7 Deadly Mistakes which Kill Templated Medical Websites

Templated sites from WordPress (WP), Magento, and others have become popular.   We at Body1 even deploy these for small healthcare clients launching their first sites.   They are cheap.  They are convenient.  And they can be dangerous.

Here are seven common mistakes that we’ve seen.  We’re often brought in to fixed “shattered” software projects, where a project starts and then cannot finish because of added complexity due to poor planning and unexpected scope creep.

1. Modifying a template without planning. Template-driven systems like WP or Magento are fine but customization adds considerable complexity.  Adding or deleting features changes the overall code base.  Separate parts of the site will break, suddenly incorporate random pieces of code, or reformat the page, among other unexpected issues.  To address this, Body1 systematically scans the entire site in a staging environment after every major code push, with the ability to selectively roll back and adjust potentially problematic changes.

2. Ignoring QC and testing.  The activities of quality control (QC) and testing actually are as important as coding.  Coding is only 50% of successful website or marketing software deployment.   Once a site is coded it has to be thoroughly checked and the code updated to fix issues.  This step is often skipped on templated sites- and then the owner is surprised when the site breaks.  Automated link checkers, load simulators, and browser emulators are useful tools.  On sites Body1 builds we use such tools to check issues prior to launching but inevitably there are still issues which can only be caught by a smart pair of human eyes.

3. Not deploying a separate “stage” site.  It’s easy to develop in a folder on the planned live site.   It’s harder to set up a separate, password-protected “staging” site with a process to cleanly copy the files over to the planned live site.  But that is best practice.   Completely separating the development from the live code ensures that:

  • all the functionality can be confirmed as working before deployment,
  • code in the development & live folders does not conflict, and
  • issues in deployment can be quickly and easily fixed.

4. Ignoring the hosting environment details.  Understanding and control of the hosting environment is critical to successful programming.  Issues in hosting often cause problems with the site performance that masquerade as software problems. This is why Body1 controls its hosting environment.  We were called by a panicked customer with a Magento site (eCommerce web template from eBay) whose log-on was failing and their “Magento programmer” couldn’t figure it out.  It turned out it was caused by the host running out of disc space (see below).  Without disc space the programs will fail.  This was especially acute for this eCommerce site where there was a 4gb catalog and multiple development folders.

5. Hiring a low cost developer to start with a quality development team on stand-by.   This is the classic “penny-wise, pound-foolish” trap.   Coming in to clean-up in a crisis situation is not ideal for anyone.   Starting with a low cost developer (often one with heavily discounted rates who works out of state or overseas but is “always available via Skype”) is a sure way to slow or break your website.  Such a process also ensures that a high quality development team will have to be brought in at the last minute, on a rush basis, to decipher code and re-architect a site under intense deadlines.  Since it is always more complex and takes longer to unravel someone else’s code, problems are invariably missed.  This results in the development process being more time consuming and expensive.

6. Retaining the cheap talent to work on perceived “easy parts” of the website while the top talent fixes the problems.  This is the classic “Too many cooks in the kitchen spoil the broth” situation.  We’ve seen firms do this to try to reduce costs on shattered projects.   However it inevitably ends up not being cost-effective as the coordination needs increase significantly and the coding efforts end up conflicting.  If the project is “shattered”, the cheap outsourced programmer costs, rather than saves, money.  Using a top development firm on a templated site facilitates control of the hosting environment, properly staged projects, and leverage of automated testing tools and QC.

7. Eschewing site monitoring and maintenance after launch.   A templated site is not a high-availability site, nor is it fool-proof site.  Automated monitoring and planned on-going maintenance of websites is valuable.  This is especially so for healthcare sites.  Automated monitors can detect problems before they before obvious to the end user.  Monitors even can be set up that follow every order through the purchase funnel for sites selling health products or services.  Besides real-time QC, those monitors then provide a tool to analyze consumer buying behavior.

Maintenance plans allow these problems to be fixed proactively without impacting the their live environment.  Because web browsers (such as Explorer, Chrome, Safari, and Firefox) and operating systems (such as Windows, OS, and Android) evolve, it is inevitable that the unmaintained templated website will break.  A good rule of thumb is to allocate 20-25% of an initial web budget to ongoing maintenance.

Avoiding the 7 deadly mistakes of templated medical websites is not hard.  A little forethought, a dash of prudence, and the willingness to invest initially is the best way. Besides on time and on budget website launches, there is an added benefit- maintaining one’s own emotional equilibrium.

Chris Messina

Gene Tests, Delivery Drones, & Avoiding Regulatory Meltdowns on the Web

There are some interesting parallels in the FDA’s recent action telling the firm 23andMe to “cease & desist” all marketing of its personal genomics test with the recent news about Jeff Bezos and the Amazon “delivery drones”.  Both are new technologies which will require regulatory understanding and adaptation.

However, by contrast, Amazon has floated (figuratively & maybe literally…) the drone idea, launching public discussion and regulatory contemplation.  By contrast, 23andMe blazed ahead.  Brave? Hubristic? Both?

The FDA’s approach is almost always to prioritize the prevention of harm.  Is there potential harm (like unnecessary prophylactic organ removal) from misinterpretation? Probably.  Can it be mitigated?  Surely, but the FDA will want to be part of crafting the solution if it’s potentially accountable for the potential harm.

My experience running an orthopedic device firm taught me that firms consult with the FDA retroactively at their peril. Even now it is surprising how few medical & wellness firms have a regulatory control process in place for public-facing web content and mobile apps.

What are the practical lessons here?

  1. Both are new technologies, which will require regulatory understanding and adaptation.
  2. Both are best served by proactive vs. reactive regulatory engagement
  3. Amazon has approached the regulatory environment more cleverly by “floating” its idea early.
  4. It’s possible to re-engage after facing regulatory problems, but more difficult.
  5. Inadequate or missing systems for regulatory content management is another area where many firms fail.

I hope 23andMe works things out with the FDA. It would have been far better to fully engage them earlier, but there is still hope.

Chris Messina

Deciphering “Cyber Monday”: 5 Lessons for HealthCare CEO’s

There are five valuable lessons from the phenomena-turned trend “Cyber Monday” for healthcare executives. First, Cyber Monday shows that anything can be marketed online, including healthcare. Second, demographics say that your audience will be online that day. Third, an effective web presence is critical in determining your success. There’s more; let’s get started with a story…

Like most, my e-mail box was flooded with “Cyber Monday” deals and offers. There were the usual “Get away to the Sunshine” travel and “Stock up NOW for Christmas” gift offers. However, more interestingly, strewn among the “Beethoven’s 7th Symphony (42% off) and Leather Custom Photo Books (72% off) was a whole new class of sellers.

For the first time healthcare information and service offers were prominent. Harvard Medical School promoted its Health Reports at 20% off for the remaining 8 hours of Cyber Monday. There were local yoga, massage, and kick boxing class specials. More esoteric was the offer from Advamed, the trade association of large device manufacturers, offering a one-time Cyber Monday special of 20% off of courses ranging from “The PMA Process”  to Molecular Diagnostics and the Changing Landscape: Considerations and Implications”. In short, there were a lot of healthcare offers and they ranged widely.

Cyber Monday is the little brother to “Black Friday”, the deal-filled day after Thanksgiving. However as often happens with little brothers, it is on the way to dwarf its big sister. In-person live transactions are shrinking; the National Retail Federation (NRF) reported that Black Friday in-person retail shopping fell for the 1st time ever in 2013- by 4.1%. By contrast, online transactions are growing. What are the big five “take home” lessons?

Lesson 1-Whether it is a good, a service, or information, Cyber Monday shows it can be sold online. Some of the fastest online sales growth rates are in service and information segments. That means that virtually anything can be promoted on Cyber Monday. However, chose your audience well. A deal on birth readiness classes in Seattle will not do well if promoted to seniors in Miami.

Lesson 2- Your specific audience, even if highly targeted or very local, is online on Cyber Monday. It’s not a fad anymore; 131 million Americans are estimated to go online shopping this Cyber Monday (52% of the US adult population), a 2% annual increase. Morever, they are projected to purchase 36% more goods, information and services this year than last Cyber Monday, according to analytics firm comScore.

Lesson 3- Beyond selling products and services, Cyber Monday can be leveraged to drive awareness for your mission. Even politicians have discovered this; this year the Republican National Committee (RNC) promoted Ronald Reagan lithographs at a Cyber Monday special 15% off, while a Democratic Campaign Committee touted a Cyber Monday promo of Elizabeth Warren wearables. In the healthcare world, promoting mission awareness is critical. For example, Advamed’s mission goes far beyond selling technical healthcare courses; they are promoting courses on Cyber Monday to raise the profile and impact of the medical device industry writ large.

Lesson 4- Your website needs to be prepared for Cyber Monday. A Healthcare.gov-type failure would not only hurt sales, it would impair credibility. Has your web presence been strategically planned, and is it regulatory-compliant? Demand to honest responses to the question, “Can our site(s) handle ten times its normal load?” Have your sites been “stress-tested across multiple platforms by a credible third party and have you seen the results? Is the user-experience friendly and consistent across varied browsers? Is there an accountable leader for each site?

Lesson 5- Your web presence must be mobile-friendly, on both Cyber Monday and beyond. Somewhere between 1 in 5 (comScore) and 1 in 3 (IBM) of all users will access sites this Cyber Monday from mobile platforms- smart phones & tablets. Deploying “responsive sites” or sites which auto-detect mobile access and reconfigure accordingly is critical. Body1 has a Mobilized™ web process that it uses to analyze and deploy health sites which anticipate, detect, and respond dynamically to mobile traffic. Some similar technical audit process should be required by every senior healthcare executive for all of their websites.

Savvy healthcare executives learn from multiple industries. Cyber Monday is a great lesson originating in retail proving that anything can be marketed online, including healthcare. The demographics show that most educated adults are online that day and many are prepared to act. However capturing those actions whether via a sale, a recommendation, or an introduction requires an effective, managed web presence.

“Cyber shopping” may not be for you. However, it is not a fad, it is a trend. As a result, “Cyber marketing” and “Cyber sales” should be top of mind for health and life science leaders—and not just on “Cyber Monday”.