: [00:00:01] Welcome to the Outcomes Rocket podcast where we inspire collaborative thinking improved outcomes and business success with today’s most successful and inspiring healthcare leaders and influencers. And now your host, Saul Marquez
Saul Marquez: [00:00:18] Outcomes Rocket listeners welcome back once again to the outcomes rocket podcast where we chat with today’s most successful and inspiring healthcare leaders. I want to welcome you again and I invite you to go to outcomesrocket.health/reviews where you could give us a rating and review on what you thought about today’s episode. So without further ado I want to introduce an outstanding guest. Her name is Jennifer Lannon. She is with .health. She is director of brand development there had the pleasure of meeting her at the Health 2.0 event a couple of months ago and as well as her colleagues there. And you know it’s a pretty interesting thing that they’re doing. And I thought it’d be a wonderful idea to get them involved in the conversation because what they’re doing is so different and it’s all center on health care. So without further ado I want to I want to welcome you to the podcast Jennifer.
Jennifer Lannon: [00:01:10] Thanks. Thanks so much for having us.
Saul Marquez: [00:01:13] Absolutely. And so why don’t you give the listeners a little bit of a 101 on .health is.
Jennifer Lannon: [00:01:21] Sure. So .health is the domain extension for the health industry. So just like you have had a .com or .org or .edu or .gov for websites. You can also now have a website that ends in .health. So it’s intended to be for brands that are in the health space. Consumers have a very broad definition of health so our kind of definition of what should be and how is also very broad but in a sense we are an Internet company. We are the company behind our domain names and we are live as of this year as a 20 something.
Saul Marquez: [00:01:55] Well congratulations.
Jennifer Lannon: [00:01:56] Thanks.
Saul Marquez: [00:01:57] And so pretty exciting times you know. So folks you got your .com .ed or your .org, .health is a new thing. And so Jennifer why why should people be interested in the .health extension.
Jennifer Lannon: [00:02:11] Yes so I think it really if you think about how consumers identify like a .org with oh this is a nonprofit that I’m interacting with or .edu and education or .gov and government we did a lot of consumer research on how people feel about that how even before we launched what they would expect from it what they would expect to see on it. And they really intuitively just kind of got it you know like oh .health yeah. It’s a health grid it should be on there or oh if I go to a dot site that ends in a dot health then yeah that I think I’m going to probably trust that more because it’s a health.
Saul Marquez: [00:02:44] Interesting
Jennifer Lannon: [00:02:44] So yeah I mean kind of a tall order because that was before we even launched and there was anything live on that whole sites. We’ve been taking that pretty seriously to make sure that we can live up to that expectation for consumers for health reasons. You know it’s really just a way to communicate to whoever is going to your Web site that you care about advancing health and you’re credible focused meaningful organization in the landscape of the health industry.
Saul Marquez: [00:03:10] Wonderful. So truly a differentiating set of reasons there. Tell me a little bit more about the vetting process and things like that. What did you guys do to make sure that these organizations are credible.
Jennifer Lannon: [00:03:21] Yeah definitely. So I’ll start by saying I mentioned that we launched this year in 2017 and that was actually a very long process for us. So there are several delivered bases to our line. And we did that to kind of prioritize access stood out to me and to the organizations that should have them when they should have them in the order they should have. So the first organizations that got access to register domains where organizations with trademarks. And so we had about almost 300 domain registrations between May and July of 2017 from brands like Google and Uber and Twitter and Facebook. And also you know more traditional health care and healthcare and Mayo Clinic. And so we gave them the opportunity to register those names first and get their brand name before anyone else could register that name. I know oftentimes having someone squat on your brand name is yeah not a fan now.
Saul Marquez: [00:04:18] Yeah it’s an interesting strategy that you guys did that gave them the chance to get it.
Jennifer Lannon: [00:04:22] Yeah yeah yeah. So that was really effective. Pretty much the biggest brands in health and brands that are in tatters in the ancillary industry that want to get into health. Most of them the very big brands ended up getting their names then. So that was earlier this year than we had about a four and a half month period called Industry access which met as we know near an industry access. Yes. And we basically spent that entire four and a half months advertising marketing going to as many different industry conferences as we could and speaking and spreading the word about the fact that .health was now available for members of the health industry. So during those about four and a half months you had to go to our website and actually apply Hurda house to me and we asked maybe five or 10 questions in an application. Basically what is your business. We asked for current online reference and kind of how you were a part of the health industry. So a health care provider where you are a hospital a health plan and not any bolds verification essentially of legitimate health reasons to be able to grab whatever health Dinneen they wanted during that period. So a lot of folks bought brand names health. So whatever their brand was they kind of bought the health version of that a lot of folks launched new companies under Health domains which was really exciting at how it is and how because it had a lot of companies a lot of new companies and the some of the ones that launched to help me now on .health I means you know in advance and we were really excited to be there in support. But then there were other times when we would just be sitting in a room and someone would do a demo and launch something on health. I mean we had no idea that they had bought a domain.
Saul Marquez: [00:06:04] Wow that is interesting.
Jennifer Lannon: [00:06:06] It was really cool. So brands you know existing brands buy their brand names new companies launched. And we also I think one of the really cool things about the whole is that some of the like generic names like innovation the health or Tecta health or diabetes are really cool names that are important to the industry that are probably already taken in a traditional domain space like dot com or dot org. They’re all available now in health. So a lot of really cool. Thanks a lot. I know.
Saul Marquez: [00:06:39] There’s more ground to be had again.
Jennifer Lannon: [00:06:41] There’s more there’s more real estate. I know.
Saul Marquez: [00:06:43] It’s going to Mars like on Mars now. I love it
Jennifer Lannon: [00:06:50] Yeah we saw a lot of really really great domain names get registered by awesome health friends during that period. So now we have officially totally launched so it’s super easy to write out how to manage somehow you don’t have to apply on our website anymore. Got it. Go to places like Go Daddy or name dot com where the typical places that you go to buy them the names the same way that you type and I want this domain name dot com or you can type this to me to name the Herald just less. OK. You can buy it. So since we’re a domain space that’s focused on the health industry. We built into our terms and conditions that probably don’t realize that you’re signing this every time you buy a domain name but you’re agreeing to the terms and conditions of the domain name registry. So everyone who’s buying health domain name agrees to basically stringent conditions on how that immunity can be used and what kind of content can be on there. So part of that is around illegal or illicit online pharmacies. So we actually hire a third party firm to review every nuda health Web site that goes live and tell us if any of them are selling illegal or basically unapproved medications or if they’re importing them illegally from somewhere else or things like that. So that’s one thing that we monitor for and then basically either give a warning or take on a site that’s not in compliance with that. So there are a bunch of those different kind of terms and conditions that we’ve built and to continuously monitor space and kind of remove bad actors from the system.
Saul Marquez: [00:08:20] That’s awesome. That’s really great. So you really just kind of have a system in place to make sure that the trouble makers don’t get on. And then you keep it clean that way. Yeah that’s really cool. So at this point it’s available for anybody to purchase so long as it meets the requirements. How about folks with personal brands that are in health care.
Jennifer Lannon: [00:08:41] Yeah definitely. We have some folks that buy their name dot haole and has several of them have gone live with just a personal blog. So one of them is the chief innovation the officer at Children’s Mercy. And so he has his name.health David Chow. And so he kind of immediately set that up is like his personal brand. And I know it’s a link in his Twitter bio and you know why is that. So it’s definitely possible. So are you actually bigger than others.
Saul Marquez: [00:09:09] You guys are expanding. This is so cool because it’s so when I was going back to college I was kind of messing around with blogging and stuff like that I never really got into it. Up until a few years ago and back then believe it or not I had my domain name I had saulmarquez.com well that name’s now taken. But maybe .health is available.
Jennifer Lannon: [00:09:30] Yeah definitely. It’s a whole new world of the Internet. Mean we were even just meeting with someone this local artist and he was talking about oh yeah like I have my name on it. It’s a whole new world of the Internet it’s really cool.
Saul Marquez: [00:09:42] That is really cool. Ok so I’m so excited the first thing that I’m going to do when I get off of this internet is go by my name because I bet it’s not bought yet.
Jennifer Lannon: [00:09:52] I think you’re going to do it while we’re on this podcast on iTunes by the way.
Saul Marquez: [00:09:58] I’m working on. I’m listening. I’ll wait, I’ll wait really exciting though. I’ll definitely follow up with you about that. You just made my day.
Jennifer Lannon: [00:10:07] Good.
Saul Marquez: [00:10:08] This is really cool. So as you guys thoughtfully went through this with this launch program brands followed by companies and now it’s open to the public. What things are you guys doing to add value to this community.
Jennifer Lannon: [00:10:21] Yes. So I would say one of the most important things that guides our brand is we basically do as much as we can to support our partners so partners are folks that leads either kind of reached out to and said hey you would look great on it. Or what can we support that you’re doing on the whole or it’s those you know the companies. How do we know that we’re launching that we didn’t even realize they were on a house yet. We just from person to person perspective my job is basically to meet as many people as I can that are building things on domains and for them in any way possible. So we have for example a few conferences that has launched a new conference or rebrand in an existing conference to adopt health domain and it come out we’ll speak if we can lend expertise that way will invite other partners to come in and we’ll make introductions to other speakers or partners that we think would be good that will exhibit there at the conference and tell people about why it’s important that the conference is on health domain. So you know there’s really a wide range of ways that we can support partners. We have a really extensive case study section of our website. We’re always updating that with new domain names that we see that apply. We send it to you know the folks that we add to the key studies page. We let them know and feature them on there and tell us how you know Opti if any of their messaging changes or things like that. We try to build you know as much of a community as possible so all of the events that we go to we try to reach out to as many of the like live dial users that we know from what we can find. So we’re frequently hosting happy hours or having a booth and inviting them to come by giving them swag. I kind I had swag is just kind of giving out t shirts to.
: [00:12:01] I love it, i love it. That was a nice tshirt.
Jennifer Lannon: [00:12:04] Yeah definitely. They’re actually really great. You don’t have models on you.
Saul Marquez: [00:12:09] Oh yes. Wow. So this is really cool. I mean this is so awesome you know. So listeners as you think about your company you’re listening to this because you are in health care and as you think about what you’re doing with your domain make sure that you check out the health Web site which will include a link to this podcast and the YouTube version of this below and make sure that you get your name before somebody else gets it. You want to make sure that you get it because this thing is going somewhere and you want to be associated with .health if you’re in health care.
Jennifer Lannon: [00:12:42] Yeah yeah. Our website is super easy by the way. Get.health care that helps you out and get a letter like this I would ever really wanted it to be printed. Just thinking about your existing brand we always encourage people to think about something new or something innovative that you could build on dial to. So maybe there’s been an idea in the back of your head either a certain idea or you know if you’re working for a bigger company or a bigger brands maybe wanted to launch you know a cool unbranded campaign about diabetes awareness or you know things that traditionally finding a domain name were traditionally finding it to be named may have been kind of a limiting factor in terms of availability or price. It’s really just a whole new world with health where a lot of things that might have been either impossible or really hard to do before you can get the domain name you want to do that now in .health.
Saul Marquez: [00:13:32] That is so awesome. Well you guys have truly improve the Internet outcomes for health care people and that’s exciting and that’s what we’re all about to add outcomes rocket is improving outcomes. You were telling me Jennifer about a resource that you want to offer to the listeners.
Jennifer Lannon: [00:13:48] Yeah. So I guess just to rewind a little bit when we were trying to tell people the story of .health and kind of before we launched just position the launch in a way that was going to get people to realize this mattered and to get them to realize that their Internet presence. If you’re a house for brands then your presence online really does matter. And so we were trying to find research and data on how consumers are interacting with their health online. You know we knew intuitively that they were going online more than ever for health right now but we didn’t necessarily have stats to back that up or you know kind of more specifics about how that was happening. We did find some good data from Pew. They did a study back in 2012 was the last time they did it. And when we were trying to kind of tell this story obviously when you’re referencing data that is four and a half or five years old it doesn’t quite get to the heart of how people today are interacting with our online. So we decided to recreate the study about how consumers are interacting with health on the Internet today knowing how much consumer behavior how much the internet how much health care have all changed in the past five years. So the information is available on our site. Get.health/research so it’s free. You just have to put it in your e-mail address for the download and your name. And I think it’s about 150 pages of really deep and specific information broken down by or broken down by socioeconomic status low income level broke down by conditions like diabetes or substance abuse or things like that. It’s all there things like how often you get.health/research.
Saul Marquez: [00:15:31] Ok. So listeners write that down and if you’re driving or jogging don’t worry just come back to outcomes rocket dot com slash health and you’re going to be able to find the link there as well as links to the Web site. Many of the other resources that we talk about sorry I cut you off Jennifer but I wanted to give folks a way to get there.
Jennifer Lannon: [00:15:52] I was just going to say so you know we break it down by a number of different plans. You know you can look at the American population as a whole or those things like gender income and all of that and age of course as well. So the questions we asked them are things like how often are you are you interacting with Howle on your desktop versus on your Hobel device do you have any health apps on your phone. And if so what are they. Are you communicating with your health care provider online. And if so what are you doing. Are you an appointment or are you paying a bill. Things like that. So I think for everyone in the health industry it’s really important. Usually all industries are being overtaken by digital transformation and health healthcare is one of the kind of later entrants to that party. But it’s still very important. And we as a brand find it really important to kind of understand and track at what rate that’s happening and how it’s happening and most importantly how brands and health care providers can use that information and that knowledge to meet their consumers where they are so awesome.
Saul Marquez: [00:16:50] And again listeners go to our comms Rucka dot com slash health. You’ll find all these resources are Jennifer’s talking about you. OK so Jennifer. Time flies when you’re having fun. This is crazy like we’re we’re at a half hour already so.
Jennifer Lannon: [00:17:02] Wow.
Saul Marquez: [00:17:02] I know. I know. I know. Like wow. We actually talked that long I mean it feels like five minutes.
Jennifer Lannon: [00:17:10] I know I like to talk but.
Saul Marquez: [00:17:13] It’s good it’s relevant it’s awesome. And So Jennifer what I’d like to do is just have you share a closing thought with the listeners. The best place they could get a hold of you. And then we could say goodbye.
Jennifer Lannon: [00:17:25] So I guess my closing thought would be what I alluded to just now. Meeting your consumers where they are right now for a lot of our constituents and our consumers in the health industry. They are becoming more digitally savvy. Obviously we think about more consumers becoming millennials and expecting things on and digitally and beautifully designed. While that doesn’t necessarily hold true to the same extent for every generation we actually did find in our research that even the 65 plus are engaging without online a lot. And I think a lot of that just has to do with the sheer amount of engagement with the Health Ministry that they do have. But I think we all know that this digital transformation and kind of uber ization of every industry is going to eventually hit health care. And I would rather that we’re all on the kind of leading edge of that and trying to catch up. So that would be my final thought and how you can get in touch with me my email address feel free to email me if you have questions about the study or questions about health. It’s email@example.com and I’m also pretty active on Twitter. My Twitter handle is @healthtechjen. So you can tweet me there and please love interacting people on Twitter.
Saul Marquez: [00:18:39] Awesome. Well there you have it listeners got some really great words of wisdom as well as a way to contact Jennifer. So be sure you go get your dad health domain. And again just want to say thank you for all the awesome info you provided Jennifer.
Jennifer Lannon: [00:18:53] Yeah no worries. Thanks so much, Saul. Have a great rest of the day.
Saul Marquez: [00:18:56] You too.
: [00:19:00] Thanks for listening to the outcomes rocket podcast. Be sure to visit us on the web at www.outcomesrocket.health for the show notes, resources, inspiration and so much more.
The Best Way To Contact Jennifer: