ICD – 10 WEBSITE PROPOSAL Proposal for 3M HIS by Ankush Randhawa

High complexity, high stakes issue Seeking expertise, assurance and decision support Client executive Engage clients / prospects long enough to inspire confidence and encourage conversation Support existing clients with knowledge and facilitate discussion 3M HIS 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 Current ICD – 10 Webpage(s) Situation Analysis

Everything should be made as simple as possible, but not simpler - Einstein 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

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 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 campaigns driving traffic Use communities & industry networking platforms to drive traffic & backlink Clean up website code Create pure text sitemaps Continual review and refining tactics Review of tactics and KPMs against goals Refine, replace & enhance tactics Search Visibility

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

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

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

THANKS FOR YOUR CONSIDERATION PLEASE EXPLORE CONCEPTS ONLINE 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 :