good business requires a great vision · 2016-04-11 · april 8, 2016 presented by: john bidwell,...
TRANSCRIPT
APRIL 8, 2016
PRESENTED BY:
JOHN BIDWELL, DIRECTOR OF MARKETING + DIGITAL STRATEGY AT BAYSTATE HEALTH
RON HENRY, MANAGER, DIGITAL, BAYSTATE HEALTH
Good Business
Requires a Great Vision The Road to Baystate’s Digital Strategy
Speakers
John Bidwell, Director of Marketing and Digital Strategy, Baystate Health
Ron Henry, Manager of Digital Strategy & Web, Baystate Health
Ron is an experienced digital marketer with a background in content creation, promotion, strategy, governance, process improvement, and team building. As Manager of Digital Strategy & Web Ron is responsible for the internal and external websites and social media channels, including high-level strategic marketing input. Before coming to Baystate, Ron worked at Google as a quality evaluator.
John is responsible for marketing services, digital development, and brand management. His primary work is contemporizing Baystate’s marketing, including the redesign of Baystate’s website, social media and integrated content planning, process improvement, team development, and brand building. He was founder and president of Bidwell ID, an award-winning branding firm, which organized this region’s first branding symposium.
BAYSTATE’S DIGITAL STORY
Surprises!
We’re how much out-of-date!?
May I Take Your Order?
THE DIGITAL REALITY
Digital… So Much
More Than the Website
Digital is Our Front Door
Greater Consumer Expectations
Growing Provider Awareness
Not a Tool…the Tool
DIGITAL VISION BENEFITS
BENEFIT #1
Builds Trust
BENEFIT #2
Gets Things Moving
BENEFIT #3
Builds Support
BENEFIT #4
Fosters & Guides Big Thinking
Value
Cost
BENEFIT #5
Shows Value
RFP for Audit & Scope
Building Your Digital Vision
“If You Can’t (Do) It Simply,
You Don’t Understand It Well Enough”
Always Focus on the Patients
Mammo followed
Outline Challenges &
Opportunities
Identify Opportunities
Define Your Recipe
• It is all about the patient/consumer
• It is 24/7
•Content rules, so engage
•Create flexibility (i.e., responsive)
•Digital is not a tool option—it is THE tool
•Analytics & strategy before tactics
•There is no home page
•Keep it simple
•The competition is doing all of the above already
Temperament: Facing Reality
Teams: Facing Reality
Tools
Primary
public
communi-
cations
tools
Surprises!
Our budget has been cut by how
much!?
TAKING IT TO THE NEXT LEVEL: AUDIT & SCOPE
The Right Partner
Baystate Health Digital Vision, (Phase 1) Baystate Health Digital Audit & Scope (Phase 2) Digital Program Planning + Roadmap Program-Building, Infrastructure + Change Management BaystateHealth.org, Social Media, eWorkplace, Mobile, + Applications (Phase 3)
1. Website Audit
2. Platform/CMS Audit
3. Analytics Audit
4. Content Audit
5. Features + Functionality Audit
6. Social Media Audit
7. Mobile + App Audit
8. Stakeholder Interviews
9. Consumer Survey
10. Content Management System Audit
11. Governance Investigation
12. Team Tools + Workflow Prioritization
13. Digital Key Performance Indicators
14. Staffing Evaluation
15. Budgetary Research
BAYSTATE HEALTH DIGITAL AUDIT & SCOPE (PHASE 2)
Digital Governance
Staffing Development +
Hiring
Tools + Infrastructure
Setup
Patient Portal
Integration
Analytics BaystateHealth.org Redesign
eWorkplace Content
Management + Writing
Microsite Integration + Management
Foundations, Service Line Campaigns +
Personalization
Social Media Program
Optimization
CMS - Sitecore Training
Digital Strategy + Road Mapping
SEO
Mobile Content
Development
Digital Strategy + Road Mapping
Digital Change Management
2013
2014
2015
OP
TIM
IZE
ESTA
BLI
SH
REN
EW
From Order-Takers to Digital Strategists 1. Super hearing to recognize the
voice of health care consumers
2. Able to take digital platforms and turn them into revenue generators, patient acquisition sources
3. Champion to all departments and services
4. Defender of the brand, voice and business value
5. Super strength to build workflows, processes and tools to serve the greater good of the organization
Charter, Personas, UX Plans + IA
Launch!
Surprises!
“Heads must what!?”
Kudos! (and silencing the critics) • Improved analytics are across all services and web sections, showing
that visitors are:
• Staying on the site longer
• Viewing more pages
• “Bouncing" less frequently
• Search engine ranks are much higher in Google.
• Mobile performance has skyrocketed. This is especially important to our multi-cultural and underserved populations whose mobile use is highest.
MedTouch said that even compared to their large roster of industry clients Baystate's early results are "crazy good."
Kudos! (and silencing the critics)
Baystate Health’s Website Wins Best in Class Interactive Media Award, the highest honor bestowed by the Interactive Media Council, an international nonprofit dedicated to elevating the standards of excellence on the web. Baystate Health received an incredible 490 out of 500 score, putting us in the top 3% of submissions.
•Digital Team Tactical + Strategic Responsibilities
•Team Structure Best Practices
•Digital Program Checklist
•Digital Team Tool Recommendations
•Questions You Must Ask BEFORE Starting a Web Redesign Project
Takeaway
WRAP UP + QUESTIONS [email protected]