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From Silos to Systems: New Approaches to Web Strategy [WEBINAR]
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From Silos to Systems: New Approaches to Web Strategy [WEBINAR]

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Promoting multiple brands and facilities on one website can be difficult. If you’re ready to trade in silos of Web content for a strategy that balances a regional brand while still highlighting …

Promoting multiple brands and facilities on one website can be difficult. If you’re ready to trade in silos of Web content for a strategy that balances a regional brand while still highlighting individual facilities, this webinar is for you. Using healthcare examples, we explain how to build a website that makes it easy for consumers to access services across a system. You’ll learn how to manage multiple online brands in a way that meets organizational goals while providing a seamless user experience every step of the way.

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  • How those brands are prioritized and promoted is a delicate process. Brands for the Health System, hospitals, and clinics can be stronger when they reinforce one another, but internal competition or long-established independent brands can often interfere. While these difficult questions have often been avoided or left to work themselves out gradually over years, the question of how to present these varying brands online is often forcing these issues to the front.
    Geographic separation
    Mergers & acquisitions
    Employed vs. independent physicians
    Moves to expand the reach of services from local to regional or national
  • Biggest challenge to make sure you didn’t misrepresent any services at a particular hospital. Don’t make it appear you offer something you don’t. Like Lansdale doesn’t have maternity. Represent service lines appropriately.
  • Adventist has taken a hybrid approach as a first step, with a more gradual transition to the final place that they want to be.
    Previously a set of sites – system + one per hospital. Most content lived at the hospital level
    Brand was with the facilities. They carried the name, but little was done to push the Adventist system
    DC area – very competitive
    Now one site
  • Primary access to facilities it through the locations directory
  • And there’s good basic location info on that page, but you see there’s still a “Visit Website” link here (animation)
  • So there’s a “flavor” of homepage for the facilities still
  • And some facility-centric services information
  • focus to users and benefits, instead of the organization and features.
    For example, awards/recognitions are integrated within the appropriate pages, rather than siloing that content, too.
    When talking about awards, etc., in terms of how these efforts benefit users/patients.
    That’s another big shift, as is writing for the “understood you” (second person) instead of “the patient” (third person). All of it allows for more engagement with users/site visitors.

Transcript

  • 1. From Silos to Systems New Approaches to Web Strategy BEN DILLON | VICE PRESIDENT & EHEALTH EVANGELIST
  • 2. Tweet it: #GEONETRIC Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist | Geonetric Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, on 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.
  • 3. Geonetric Clients
  • 4. Tweet it: #GEONETRIC About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.
  • 5. Tweet it: #GEONETRIC Video Of This Webinar Watch the Video Using healthcare examples, we explain how to build a website that makes it easy for consumers to access services across a system. You’ll learn how to manage multiple online brands in a way that meets organizational goals while providing a seamless user experience every step of the way. Watch the webinar!
  • 6. Tweet it: #GEONETRIC New eBook Available
  • 7. BEN DILLON | VICE PRESIDENT & EHEALTH EVANGELIST From Silos to Systems New Approaches to Web Strategy
  • 8. Tweet it: #GEONETRIC Where does complexity come from
  • 9. Brand
  • 10. Tweet it: #GEONETRIC Information Architecture www.healthsystem.org www.hospital.org www.hospital.org www.clinic.org www.healthsystem.org A Range of Possibilities
  • 11. Tweet it: #GEONETRIC Picking the right answer for YOUR organization
  • 12. Tweet it: #GEONETRIC Choosing Your Path Facility Websites • Each facility tells its own story • Unique reflection of the brands of unique facilities • Local control • Politically easier System Approach • Presents system view • Less duplication = Less staff required • More flexible • Best at maximizing share of patient
  • 13. Efficiency HCA Virginia
  • 14. Tweet it: #GEONETRIC HCA Virginia
  • 15. Tweet it: #GEONETRIC HCA Virginia
  • 16. Tell a bigger, more interesting story
  • 17. Flexibility PIH Health
  • 18. Tweet it: #GEONETRIC BEFORE
  • 19. Tweet it: #GEONETRIC AFTER
  • 20. Tweet it: #GEONETRIC
  • 21. Tweet it: #GEONETRIC BEFORE
  • 22. Tweet it: #GEONETRIC
  • 23. Tweet it: #GEONETRIC
  • 24. Access To Care Wheaton Franciscan Healthcare
  • 25. Tweet it: #GEONETRIC BEFORE
  • 26. Tweet it: #GEONETRIC BEFORE
  • 27. AFTER
  • 28. Tweet it: #GEONETRIC
  • 29. Tweet it: #GEONETRIC
  • 30. Tweet it: #GEONETRIC
  • 31. Tweet it: #GEONETRIC
  • 32. YOUR STRATEGY DOESN’T JUST DESCRIBE YOUR DESTINATION… IT OUTLINES YOUR JOURNEY
  • 33. <<Explosion>> <<Inch Worm>>VS
  • 34. Tweet it: #GEONETRIC Blow It Up! Abington Health
  • 35. Tweet it: #GEONETRIC BEFORE
  • 36. Tweet it: #GEONETRIC AFTER
  • 37. Tweet it: #GEONETRIC
  • 38. Tweet it: #GEONETRIC
  • 39. Tweet it: #GEONETRIC
  • 40. A Gradual Transition Adventist Healthcare
  • 41. BEFORE
  • 42. Tweet it: #GEONETRIC AFTER
  • 43. Tweet it: #GEONETRIC
  • 44. Tweet it: #GEONETRIC
  • 45. Tweet it: #GEONETRIC
  • 46. Tweet it: #GEONETRIC BEFORE
  • 47. Tweet it: #GEONETRIC AFTER
  • 48. Tweet it: #GEONETRIC Where do we go from here?
  • 49. Tweet it: #GEONETRIC Where Do We Go From Here? • Assemble brand and marketing documentation • Some of the tools you may need: – Analytics “deep dive” – Content audit – Usability study • Web governance committee • Develop a plan of attack!
  • 50. Tweet it: #GEONETRIC Contact Us Submissions: Physician Views: Appointment Requests: -74% +248% +196% Results From Wheaton Franciscan Healthcare
  • 51. Tweet it: #GEONETRIC Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
  • 52. Tweet it: #GEONETRIC New eBook Available