From Silos to Systems
New Approaches to
Web Strategy
BEN DILLON | VICE PRESIDENT & EHEALTH EVANGELIST
Tweet it: #GEONETRIC
Today’s Presenter
Ben Dillon, MBA | VP & eHealth Evangelist |
Geonetric
Ben is a vice president at Ge...
Geonetric Clients
Tweet it: #GEONETRIC
About Geonetric
Geonetric develops the VitalSite healthcare CMS,
and provides online marketing servic...
Tweet it: #GEONETRIC
Video Of This Webinar
Watch the Video
Using healthcare examples, we explain how to build
a website th...
Tweet it: #GEONETRIC
New eBook Available
BEN DILLON | VICE PRESIDENT & EHEALTH EVANGELIST
From Silos to Systems
New Approaches to Web
Strategy
Tweet it: #GEONETRIC
Where does complexity come
from
Brand
Tweet it: #GEONETRIC
Information Architecture
www.healthsystem.org
www.hospital.org www.hospital.org
www.clinic.org
www.he...
Tweet it: #GEONETRIC
Picking the right answer for
YOUR organization
Tweet it: #GEONETRIC
Choosing Your Path
Facility Websites
• Each facility tells its own story
• Unique reflection of the
b...
Efficiency
HCA Virginia
Tweet it: #GEONETRIC
HCA Virginia
Tweet it: #GEONETRIC
HCA Virginia
Tell a
bigger,
more
interesting
story
Flexibility
PIH Health
Tweet it: #GEONETRIC
BEFORE
Tweet it: #GEONETRIC
AFTER
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
BEFORE
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
Access To Care
Wheaton Franciscan Healthcare
Tweet it: #GEONETRIC
BEFORE
Tweet it: #GEONETRIC
BEFORE
AFTER
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
YOUR STRATEGY DOESN’T JUST
DESCRIBE YOUR DESTINATION…
IT
OUTLINES
YOUR JOURNEY
<<Explosion>> <<Inch Worm>>VS
Tweet it: #GEONETRIC
Blow It Up!
Abington Health
Tweet it: #GEONETRIC
BEFORE
Tweet it: #GEONETRIC
AFTER
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
A Gradual Transition
Adventist Healthcare
BEFORE
Tweet it: #GEONETRIC
AFTER
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
BEFORE
Tweet it: #GEONETRIC
AFTER
Tweet it: #GEONETRIC
Where do we go from here?
Tweet it: #GEONETRIC
Where Do We Go From Here?
• Assemble brand and marketing documentation
• Some of the tools you may ne...
Tweet it: #GEONETRIC
Contact Us Submissions:
Physician Views:
Appointment Requests:
-74%
+248%
+196%
Results From
Wheaton ...
Tweet it: #GEONETRIC
Questions?
Contact Ben:
800.589.1171
Ben.Dillon@geonetric.com
www.Geonetric.com
Geovoices.com
@benatg...
Tweet it: #GEONETRIC
New eBook Available
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 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.
  • From Silos to Systems: New Approaches to Web Strategy [WEBINAR]

    1. 1. From Silos to Systems New Approaches to Web Strategy BEN DILLON | VICE PRESIDENT & EHEALTH EVANGELIST
    2. 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. 3. Geonetric Clients
    4. 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. 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. 6. Tweet it: #GEONETRIC New eBook Available
    7. 7. BEN DILLON | VICE PRESIDENT & EHEALTH EVANGELIST From Silos to Systems New Approaches to Web Strategy
    8. 8. Tweet it: #GEONETRIC Where does complexity come from
    9. 9. Brand
    10. 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. 11. Tweet it: #GEONETRIC Picking the right answer for YOUR organization
    12. 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. 13. Efficiency HCA Virginia
    14. 14. Tweet it: #GEONETRIC HCA Virginia
    15. 15. Tweet it: #GEONETRIC HCA Virginia
    16. 16. Tell a bigger, more interesting story
    17. 17. Flexibility PIH Health
    18. 18. Tweet it: #GEONETRIC BEFORE
    19. 19. Tweet it: #GEONETRIC AFTER
    20. 20. Tweet it: #GEONETRIC
    21. 21. Tweet it: #GEONETRIC BEFORE
    22. 22. Tweet it: #GEONETRIC
    23. 23. Tweet it: #GEONETRIC
    24. 24. Access To Care Wheaton Franciscan Healthcare
    25. 25. Tweet it: #GEONETRIC BEFORE
    26. 26. Tweet it: #GEONETRIC BEFORE
    27. 27. AFTER
    28. 28. Tweet it: #GEONETRIC
    29. 29. Tweet it: #GEONETRIC
    30. 30. Tweet it: #GEONETRIC
    31. 31. Tweet it: #GEONETRIC
    32. 32. YOUR STRATEGY DOESN’T JUST DESCRIBE YOUR DESTINATION… IT OUTLINES YOUR JOURNEY
    33. 33. <<Explosion>> <<Inch Worm>>VS
    34. 34. Tweet it: #GEONETRIC Blow It Up! Abington Health
    35. 35. Tweet it: #GEONETRIC BEFORE
    36. 36. Tweet it: #GEONETRIC AFTER
    37. 37. Tweet it: #GEONETRIC
    38. 38. Tweet it: #GEONETRIC
    39. 39. Tweet it: #GEONETRIC
    40. 40. A Gradual Transition Adventist Healthcare
    41. 41. BEFORE
    42. 42. Tweet it: #GEONETRIC AFTER
    43. 43. Tweet it: #GEONETRIC
    44. 44. Tweet it: #GEONETRIC
    45. 45. Tweet it: #GEONETRIC
    46. 46. Tweet it: #GEONETRIC BEFORE
    47. 47. Tweet it: #GEONETRIC AFTER
    48. 48. Tweet it: #GEONETRIC Where do we go from here?
    49. 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. 50. Tweet it: #GEONETRIC Contact Us Submissions: Physician Views: Appointment Requests: -74% +248% +196% Results From Wheaton Franciscan Healthcare
    51. 51. Tweet it: #GEONETRIC Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
    52. 52. Tweet it: #GEONETRIC New eBook Available

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