Field of Dreams - or, The Kevin Costner Effect
Written April 16th, 2008 by CapnWhich comes first, the audience or the features? Just because you implement some new feature, will that draw the audience - or does your audience define the features in your implementation?
Ideally, they’d coincide: a cool new technology becomes mainstream and widely used by the public just as your new-tech-feature-rich content goes live … and your site traffic goes into orbit. How cool would that be?
That assumes a lot though: first, that this happy new shiny is in fact cool (kewl), then that it’s generally accepted, publically available and viable, and the ultimate pivot-point: that you were hip enough to see it coming, put it all in place, and launch it just as it comes into the mainstream. Ah, to be pioneering at the forefront of tech-evolution.
The alternative is probably more attractive to the check-signers. Let someone else prove it works; create the idea, develop the technology - then offer the package. Show some reports and translate them into dollar signs. It’s easier to gain support for something proven, and easier for the organization to stick the same feather in their cap that other organizations are already touting.
Either way, the $64,000 question is “if you build it, will they come?” Will they, indeed? [Man, Kevin Costner is getting a lot mileage around here, lately.]
Whether you’re creating new tech or bandwagoning it, there are a lot of analogies that come to mind. Prospecting. The stock market. Being a TV weather person. The ROI argument. The big question mark - especially when your primary industry is not technology-based - is whether or not you’re a development shop and does the organization want to get into pioneering/ developing/ supporting new tech? Even ‘taking a chance’ on some newly emergent technology that has the folks at Wired all a-twitter. That’s an uphill battle in itself, nevermind making this happy new shiny thing produce any results.
For argument’s sake, let’s say this new development works - whether it’s your creation or an implementation of some new hawtness. And it’s cool kewl. It’s Good. What will the audience’s response be? How will they react to any client-side requirements? How do you pitch ur new kewlness in such a way that Mr. + Mrs. Joe Avg will click “yes, install this new fangled thang” without too much hesitation?
By making their Return On Investment worth it.
If you’re leading some tech-charge with Ur New Kewlness, then it’s more than just a discoball on your landing page. It should be championed by the organization, in media spots, highlighted, touted. It’s not defining of the organization; but the organization should stick that feather in its cap and then tickle everybody’s noses with it.
So what are you building?
[Author's note: No, Kevin Costner is not on the Board or receiving any sort of concessions or gratuities from WebiScope. Stay tuned for next week's post when we use our "3000 Miles to Graceland" and "WaterWorld" analogies. *cough cough*]
April 22nd, 2008 at 3:10 pm
If what you build is genuinely intended to make things easier for patients, they’ll find it and use it. Some in big numbers, some in small — but incredibly appreciative — numbers. But a lot of the so-called innovations in health care have been borrowed from other industries. We get a lot of questions on our online bill payment feature, which may see $1 million in bills paid this month alone. But is that really unique or innovative?
Build what makes sense and do all the things the good Captain suggests, and your audience will find you. People are begging for anything that makes health care easier. It’s up to us to find those things and bring them to life!