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So What is icarecafe?
Healthcare Landscape a leading international market research agency decided to create one of the world’s first healthcare social network sites when it became very apparent that online social networks were becoming the hot innovative tool for people across the world to communicate with one another. Having created their own patient communities for market research, Healthcare Landscape realised that they had to build their own social network when they were assailed with requests from their patient research community of why there wasn’t a social network specifically for patients and carers. They decided that a social network site amongst their patient community which incorporated patients, their friends and family from all over the world would be an empowering and invigorating channel. This allowed people to share their experiences, offer support and learn new coping strategies. An interactive healthcare network which was open to everyone regardless of illness was seen by Healthcare Landscape as a huge innovative step forward for the healthcare and pharmaceutical industry.
Due to the increasing popularity of the internet being utilised as a popular health research resource, having a site where people can search to attain trustworthy medical information is vital. Healthcare Landscape also realised that a strong healthcare social network site where pharmaceutical and healthcare companies could ‘network’ with their users was a perfect platform for them to test their brands and campaigns. This would also be an excellent leverage to inform people of recent news and for medical education.
What was needed to build icarecafe
Even though the patients and members were already accessible from the patient research community the expertise was essential for certain technical elements. For icarecafe to function, external experts were needed to build the raw design, information architecture, search engine optimization (SEO) and usability mechanisms to ensure that it became a world class creation.
The Strategic Process
The construction of icarecafe took around 6 months to develop and about 3 months to populate .
User engagement exercises in blog format were created for patient research community members to exchange suggestions of what they wanted to see and thought would be valuable. Based on their feedback the strategy team and various web experts built the first specification, running usability tests with members. From the results, a number of adjustments were made to make the joining process and usability functions straightforward. The beta test was then launched for a period of three months. During this time the patient community members were able to convey any further improvements needed, the visual design was fine- tuned and the site’s population was initiated.
Eoin Dowdall the Strategy Web Director comments
“I think most attention should be paid to the initial design, building phase of such a project and engaging the experts in the relevant fields. You need talk to as many experts as possible, because you can never have enough information. Talking to the users- the patients from conception, design process to build is very important because they are the chief factor for its success.
Also having moderation on this site has been pivotal in its success. We ensured all members are greeted personally and engaged by our moderators. Our moderators are actively ingrained members in the community rather than aloof keepers of the peace.”
So far so good
From becoming live in March 2009 the icarecafe is going from strength to strength. Revenues are now being generated from companies and agencies in the healthcare industry that use it to promote medical education, news, disease awareness and prevention.
It is a vibrant, active community with over 2,500 members and is increasingly growing. A recently joined icarecafe member says
“I think this group is great. I know I’m not the only one with health problems, but now it’s great to be able to share things with people who do have the same kind of problems. When people who don’t know what you’re going through ask you how you are I sometimes think they say to themselves oh no I hope she just says ok. Which I do so I don’t bore them with how rubbish I really feel!”
icarecafe is proving to be an outlet for its members to help address topics with the new friends they make in a confidential manner. A new sense of empowerment and confidence is virtually replacing some of the habitual feelings of guilt, one feels when burdening or tiring loved ones with their illnesses.
By regularly running improvement surveys with icarecafe members, icarecafe will always be able to deliver fresh, informative upbeat services. Keeping in contact with their members is key, member comments such as this
“I really like the site. On most forums, there is no "direct human interaction". In other words, you post comments back and forth with patients but, on most sites, you never hear from a site moderator. The warm welcome here is quite unique when compared to other "comparable" sites. That is a nice touch! ”
should help icarecafe maintain its incisive , avant-garde style.
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