0. 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

1. 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

2. Bain & Company: Healthcare Mission

3. Bain & Company: Healthcare Website presence
Case studies
Insights as slideshow presentations

4. Bain & Company: Healthcare Social media
YouTube
Twitter
LinkedIn
Facebook

5. Bain & Company: Healthcare SWOT Analysis
Strengths
Weaknesses
Clean modern design
Very complex yet logical navigation
Very well developed presentation of case studies of client results
Separate Twitter feed for reports and general company news
Creative online presentation of reports such as slideshows
Practice experts not featured as prominently as practice ideas
Constrained organization doesn’t have a user-responsive feel
Sharing buttons are included but not promoted aggressively
High volume of content creates challenges with letting site be more interactive
Difficult to find other healthcare information beyond the main “industry expertise “ section
Opportunities
Threats
Feature healthcare experts more prominently within the healthcare section
Add more accessibility and visibility to sharing buttons—tight organization gets in way of a more dynamic approach
Could pare down content so more targeted messages get through
Share platforms with other topics
Engagement feels too slick and not authentic
Client confidentiality
Personality of individual businesses and leaders hard to separate from overall corporate feel and message
Varying digital savviness of end users

6. Bain & Company: Healthcare Recommendations
1 Feature healthcare team experts more prominently 2 Encourage more authentic, spontaneous engagement 3 Add channels specific to healthcare

7. McKinsey & Company: Healthcare Systems & Services Mission

8. McKinsey & Company: Healthcare Systems & Services Website presence
Latest Thinking
Meet Our People
Case Studies

9. McKinsey & Company: Healthcare Systems & Services Social media
Health Blog
Multiple Twitter Accounts
LinkedIn
Facebook

10. McKinsey & Company: Healthcare Systems & Services SWOT Analysis
Strengths
Weaknesses
Have full website section spotlighting practice experts
Have full website section devoted to real-world case studies
Multiple contact buttons presented
A number of sharing buttons/ways to “stay connected”
Confusing where to go for just healthcare-specific information
Design can feel crowded /text-heavy & unvaried
Could encourage conversation and sharing more—sharing/buttons available but not particularly promoted
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
Establish dedicated healthcare channels
Create more inviting portals for each industry sector, including healthcare, to allow for more organized flow of information
Client confidentiality
Large size
Many competing interests for space on digital properties

11. 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

12. Accenture: Health Mission

13. Accenture: Health Website presence
Reports
Perspectives
Stats
In the News

14. Accenture: Health Social media
Mobile Apps
Twitter Health Account
LinkedIn Health Account
Facebook

15. Accenture: Health SWOT Analysis
Strengths
Weaknesses
Nicely integrate content options and opportunities for sharing
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
Not always clear what they view as the most important insight or news
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
Increase accessibility of multiple format options such as newsletters and apps
Develop a healthcare-specific app
Feature in-house healthcare experts more prominently
Competing with firm’s IT focus and niche
Client confidentiality
Tech options overtaking content offerings
Losing control of message as it gets dispersed over too many channels/keeping up with the conversation

16. 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

17. Bain’s clean design and highlighted client results
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