Geonetric Webinar: February Selecting a Web Content Management System for Your Health System

Transcription

1 Geonetric Webinar: February 2017 Selecting a Web Content Management System for Your Health System

2 2017 Digital Marketing Trends in Healthcare Survey Download the official results: geonetric.com/marketingsurvey

3 Reaching Healthcare Consumers Through Search Join us on March 22, 2017, at 2 p.m. EDT / 11 a.m. PDT We ve all heard the statistics almost every healthcare consumer is looking for information online. But what is the path from a question in someone s head to the information they need? SEO is essential to ensuring it s your information they find, whether that s a clinic location, physician, or service offering. Register at: geonetric.com/webinars You'll learn: The exploding variety of ways healthcare consumers are searching for information, and how to be the answer they find What you should be doing today to ensure your SEO success continues, and where to begin if you re not feeling successful yet The concepts and buzzwords you must understand schema.org, entity optimization, mobile-first indexing, AMP to stay on top

4 Geonetric Clients 72 healthcare clients 500+ websites 17 years of experience

5 Welcome! Speakerphone tip Mute your microphone for best audio quality. Have questions? We ll try to answer as many as possible. Enter them in the Questions field. We love feedback Please complete the survey at the end of the webinar. We are recording Video of today s webinar will be posted on geonetric.com in the Ideas section.

6 Today s Presenter David Sturtz Digital Strategy Director

7 Selecting a Web Content Management System for Your Health System

8 Before we begin

9 Is it time?

10 Do You Plan to Redesign Your Main Website(s)? Yes, CMS change in planning stages Source: Geonetric 2017 Digital Marketing Trends in Healthcare Survey

11 Is it time for a redesign? Change in business context

12 Is it time for a redesign? Change in business context Which precipitates a Change in strategy

13 Is it time for a redesign? Change in business context Which precipitates a Change in strategy And / or the current state is Not producing results Not efficiently maintainable

14 Redesign, re-structure, re-platform, or all of the above? Consider starting by developing a content strategy

15 Website lifecycle Maintenance Planning Implementation Design

16 Website lifecycle: Reality Planning Design Maintenance Implementation

17 Website lifecycle: Actual reality Maintenance

18 The web is always under construction

19 Surveying the CMS landscape

20 What Content Management Systems Do You Use? Source: Geonetric 2017 Digital Marketing Trends in Healthcare Survey

21 Multiple ways to group CMS software License type Open source, proprietary Target business size Enterprise, mid-market, small/medium business Delivery model Hosted, self-host, software as a service (SaaS) Industry focus Healthcare-specific, generic

22 Ultimately, every website is a mix Proprietary Open Source Custom 3 rd Party/Off-the-shelf CMS Vendor-specific CMS 3 rd Party Components Proprietary Components Custom Code Content Management Framework 3 rd Party Components Proprietary Components Custom Code 3 rd Party Components Proprietary Components Custom Code 3 rd Party Components Proprietary Components Custom Code

23 Component lifecycle Web Content Site Design CMS Platform 3 rd Party Plug-ins Custom Code

24 Why manage content?

25 Why manage content? What gives a CMS its power?

26 What changes frequently? What needs to remain stable?

27 Understand separation of concerns Presentation What does it look like? Content What does it say? Relationships How do users navigate? Behavior What does it do?

28 Find the right level of structured content Page model / Blobs Hybrid Structured content Flexibility Consistency Comfortable Challenging

29 Look for layers of control Less power / risk Single item Group of items Individual view Shared view components More power / risk Content model

30 Know that software is opinionated Understand the built-in biases: Content types Structured vs. blob, streams vs. pages

31 Know that software is opinionated Understand the built-in biases: Content types Structured vs. blob, streams vs. pages Roles & workflows Exhaustive, lightweight, flexible, rigid

32 Know that software is opinionated Understand the built-in biases: Content types Structured vs. blob, streams vs. pages Roles & workflows Exhaustive, lightweight, flexible, rigid Content relationships Navigation, taxonomy, URL structures

33 Know that software is opinionated Understand the built-in biases: Content types Structured vs. blob, streams vs. pages Roles & workflows Exhaustive, lightweight, flexible, rigid Content relationships Navigation, taxonomy, URL structures Author experience Logical for authors or logical for developers?

34 For example: Building for SEO

35 Beyond content: What healthcare organizations need to consider

36 Feature Adoption vs. Importance Source: Geonetric 2017 Digital Marketing Trends in Healthcare Survey

37 Managing Content Transactional Functionality

38 Healthcare CMS considerations Content types e.g., physicians, service lines Functionality Industry-specific integrations Content governance Security & privacy (HIPAA, PHI, & everything else) Audit trails

39 Common functionality & integration needs Physician directory/credentialing Calendar of events/call center Appointment requests/scheduling Pre-registration/patient history Active directory/ldap for security rights CRM platforms Custom APIs based on needs

40 Managing Content Transactional Functionality Personalization + Optimization

41 An opportunity to understand your audience

42 Geotargeting prioritizing local

43 Delivering contextually relevant content Based on Campaign targeting Visitor demographics Behaviors and actions Predictive algorithms

44 Choosing the right partner

45 Finding the right process

46 Outside of Your Digital Marketing Team, How Many FTEs Contribute to the Content on Your Website? Source: Geonetric 2017 Digital Marketing Trends in Healthcare Survey

47 What is the Single Greatest Barrier Preventing Your Digital Marketing Efforts From Being More Successful? Source: Geonetric 2017 Digital Marketing Trends in Healthcare Survey

48 Choosing the right partner Understand your team & goals You re the expert on you

49 Choosing the right partner Understand your team & goals You re the expert on you Be open to dialogue This is the start of a collaboration

50 Choosing the right partner Understand your team & goals You re the expert on you Be open to dialogue This is the start of a collaboration Ask goal-oriented questions How have you not can the system?

51 Choosing the right partner Understand your team & goals You re the expert on you Be open to dialogue This is the start of a collaboration Ask goal-oriented questions How have you not can the system? Plan for the long term The web is never done

52 Questions? Type yours in the Question box

53 Reaching Healthcare Consumers Through Search Join us on March 22, 2017, at 2 p.m. EDT / 11 a.m. PDT We ve all heard the statistics almost every healthcare consumer is looking for information online. But what is the path from a question in someone s head to the information they need? SEO is essential to ensuring it s your information they find, whether that s a clinic location, physician, or service offering. Register at: geonetric.com/webinars You'll learn: The exploding variety of ways healthcare consumers are searching for information, and how to be the answer they find What you should be doing today to ensure your SEO success continues, and where to begin if you re not feeling successful yet The concepts and buzzwords you must understand schema.org, entity optimization, mobile-first indexing, AMP to stay on top

54 2017 Digital Marketing Trends in Healthcare Survey Sign up to get the official results: geonetric.com/marketingsurvey