Are you ready for the mobile-only customer?

May 13th, 2016 No comments

mobile only customer

[Guest post from Neal Linkon, Director, Digital Engagement at Children’s Hospital of Wisconsin, who will be speaking with Kathy Divis, President, Greystone.Net, at #HMPS16 in Chicago on May 24.]

If you are like most hospitals and health systems, half of your audience uses a browser that you might not be fully accounting for. What’s even more frightening is that many in that half don’t want to use a browser at all, but still want to interact with you – or your competitors – using their computer.

I’m talking about the mobile audience, and their computer is right in their hand: their Smartphone.

I work for a children’s hospital, where more than 60% of the visits to our Website are via mobile devices, and the number climbs every month. Yet the challenge extends well beyond the Website, since most mobile users prefer an app of some kind to navigating the Web on their phones.

Just like there are still some people accessing your site using IE7, there will probably be some small component of users still limited to desktop access for some time to come. Unfortunately, in many instances, that includes your hospital leadership, who might not understand the rapidly growing mobile challenge.

On Tuesday, May 24, Kathy Divis and I will lay out the mobile imperative. Even if you understand it yourself, you’ll hopefully find some nuggets of data and insight that can help educate your leaders and the holders of the resource purse strings.

But we won’t stop with defining the challenge. Using case studies, we’ll talk through how to get past the “I wouldn’t do that” mentality of many physicians and executives, and get to “yes” on the key components of your mobile roadmap. We’ll wrap it up by showing how documenting results lowers the next hurdle, and then the next.

Part reality check and part look out over the horizon, we hope you’ll join us at HMPSS for a packed hour!

Categories: Digital Marketing, Mobile, Strategy Tags:

Does Your Organization Need a New CMS?

April 28th, 2016 No comments

Your organization went through a CMS selection process a few years ago. All things considered, your system is handling your needs pretty well. So, is now the time to think about updating your system?

Maybe. Technology continues to develop rapidly, which necessitates the need to update and change digital strategies to meet the demands of new technology. When it comes to selecting software, implementation, or design vendors for major technology upgrades such as a content management system (CMS), there’s a lot on the line. Even small healthcare organizations may have to pony up hundreds of thousands of dollars; for larger organizations, it could be in the millions.

We talked to clients from healthcare organizations that have evaluated their CMS in the past year or so to get their input on how their organizations realized it was time to update or replace their CMS.

Q: What were five signs that indicated your organization needed a new CMS?

We interviewed Holly Smith, Director, Strategic Planning and Marketing, at St. Mary’s Health in Evansville, Indiana, for her input.

  1. Our site was not responsive. I would go to meetings and national conferences and talk about the importance of digital and they would ask how important a responsive site is. My response was “critical,” yet I knew that we did not have one. We knew we needed to move to a new design.
  2. CMS was SLOW. Our current site on the CMS side is extremely slow and not efficient. It was really just not an optimal working environment for our team. We are really looking forward to having a CMS that is immediate and that has the flexibility to support what we know is a critical part of our marketing strategies.
  3. We needed a home page redesign. We certainly could have worked with our current CMS to do a redesign, but honestly, there was no one out there willing to listen or interested. We wanted to find a CMS vendor that was more than just a vendor, but also a digital partner to help guide and support our strategies. We also wanted a CMS vendor that would stay current with the environments and trends and make sure we are relevant.
  4. Culture. We wanted a CMS vendor that supported us in a way we needed to be supported, with easy access to team members. We needed a team that understood us and were more like us. We didn’t want to call a call center and put in a ticket. We really were looking for a personalized approach.
  5. Understanding of healthcare. We wanted a vendor that understood and supported our need to see value and a return on investment in our website, but also all our overall digital footprint. That meant a vendor that understood healthcare. We were actually asked at one point why we would need quality data on our website. They didn’t understand what HCAHPS was. That was frustrating, and we really just didn’t want to educate someone on healthcare.

We also interviewed Lynne Pinnick, Web Marketing Coordinator, Marketing and Planning, at Billings Clinic in Billings, Montana, who was kind enough to give us feedback.

  1. We had never done a comparison of CMS platforms to determine what functionality was available.
  2. Our CMS platform was moving in a direction that we and our IT team did not support.
  3. We needed to do a redesign of our site but did not want to do a redesign without looking at the bigger picture.
  4. The platform was not very user-friendly for non-technical content administrators.
  5. Responsive design was not available at the time.

If any of the points made by Holly and Lynne have you wondering if a new or updated CMS is something your organization should consider, Greystone can help you figure it out. The organization works with the Greystone consulting team to customize the requirements, sometimes adding new ones that are specific to the client.

By assessing your current system and needs, as well as your future plans, we can save you time you don’t really have. And if you do decide a new CMS is the way to go, our Vendor Selection Process can help to ensure that you find the best CMS platform and implementation vendor for your organization’s goals with an aligned corporate culture.

For more information about CMS and your organization, contact Greystone.Net at 770-407-7670, email us at info@greystone.net or fill out our online information request.

Categories: CMS, Digital Marketing, Strategy Tags:

NOMAM (aka No More Average Marketing!) – A Keynote Presentation from #HCIC15

April 12th, 2016 No comments

In this informative and highly-entertaining keynote session, Larry Bailin – author and CEO of Single Throw Digital Marketing – illustrated how “average” marketing is “average masquerading as acceptable.”

Average results are for average businesses. Average results won’t beat the competitors. Average marketing won’t get you more customers and patients. So why settle for average every day?

To be a world class healthcare marketer, you must respond to market forces, take advantage of opportunities and be alert to the possibility that what you are doing can be done differently. When done well – search engines, local search, social media, content marketing, video, mobile, tablets, phablets, wearables, augmented reality and even implantables – can take you beyond average.

Here are some high points Larry used to help the audience learn what it takes to cut through the noise, see past the hype and get beyond ordinary – in other words, how to be an above-average marketer:

  • “Average” does not mean what we think. It’s actually derived from an Arabian word meaning “damaged,” referring to damaged cargo. So, is “average” marketing really “damaged” marketing?
  • Know your customer. Big brands often get it wrong because they don’t know their customers.
  • Don’t follow the leader – BE the leader. Average businesses obsess over what their competitors are doing. Winners focus on what their competitors are not doing.
  • Social media still matters. Social is who we are. Your brand gets shared on social media not because people like your brand but because they like their friends.
  • Sometimes the answer we need is not the answer at all, but rather it’s another perspective on the problem. Larry’s Arby’s example was spot on: https://www.youtube.com/watch?v=Jv5StAv77Dg
  • Sales solve all. If you don’t know how to sell, you don’t know how to market.
  • Purveyors of health care will live or die based on attention paid to local search. You have two choices with local competition: out-local them or let them out-local you.
  • Showing up on search is not winning. SEO is not to get you found, it’s to get you chosen.
  • Don’t just hear – LISTEN. Healthcare marketing has become so sanitized it’s in jeopardy of losing connection to the customer. People will always have a hard time choosing what they don’t understand (i.e., speak in terms people will understand). Talk over their heads and they’re gone.
  • Best design doesn’t win. People visit your Web site to buy. Anything that gets in the way of that is trouble.
  • Put the difference back in different. Think different.
  • People determine your value in a split second, and that’s all it takes to convey the wrong message.
  • Reputation matters.
  • To get patients, always think like a customer.
  • Be a bad-ass marketer every day.

An Exclusive Interview With St. Mary’s Health About Their Success With Usability Testing

March 25th, 2016 No comments

usability_testingYou’ve spent a lot of time, effort and resources redesigning your hospital Website. You’ve launched the new site and it looks awesome. However, when you look at the metrics, they’re not as impressive as you had hoped. What went wrong?

If you didn’t conduct a hospital Website usability testing prior to launching the new site, now is a good time to do so – and the sooner, the better. As great as your site may look, it’s not effective if users cannot get what they need from it.

We talked with Holly Smith, Director, Strategic Planning and Marketing, at St. Mary’s Health in Evansville, Indiana about her organization’s strategy for usability testing. Holly was willing to share the keys to a successful focus group and offer insightful advice.

Q: How often do you aim to perform usability studies?
A: St. Mary’s conducts many usability studies throughout the year. We really feel that our patients, our families and the community at large have a significant voice in how we share information and resources for them. Our most recent usability study was done with Greystone.Net. It was a wonderful asset to see usability on our current site before launching a new site [to see] where we can improve.

Q: How many areas of focus do you have with each study?
A: We like to focus on areas of conversion and ROI, like finding a doctor, signing up for newsletters, downloading information, paying a bill, logging into the portal, and giving.

Q: What type of recruiting techniques do you suggest when putting together focus groups?
A: We really like to be transparent with our recruiting. If they are already coming to our computer lab, this isn’t a blinded study. So, we really like to use social media – specifically LinkedIn and Facebook – for recruitment.

Q: Do you have an in-house team to recruit and perform the studies?
A: As the director, I am the primary leader – really because I have the market research background. I have moderated my own groups, but we have used other resources for market research such as Greystone.Net and our agency.

Q: How have usability studies helped St. Mary’s overall digital strategy?
A: We learned so much! How [the users] think and seek information. How we need to make our site funnel more intuitive. There are too many choices right now and [it can be distracting]. Also, we need to include physician and health information on service line pages. [Users] also really like to use the search function – so tagging pages is really important.

If your organization is thinking about performing usability testing, or if it has been a while since you’ve done so, Greystone can help you with the process! We’ve assisted many organizations, including St. Mary’s Health, with usability testing. Contact us at 770-407-7670, email us at info@greystone.net, or fill out our information form. We’ll be happy to help!

Categories: Usability Tags:

3 Trends to Keep Your Call Center Relevant

March 9th, 2016 No comments

3D Operator working in a call center

In today’s technology-centered era, it is easy to lose focus on a well-functioning call center. But to ensure your call center remains fresh and relevant and drives caller and patient satisfaction, consider:

  • Explaining and teaching with a human touch: Video is everywhere these days – including the call center. Video makes face-to-face contact possible, which can improve satisfaction – most people want to “put a face to the name.” Because many people prefer visual content when learning (such as with troubleshooting a problem), video is a good option for calls involving processes, such as bill payment, scheduling a procedure, etc. When it comes to their health care, people want information related to conditions and procedures. Video can be a very effective platform for providing this information.
  • Tying in social media engagements: As social media becomes more pervasive, organizations have adopted it into their marketing plans. According to a new study from Duke University, social media spending by marketers is on the rise and will claim a 21% share of marketing budgets by 2021. Having a presence on Facebook and Twitter, at the least, is de rigueur. As consumers increasingly use social media to reach out to companies for information and problem-solving, the call center becomes a natural base for social media interaction with consumers.
  • Being present, and quickly: People expect a response when they reach out to an organization, and the 9-to-5 work day no longer exists when it comes to meeting their needs. And they don’t want to wait 2 business days for a solution. The call center that provides quick, specialized contact, delivers a win for the organization.

Call centers have been around for decades, but their importance to an organization has never been higher, and continues to grow due to the many organizational priorities (i.e., ACOs, population health, virtual visits, etc.) that prosper when they are supported by skilled call center agents. It is crucial that your organization’s strategy involves the call center and utilizes the best innovations and technology to deliver a winning experience for your customers.

If your call center strategy needs to be refreshed, or even totally reinvented, Greystone.Net’s call center planning services are available to assist you with your process. Contact us at 770-407-7670, email us at info@greystone.net, or complete our contact form.

Last year, we ran a 3-part blog series on call centers and spoke to the history and current status of call centers, future directions of call centers and adapting call centers to new uses. If you missed the series, please follow the links to read the articles.

If you are planning to attend the 28th Annual Conference of Healthcare Call Centers in Chicago in June, be sure to attend the presentation “Just How Important Do You Want To Be: Growing the Value of Your Call Center” given by Kathy Divis, President, Greystone.Net and Suzanne Herman, RN, UNC Healthcare on Thursday, June 9, at 3:30 PM.

Categories: Call Center, Digital Marketing, Strategy Tags: