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Welcome
Today’s presentation is brought to you by
Bluespire Marketing, in collaboration with
Greystone.Net and Kentico
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Today’s Featured Presenters
Christian Twiste, EVP of Technology,
Bluespire
Kathy Divis, President, Greystone.Net
Eric Webb, VP of Sales, Kentico
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Learning Objectives
How to properly lay the groundwork for
developing a best-in-class website
How to use unified approaches to support
scalable, multi-facility operations
How to complete a large Web project while
limiting timeline and budgeting risk
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Agenda
Setting the Stage Current state of marketing tech
Getting Your House in Order Team structure
Web governance
Setting a budget
Finding partners
Overcoming Roadblocks Content
Team
Design
Timeline
Testing and QA
Scope
Experience Management What is experience management?
Where do I begin?
Where is my audience going?
What does my audience need?
Discussion, Q&A
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Poll: Who is either planning or in the
middle of redesigning their website?
1. Yes, I’m planning/redesigning
2. I’m just starting to think about it
3. No, I’m doing neither at this time
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The Changing Role of Marketing
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“…despite all of this
technology at work, the
most critical element in our
evolving service mix is world
class creative capabilities...”
“Our role is to serve as a
systems integrator for our
clients…to help brands tell
their stories via marketing
technologies and
Application Programming
Interfaces (APIs)…”
Which Executive?
Technology Spending
12 Gartner, “By 2017 the CMO will Spend More on IT Than the CIO”, 2012.
“By 2017,CMOs will spend
more on IT than their counterpart CIOs.”
- Gartner analyst Laura McLellan
Marketing is now a fundamental driver of IT purchasing,
and that trend shows no signs of stopping.
Implications of Bundled Care
Bundled care = the voice of the consumer
Potential to be a brand differentiator against competitors
Identifying payors, employers and patient populations interested in specific bundled products
Personalized Web experiences and marketing campaigns around specific bundled products = selling like a retailer!
“Bundled care provides a single fee that covers everything related
to a condition or procedure in an end-to-end construct that has the
potential to vastly improve the consumer’s experience”
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Providers Becoming Payors
Local brand strength will be key to going to market with an
increasingly retail state of mind
Providers will be on front line of customer service and
patient experience
Success with population health management opens
opportunities to market directly to the consumer-
driven patient
“We shag every fly ball a health plan hits to us—an ACO here, a bundle experiment there. We were
naïve to believe that a series of joint ventures would result in some new Kaiser Permanente. Maybe
it’s time we take the plunge and become an insurer ourselves. After all, we now have less than 10%
of our volume at risk, and we know it needs to be upward of 60% over time.”
– Health system CFO
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Retail Strategy
Price transparency Private companies
Payors
Providers
CDHP adoption Opening new pockets of the
market that want retail approach
Virtual care delivery
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Web Strategy Implications Local search strategy
Ratings and reviews
Price transparency
Bundled service lines
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Characteristics of top highly-functioning,
Web-centric orgs Independent Web Center
Demonstrated executive level focus/commitment
Alignment of projects/opportunities with organization priorities
Web strategy viewed as an integral component of all
operational/marketing plans
Job descriptions modified to evaluate and reward
performance of Web responsibilities system-wide
Web a component of all clinical and business plans
Employs an education and training component
Leverages multi-disciplinary team(s) to outline digital goals,
website expectations and delivery on the digital vision
Web Centers, Web Culture
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Web Center Concept: Functions
Web Center
Site development
methodology,
procedures and
protocols
facilitated by
multidiscipline
model.
Content Gathering Clinical, academic, research, service line,
clinic, facility, etc.
Content Management Site architecture, information
organization by need
UI/UX/Graphics Graphic consistency/images, visually aided
functionality, accessibility, entertainment
Technical Functionality Server based functions, software design, back-end
systems, legacy systems
Digital Marketing Social media, mobile, SEM, SEO, online
advertising, etc.
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There is no one-size-fits-all advice for how to staff your site With less than an FTE, you can’t do much and you have less control over your fate
Large organizations and/or greater scope of responsibility is directly correlated to staff size
Most organizations find new staffing for the Web by transitioning existing FTEs from other roles
Web Team size depends on a number of factors Scope of responsibility
Characteristics of the organization
The “fire” in the organization
Convergence
Level of collegiality between/amongst department players
Some, but not all, are ready for the Web Center leap
Staffing Plan
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The scope of digital responsibility is being increased
Longer: Social media, SEO, mobile, content, analytics, etc.
Wider: Intranet, portals, CRM, microsites, etc.
Leadership for the Web is being elevated
Web managers are now Web directors or VPs
Web leadership is at the table with marketing and IT leadership
Increased staffing is more widely supported
Many have migrated staff into the Web from other places
Some organizing Web Centers as a centralized Web staffing model
Organizations are struggling with finding qualified staff
What We’ve Been Hearing This Year
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Finding the Quarterback
Mission-critical for a successful website
Common to almost every best-in-class Web org
Mentioned most often as the main reason a Web
Center is a successful organization
Typically not cheap labor
Typically not new to the industry
Are in high demand (and hard to find)
May already be in your organization or may
have to raid another team or go to “free agency”
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They will get thrown a curve—and must be good at dealing
with re-engineering and change
They will have to deal with opposing forces
Political issues
Budget constraints
Therefore, this person must be personable, politically
knowledgeable, flexible and creative
Will have to call upon “special teams” for help
Internal champions (clinical, executive, other influential leaders)
Day-to-Day Issues Facing a Web QB
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Multi-disciplinary governance committee(s) Oversee implementation of digital vision
Review digital analytics/measurement metrics
Endorse future digital budget and investments
Assist and advise on internal political issues
Enforce policies and procedures
Established, enforced digital policies and procedures
Distributed content responsibility, editorial review structure and peer oversight
Governance
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Salaries and Benefits
Purchased Services and Content
Hardware and Hosting
Content Management System
Selection
Purchase
Implementation
Design Services
Multimedia
Website Marketing
Other
Budget Categories
Change
2011-2015
Average FTEs +103%
Average Web
Budget
+98%
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Factors Strength, desire and availability of internal tech
Organizational philosophies
Budgetary constraints (FTEs vs. contract)
Current needs vs. current staffing
Commonly Outsourced Content writing (redesign phase vs. ongoing)
Functional design, architecture, UI/UX, mobile vs. desktop
Graphic design
Programming support
SEO/SEM
Social media
Analytics and reporting
In-house vs. Outsource
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Spend more time and be thoughtful finding partners for mission-critical elements
CMS
Design
CRM
Implementation vendor
Leverage your networks
Don’t make an emotional buy
Seek out expert assistance from those who truly understand the spectrum of the space
Finding the Right Partners
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Launch of Healthcare.gov
Unrealistic deadline
Lack of proper testing
Too many cooks in the kitchen
Process breakdown
More people, money and resources does not equate to a better end product
Poor technical design
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One of dozens of errors seen by millions at the
launch of healthcare.gov
Other Common Roadblocks
1. Underestimating content
2. Poor team structure and availability
3. Unrealistic timelines
4. Scope creep
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The Web Content Challenge
Average hospital website has more than 5,000 pages of existing content
Everyone wants a say… except the consumer
Historically content was focused on the organization, not the consumer
Premium content tied to strong calls to action is rare
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Culture of content creation
Rigorous editorial calendar
Systemized optimization
Solving the Problem
1. Conduct a content inventory
2. Conduct a content audit
3. Assign dedicated content team members
4. Document a migration process
5. Start as soon as possible
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Content Inventories
Consider the goals of the audit Is a full inventory necessary?
Ignore data-driven areas of the site
Consider using automated tools Content Analysis Tool (CAT)
Blaze Content
Content inventories answer: How many pages on the website?
What types of content assets are there
(images, videos, documents) and what
pages are they associated with?
Where are pages located?
What do the URL structures indicate
about content types?
How many pages link to or out?
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A content inventory is a quantitative process and the result of
cataloging the entire contents of your website.
Content Audit
Content audits answer: Is content aligned with business goals,
editorial style and templates?
What content can I migrate vs. rewrite?
Are there gaps in our content?
How much new content do we need?
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A content audit is the qualitative process of evaluating content
elements and information assets on your website.
Consider the scope You do not need to audit entire site!
Develop message maps Key service lines
Audience End user
Machines
Assign Dedicated Team Members
Dedicate at least one team member to coordinate
Internal stakeholders
Writers
Consider outsourcing content creation
Lead brand and messaging strategy
Small teams of 5-10 writers is not uncommon
Healthcare expertise for both B2C and B2B a must
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Document a Content Migration Plan
Master list of all content to be migrated
Identifies all meta data and SEO mappings
Current state vs. future state URL
Templates to be used and other considerations
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Content Population
Combination of manual
and automated process
Highly suggest an
iterative approach to
ensure quality output
Scale team to
accelerate and hit
deadlines
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Poll: For those of you that have been
through the process, did you do the
following? Select all that apply.
1. Content inventory
2. Content audit
3. Other planning
4. Nothing, I burned it to the ground
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Data Migration
Source
ETL
Target
Planning successful data
migrations begins in the
discovery phase:
Source + target schema
comparison
Data validation + other
business rules
ETL planning + development
Implementation + testing
5.54 41
The Team Beyond the Team…
Call Center
Admitting
IS Finance
Medical Staff Office
Scheduling
Foundation
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How Much Time Does it Take?
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Project Manager – 33%
Discovery
Design
Development
Content + Application Owners – 20%
Discovery
Development
Supporting Teams – 15%
Discovery Development
DEPLOYMENT = ALL HANDS ON DECK
Mitigating Scope Creep
Identify all custom
integrations before
issuing an RFP
If time allows, develop
current state integrations
specification documents
Set aside 30-40% of
your total budget for
customization costs
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Document Early and Often
Ask application
owners to document
their integration
needs and preferred
methodologies before
the Web project starts
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CMS
CRM
EMR
Credentialing Software
Fundraising Application
DAM
Transactional websites integrate with
critical business and medical systems
Lost in Translation on Specifications
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Sometimes, it seems like technical and non-technical
people don’t speak the same language
Specification Tips
Avoid Assumptions
Be Detailed
Provide Samples
Review Together
Ask Questions
Confirm Understanding
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Tips and Tricks by Project Stage
Discovery Keep a tight team
Everyone wants to be involved in the website
Keep steering committee under control and only involved in key milestones
Don’t give them authority to “make decisions”
Iterative Process Iterate. Iterate. Iterate.
Design Sell your designs
Ask partners for narrative on how to pitch their designs or have them do it
Practice the pitch
The more you validate designs with rationale, data and best practices the less stakeholders will pick them apart
Can save several rounds of changes and literally weeks
Deployment Setup your hosting environment in advance
Test in a production environment when possible (or equivalent setup)
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What is Experience/Engagement Management?
The practice of designing and reacting to
customer interactions to meet or exceed
customer expectations and, thus, increase
customer satisfaction, loyalty and advocacy
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The 5 Questions…
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• Why
• Who
• What
• Where
• What
• Why are we doing this
• Who is my audience
• What do we measure
• Where is my audience going
• What does my audience need
What Do We Measure?
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• Call to Action
• Website Traffic
• Community
• Social
• Content Consumption
• Patient Satisfaction
Where is My Audience Going?
60 https://www.hospitals.healthgrades.com/tasks/render/medium/index.cfm?fileid=673540B2-5056-A631-9A65278868AE2D53
•Patient audience – persona(s)
•KPIs
•Touchpoint commonalities
•Sources and channels
•Questions and intervals
What Does My Audience Need?
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Device Type
Location
Reference
Profile/ CRM
Content Delivery
Conditions
Content Personalization
Tips on Getting Started
Rule #1:
START!
Rule #2
Fail, fail and fail again
Rule #3
Change, adapt and iterate
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Thanks for Joining Us Today!
We’ll be posting the recording and slides of the
webinar today on our blog later this week. You’ll
receive a follow-up email once the link is live.
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