A community is a group of individuals sharing a space or common interest My definition 2001

Building Enterprise Class Stakeholder Communities Ronny Scherer Director of Development Bea World, Munich

Europe’s leading health communications company Norway Sweden Denmark UK Germany Austria France Spain Italy Country No portal operation yet Country National NetDoktor health portal exists 1 mio. unique users / month 13 mio. page impressions / month Three year track record - NetDoktor.dk launched June ’ full-time employees 500+ freelance doctors 30,000+ proprietary content assets Funded by Apax Partners & Co.

NetDoktor’s value propositions Health Care Services and E-Care Solutions Cost Efficiency & quality Patient satisfaction

Value Customization Content NetDoktor Strategy Community Care

NetDoktor Product Portfolio Community Content

Health management Product Summary Portal Mass market offerings Health channel Encyclopedia, interactive, features and services Six Websites with 25,000+ articles Channel mgt for horizontals T-Online, Excite NetDoktor Inside Repackaged content and services under other brand Trygg-Hansa, Pharmology, DKV,..

Care management Product Summary Community High value offerings Monitoring Virtual self-help groups Depression, Hearing in Q3’2000 Pregnancy Q4’2000 Smoking Q1’2001 Diabetes, asthma and obesity Home monitoring connecting the device with a Personal Health Record Disease management Protocol-driven programs for chronic sufferers on the Internet

How do you build a successful community?

You don’t – the community members does that

What you can do… Make sure to start with a carefully chosen focus –Where can we make a difference that no other can? Provide an appealing infrastructure Support the community

Important lessons Set clear goals and focus Be clear from start how far you will go –Define and communicate policies clearly. Freedom of speech or censorship? Scalability –Involve and empower frequent users –Give frequent privileges (make them co-admins) Critical mass in both content and members Choose a marketing strategy and make sure to reserve resources

Important lessons 2 Conservatism – expect that no one likes changes –Be careful to change user interfaces and procedures dramatically –Involve at least the co-admins and get support Focus and reserve resources for continuous maintenance and development

The NetDoktor Communities Depression Smoking Pregnancy Hearing

What did NetDoktor gain? Indication that our thesis work –Support groups actually work –Quality of life is improving at a low cost A lot of user generated content (led to a positive cycle) A loyal audience = consumer retention

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