Survey Says! Insights from Geonetric's eHealth Survey

Survey Says!

Insights from Geonetric's
eHealth Survey

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

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

Geonetric Clients

Download Geonetric’s eHealth Survey www.Geonetric.com/eHealthSurvey

About Geonetric
Geonetric develops the VitalSite healthcare CMS,
and provides online marketing services to
hospitals, physician practices and health systems.

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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!

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eBook Available
Request your free copy!

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How to Use the Survey


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.

–

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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.

250 Responses

Resources


How Many FTEs?

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

Direct Investment

$41,848 OR $578 per bed
LARGE PROVIDERS

$187,143 OR $417 per bed
REGIONAL PROVIDERS

$359,239 OR $210 per bed

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)

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$538,034

Estimated Staff Costs

Total Investment per Bed
(Direct Investment+Staff=Total)

REGIONAL PROVIDERS

$210 + $315 = $525 per bed
LARGE PROVIDERS

$417 + $658 = $1,075 per bed

$578 + $3075 = $3,653 per bed

Average Staffing Mix by Role

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What Does This Mean
to You?


Web Functionality


Are You Involved in an Online Technology
Overhaul or Significant Site Upgrade?

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What Do Sites Have,
What’s Working,
And What’s NOT


Jobs

“

Online job applications
- consistently the #1
page on our site.‖


What Sites Have Already*

100% Job Listings
100% Job
Applications
* Expected percentages by the end of 2014

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“

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.‖



99% Find a Doctor
95% Maps & Directions
92% Location Directory
92% Service Directory

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Calendar

“

The events calendar is
probably the most
frequently visited (second
only to the job postings.)‖



95% Calendar & Event
Listing

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Core Infrastructure
Nobody talks about what’s under the covers
Chirp,
chirp



97% Web Analytics
93% Content
Management
System


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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.‖


“
“

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).‖



80% Health Library

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What’s Gaining in 2014?


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.‖


What Sites are Gaining in 2014

42% Responsive-Design
Site
16% Stand-Alone Mobile
Site
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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.‖



27% Patient Portal
23% Personal Health Records
21% Personal Health Records
(Provider Populated)

(Patient Populated)

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Personalization

“
“

What site functionality is most valuable?

…personalization throughout.‖
What site functionality is least valuable?

Personalization‖



30% Consumer
Portal/Personalization
21% Website Integrated CRM
(Customer Relationship Management)

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Digital Marketing


Most Valuable Digital Marketing?

“

Our website – but
you must advertise
it!‖


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)
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“

Facebook ads have been
very successful for us, as well
as Web banner ads on
popular sites such as the
local newspaper.―


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%

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8%
12%

45%

INSTAGRAM

VINE

1%

10%
11%
3%

8%


Fastest Growing Digital
Marketing Tools

1. Email Marketing (15%)
2. Content Marketing (13%)
3. Blogs (13%)
4. Pinterest (12%)
5. Instagram (11%)
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‘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.‖
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"Pinterest - this is largely
non-measurable and I
question the usefulness of
this tactic in healthcare…―


Web Strategy


Do You Have a Formal Web
Strategy?

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25%

of Web Strategies are NEVER
UPDATED!!!


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).‖

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―Not very well.‖

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…
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Questions?
Contact Ben:
800.589.1171
Ben.Dillon@geonetric.com
www.Geonetric.com
Geovoices.com

@benatgeo
Pinterest.com/benatgeo


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Editor's Notes