Everyone already knows about WebMD

Everyone already knows about WebMD
Image Credit: Peter Morville

In this modern age in which we are living, what do you do when you start to feel not so good? If you are like most of us, you think about the symptoms that you are experiencing and then, because you understand the importance of information technology, you go online to try to figure out if what you are dealing with is serious. The internet is a big place and there are a lot of different places that you can go, but one place that most of us will visit is WebMD. Things are changing in the online medical space and WebMD is going to have to change also. How can their CIO help them do this?

What Does WebMD Want To Do?

Right now, there is a lot going on over at WebMD. The company has sold itself to a private equity firm called KKR & Co. for US$2.8B. Clearly the purchasers of WebMD believe that the company has a great future ahead of it. WebMD has stated that it wants to transform the company’s main website, WebMD.com, from a customer destination site for gathering information into a platform that customers will engage with and then take action to improve their health. This is exactly where the person with the CIO job can step in and help out.

Right now, WebMD is the website that 75 million people visit each month in order to get health related information. One of the most important things for visitors is that they believe that they can obtain accurate information that they can trust. The person in the CIO job has a responsibility to ensure that the website clearly shows visitors that the WebMD editorial team is separated from the advertisers and that the advertisers won’t be allowed to influence the information that visitors are getting. When there is advertiser sponsored content on the website, the site needs to ensure that it is clearly labeled as such. It is the responsibility of the CIO to ensure that both of these tasks are always done and done well.

WebMD has been in existence for over 20 years. WebMD has become a place where patients, consumers, and even caregivers come to get healthcare information. In the past, after they had gotten the information that they needed, they then went somewhere else in order to take action based on that information. The WebMD CIO is being asked to take action and transition the WebMD platform. The goal is to transform WebMD from a place where you go to get information into a place where you can now go to take action. The scale of WebMD means that they are in a good place to attempt to improve how they interact with their audience.

How Will WebMD Change?

WebMD wants their CIO to help them build on the website that they already have. What this means is that they want to be able to start to add new services that their customers are going to want. These will include extending their existing symptom checker feature. Now when a visitor uses this feature, they could be provided with options to order a lab test, book a visit with a doctor, or schedule a telemedicine visit. Likewise, if a visitor to the site read something on the site and then decided that they wanted to speak with a doctor then the site could help them to either schedule a visit to a doctor or allow them to engage in a telemedicine visit.

This transformation of the services that WebMD will be offering to their visitors is expected to have a significant impact on how the company makes money. In the past, WebMD made all of its revenue from advertising and sponsorships. When the CIO makes the changes to the site that will allow new services to be offered, the sources of revenue will then change. The site will soon be able to charge their visitors for helping them to take action. Additionally, WebMD plans on letting visitors know if an action will be covered by their insurance.

One of the big issues that WebMD is going to have to deal with will be doctors who believe that the website is trying to insert themselves between patients and their doctors. It is going to be the job of the CIO to ensure that the website very clearly shows that this is not the case. In fact, right now 70% of the visitors to the WebMD website who are looking for information on a disease or a condition end up making an appointment with a doctor within 30 days. WebMD wants to be seen as being a tool that will make it easier for patients to make appointments with doctors.

What All Of This Means For You

The WedMD CIO has a real challenge on his or her hands. The company has been operating a very successful website for a long time. However, the world of online medicine is changing and WebMD understands that it is going to have to change with it. What can WebMD’s CIO do in order to keep the company successful while adding value to the website that they already have?

WebMD has just been bought by a company that sees a great future for it. WebMD currently operates a very popular website that millions of people come to each month in order to get information on diseases and conditions. They very carefully try to separate their editorial content from any advertising on the site and mark ads as being ads. WebMD wants their visitor to stop coming to WebMD just to get information and then go elsewhere to take action. Going forward WebMD wants visitors to use the site to schedule a doctor visit, order a lab test, or have a telemedicine visit. The CIO is going to have to be careful to make sure that doctors don’t start to view WebMD as inserting themselves between the patient and the doctor. Instead, WebMD wants to be seen as yet another way for people to schedule a doctor visit.

The WebMD CIO is lucky because the website is already very, very popular. The real challenge is that the company wants to transform the types of services that it offers and the CIO is going to have to find a way to do with without losing the customers that they already have. It sounds like it’s time to make a doctor’s call and make sure that the WebMD website can once again become healthy!

– Dr. Jim Anderson
Blue Elephant Consulting –
Your Source For Real World IT Department Leadership Skills™

Question For You: Do you think that the WebMD website will need to tell visitors that the company is making money when they schedule a doctor’s appointment?

Click here to get automatic updates when The Accidental Successful CIO Blog is updated.

P.S.: Free subscriptions to The Accidental Successful CIO Newsletter are now available. Learn what you need to know to do the job. Subscribe now: Click Here!

What We’ll Be Talking About Next Time

So let’s make sure that we all understand what we are talking about when we bring up pay transparency. Right off the bat, pay transparency sounds like a really good idea. In a company that has pay transparency, every employee knows what every other employee is making. There can be a lot of benefits to doing this: it can motivate employees, it can close gender gaps, and it can attract new talent that will understand the : importance of information technology by showing people how achievement at the company is rewarded. However, the person with the CIO job needs to understand that there is also a darker underside to pay transparency…

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United's CIO needs to solve their overbooking problem

United’s CIO needs to solve their overbooking problem
Image Credit: Teka England

Times have been tough for United airlines in the past. There was that event where a passenger was removed from a flight forcibly and everyone filmed it and put it on social media. A bit before that the airline had had to delay 500 of their flights because of a second glitch in two weeks of the computer systems that run the airline. Clearly being the CIO at United is not an easy job. What needs to be done here to get things back on track?

The Challenge Of Overbooking

The issue of overbooking on airline flights has become a bigger deal because right now the airline industry is experiencing a surge in passengers. United, just like all of the other airlines, is responding to this surge by offering a more types of fare categories and collecting fees for extra services like seat upgrades and priority boarding. United’s person with the CIO job has stated that they are going to be using data analytics to do a better job of managing overbooking situations more strategically. They also hope to be able to do a better job of targeting specific groups of travelers with unique offers.

One of the things that the person in the CIO position needs to understand about overbooking situations is that they are generally a result of some kind of operational disruption that has occurred. The result of this disruption is that United ends up flying a different plane for a given route than they had originally intended. A change like this can happen very close to the planned departure time for the flight. The new plane may not have as many seats as the planned plane did and this can result in an overbooking situation happening. The CIO believes that technology can help to minimize this kind of disruption. They want to help with anticipating issues so that they can allow passengers to proactively reschedule their flights.

The CIO realizes that a lot of their overbooking situations can occur when United has oversold a flight. The company is starting to take a look at how they can use technology to make better predictions about what people will show up for a flight. The technology can predict which people are most likely to show up for the flight. Likewise, it can predict those customers who are likely to oversleep or get caught in traffic and miss the flight. United wants to use the data to further refine their analytics in order to determine which flights have a higher probability of no-shows.

How United Is Going To Deal With Overbooking

United understands that they need to take steps to reduce the number of overbookings that they are dealing with. They have gone ahead and made a number of changes that have resulted in the number of involuntary denied boardings decreasing by 80%. What United is hoping to do is to use analytics and machine learning to allow them to avoid having to implement black-and-white rules that determine who gets on a flight.

United wants to start to use data in a more effective way. They are hoping to use information on which of their flights have the greatest number of historical no-shows in order to determine if a flight should allow overbooking. Additionally, they would like to incorporate information on things that may be happening in a city on a given day to make overbooking determinations. United wants to use the same technology to improve their seat booking process. What they’d like to be able to do is to determine what additional items someone would like to purchase when they are reserving a seat. These items could include Wi-Fi, checked baggage, time in a lounge, or a prepaid meal?

The one thing that the United CIO realizes is that the company has a lot of data. Now that data has to be processed in order to create useful information. The company is hoping that they are going to be able to use analytics in order to process their data and get the results into the hands of their employees so that they can take action. Now that flight attendants have been equipped with mobile devices, they can tell the status of each passenger on the flight. This means that the right meals can be delivered to the right passengers. Additionally, seat upgrades can be offered to those passengers who are a member of United’s rewards program.

What All Of This Means For You

United airlines has been dealing with some bad press as of late. There have been well publicized incidents of overbooked passengers being forcibly removed from a flight along with system outages that have resulted in many delayed flights. The United CIO needs to understand the importance of information technology and find a way to address the company’s current overbooking problem.

The United CIO has stated that the company is going to start to use analytics more. The goal is to be able to make predictions about flights and overbookings. Overbookings are often caused by operational issues that cause one plane to be substituted for another. The new plane has fewer seats and thus an overbooking situation is created. Overbooking can also occur when the company oversells a flight. The company is trying to use analytics to predict which of its booked passengers will actually show up to board the plane. United hopes to use their collected data to determine which of their flights have the greatest number of no-shows. If they can add in information on events happening in a given city, then they’ll know when they can oversell a flight. Ultimately it all comes down to the data that United has collected. If they can process it and get it into the hands of their employees, then they’ll be better positioned to deal with the problem of overbooking.

Overbooking is something that no airline passenger wants to have to deal with. United has had difficulties in past with promising flights to too many people. The CIO knows that they now have the responsibility to solve this problem. The company has the data that they need. However, now the CIO and the IT department need to take the time and use analytics in order to get information into employee’s hands so that the overbooking problem can finally go away for good.

– Dr. Jim Anderson
Blue Elephant Consulting –
Your Source For Real World IT Department Leadership Skills™

Question For You: If an overbooking occurs, how do you think United should determine which passenger does not get to get onto the plane?

Click here to get automatic updates when The Accidental Successful CIO Blog is updated.

P.S.: Free subscriptions to The Accidental Successful CIO Newsletter are now available. Learn what you need to know to do the job. Subscribe now: Click Here!

What We’ll Be Talking About Next Time

In this modern age in which we are living, what do you do when you start to feel not so good? If you are like most of us, you think about the symptoms that you are experiencing and then, because you understand the importance of information technology, you go online to try to figure out if what you are dealing with is serious. The internet is a big place and there are a lot of different places that you can go, but one place that most of us will visit is WebMD. Things are changing in the online medical space and WebMD is going to have to change also. How can their CIO help them do this?

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