Is Your Web Content Moving Forward in This New Year?

April 24th, 2015 No comments

As April comes to an end, it’s somehow shocking to realize that 2015 is almost one-third over. So…how are you progressing with that 2015 editorial calendar?

You swore you’d get back on track after the winter holidays, yet Easter has come and gone and it won’t be long until Memorial Day and the end of the school year. Staying on track with the best of plans is hard enough to do, and especially so when unexpected demands on your time crop up. One way to get back on track with your editorial calendar is to repurpose existing content.

The truth is, you don’t have to reinvent the wheel every time you want/need to add content to your site. Content that was especially successful in 2014 can be re-used in another format in 2015. Long pieces can be broken up into smaller pieces or smaller pieces can be compiled into a longer piece. As an example, this blog post is an expansion of a newsletter article from our GreyMatters monthly enewsletter published a few months ago.

There are some compelling reasons to refresh and re-use existing content:

  • Reaching a new audience. Some people prefer to read text; others prefer videos. Some people like a lot of detail, while still others prefer the “Reader’s Digest” condensed version. With so many digital channels available now, content can be presented in a variety of formats that will engage a larger audience.
  • Making the best use of often-scarce resources. If your kitchen is outdated but your budget can’t cover a complete remodeling job, simple, inexpensive steps like a new coat of paint or wallpaper or adding doorpulls to the cabinets can give your kitchen a fresh, new look. The same concept can work for your content as well.
  • Timeless classics never go out of style. Sometimes you hit the jackpot and create a piece or set of content that really knocks it out of the park. With just a bit of thought and maybe a touch of updating, you can serve up old treasures again with success.

In addition to breaking up long articles into several smaller ones or compiling a group of short articles into a longer single article, other ways existing content can be repurposed include:

  • Turn PowerPoint decks into articles or blog posts.
  • Repurpose press releases.
  • Revise old blog posts.
  • Turn Webinars into videos. Has one of your clinicians done a successful Webinar or online chat/Twitter session? Turn it into a video to post on your YouTube channel.
  • Articles on a specific topic can be turned into guides. For example, if you have content on various medical tests and procedures, consider converting them into “how it’s done” articles using infographics or other images.
  • Turn statistics into Twitter posts or DYK posts on Facebook.
  • Record blog posts for podcasts.

If your organization has a blog (or blogs), use your analytics tool to assess the popularity, reach, etc., of previously-published blogs. If several people were responsible for the top blogs, have them revisit the articles and give feedback for repurposing the articles. This can lead to more successful blog articles.

Another source for repurposing ideas is to talk with your clinicians. Physicians, nurses, physical therapists, respiratory therapists, dietitians, and other clinicians often have great ideas about content presentation. Consider having a brainstorming session with a select group of clinicians from various service lines or departments, perhaps including pizza or snacks, to get perspective and ideas from the people who deal directly with the patients you want to engage.

Is repurposing content part of your organization’s content plan? If so, we’d love to hear how it’s working for you. If your organization is looking for advice or assistance with your content plan, contact us. Greystone offers Content Writing/Strategy Services and we’d love to help you maximize your content’s potential.

Making the Right CMS Decision: Greystone Can Help

April 13th, 2015 No comments

After going through the long, arduous and expensive process of choosing a CMS and getting it up and running, the last thing the folks in the C-suite want to hear is “Oops! I think we picked the wrong CMS!” Especially if, prior to the selection being made, someone in the C-suite said, “I don’t care which solution we pick, just pick one and let’s get on with it so we don’t delay our new Web site any longer!!”


Picking the right content management system (CMS) is one of the biggest decisions a hospital or health system can make that has the greatest impact on the future success of their Web endeavors. Yet the process involves a lot of time and effort that most people don’t really have to spare from their regular jobs. So, how can you perform the necessary due diligence while also maintaining your current system and processes in the meantime?

Greystone can help! Before you get bogged down in the laborious CMS selection process, let us help you:

* Save time you don’t really have to spare. The details and work required during the process can be overwhelming. Just answering all the vendor’s questions or dealing with their salespeople can take hours. Concentrate on your “real” job while Greystone assumes those tasks for you.

* Use a fair, objective process for reviewing CMS options. With our knowledge of and experience with the vendors, what they offer, what they are capable of and how they price, we can walk you through the process, foresee problems and make sure you are getting the information you need to make an informed decision for your organization.

* Utilize a proven process for vetting CMS vendors. Without specific functional and technical requirements that match your needs/goals, it is nearly impossible to measure or compare proposals. Let Greystone share their proven methodology with you to ensure an apples-to-apples comparison on the key features important to your organization. And, use our scoring methodology to ensure an unbiased outcome.

In the past several years, Greystone has had the good fortune to work with dozens of organizations on a CMS selection process. From our experience, picking the right solution is rarely obvious without turning over a few rocks and meticulously reviewing the solution options. There is never any guarantee that everything will go perfectly, but a thoughtful and deliberate approach to selecting the right solution will minimize the chances of making a big CMS selection mistake.

Don’t risk making such a critical decision without all the knowledge and support you need. Visit our Website to learn more about our Vendor Selection Counsel services. Or contact Greystone.Net at 770-407-7670, email us at or request a consult.

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The Internet: Where We’ve Come From, Where We’re Going

March 23rd, 2015 No comments

Twenty-six years ago this month, Sir Timothy John “Tim” Berners-Lee proposed an information management system that would become the World Wide Web. And the rest, as they say, is history.

The Millennials of today have little idea of what life was like before the Internet, and even those of us who are old enough to be Sir Tim’s peers – or older – have a hard time remembering life in the pre-digital world. But, in 1989, this is how we did health care:

  • If you wanted information about a disease, condition or procedure, your options were:
    • Ask your doctor or nurse for information.
    • Get pamphlets or other printed materials from your doctor’s office or maybe your local health department.
    • Go to the library and search the encyclopedia (if you didn’t have a set of encyclopedias at home) or periodicals.
    • Call or write to a related organization (American Cancer Society, American Lung Association, American Diabetes Association, etc.) to request information.
  • If you needed to make an appointment with your doctor, you called his/her office.
  • If you needed to see your doctor, you had to go to his/her office or clinic.
  • If you needed help with your health insurance, you called the insurance company.
  • If someone you knew was in the hospital, you could communicate with that person by calling on the phone, sending a get-well card via snail mail, or visiting the person in the hospital. Or you could call a florist and have a floral arrangement delivered.
  • Hospital and health system marketing departments focused largely on print advertising media, with TV and radio ads thrown in for good measure.
  • Essentially all documentation was on paper – lots and lots and lots of paper. Much of the documentation was handwritten, from doctors’ orders to nurses’ notes to prescriptions.
  • Faxing was a fast and relatively high-tech way to communicate.
  • If you needed a prescription medication, your doctor either handed you a handwritten prescription or faxed it to your pharmacy.
  • If you wanted to compare prices of prescription medications, you pulled out the Yellow Pages of the phone book (note to Millennials: you may want to google “phone book”), looked up pharmacies, and called them to check on prescription prices.
  • If you were looking for a new doctor or other provider, you asked your family, friends and coworkers for recommendations.

As the Internet’s reach grew and technology was developed to help leverage it, consumers began to go online more and more. While other businesses were relatively quick to adopt the Internet as part of their business strategy, the health care industry was slow to catch on. Even as consumers clamored for more health information online, the American Medical Association in 2000 issued a press release urging people not to seek health information online, to fend off the possibility of not being the primary source of health information for their patients.

But the AMA was no match for Netscape Navigator, the first widely-used Web browser, or Internet Explorer, which eventually overtook Navigator as the preferred browser. The amount of health information available online continued to increase exponentially, and Websites such as became more common. As the amount of health information increased, concerns about the accuracy and veracity of online information grew. Organizations such as URAC and Health on the Net Foundation were created to develop standards for improving the quality of health information online.

In the meantime, on the business side of health care, marketers began to realize the value of investing in a Website and an online strategy. They found that consumers’ thirst for health information could be leveraged by health care organizations to attract patients to their facilities and services by providing the sought-after information on their Websites. And as technology such as high-speed internet, text messaging, podcasting and mobile devices grew, consumers demanded to get health information on all channels.

So, here we are in 2015 – this is how we do health care:

  • If you want information about a disease, condition or procedure, you simply type the term into a search engine and pick from thousands of search results. Or you can use a mobile app. You can get static content, videos, podcasts or text messages and you can get this content on your computer, Smartphone or tablet.
  • If you need to make an appointment with your doctor, you can go online to request an appointment through a patient portal, or use a chat session to set up the appointment. Or you can call on the phone.
  • If you need to see a doctor, you can go to his/her office or clinic, or you can schedule a virtual visit through a service such as MDLive, Doctor on Demand, or another similar service.
  • If you need help with your health insurance, you can send an email, go online and use the portal, or chat with a representative. Or you can call on the phone.
  • If someone you know is in the hospital, you can communicate with that person by email, Skype, text message, CarePages or CaringBridge. You can go online to pick out a floral arrangement to send. Or you can call on the phone or send a get-well card via snail mail.
  • Hospital and health system marketing departments are increasingly using digital assets and platforms. Just having a Website isn’t enough. With the advent of mobile devices and social media, patient engagement is a 24/7/365 proposition in 2015.
  • While there’s still a good bit of actual paper in use, documentation is increasingly via electronic means. EHRs, patient portals and other digital platforms.
  • If you look hard enough, you can probably find a fax machine somewhere. But more often, documents are scanned or created electronically and sent via email.
  • If you need a prescription medication, your doctor can hand you a computer-generated prescription or fax/email the prescription to your pharmacy. You can also use an online pharmacy and order online or via email or chat.
  • If you want to compare prices of prescription medications, you can search online for prices.
  • If you are looking for a new doctor or other provider, you can go online and search various Websites, from professional physician organizations to sites such as HealthGrades.

Sir Tim Berners-Lee started a revolution in 1989 and we’re all the better off for it. Who knows what the next 26 years will bring? What will health care look like in 2041?

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It’s Not Too Late! “Digital ‘Shift’ Happens” Web Clinic Weds., March 11th

March 10th, 2015 No comments

If you missed Andy Gradel’s session, Digital ‘Shift’ Happens: Making the Case to Turn Digital Dimes into Dollars,” at last year’s Healthcare Internet Conference in Scottsdale, here’s your chance to hear it. Starting at 1:00 p.m. ET tomorrow (Wednesday, March 11th), Andy will discuss steps to make sure your organization includes adequate resources for digital strategy in its marketing plan.

From selling the value of SEO and optimizing funnels to effective remarketing and small screen conversions, hear how leading organizations have used meaningful data and stats to plant the seeds of a budding Web marketing culture.

If you have not yet registered, you still have time! Go to the registration page to sign up. Also, if you sign for an additional 4 Web Clinics among the remaining Clinics, you’ll get a 40% discount over the cost of signing up for individual sessions!

Fifty Shades of Grey (stone)

February 12th, 2015 No comments

50 shadesHas your organization’s digital strategy mastered you – rather than the other way around? Do you feel more pain than pleasure when you review your analytics?


With everything you have on your plate, it can be hard to stay on top of all the various parts of your digital plan. But Greystone is here to help! Whatever the shade of your digital woes, we can help you whip your plan into shape and get yourself back in charge.

Our services come in at least 50 various shades:


Content/Strategy Writing

1.  Performing an audit of your current Web site’s content “readiness” to develop a content strategy that identifies high-priority focus areas.
2.  Developing an editorial calendar that supports both new content development and routine content maintenance.
3.  Providing original content writing and revisions and ensure that the content is optimized for search engines.
4.  Providing additional writing resources to complement your existing staff.
5.  Improving the content development process to drive your metrics.


Design Services

6.  We understand your business, we know your audiences and we know what it takes to reach them.
7.  We can help build functional and graphic Web designs, information architecture, wire-frames, site layout and “look and feel” that break out from the typical mold.
8.   Our team can help improve your UX/UI.
9.   We can help with persona development.
10.  If needed, we can supplement your site maintenance resources.


CMS Selection

11.  Expediting the process — and saving you a lot of time — dealing with a review that can take up to 3-4 months.
12.  With our vast vendor selection experience, we’ve developed a fair, objective process for finding your right fit.
13.  We can help ensure an apples-to-apples comparison on the key features important to your organization.
14.  Our scoring methodology ensures an unbiased outcome and reduces your risk of a bad decision.


Usability Testing

15.  Our Usability Testing method can help show how well your Website works.
16.  Leading to ways to improve your Website’s usability.



17.  gSight is a tool to gauge Website user experience and brand impact.
18.  gSight identifies and prioritizes areas where a Website needs the most improvement.
19.  gSight’s metrics provide a better understanding of the online experience’s influence on the overall brand relationship, helping you to better understand how your online experience is impacting your brand’s health.
20.  gSight, powered by Klein & Partners market research, provides objective and measurable insights to help you improve the online experience by understanding visitor impressions and where to focus efforts to improve.
21.  You’ll receive actionable information to improve Web performance either quarterly or annually, via a brief, standardized online survey.
22.  Your survey responses are recorded in a secured database and accessible via an online reporting dashboard.
23.  As data builds over time, the reporting allows for both trending and comparison to benchmark scores.
24.  Among other benefits, gSight can help you to compare your Website’s performance and scores to that of peers.


Enterprise-wide Planning

25.  Our extensive experience in advising hospitals/health systems nationwide has given us a unique perspective on the enterprise-wide deployment of Web strategy, Internet technologies and digital marketing.
26.  Our approach can help address your needs across all organizational entities (i.e., hospitals, clinics, physician practices, colleges, business units, etc.).
27.  We’ll work with you to ensure that strategy drives the implementation decisions, not vice versa.
28.  The typical planning process, which is customizable, starts with a current state assessment and then includes strategic thinking on all components within the organization.
29.  We conduct face-to-face meetings with key decision makers to ensure they understand what’s working and what’s not and to help to build a consensus on priorities and strategies across the enterprise.
30.  Our goal is to create a realistic, achievable plan for your organization – a usable roadmap – grounded in the realities of your current situation, budget and resources and able to guide your next-generation Web and digital strategies.
31.  The ultimate goal is to help you engage your visitors, improve their online experiences and drive revenue growth for your health system.


Call Center Consulting and Strategic Re-Positioning

32.  We’ve helped hundreds of organizations develop, enhance and integrate their healthcare call centers to support growth and provide superior customer service.
33.  Our Call Center planning services include assessments, business planning, Web site/call center integration and general call center consulting.
34.  We use a thorough review to determine the current operational state of the call center, which will enable us to identify service gaps and make recommendations about opportunities for improvement.
35.  Our comprehensive assessment also allows us to develop strategic plans to guide the call center’s future directions. These days, that often means consolidating multiple call centers and integrating it with virtual and digital channels.
36.  In the implementation stage, we’ll assist you in determining how to use your call centers to achieve institutional goals.


Agile Planning

37.  Our Agile Planning services can help your organization increase its competitive rigor and the sophistication of its strategic planning practices by guiding you to robust, nimble and disciplined strategic thinking that drives growth and organizational effectiveness.
38.  We can help your organization refresh a plan, make a course correction or re-invigorate an initial strategy that has lost momentum or been impacted by competitor counter moves.
39.  Over 2-3 days, we will immerse key stakeholders and decision makers in a fluid brainstorming session that focuses on answering a series of interrelated questions about the organization’s strategic direction.
40.  We’ll derive a plan that is an adaptive, agile directive that provides the appropriate focus for getting the Web strategy back on track and ready to take on the competition with a roadmap to guide day-to-day Web operations.


Targeted Counsel

41.  Focusing on specific needs by brainstorming, trouble-shooting and resolving your tough issues.
42.  Analyzing your existing Web organizational structure and staffing resources and then use that information to build a recommendation and rationale for an efficient org. structure and the staff resources needed to meet your organizational objectives.
43.  Determining any missing staff positions, developing an appropriate reporting and management system and developing a phased approach to on-boarding new hires.
44.  These services can be provided as a stand-alone or combined based on your needs.


Gap Analysis

45.  Our Gap Analysis provides a comprehensive assessment of your existing public-facing Web site or intranet to determine the steps needed to move from its current state to a desired, future state.
46.  Although a typical Gap Analysis starts with a current state assessment, it can be customized to focus on your “hot button” Web issues.
47.  The resulting analysis enables your team to reflect objectively on the differences between the current state of the Web site and what you want it to be in the future, and identify the gaps between the two.
48.  The Gap Analysis also helps identify the tasks and resources needed to close the gap.
49.  This objective assessment can be used to help make decisions about your future strategic and functional direction, guide funding decisions, help you understand how your site compares to peer and benchmark sites and perhaps most importantly, obtain budget and approval for needed functional and content improvements.
50.  Gap analyses can also be conducted for your social media channels, mobile presence and apps, and for any existing call centers.


Don’t see the precise shade you’re looking for? Just contact us. We’re not handcuffed by a fixed list of options. It’s our pleasure to mix your perfect shade by adding a little of one shade, a touch of another and a dab of yet another to meet your needs.

   And of course …  have fun movie-watching this coming weekend!




Categories: A little fun, Greystone news Tags: