

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  1. Evaluating our Web Presence: Challenges, Metrics, Results Bill Silberg Vice President and Executive Editor Medscape, Inc. bsilberg@medscapeinc.com

  2. Medscape today • Six years old (May 1995) • 3.4 MM members worldwide • 560,000 + physicians • 30 specialty sites/interest areas • 600K to 1MM page views/daily • Two indexed e journals • 16K+ hours of CME/CE monthly

  3. Then (say, 1998) • Cool ideas • Receptive markets • Lots of meetings • “The old rules don’t apply” • Dot-com boom

  4. Then When you come to a fork in the road, take it We’re lost, but we’re making good time ---- Yogi Berra

  5. Now (say, today) • Focus • Tight markets • Business plans count • ROI • Dot-com? Dots-all-folks

  6. So what do we know? • The Web is transforming • Not all ideas are good • Not all good ideas should be pursued • This will take some time • Metrics matter

  7. Consumers seeking health info Source: CyberDialogue, 2000

  8. Physician use of the Net • Numbers are growing • Numbers still lag hard sciences • “Killer app” yet to be demonstrated • Concerns about privacy, info overload • Not yet a standard clinical tool

  9. Why metrics matter • Measure of utility • Measure of performance • Measure of value • Mileposts for improvement • Required for viability

  10. Ah, but which metrics? • Hits • Page views • Unique visitors • Clickpath • Clickthrough • Session time/“stickiness”

  11. Ah, but which metrics? • Quantitative vs. qualitative • CME/CE Credits • Behavior change • Outcomes

  12. Why metrics matter • Compete for “mind share” • Compete with tradition • Prove business model • Support editorial process • Respond to the market • Rise above the noise

  13. Why metrics matter Internal • Define user/market behavior • Improve efficiency • Gauge responsiveness, utility • Increase value • Commercial appeal

  14. Why metrics matter Internal • Mine the sight logs • Agree on standardized reporting • Pick the most relevant measures • Balance strategic/operational

  15. Why metrics matter External • Measure effectiveness • Compare performance • Gauge reach • Fix strategic value • ROI

  16. Why metrics matter External • Compare sites (MediaMetrix) • Validation (iPro) • Monitor the market (CyberDialogue, PERQ/HCI)

  17. Challenges • Technical issues • Legal/regulatory issues • Ethical issues • Market issues

  18. Opportunities • Share information globally • Education • Clinical value • Measure utility • Affect behavior/outcomes?

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