ICD – 10 Website Proposal

1. ICD – 10 Website Proposal Proposal for 3M HIS by Ankush Randhawa

2. Situation Analysis • High complexity, high stakes issue • Seeking expertise, assurance and decision support • Engage clients / prospects long enough to inspire confidence and encourage conversation • Support existing clients with knowledge and facilitate discussion • Significant content created e.g. fact sheets, white paper • Unfocused - doesn’t direct attention to key issues or solutions • Client not reassured by a sense of expertise & sophistication • No clear calls to action • Client executive 3M HIS Current ICD – 10 Webpage(s)

3. Insights Prospect & client executives are under stress We need to inspire (or reemphasize) confidence in 3M’s expertise Information on the site needs to be easily sharable Ensure search visibility and promotion via other means Clients / prospects need easy access to a next step Everything should be made as simple as possible, but not simpler - Einstein

4. Search Visibility • Continual review and refining tactics • Review of tactics and KPMs against goals • Refine, replace & enhance tactics • Tactical Implementation • Create good meta data e.g. titles, descriptions, etc. • Create engaging, key-phrase optimized content • Refresh content often • Clear calls to action embedded in site • High Quality referring sites / backlinks • Directory listings • Mini-sites on specific client issues as referring sites with email campaigns driving traffic • Use communities & industry networking platforms to drive traffic & backlink • Clean up website code • Create pure text sitemaps • Strategic Goal Setting • Define target audience and search visibility goals • Clarify conversion value • Understand relevance from clients’ perspective • Identify Key Performance Metrics (KPMs) & set targets

5. How to Engage Visitors Optimize Site Design Understand Motivations Measure Relevant Concise Insightful about clients’ world Reassuring Actionable Sharable Hospital C-Level Executives (or their deputies) HIM Managers Analysts IT/IS Managers Pages per session Time on site Click through rate Downloads Opt-ins Return visits Community memberships ROLES CONTENT ON-SITE ACTIVITY De-clutter Purposeful design Client centered Highlight the content – lead eye to content Emotional appeal Existing Clients Prospects Partners Suppliers Competitors Email click through rate Newsletter / RSS adoption Mentions / Popularity SERP position Leads generated Phone-ins Offline-to-online conversions Qualitative Feedback DESIGN+VISUALS RELATIONSHIP New Visitor Existing Visitor Community Member OFFLINE + OFF-SITE EXPERIENCE • Don’t leave it up to visitor • Create calls to action • Reference content • Interact off-site, maybe offline INTERACT

6. Clean design Human centric, warm emotional appeal Concise, relevant & sharable content Key messages highlighted by layout & graphics Sense of calm expertise Clear calls to action Click URL at the end of this presentation to experience concepts online Design Concept 1

7. Clean design Rapid engagement Intellectual, process oriented design Subtle emotional appeal rooted in need to relate Concise, relevant & sharable content Expertise highlighted Clear calls to action Click URL at the end of this presentation to experience concepts online Design Concept 2

8. Thanks for your consideration Please Explore concepts online http://www.induswaters.com/ankush/concepts/ Acknowledgment of Sources and Inspiration: TED.com and George Whitesides for “Toward a science of simplicity" 3M HIS, AHIMA.ORG and Rhonda Butler for “The ICD-10 Invasion: “Keep Calm and Carry On” Wikipedia Commons, for “Keep Calm and Carry On” image 3M.com and 3MHIS.com for all photos Dynamicdrive.com for exceptional jquery based plugins Please direct inquiries to : ankushrandhawa@gmail.com