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geonetric.com
Small Teams, Big Web GoalsAligning Your Website with Your Team Size and Skillset
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The landscape ofhealthcare has shifted.
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Your competition is now in their pocket.
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How can a small team keep up?
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geonetric.com
What we’ll cover today …
Technology
Team
Strategy
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StrategyFinding focus for your web efforts.
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The fundamental elements of a content strategy
CONTENT
BUSINESSAUDIENCE
Content strategy guides the creation, delivery, and governance of useful, usable content.
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geonetric.com
Is it time to reassess your content strategy?
Changes to your audience and business context require a change in content strategy.
CONTENT
BUSINESSAUDIENCE
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Scope creep happens
Over time internal pressures and changing perspectives can cause efforts to expand.
CONTENT
BUSINESSAUDIENCE
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geonetric.com
(Re)focusing your efforts
Small teams need to stay laser focused on the content that is going to resonate with our audience and produce business results.
CONTENT
BUSINESSAUDIENCE
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A core strategy statement frees you to focus on
the right content,not just more content.
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A core strategy statement is …
• A brief statement (~30 words) answering key questions about who we’re creating the site for, why, and how
• Based on organizational goals, brand, and messaging
• Guides teams through ongoing digital development, maintenance, site redesigns, etc.
• Helps our organization and colleagues help us maintain a quality digital presence
• Helps teams determine responses to regular and/or ad hoc requests for digital services, especially content
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Format: User story
In order to [outcomes],[website.com]
enables [audiences]to [benefits]
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Example: User story
In order to grow top-line revenue,increase patient satisfaction,
and maintain a top-tier workforce,BenefitHealth.org
enables patients, referring providers, and job seekers
to become part of the Benefit Health family.
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In order to grow top-line revenue, Target for FY2020 is 8% increase primarily from new CV service offerings
increase patient satisfaction, Raise HCAHPS scores above current levels (65th percentile)
and maintain a top-tier workforce, Maintain Magnet designation, timely and optimal filling of vacancies …
BenefitHealth.org Our core web presence
enables patients, Those seeking care, predominantly in our five county service area
referring providers, Employed and community providers of primary and specialty care
and job seekers Priority for key specialty positions, nursing positions, top graduates of regional institutions,
to become part Receiving care, attending events and educational programs, accepting a position, …
of the Benefit Health family. In keeping with our mission to provide highly personal care,benefitting the health of our community.
Example: Expanding the statement
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Sample core strategy statement
To support Benefit Health System’s goal of creating an exceptional user experience for our current and prospective patients, families, caregivers, and loved ones, our website will offer an accessible, easy-to-use, and appealing way for people to find our services and take action to get the care they need.
Turn your key statement components into questions to help determine responses to website requests.
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It’s very difficult to get users to take the action you want
if you don’t ask them.(And it’s very difficult to ask if you don’t know what you want.)
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A simplified journey map can connect the dots
Topic(A collection of one
or more assets.)
Primary Path
Alternate Path
Alternate Path
How do users find this?
Primary Action
Alternate Action
Alternate Action
What action do we want them to take?
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Example: Simplified journey map
Topic:Joint Replacement
Surgeries
Search Engine
Social Ads
PCP Pamphlet
How do users find this?
Schedule Evaluation
Register & Attend Info Session
Watch Videos
What action do we want them to take?
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TeamCreating a high-performing healthcare marketing team.
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www.geonetric.com/sept-survey
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19.7 18.9
24.5
20.9
9.2511
20
14
0
5
10
15
20
25
30
Laggard Average Leader Overall
Team Size by Leader/Laggard
Mean Median
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
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1.71.3 1.3 1.4
4.0
2.7
4.03.6
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
Laggard Average Leader Overall
Team Size per 100 Beds by Leader/Laggard
Mean Median
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
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2.0
1.4 1.4 1.6
0.6
1.41.8
4.4
3.2
5.0
0.0
1.0
2.0
3.0
4.0
5.0
6.0
Primarily Generalists Mostly Generalists Mix Mostly Specialists Primarily Specialists
Team Size per 100 Beds by Staffing Type
Mean Median
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
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Laggard Average Leader Overall Content development 1.68 2.04 2.19 1.98
Content marketing 1.52 1.67 2.28 1.82 General website management 1.48 1.83 2.10 1.80
Project management 1.45 1.21 2.05 1.56 Digital strategy 1.16 1.39 2.10 1.56
Web development 1.33 1.20 1.92 1.48 Digital advertising (including paid social and search) 1.11 1.45 1.44 1.33
Video production 1.02 1.29 1.46 1.26 Social media and community management 1.03 1.19 1.51 1.25
CRM 0.90 1.28 1.48 1.22 User experience 0.88 0.99 1.63 1.16
Analytics 0.88 1.11 1.30 1.10 Web design 0.94 1.05 1.12 1.03
Online reputation management (incl. ratings/reviews) 0.78 0.75 1.52 1.01 Email or marketing automation 0.77 1.02 1.09 0.97
Search engine optimization (SEO) 0.80 0.89 0.99 0.89 Local search or business listing management 0.64 0.69 1.18 0.83
Web accessibility 0.84 0.73 0.90 0.82 Mobile app development 0.33 1.44 0.57 0.80
Web hosting 0.73 0.52 0.98 0.74Total 20.27 23.75 29.81 24.62
Average FTEs by Role and Leader/Laggard
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
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-10% 0% 10% 20% 30% 40%
Web hostingProject management
Mobile app developmentWeb accessibility
General website managementLocal search or business listing management
AnalyticsWeb design
Web developmentUser experience
Search engine optimization (SEO)Social media and community management
Email or marketing automationOnline reputation management (incl. ratings/reviews)
CRMContent development
Content marketingVideo production
Digital strategyDigital advertising (including paid social and search)
Top Areas for Growth
Decrease Increase
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Leader
Average
Laggard
Overall
Staffing Type by Leader/Laggard
Primarily generalists Mostly generalists Mix Mostly specialists Primarily specialists
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
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3.7
12.6
29.9
20.521.7
2.0
7.5
21.0
17.0
20.0
0
5
10
15
20
25
30
35
Primarily generalists Mostly generalists Mix Mostly specialists Primarily specialists
Team Size by Generalist/Specialist
Mean Median
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
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Small, high-performing teams are built from T-shaped individuals.
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Silos result from deep expertise without common ground
AnalyticsCopywriting Digital Advertising
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AnalyticsCopywriting Digital Advertising
Overlapping skills enable high-performing teams
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ComplementarySkills
Expertise &Accomplishment
Empathy & Collaboration
PrincipalSkill
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0% 25% 50% 75% 100%
Web hostingWeb design
Digital advertising (including paid social and search)Web development
CRMMobile app development
AnalyticsSearch engine optimization (SEO)
Video productionWeb accessibility
Digital strategyOnline reputation management (incl. ratings/reviews)
Local search or business listing managementContent development
Email or marketing automationContent marketing
User experienceGeneral website management
Project managementSocial media and community management
In-House vs. Outsourcing By Function
In-house Mix Outsource Unsure
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
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AnalyticsCopywriting Digital Advertising
Consider how outside partners fit with your team’s capabilities
Content Strategy Web Design
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TechnologyThe right tools for your team and strategy.
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The technology … one view.
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The technology … another view.
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Finding the right balance
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Understanding your overall strategy & team capabilities
will allow you find your uniquetechnology balance point.
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Duct tape vs. your healthcare website
Areas of concern:• User-submitted information• Online payments• Third-party components & data sharing• Accessibility of the complete solution
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Website lifecycle
Planning
DesignImplementation
Maintenance
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Website lifecycle: Reality
Planning
Design
ImplementationMaintenance
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Understand how component lifecycle fits your team
Web Content Site Design CMS Platform 3rd Party Plug-in Custom Code
Plug-in Plug-in Plug-inPlug-in Plug-in
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AnalyticsCopywriting Digital Advertising
Does your software fit as a member of your team?
CMS
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(1.5) (1.0) (0.5) - 0.5 1.0 1.5
Virtual assistant apps (Siri/Alexa skills)
Mobile apps
Online chat/Chatbots
Health assessments
Multilingual content
ER/Urgent care queueing
Quality transparency or reports
Pricing transparency or cost calculator
Personalization
CRM integration
Online class/event registration
Physician ratings and reviews
Appointment scheduling for current patients
Appointment scheduling for new patients
Online bill payment
Online forms
Provider directory
Importance of Website Features (Overall)
Geonetric & eHealthcare Strategy & Trends: 2019 Healthcare Digital Marketing Trends Survey
![Page 48: Small Teams, Big Web Goals - Geonetric...Mobile app development 0.33 1.44 0.57 0.80 Web hosting 0.73 0.52 0.98 0.74 Total 20.27 23.75 29.81 24.62 Average FTEs by Role and Leader/Laggard](https://reader036.vdocuments.site/reader036/viewer/2022081611/5f02cbd87e708231d4060daf/html5/thumbnails/48.jpg)
geonetric.com
Ensure your CMS is doing the heavy lifting
1. Site navigation
2. Taxonomy and dynamic content
3. File storage and management
4. Content strategy and author experience
5. Search and findability
6. Governance tools
geonetric.com/6-considerations