greystone.net Strategic Thinking Digital Healthcare

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1 g greystone.net Strategic Thinking Digital Healthcare

2 Consulting Crafting Strategies. Delivering Results.

3 Greystone.Net s team of consultants has many years of experience providing strategic solutions for hospitals and health systems. We can help guide and strengthen your strategic thinking in all aspects of digital healthcare. Greystone believes in a white-glove approach to strategic planning. We strongly advocate that your strategy be developed without the influence of vendors trying to fit a strategy to a suite of products and services. A Greystone strategy will be based entirely on what s the best fit for your organization, not what is beneficial to a software vendor or interactive marketing agency. Greystone helps guide and strengthen your strategic thinking in all aspects of digital healthcare. Strategic Planning Greystone.Net has helped 200+ hospitals and health systems strategically plan and implement their digital strategies. We help organizations develop plans and tactics for public-facing Websites, intranets, portals, social media and mobile efforts. Services include: Enterprise-wide digital planning services for hospitals and health systems and/or multiplatform Web planning services for those that require strategic counsel across all their digital properties (Websites, intranets, portals, mobile platforms, social channels). Our goal is to develop a realistic, achievable written plan for your organization with a usable roadmap, a timeline and a budget to guide your next generation of digital strategies. Targeted counsel is best for those organizations with strategic challenges that need concentrated attention on specific topics such as governance, organizational structure, staffing, budgeting, content strategy, social media, mobile development, etc. Greystone brainstorms with you and suggests solutions for business-specific issues. Consulting 2

4 Agile Planning Services In a volatile healthcare market, providers must be nimble competitors with advanced, iterative planning processes that drive growth and effectiveness. Greystone.Net s agile planning services can help healthcare organizations increase the rigor and sophistication of their strategic planning processes while moving ahead on multiple fronts. Gap Analysis is a comprehensive assessment of a health system s entire digital footprint or existing public-facing Website, intranet, portal, mobile or social media presence. It includes a review of goals and market segments, and a comparison to peers and competitors. The resulting Gap Analysis forces an objective reflection on both the current state of the Website and what you want it to be in the future, and helps identify the gap between the two. And more importantly, it helps identify the tactics and resources needed to close this gap. Agile planning is useful to organizations that need to make a course correction or reinvigorate an initial strategy that has lost momentum. It is also a useful tool for Web teams juggling multiple priorities. Examples of Greystone s agile planning services include: fast track counsel for urgent needs, immersion planning techniques to develop a strategic roadmap in a condensed 2-3 day time period, etc. This objective assessment can be used to help make decisions about future strategic and functional direction, help you understand how your site compares to peer and benchmark sites, and perhaps most importantly, can help you obtain budget approval for needed functional and content improvements. And, we can combine any of the above consulting services to meet client needs. Dig deeper into Greystone s varied consulting and strategy services at consulting/strategic-planning-services. Consulting 3

5 Call Center Consulting Greystone.Net has special expertise in the niche area of healthcare call center-related consulting and has helped more than 100 organizations either build a call center from scratch or reengineer an existing center. Currently, many Greystone clients are working to integrate call center and Web functions and/or to centralize core telephony functions. prospective patients via telephone, , patient portals, Web forms, text messages, Web chats, social media channels, mobile devices and video conferencing. Bottom line: Greystone helps clients determine how best to use their call centers to achieve institutional goals. Learn more at www. greystone.net/consulting/strategic-planningservices/call-center. Marketing Support Greystone can provide marketing support to a hospital or health system s marketing and digital departments, including: We work with hospitals to develop call center strategies that support growth and superior customer service. Most call center engagements begin with a thorough review of the existing call center strategy and operations, which allows us to identify gaps and to make recommendations about opportunities for improvement. Today, that often means finding ways to communicate with patients and Content Strategy/Writing Services Greystone understands how difficult it is to keep up with all your Website content needs. We can develop content that is targeted to your Website users, optimized to rank well in search engines and help keep your site frequently updated and fresh. Greystone s content services provide a strong foundation and can include: Developing a content strategy that identifies high-priority areas of focus. Writing and editing original Web content. Auditing content readiness. Consulting 4

6 Creating an editorial calendar that supports new content development, routine content maintenance and the repurposing of content assets. Refreshing/Updating existing Web content. Ensuring that all Web content is optimized for search engines. Greystone.Net focuses on content strategies to help you achieve organizational goals and provides content that enhances your hospital brand, improves the online experience and ranks well in the search engines. Creative Services Web standards and expectations have become more complex as they transform how healthcare organizations interact with patients, physicians, consumers and employees. To help, Greystone offers creative services to assist with Website redesign. If your organization is planning a new Website or intranet or if you re ready to revamp an existing design, Greystone s creative design team can help. Our designers are healthcare specialists and can help with: Functional and graphic design, information architecture and the general look and feel of a site UX/UI Persona development Site maintenance. Greystone understands healthcare and the Web. We know your audiences and what it takes to reach them. Tap into our knowledge. Digital Marketing Once a Website is developed, the challenge is to ensure the site is visible and to convince users to visit it when in need of healthcare information and services. Greystone.Net helps healthcare organizations develop effective digital marketing campaigns through valuable counsel and implementation support. Greystone can help you develop creative and aggressive marketing campaigns that increase visibility and use of the site. Consulting 5

7 The depth of Greystone s experience in healthcare marketing is unparalleled and our team can assist you with the development and implementation of: Web-specific marketing plans Integration of Web activities, call center functions and CRM solutions Marketing research, including online surveys and usability studies Social media planning and marketing Search engine marketing (SEM) including AdWords, online advertising and SEO. We know the challenges you face when rollingout a portal. We understand the importance of patient portal adoption and can share experiences on strategies that best motivate patients and improve their experiences. With our help, your hospital can seamlessly integrate a portal into your public-facing Websites and get patients to adopt and use the technology. Learn more about Greystone s Marketing Support services at consulting/marketing-support. Vendor Selection The depth of Greystone s experience in healthcare marketing is unparalleled. Learn how Greystone.Net can help increase the effectiveness of your site by visiting www. greystone.net/consulting/marketing-support. Patient Portal Marketing When it comes to improving patient experience and access, a patient portal is essential. But sometimes, getting patients to sign-up and use a portal can be a challenge. Greystone.Net can help. Is your organization considering a big new digital project? Are you wondering how to evaluate vendors to assist you with the project or how to pick the right software solution? Selecting the right vendor can be a daunting proposition. But Greystone.Net is here to help you through the selection process using our vendor expertise and a time-tested, objective, agnostic approach to vendor selection. Through Greystone s Vendor Selection process, we can help you find a partner who meets your needs and matches your strategy. We provide assistance in selecting: Consulting 6

8 Content management system (CMS) vendors Customer relationship management (CRM) vendors Design and digital marketing agencies Call center software and outsourcing vendors. Established and time-tested functional and technical specifications that will be tailored to meet your needs. A proven process for RFP development and evaluation, including score sheets for evaluating proposals and vendor demonstrations. During a typical engagement, Greystone manages the entire vendor selection process while providing strategic guidance and education around the vendor landscape. Among other things, Greystone will: Identify qualified and reputable vendors for your project Draft and distribute a requirements document and the project RFP Review, score and compare vendor proposals Handle all logistics for on-site demos. For each selection process, you receive: Professional and experienced project managers to handle all the details of the process from start to final selection. Knowledge of and experience with the vendors, what they offer, their capabilities and how they price. Vendor selection can be an arduous process. Let us help you simplify the process and lighten your workload. Learn more at net/consulting/vendor-selection-counsel. Project Management Once a strategic plan is in place or a vendor has been selected, Greystone.Net can help keep your plan or project on track by providing project management support. Greystone often serves in a project management role to ensure that the strategy remains intact and timelines are not compromised. We provide regular controls and routine reporting to ensure accurate and objective information about progress and performance is available. And when needed, we can help make midcourse adjustments to the plan or develop the mechanisms to implement recovery actions. Learn more at project-planning. Consulting 7

9 Analytics Support Proving the value of Web investments is critical, particularly when building a case for additional budget and support. Greystone.Net offers a series of Web analytics services that can augment your efforts to collect and report the right data. With these services, we help you identify and adapt best practices that create effective processes that document Web results. Generating routine reports for key internal target audiences Communicating results to stakeholders to help garner a better understanding of the value of their Websites. Our experienced team of consultants and support staff can help in many ways, such as: Selecting the right Web analytics tools Providing education about Web analytics best practices Identifying the metrics that will best represent the Web s support of organizational goals and strategy Analyzing data and providing written reports of findings Learn how Greystone.Net s analytics support can help you build the tools to make better decisions at analytics-support. FOR MORE INFORMATION g greystone.net (770)

10 Products Building Innovative Solutions

11 Greystone.Net offers products that provide consumer-centered solutions including: gsight - an online experience survey and analytics gmetrics - a benchmarking tool Usability testing. gsight Traditional satisfaction surveys often fail to provide useful information on how to improve user satisfaction. In fact, too often, questions are structured to deliver very high scores. In school, they call it grade creep everybody gets an A. Consequently, the satisfaction metric has become a poor predictor of future behavior such as loyalty and advocacy and we learn little about what really needs to improve. Example Dashboard gsight is designed not so much as a satisfaction survey, but rather as a tool to go on the hunt for improvements. It identifies and prioritizes areas where a Website needs the most improvement. And, the overall experience metrics have been designed to provide a better understanding of the online experience s influence on the overall brand relationship. Use gsight to better understand how your online experience is impacting your brand s health. Key Benefits gsight, powered by Klein & Partners research, provides objective and measurable insights that help healthcare Marketing and Web leaders improve the online experience by understanding visitor impressions and where to focus efforts to improve. gsight provides objective and measurable insights that help Marketing and Web leaders... Through a brief, standardized online survey, which can be deployed in either quarterly or annual waves, the hospital receives actionable information to improve Web performance. Survey responses are recorded in a secured database and accessible via an online reporting dashboard. As data builds over time, the reporting allows for both trending and comparison to benchmark scores. Products 2

12 gsight allows you to: Monitor and measure the online visitor experience Identify needed Web site improvements Measure the impact of your Web site on your overall brand health Compare your Web site s performance and scores to that of peers. Learn more about gsight at products/gsight. gmetrics gmetrics is a fully automated reporting tool that provides unique, insightful summaries of real-time Web performance. gmetrics data can compare your Web site s performance with competitors and peers and against a national sample. This analytical service helps to guide decisions about strategic and functional direction. It analyzes areas critical to all hospital Websites including utilization statistics, site performance, budget and staffing comparisons and much more. gmetrics allows you to transform information into insights to help your Web site achieve marketing and organizational goals. Learn more about gmetrics at Usability Testing While no Website is perfect, good usability testing can maximize the impact of your online investment while reducing potential user frustration and dissatisfaction. While usability can and should improve over time, you need a positive user experience immediately. Well developed and well executed usability testing can help identify areas of improvement and a roadmap for change. Key Benefits of gmetrics: Offered at no cost No manual data entry Fast and easy to setup with minimal account maintenance Access to real-time reporting via an online portal. Products 3

13 We all know that a positive online experience can generate positive word of mouth as satisfied users tell others. Conversely, a poor user experience could mean that visitor never returns, even after Website improvements are made. Worse yet, they could spread negative comments about their experience. Find out how you can benefit from Greystone s usability testing to evaluate Website effectiveness, to test a new Website design and/or to test functionality changes. Learn more at www. greystone.net/products/usability-testing. FOR MORE INFORMATION g greystone.net (770)

14 Education Elevating Knowledge

15 Greystone.Net offers a wide array of educational opportunities for the healthcare industry including: Healthcare Internet Conference (HCIC) As healthcare and the digital space continue to evolve, it s more important than ever to stay ahead of the curve on strategy, Web development and digital marketing. HCIC is the premier conference for healthcare leaders who are responsible for their organization s public-facing Websites, intranets, American healthcare. Educational sessions are organized into major tracks of focus and all speakers are chosen based on their expertise and knowledge. HCIC is a multi-day event designed for immersion in healthcare-related Web strategy, Internet technology and digital marketing. Exhibitor Connections One of the hallmarks of HCIC is a robust and bustling Exhibit Hall, averaging 25,000 square feet in size each year and with 80+ booths. It s an opportunity for attendees to get an up close look at both established and emerging technologies, Web tools, digital marketing solutions and innovative strategies. And, exhibitors and sponsors can connect with some of the brightest Web and marketing leaders in healthcare. portals, social channels and mobile strategy. Each year, HCIC offers a variety of provocative and insightful keynote sessions, 50+ concurrent sessions and many networking opportunities. HCIC Sessions and Speakers HCIC speakers have a passion for healthcare and a desire to contribute to the industry s collective knowledge about the Internet and how it impacts Sharing with, and learning from, others is the embodiment of HCIC and that s why healthcare leaders make it their educational cornerstone. Plan to join us every November to connect and learn with peers and industry experts in a professional, inspired environment. Learn more at Insights Client Conference Greystone.Net convenes an extra day of educational programming for our clients through Insights, our annual client conference in conjunction with HCIC. Education 2

16 This is our opportunity to give back to our clients and your opportunity to network with colleagues from around the country who face similar challenges in optimizing online effectiveness. Insights is designed to provide: don t have to miss out completely as you have an opportunity to learn from the audio recordings. Learn more about Rewind and other Greystone Virtual Education options at education. Educational perspectives that help you build Web and digital successes within your organization. Knowledge that will help you meet organizational goals and exceed key audiences expectations. An introduction to new and emerging technology, services and products. Opportunities to discuss current issues facing healthcare digital leaders. Learn more at Virtual Education Options When budgets are tight or time is scarce, Greystone offers two virtual education options: HCIC Rewind HCIC Rewind offers online access to all recorded conference sessions keynotes and concurrents from HCIC synced with the speakers PowerPoint decks. With access to the Rewind library, you can share key sessions with colleagues, refresh your memory on a presentation that you found insightful and listen to/watch sessions you missed at HCIC. And if you don t make it to HCIC this year, you Backstage Pass, a Webinar Series Backstage Pass is a Web Clinic series that extends the education from the annual Healthcare Internet Conference (HCIC). It provides a monthly health check throughout the year for those who may have missed a topic of interest or weren t able to attend HCIC at all. This series is unique because the presenters are from hospitals and healthcare systems like yourself. These Webinars or as we like to call them Web Clinics, are not about Greystone.Net or the vendor. They are all about providing the knowledge you need to continue to be successful at your job. Don t miss out on learning from healthcare leaders, often drawn from past HCIC faculty, that provide case studies and lessons learned on the latest trending topics. Learn more about Backstage Pass and other Greystone Virtual Education options at www. greystone.net/education. Executive Briefings Executive Briefings are customized, educational offerings for leadership teams and are designed to update senior administrators on the state-of-the-art in Web-based activities. Greystone develops these Education 3

17 2-to-3 hour executive sessions in collaboration with the client to ensure it is customized to meet the client s specific needs, challenges and hot buttons. Executive Briefings can encompass both publicfacing Websites and intranets, and often cover topics such as: Vision, goals and strategy Best practices in Web strategy, Web development and digital marketing Governance and organizational structures Staffing and investment Competitor capabilities and benchmarks Business value and return on investment And others as needed. Other Educational Opportunities GreyMatters Subscribe to Greystone s monthly enewsletter GreyMatters, where we share industry news, strategic insights, our thoughts and perspectives on events of the day, and news for our clients and colleagues. Sign up at newsroom/greymatters. The Greystone Journal Follow the blog from the Greystone staff, The Greystone Journal. We encourage you to become part of the conversation by sharing your comments and contributions. Check it out at net/newsroom/greystone-journal. LinkedIn Groups Greystone has two LinkedIn Groups for the healthcare community: The Greystone.Net LinkedIn Group provides a broad communication network and discussion forum for healthcare-related marketing and Web topics. The HCIC LinkedIn Group provides an opportunity for Healthcare Internet Conference (HCIC) attendees, faculty, exhibitors and sponsors to communicate and network before and after the conference. Join both today. FOR MORE INFORMATION g greystone.net (770)

18 Awards Honoring Innovation... Honoring You!

19 Greystone.Net is pleased to sponsor two annual awards programs that honor excellence in the healthcare industry: the Best-In-Class Awards and the John A. Eudes Vision & Excellence Award. Over the years, we have honored more than 250 winners. We encourage all of our clients to submit entries that showcase their hard work and exceptional results. Best-In-Class Awards Our clients do amazing work. So Greystone.Net established a formal awards program in 2002 to recognize clients who have achieved digital excellence. The Best-In-Class Awards celebrate and honor Web achievements that illustrate outstanding work, demonstrated results and represent the finest in hospital and healthcare Web site design, content, functionality and strategic thinking. The Best-In-Class Awards celebrate and honor Web achievements... In addition to a formal award presentation, winners receive: A beautiful crystal award to display Recognition for their hospital An opportunity to promote their achievements The respect of peers, colleagues and coworkers A personal achievement for their resume. We encourage you to learn from the winning entries by visiting the Case Studies at Awards 2

20 John A. Eudes Vision & Excellence Award In 2012, Greystone.Net established the John A. Eudes Vision & Excellence Award in memory of one of Greystone s co-founders, John Eudes. In addition to building a successful healthcare strategy company, John made a lasting and significant contribution to the healthcare Internet field when he started the annual Healthcare Internet Conference in John exemplified excellence and was a visionary who inspired all who met him. Qualifications: The award honors individuals who embody John s ideals for excellence. The recipient is one who believes and acts upon the idea that excellence can only be obtained if one: Cares more than others think is wise Risks more than others think is safe Dreams more than others thinks is practical Expects more than others think is possible. Greystone.Net is proud to recognize others in the industry with these same ideals. Join us in honoring this prestigious group of individuals. The next recipient will be announced at the annual Healthcare Internet Conference. Learn more at John would share his thoughts and wisdom - not tell you what to think, but rather what to think about. - Dan Ansel, 2013 recipient Awards 3

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