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:

Join the Healthcare Internet Hall of Fame’s Board of Judges

February 11th, 2015 No comments

HIHoF LogoSince 2011, the Healthcare Internet Hall of Fame (HIHOF) has honored the “best of the best” in our industry. Individuals, organizations, and products have all received recognition from HIHOF.

The inductees each year are chosen by a Board of Judges, comprised of a select group of individuals who are chosen to serve two-year terms and are responsible for the evaluating and selecting the Healthcare Internet Hall of Fame inductees.

Four of the current judges are retiring from their positions, so the Board is looking to fill their slots. If you have been looking for an opportunity to serve in an industry-wide capacity, consider applying to be a judge for HIHOF. HIHOF is an independent organization whose annual inductees are selected by a Board of Judges composed of experienced industry providers and vendors.

The four retiring judges have shared their thoughts about their term of service on the Board of Judges.

  •  Michael Cutter, StayWell: “It’s been an honor not only to participate in a forum for evaluating nominees who made remarkable and lasting contributions to healthcare communications, but also to serve alongside dedicated industry heavy-hitters on the HIHOF board of judges.”


  • Stephanie Cannon, Nationwide Children’s Hospital: “It was an honor being part of the inaugural group of HIHOF judges. As a new discipline of work has evolved, HIHOF has truly been able to point to many key leaders both past and present who not only inspire but share their knowledge along the way. Taking time to look back and acknowledge those achievements in which individuals, organizations and partners broke new ground is a way to tell our story and, I feel, inspire those who currently are faced with challenges.”


  • Becky Wardzala, Hendricks Regional Health: “As we rush through our busy professional lives, we probably do not take enough time to recognize an individual’s contributions, especially when that person is outside our own organization. And yet, these are the very people we look to for knowledge and inspiration, so it is very appropriate to have the HIHOF awards to note major accomplishments and remember others who have served on the leading edge of innovation for healthcare. It’s been a great experience to be on the judging panel for HIHOF. I’ve had the opportunity to network with the other judges and learn about so many people that have made a lasting impact in our industry. I look forward to seeing the awards continue to grow that thrive. Congratulations to all the inductees and thank you to Greystone for creating this program.”


  • Robin Snow, Aefinity Interactive, LLC: “Serving as a HIHOF judge was a wonderful experience. It was an opportunity to honor many of the giants in our field who shaped our industry through leadership, innovation and mentoring. It was also very rewarding in that I was introduced to many of the younger thought leaders who I was not aware of and who are shaping our industry now and into the future.”

The time commitment for a judge is approximately 5-6 hours over a 6-month period. All meetings are conducted virtually. Attendance at HIHOF activities at the Annual Healthcare Internet Conference is strongly recommended, but not required.

If you are interested in serving as a judge, please visit to learn more and apply.



Super Bowl-Worthy Customer Engagement

February 3rd, 2015 No comments

XLIXHow about that Super Bowl? Whether your team won or lost, that was some crazy good game!

The Super Bowl presents a “perfect storm,” in a way, to consider engaging customers across multiple platforms. For those of us who watched or otherwise kept up with the game, we had many ways to engage with the game beyond the old-fashioned way of flatscreen TVs, including:

  • Live-streaming on computers or tablets
  • Checking various social media updates on their phones
  • Skyping or FaceTiming with friends and families
  • Or more than one of these at a time!

This year’s game had increased interest for several reasons – we won’t forget “Deflate-gate” anytime soon, will we? And as a result, had a record-breaking audience of over 114 million viewers. And days later, people are still talking about Super Bowl XLIX. While people will soon forget all but a couple of the TV commercials, they’ll long remember the brands that continue to engage with them.

If your organization is looking for strategies to help break away from the competition and increase engagement across multiple platforms, here are a few take-aways from Super Bowl strategy:

  • Know yourself and your customers. In order to develop the perfect game plan, you must honestly assess the unique strengths that put your organization in a position to score. To reach success, you must win over the customer, so emphasizing your strengths and assets is as important as trying to “one-up” the competition. Using a single analytics system to assess performance across all touch points is a huge advantage in developing the information necessary to develop a lifelong, connected view of your customers, leading to the ultimate in service delivery.
  • Don’t forget that the game is for the fans. As much as a team wants to grow its base of season-ticket holders, the first focus is getting last year’s purchasers of season tickets to re-up. Likewise, your primary focus should be on known fans of your brand, so they should be identified as the target for your initial marketing efforts. Innovative connections with your most loyal customers often lead to lifelong loyalty. How can you engage with these customers at each stage of their buying cycle? How can you meet their needs as they evolve through their patient journey?
  • Time on the practice field is time well spent. A successful team doesn’t run the same old few plays over and over – they develop new plays based on the strengths and abilities of the current team members, as well as instituting adjustments based on other factors. This is why coaches spend so much time watching films of practice sessions. Your organization should do the same, in a manner of speaking, when developing new campaigns. Come up with new ideas and strategies and try them out on a small scale, using small focused markets to answer questions and identify areas for improvement. Use frequent, early testing for every new marketing effort to make sure you get it right. Don’t let yourself get paralyzed with the details – test the ideas and trust the results.
  • Make in-game and halftime adjustments. We’ve all seen teams go into the locker room at halftime, down by a seemingly insurmountable score and/or playing poorly, only to adjust their game plan and win the game. So it is – also – with a new marketing effort. Despite your best efforts, sometimes a campaign just doesn’t perform as expected. Before throwing in the towel, however, you should quickly test adjustments. Make sure you have a plan for possible mid-game adjustments in your overall campaign plan. And just a reminder: you should not only work to fix what isn’t working, but also exploit what is.

Take a few minutes this week to develop a super bowl-worthy game plan that personalizes engagement with your customers. Use it to create a super experience for them and win out over the competition.



Categories: Strategy Tags:

Backstage Pass – 40% Discount Available Now!

January 27th, 2015 No comments

Starting with the first session on February 25th, the Backstage Pass Webinar series is back for its third year. This Webinar series – or mini Web Clinics, have been popular the past 2 years. With 11 new mini Web Clinics on tap, you’ll want to participate in this year’s “can’t-miss” sessions.

Backstage Pass is a great chance to hear from healthcare leaders, often drawn from past HCIC faculty, who provide case studies and lessons learned on the latest trending topics. These Web Clinics provide answers to questions to help you learn how to:

  • Drive business with a limited budget.
  • Develop a content marketing plan.
  • Get valuable patients and ROI through digital marketing.
  • Keep up with the ever-changing needs of the mobile connoisseur.

Here’s a deal you just can’t refuse: We’re offering a 40% discount if you register for all 11 Web Clinics by February 25th. Yes, you read that right – 40% off the price of purchasing the sessions individually! Pay just $625 for the entire series by Feb. 25th and get huge savings.

If you don’t think you can commit to all 11 sessions, you can receive the package price of $375 if you register for 5 Web Clinics by June 3, 2015. That’s also a 40% discount from the price of 5 sessions purchased individually.

Of course, if your schedule is too unpredictable to commit to several sessions at once, you always have the a la carte option of $95 per session.

Please register by visiting the registration page. We hope to see you – virtually – soon!

Categories: Backstage Pass Webinar Series Tags:

Digital Marketing in 2015

January 20th, 2015 No comments

Digital Marketing futureAs we move headlong into 2015, it’s time to do a quick step back to make sure your digital marketing strategy is where it should be for the upcoming year.

Here’s some thoughts:

  • Digital marketing will change: Digital marketing is no longer just about selling. Rather, we’ve reached the time when digital efforts should be about serving your audience with content that’s of value to them, by answering their questions and making their time online worthwhile. According to David Meerman Scott, best selling author:  “In 2015, digital marketing will converge with digital selling in a meaningful way. Marketing (one to many) and sales (one to one) are beginning to use the same techniques of content creation and real-time engagement. The best organizations will not run marketing and sales as separate “departments” but will merge the two functions into one customer facing organization focused on revenue generation.”
  • A move back to basic marketing: As the pendulum swings out, so it also swings back again. Make a point of evaluating your digital strategy and your target audience from the ground up. What’s working? What’s not working? Once you’ve determined this, re-prioritize your strategy based on the results of your analysis.
  • Moving toward more humanity: As a part of moving away from selling and toward developing relationships with consumers, digital efforts should focus on the humane, i.e., applying human touches of humor, videos, images and other graphics to win the human side, and thus win the sale.
  • Storytelling – the visual way: Now that everything has gone digital, the best way to engage your audience is by visual storytelling. With visual stories, marketers can stand out from the rest and engage their audiences with lively stories that evoke emotion.
  • Coding – the required component: With your marketing efforts needed across multiple platforms and media, front-end development and coding are more important than ever to enhance and optimize your content strategy. As a marketing leader, you don’t have to be a coder, but you do have to become increasingly more technology savvy. The future of marketing is dependent on good technology decisions and marketing’s involvement in choosing and using the right technology. We can’t just leave technology decisions and management up to Information Services.
  • Measure, measure, measure: If monitoring and measuring your analytics is a “sometime” thing or a half-hearted effort in your organization, you need to step it up. Measurement will drive marketing emphasis in 2015 in order to be successful with digital efforts. Tech savvy and expert analysis will be front and center this year. If you aren’t measuring your visitors’ opinion of your Website, how digital influences your brand and identifying user-based Web improvements, call us and ask about gSight. It’s our new online experience survey, and might be just what you need in 2015.
  • Wearables:  By the end of 2015, wearable technology should be strong enough for early marketing applications. What does marketing look like when the Internet surrounds us – when the Internet of Things evolves? Does your digital marketing strategy include wearables?


What are your thoughts about digital marketing in 2015? What plans are you making?  Let us know. We’d love to hear. Happy 2015.



Categories: Digital Marketing, Strategy Tags: