Review of Digital Presence for Three Healthcare Consulting Practices

Report
Review of Digital Presence for Three Healthcare Consulting Practices
Bain & Company
McKinsey & Company
Accenture
By Charlotte Rowe
Tufts Certificate in Digital Health Communication Program
Pre-Work, Tufts Summer Institute on Digital Strategies for Health Communication
July 2014
© Oliver Wyman
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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 Healthcare
Large management consulting firm with a crisp, complex media presence
Firm = 50 offices in 32 countries
2 McKinsey & Company Healthcare Systems & Services Practice
In top 3 of management consulting firms
Firm = 17,000 employees spread across almost 100 offices worldwide
3 Accenture Health
Largest consulting firm, with revenues over $20B
Known more systems work but have unique approach to branding and digital strategy
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Bain & Company: Healthcare
Mission
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Bain & Company: Healthcare
Website presence
Case studies
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Insights as slideshow presentations
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Bain & Company: Healthcare
Social media
YouTube
Twitter
LinkedIn
Facebook
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Bain & Company: Healthcare
SWOT Analysis
Strengths
Weaknesses
• Clean modern design
• Practice experts not featured as prominently as practice ideas
• Very complex yet logical navigation
• Constrained organization doesn’t have a user-responsive feel
• Very well developed presentation of case studies of client results
• Sharing buttons are included but not promoted aggressively
• Separate Twitter feed for reports and general company news
• High volume of content creates challenges with letting site be more
interactive
• Creative online presentation of reports such as slideshows
• Difficult to find other healthcare information beyond the main
“industry expertise “ section
Opportunities
Threats
• Feature healthcare experts more prominently within the healthcare
section
• Share platforms with other topics
• Engagement feels too slick and not authentic
• Add more accessibility and visibility to sharing buttons—tight
organization gets in way of a more dynamic approach
• Client confidentiality
• Could pare down content so more targeted messages get through
• Personality of individual businesses and leaders hard to separate
from overall corporate feel and message
• Varying digital savviness of end users
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Bain & Company: Healthcare
Recommendations
1 Feature healthcare team experts
more prominently
2 Encourage more authentic,
spontaneous engagement
3 Add channels specific to
healthcare
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McKinsey & Company: Healthcare Systems & Services
Mission
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McKinsey & Company: Healthcare Systems & Services
Website presence
Latest Thinking
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Meet Our People
Case Studies
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McKinsey & Company: Healthcare Systems & Services
Social media
Health
Blog
Multiple
Twitter
Accounts
LinkedIn
Facebook
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McKinsey & Company: Healthcare Systems & Services
SWOT Analysis
Strengths
Weaknesses
• Have full website section spotlighting practice experts
• Confusing where to go for just healthcare-specific information
• Have full website section devoted to real-world case studies
• Design can feel crowded /text-heavy & unvaried
• Multiple contact buttons presented
• Could encourage conversation and sharing more—sharing/buttons
available but not particularly promoted
• A number of sharing buttons/ways to “stay connected”
• Navigation can be confusing when on interior pages—not sure
when related to overall site or to healthcare section
Opportunities
Threats
• More clearly route users to healthcare channels and sites
• Client confidentiality
• Establish dedicated healthcare channels
• Large size
• Create more inviting portals for each industry sector, including
healthcare, to allow for more organized flow of information
• Many competing interests for space on digital properties
© Oliver Wyman
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McKinsey & Company: Healthcare Systems & Services
Recommendations
1 Better direct those interested in
healthcare to related channels/sites
2 Promote sharing & contact
options more aggressively
3 Re-evaluate how numerous
sources of healthcare content are
integrated on site
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Accenture: Health
Mission
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Accenture: Health
Website presence
Reports
Perspectives
Stats
In the News
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Accenture: Health
Social media
Mobile
Apps
Twitter
Health
Account
LinkedIn
Health
Account
Facebook
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Accenture: Health
SWOT Analysis
Strengths
Weaknesses
• Nicely integrate content options and opportunities for sharing
• Not always clear what they view as the most important insight or
news
• Design adds “personality” to the individual industry sector
• Multiple channels dedicated to healthcare
• Mobile options promoted
• Creative use of data and collaborations with outside experts
• Could feel busy and not logically organized to some users
• Design can seem mechanic
• In-house healthcare experts not featured prominently
Opportunities
Threats
• Prioritize content better
• Competing with firm’s IT focus and niche
• Increase accessibility of multiple format options such as
newsletters and apps
• Client confidentiality
• Develop a healthcare-specific app
• Feature in-house healthcare experts more prominently
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• Tech options overtaking content offerings
• Losing control of message as it gets dispersed over too many
channels/keeping up with the conversation
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Accenture: Health
Recommendations
1 Prioritize content and message
2 Build a healthcare-specific
content aggregation app
3 Personalize the hi-tech site with
the “faces” of the practice
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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 results
McKinsey’s depth of featured content and focus on
consultants and experts
Accenture’s modern, responsive-user design with
multiple healthcare-specific channels of engagement
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