The value of content

Owain Davies, Head of Digital Service Development

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Content is at the heart of the successful digital experience.

Finding the right content partners can make your website stand out and

drive revenue

Content at the heart

Ads SalesTraffic

Content

Content considerations

Self createdExternally sourced

UniqueReplicated content

ExpensiveCheap(er)

Channel diversity

Digital content in healthcare

Access

contains 62 million people

82% are internet users

or 51million peopleInternet World Stats 2010/Neilson Online

The market for digital healthcare

46%of users looking at health on the internet are trying to self diagnose (18 million)

McDaid & Park, 2010

75%of internet users look for health online (38 million)

Access

Ofcom Communications Market Report 2011

27%of adults

49%of teens

= 14 million

= 2.5 million

93% = 58 million

91% = 57 million

A future vision?

The urgent care environment

Patients are confused by the urgent care environment, despite national and local campaigns

A future vision?

A future vision?

A future vision?

Online health and symptom checkers

Online tools

Quick and easy to use

Expert drivenassessment

Simple to use

Patient is guided through questions, step by step

What are the outcomes?

Decreasing demand on core NHS services

Online symptom checker

Self care advice online

Web chatwith NHS

Direct

Callback from NHS Direct

Pharmacy

Referred to GP, A&E,

Dentist or 999

The cost of NHS treatment

* DH Reference Costs 2009/10 ** PSSRU Unit Costs for Social Care 2009/10*** Connecting for Health/University of Sheffield, Second Interim Report, Oct 11

£219

£95

£32

*

**

* - or -£8-12

£0.05

***

Working as a content partner

Operational model for content

Our objective is reach and usage, and to achieve this we adopt a model that is:

Platform agnostic

Destination agnostic

Dr Google

Online information dominated by search engines, so high visibility is key – people may not look for your service, but for the thing they want to do

Destination agnostic

High quality content, well delivered, attracts users, helping fulfil site objectives. In healthcare, this is particularly important.

Placing content where people already go, rather than where you want them to be?

Netdoctor

Channel 4

Explore innovation

Why take this content approach?

Benefits of the content approach

Content provider Host websiteAchieves high levels of reach

for the content

Places provider brand in a wider range of locations

Helps diffuse creation cost

Provides stream of users and/or revenue

Provides expert content far cheaper than self creation

Can be customised to maintain sense of unique content

Reduces risk associated with assuring content

Profile of partnership working

*2010/11 figures

Leveraging content

Sites bringing content in can leverage its effectiveness in driving traffic or revenue by:

Customising content

Framing content with other relevant information

SEO activity to drive traffic

Deals with affiliates and referrers

Content at the heart

Ads SalesTraffic

Content

Thank you