To: Canary Health

From: Katrine Ryan

Contact: knb1@knbpr.com
Date: June 9, 2015

Canary Health Analysis & Recommendations

Organized by Canary Health website pages, sections & social media

Company Landing Page

Top Graphics
Audience is unclear, at first glance
Mix of company and consumer-oriented language
Launch a digital health program to improve outcomes doesnt highlight
who you can assist. Example: to improve your clients outcomes
What we do
Confirms target audience-helping health plans, providers, and employers
includes both things and people. Try saying health plan management
Suggests your mission is to reduce cost of care for people with prechronic
and early-stage chronic conditions. Your secondary mission is to improve the
lives of those who have one or more pre-chronic conditions
o What does Canary Health (CH) want to focus on?
Success of Digital Health Program?
Lowering healthcare costs long term?
Establish yourself as a leader in digital health self-management.
The power of digital health self-management: programs for lasting
change
Shares three solutions that could be in the what we do section. We offer
three solutions
Avoid redundancy and save the reader time by merging and condensing
section above with this section. Give a clear overview of CHs mission and its
digital health self-management solutions.
Why do these organizations need Canary Health?
o Introduce population CH wants to help--adults with one or more prechronic or
early-stage chronic condition.
o Identify need (illustrate knowledge on medical conditions). Show how if
conditions such as pre-diabetes, arthritis or heart-disease are not treated,
the chronic illness will worsen. Research shows that these individuals
1

acquire a new chronic condition every 2-3 years and that 15%-20% progress
to very sick each year.
o Share how you can deliver a strong ROI for an organization. On average,
there is a $2,000 per person per year preventable send in the Emergent
Risk. Through validated research with a large health plan customers weve
proven a 3.1 ROI.

Our Population Page

Canary Health Fills the Gap

Currently explains the Emergent-Risk Population, and visually separates the
population from the healthy and very sick.
Develop a strong, positive call to action. Dont get stuck in the middle is
catchy but could be reworded to better reiterate your purpose. CHs point is
that those in the middle will soon be in the category of Very Sick if the
population remains unengaged. In addition, the wording is not fit for the
target audience (the audience isnt stuck). Try words or phrases such as
prevent, be proactive, or introduce engagement.
Consider adding a News or Tips section to the website to show your
leadership and knowledge about the industry. Are there any new
advancements in understanding chronic illness? Provide thoughtful, current
information regarding the conditions in order to reveal your knowledge about
what you are treating.
Let your audience join the conversation. Offer links to webinars and a
calendar of upcoming conferences/events.
Impact mission and margins

This evidence is important. Place information on landing page in appropriate

section. With limited time and attention, your audience will be on the hunt
for the most valuable information. Dont make your viewers search so hard!

Solutions Page

Outreach to Outcomes
Information is redundant and can be utilized in other sections.
Good to have easy access to company contact.
The Digital Programs Means We Address the Whole Person

We address these needs with the first whole person solution for lifelong
health self-management. Reword to encourage viewers understanding of
your leadership in the industry.
2

The picture and one-word description of each solution is visually pleasing and
helpful.
Use a different header format for Outreach. Following the same format as
the three solutions can confuse the reader to expect another solution.

Outcomes Page

o
o
o

The Canary Health Impact

Is the Experience of Healthcare something CH should highlight more?
Provide a section on the industry as a whole with up-to-date facts.
Although it provides user satisfaction rate, section lacks statistics and
numbers. It would be beneficial to show how CH has reduced outpatient
utilization.
Ask how we reduce the Cost of Care is a statement that implies the viewer
must do extra work for information that should be readily available.
Change the statement to Ask how we can reduce your Cost of Care or
provide more examples/analytics.
Include success stories of how the solutions prevent disease progression and
reduce costs.
Use information from the 8 partners offering Canary Health Solutions and
possibly include their logos in this section.
Create a short video of the products in action.
Quote healthcare providers and employers as well as patients to add more
evidence of solutions success.
HIT Consultant, Kathy Ross, GEHA Vice President of Clinical Operations
News-Medical, Jay Greenberg, Sc.D., president, NCOA Services LLC
Canary Health- Evidence-based programs with proven outcomes

Share partnership with leading researchers at Stanford University and the

University of Pittsburgh on landing page to establish trust and provide
company credibility.
There can be a link to learn more about how the programs are evidencebased. However, the information linked should be provided on the Solutions
Page, not Outcomes Page, because the information shows how the solutions
were developed.
Emphasize how the demonstrated results reduce costs and improve quality
of life.
Identify Your Emergent Risk Population

 The short green section is the heart of what you do. Make this clear on the
landing page.
Canary Health can:
1. Identify an organizations emergent risk population.
2. Help an organization utilize and benefit from CH solutions, according to the
needs of the population.
3. Deliver a strong ROI for the organization.
Clearly outline your services to help your readers see the benefit of your
company.

Company Page

Early Intervention Makes the Difference

Positive body, giving the philosophy behind your products.
How long has CH been helping people?
Create links to your employees published articles on the industry.
Leadership Team

Strong current picture, length and LinkedIn connection.

Contact Page

First line is overwhelming in all caps.

Organized and thoughtful introductions for each contact.
Provides a connection to social media pages.

Aesthetics of the Website

San-serif is good; however, the body text in grey is difficult to read.

Nice yellow and green, colors of happiness and wellness.
Visuals are pleasing and of high quality.
Short sections are easy to read.

Overall Recommendations Regarding Website

Avoid overusing the same information throughout the website.

Include non-promotional news articles, and tips that go beyond your health
solutions in order to establish your company as a leader in the industry.

Online Google Search for Canary Health

DPS Health

Canary Health
4

1.
2.
3.
4.
5.

Company appears as the first link;

however, one must click on the link
to learn that Canary Health is its new
name. On Google, DPS Healths
description says DPS Health is now.
Set a New Population Strategy DPS
Health helps healthcare organizations
fill the gap between. The first
1.
sentence is cut off with the important2.
3.
information about rebranding.
4.
5.

Canary Health (Ad) is first result.

Articles regarding Canary Health do
not appear on first Googles first
page. Logo does not appear in
images.

Population Health
Management

Population Health Solutions

Caradigm (Ad)
Athena Health (Ad)
xG Health Solutions (Ad)
Mary Ann Liebert, Inc. publishers
Wellcentive

1.
2.
3.
4.
5.

Canary Health is not available on top

10 Google pages.
Emergent Risk
1. Emergent Risk International
2. Emergent Risk International (About 1.
Us)
3. Emergent Risk International
(Leadership)
4. Albion Research Ltd.
5. Scholars at Princeton- Conference on
2.
Emergent Risk
3.
Canary Health (appearing as DPS
Health) is first featured on page 2 of

It is the 5th Link on Bing:

Canary Health for Your Canary Bird...
Canary Health Care
American Singer Canary
Pet Canary Bird Species
Canary Health- Solutions

Caradigm (Ad)
Bridge Patient Portal (Ad)
Light Beam Health (Ad)
Conifer Health
The Advisory Board Company

Canary Health is not featured on top

10 Google pages.

Digital Health SelfManagement

DPS Health Launches Digital Health

Self-Management Solution,
Announces Strategic Partnership with
Stanford Patient Education Research
Center
uMotif-Welcome
uMotif featured in
ComputerWeekly.com
4. California HealthCare Foundation
5

Google, number 19: DPS Health

states that tackling Emergent-Risk
cohort becomes a high priority.

5. Innoserv

Social Media
The Canary Health Twitter Page
Posts
Followers
6

LinkedIn Profile
DPS Health

252 followers
No mention of rebranding
Include name change to help your
followers

Facebook Page
DPS Health
64 Likes
More diverse than Canary Health FB
page, offering industry news
Good link to Canary Health

Following
62

Canary Health
35 followers
No mention of prior name
Edit for copy errors (missing spaces)

Canary Health
9 Likes
Too Promotional, shift focus away
from company spotlights
Focus on visual content, such as
graphics and video
Possibly include TedTalks (i.e. Next
steps in healthcare & medicine), tips
about how to slow down chronic
illness that can supplement your
solutionsetc.

If you have any questions or need more information, please contact

knb1@knbpr.com. Thank you for your time!