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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From Silos to Systems: New Approaches to Web Strategy [WEBINAR]
1. From Silos to Systems
New Approaches to
Web Strategy
BEN DILLON | VICE PRESIDENT & EHEALTH EVANGELIST
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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.
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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
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!
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Information Architecture
www.healthsystem.org
www.hospital.org www.hospital.org
www.clinic.org
www.healthsystem.org
A Range of Possibilities
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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
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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!
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Contact Us Submissions:
Physician Views:
Appointment Requests:
-74%
+248%
+196%
Results From
Wheaton Franciscan Healthcare
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.