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Survey Says! Insights from Geonetric's eHealth Survey

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Is your website ahead of your peers … or behind? Are you understaffed? Or under budgeted? The one question we hear most often from healthcare Web professionals is “How are we doing compared to …

Is your website ahead of your peers … or behind? Are you understaffed? Or under budgeted? The one question we hear most often from healthcare Web professionals is “How are we doing compared to everyone else?” In this webinar, we’ll share the results of Geonetric’s comprehensive eHealth survey. You’ll learn where your organization stands in terms of Web functionality, digital strategy and dedicated resources.

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  • We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
  • Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2014/geonetrics-ehealth-survey/
  • https://www.geonetric.com/resources/white-papers/download-ehealth-survey-results/
  • This is the most comprehensive, deepest data specifically about the use of digital in healthcare marketing that we know of.There’s some good data out there that gets close to our area – SHSMD’s BTN will come out later this year, but it just touches on digitalWe do this because we need this data/our clients need this data/all of you need it to.Survey Says! Insights from Geonetric's eHealth SurveyFebruary 20, 2014 — 3:00 p.m. CTIs your website ahead of your peers … or behind? Are you understaffed? Or under budgeted? The one question we hear most often from healthcare Web professionals is “How are we doing compared to everyone else?” In this webinar, we’ll share the results of Geonetric’s comprehensive eHealth survey. You’ll learn where your organization stands in terms of Web functionality, digital strategy and dedicated resources.In this webinar, you’ll learn how to:Benchmark your organization’s online efforts against peersCompare your investments in eHealth in terms of resources dedicated to the Web to your competitorsUncover industry trends and use them to improve online efforts
  • Comm=72Large=449Regional=1710
  • Direct investment = tools, services, consulting
  • SurprisesDevelopmentContent strat/social
  • Conclusion:* Of course larger organizations have more resources* Big orgs see the benefits of scale* Very small organizations try to sneak by on the cheap, but end up very inefficient for their size* For example, 25% of C&S don’t have a CMS…
  • 41%!!!Add in the recent = 65%
  • For public website(s) – healthcare specific still dominates7% don’t have a CMS!25% of community and specialty
  • Lacking the ability to connect the dots between the pieces
  • Lacking the ability to connect the dots between the pieces
  • Only mentioned twice. It’s on the radar, but the jury is still out on value as it exists today
  • Conclusion:1) addressing mobile is a must2) Executing on the pieces well is more important than adding check-boxes.3) Get your core in shape before branching – Content, design, ia, directories (particularly physicians)
  • While, on average, respondents include an online component in 62% of marketing efforts (with little average difference between peer groups), we see this break out very differently in the detail. Community and specialty organizations, in particular, have a strong “all or nothing” approach to incorporating web into the marketing mix, with 15% of respondents including digital in less than 5% of marketing while a full 30% include digital in all of their marketing efforts.!Community and specialty organizations have a strong “all or nothing” approach to incorporating Web into the marketing mix.15% include digital in less than 5% of marketing 30% include digital in all of their marketing efforts
  • Organizations primarily use the Web to promote service lines (86%) and they use a variety of advertising tools to drive visitors to their sites. They are placing advertisements on:
  • Conclusion:Website is now necessary, but not sufficientDigital footprint is much broaderSocial – 11% of staff time spent on HCSM, almost as much as general web admin!Pay to play – gotta be there…But use it strategically
  • Conclusion:Web strategy is hard! Itcan provide direction or it can be an exercise in waste.Need the high level buy-in to make it meaningful – web governanceNeeds to be incorporated into your work process, not just a documentNeeds to be a living thing, not a static statement at one single point in time
  • https://www.geonetric.com/resources/white-papers/download-ehealth-survey-results/
  • Transcript

    • 1. Survey Says! Insights from Geonetric's eHealth Survey BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
    • 2. Today’s Presenters Ben Dillon, MBA | VP & eHealth Evangelist | Geonetric Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo. Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 3. Geonetric Clients Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 4. About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems. Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 5. Video Of This Webinar Watch the Video In this webinar, we’ll share the results of Geonetric’s comprehensive eHealth survey. You’ll learn where your organization stands in terms of Web functionality, digital strategy and dedicated resources. Watch the webinar! Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 6. eBook Available Request your free copy! Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 7. Survey Says! Insights from Geonetric's eHealth Survey BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
    • 8. How to Use the Survey Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 9. Understanding the Data • Healthcare organizations come in all shapes and sizes, which can make it tough to draw comparisons. So we split the data into peer groups. This enables you to compare your organization with healthcare providers of similar size. • Survey respondents selected one of the following groups that best represents their organization: – – LARGE PROVIDERS Organizations with 200 — 999 beds and with a limited geographical footprint. – Tweet it: #GEOLIVE COMMUNITY AND SPECIALTY PROVIDERS Organizations with under 199 beds, clinic organizations without inpatient services, critical access hospitals and specialized facilities such as heart hospitals. REGIONAL PROVIDERS Large health systems, many with a thousand or more beds and a very large geographical area. Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey 250 Responses
    • 10. Resources Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 11. How Many FTEs? COMMUNITY AND SPECIALTY PROVIDERS 3.5 FTEs OR 1 FTE per 20 beds LARGE PROVIDERS 4.5 FTEs OR 1 FTE per 95 beds REGIONAL PROVIDERS 8.3 FTEs OR 1 FTE per 171 beds Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 12. Direct Investment COMMUNITY AND SPECIALTY PROVIDERS $41,848 OR $578 per bed LARGE PROVIDERS $187,143 OR $417 per bed REGIONAL PROVIDERS $359,239 OR $210 per bed Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 13. Investment by Organization Size OVERALL AVERAGE $194,753 $349,072 $41,848 COMMUNITY OR SPECIALTY ORGANIZATION LARGE PROVIDER REGIONAL PROVIDER $222,738 $187,143 $295,383 $359,239 Average Online Investment (no staff) Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey $538,034 Estimated Staff Costs
    • 14. Total Investment per Bed (Direct Investment+Staff=Total) REGIONAL PROVIDERS $210 + $315 = $525 per bed LARGE PROVIDERS $417 + $658 = $1,075 per bed COMMUNITY AND SPECIALTY PROVIDERS $578 + $3075 = $3,653 per bed Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 15. Average Staffing Mix by Role Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 16. What Does This Mean to You? Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 17. Web Functionality Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 18. Are You Involved in an Online Technology Overhaul or Significant Site Upgrade? Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 19. What Do Sites Have, What’s Working, And What’s NOT Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 20. Jobs “ Online job applications - consistently the #1 page on our site.‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 21. What Sites Have Already* 100% Job Listings 100% Job Applications * Expected percentages by the end of 2014 Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 22. “ Directories Maps & Locations, Find a Doctor, Wait Times - these all increase our "findability" (both within our site and from external search engines) and they help connect patients to our providers and services.‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 23. What Sites Have Already* 99% Find a Doctor 95% Maps & Directions 92% Location Directory 92% Service Directory * Expected percentages by the end of 2014 Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 24. Calendar “ The events calendar is probably the most frequently visited (second only to the job postings.)‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 25. What Sites Have Already* 95% Calendar & Event Listing * Expected percentages by the end of 2014 Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 26. Core Infrastructure Nobody talks about what’s under the covers Chirp, chirp Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 27. What Sites Have Already* 97% Web Analytics 93% Content Management System * Expected percentages by the end of 2014 Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 28. Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 29. Of Course, Not Everyone Was Happy with Their Websites… “ The whole site lacks value in its current condition because it doesn't do a good job of connecting people with physicians, informing the public, or converting traffic.‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 30. “ “ And Some Topics Were Contentious! Recent addition of health library and related resources have added greatly to our value as an online community resource.‖ Canned health library (no one visits and it's hardly leveraged for online content use).‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 31. What Sites Have Already* 80% Health Library * Expected percentages by the end of 2014 Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 32. What’s Gaining in 2014? Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 33. Addressing the Mobile Audience What site functionality is most valuable? “ On our current site, none. On the new site, the new navigation, functionality and responsive design.‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 34. What Sites are Gaining in 2014 42% Responsive-Design Site 16% Stand-Alone Mobile Site Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 35. Meaningful Use Patient and Family Engagement “ Patient Portal - Easy access to ask your physician a question, request an appt, see upcoming appts, view lab results, etc.‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 36. What Sites are Gaining in 2014 27% Patient Portal 23% Personal Health Records 21% Personal Health Records (Provider Populated) (Patient Populated) Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 37. Personalization “ “ What site functionality is most valuable? …personalization throughout.‖ What site functionality is least valuable? Personalization‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 38. What Sites are Gaining in 2014 30% Consumer Portal/Personalization 21% Website Integrated CRM (Customer Relationship Management) Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 39. What Does This Mean to You? Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 40. Digital Marketing Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 41. Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 42. Most Valuable Digital Marketing? “ Our website – but you must advertise it!‖ Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 43. What’s Hot in Online Advertising? 66% Local Websites 64% Google AdWords 58% Facebook Ads 35% Consumer Health Websites 22% Online Video Sites (e.g. YouTube) 19% Online Music Sites (e.g. Pandora) 16% Microsoft Ad Center (e.g. Bing) Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 44. “ Facebook ads have been very successful for us, as well as Web banner ads on popular sites such as the local newspaper.― Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 45. Social Media Have Plan to Have in Next 6 Months FACEBOOK 97% YOUTUBE 91% TWITTER 3% 79% LINKEDIN 7% 59% 48% PINTEREST GOOGLE+ 23% 27% FOURSQUARE 6% Tweet it: #GEOLIVE 8% 12% 45% INSTAGRAM VINE 1% 10% 11% 3% 8% Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 46. Fastest Growing Digital Marketing Tools 1. Email Marketing (15%) 2. Content Marketing (13%) 3. Blogs (13%) 4. Pinterest (12%) 5. Instagram (11%) Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 47. ‘Course, Not Everyone Agrees MOST VALUABLE ―Spam. Ha! AdWords in Google.‖ LEAST VALUABLE ―Google ads - I personally ignore them.‖ ―Most business Facebook posts are junk…‖ ―Email marketing, Google AdWords, Facebook and Twitter.‖ ―Facebook and Pinterest - to reach a younger audience immediately.‖ Tweet it: #GEOLIVE "Pinterest - this is largely non-measurable and I question the usefulness of this tactic in healthcare…― Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 48. What Does This Mean to You? Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 49. Web Strategy Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 50. Do You Have a Formal Web Strategy? Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 51. 25% of Web Strategies are NEVER UPDATED!!! Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 52. How Are Strategies Used to Direct Online Initiatives? ―Keeps us on track and dictates exactly what we spend our energy doing.‖ ―We typically look at it once and forget about it.― ―It helps with budgeting and resource justification (even if it never happens).‖ Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey ―Not very well.‖
    • 53. What Does This Mean to You? Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 54. What Else is in the eBook? • Percent of marketing budget dedicated to digital • Division of responsibility between in-house and outsourced resources • Inter-departmental involvement in online initiatives • Top organization concerns • And much more… Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 55. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey
    • 56. eBook Available Request your free copy! Tweet it: #GEOLIVE Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey