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Strategic Thinking Digital Healthcare

Consulting Crafting Strategies. Delivering Results.

reystone.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.

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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. Your 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. The process includes a detailed assessment of your current website and then a facilitated development of vision and strategies that will move your website to the next level. During the strategy process, we provide updates and guidance to the C-suite regarding staffing and resources that are needed to meet your organizational objectives. Services include: Enterprise-wide planning to address the needs across all organizational entities (i.e., hospitals, clinics, physician practices, colleges, business units, etc.)

Consulting

Multi-platform web planning for health systems that require strategic counsel across their various digital properties (i.e., websites, intranet, portals, mobile platforms, social channels, etc.)

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Single-purpose web planning for the health system that needs focused counsel in a limited area or topic (i.e., the public facing website, social media management, etc.) 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

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. Social media is an estabilished channel for communications that hospital marketers need to address. A thoughtful multi-disciplinary social media strategy is essential before you dive in to build your social media channels. We provide a unique perspective on how to prepare for social media on an enterprise-wide basis.

Regardless of the scope of the plan needed, 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.

Consulting

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.

This process includes gathering insights on your social media properties and the development of strategic insights that will increase awareness of your brand, protect the organization’s image and facilitate communications with and build relationships with target audiences.

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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 www.greystone.net/ strategic-planning.

Call Center Consulting Greystone.Net has special expertise in the niche area of healthcare call center-related consulting

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 prospective patients via telephone, email, patient portals, web forms, text messages, web chats, social media channels, mobile devices and video conferencing. Bottom line: Greystone helps clients determine how to best use their call centers to achieve institutional goals. Learn more at www. greystone.net/call-center.

Marketing Support

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.

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

Consulting

We work with hospitals to develop call center strategies that support growth and

Greystone can provide marketing support to a hospital or health system’s marketing and digital departments, including:

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strong foundation and can include:

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Developing a content strategy that identifies high-priority areas of focus

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Writing and editing original web content Auditing content “readiness” 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.

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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:

• 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.

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Functional and graphic design, UI/UX, information architecture and the general “look and feel” of a site 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.

Consulting

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

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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. The depth of Greystone’s experience in healthcare marketing is unparalleled and our team can assist you with the development and implementation of:

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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.

“The depth of Greystone’s experience in healthcare marketing is unparalleled.”

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:

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Content management system (CMS) vendors Customer relationship management (CRM) vendors Design and digital marketing agencies Call center software and outsourcing vendors.

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:

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Identify qualified and reputable vendors for your project Draft and distribute a requirements

Consulting

Learn how Greystone.Net can help increase the effectiveness of your site by visiting www. greystone.net/marketing-support.

Vendor Selection

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document and the project RFP Review, score and compare vendor proposals Handle all logistics for on-site demos.

For each selection process, you receive:

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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 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.

Vendor selection can be an arduous process. Let us help you simplify the process and lighten your workload. Learn more at www.greystone. net/vendor-selection.

Project Management

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. Our experienced team of consultants and support staff can help in many ways, such as:

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Selecting the right web analytics tools Providing education about web analytics best practices

Consulting

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 www.greystone.net/projectplanning.

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Identifying the metrics that will best represent the web’s support of organizational goals and strategy Analyzing data and providing written reports of findings Generating routine reports for key internal target audiences Communicating results to stakeholders to help garner a better understanding of the value of their websites.

Learn how Greystone.Net’s analytics support can help you build the tools to make better decisions at www.greystone.net/analyticssupport.

FOR MORE INFORMATION

w w w. g r e y s t o n e . n e t (770) 407 7670

Professional Development Repositioning Your Knowledge

reystone.Net offers a wide array of professional development opportunities for the healthcare industry, including:

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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, portals, social channels and mobile strategy. Each year, HCIC offers a variety of provocative and insightful keynote sessions, 60+ concurrent sessions and many networking opportunities.

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 100+ 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. 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 Fall to connect and learn with peers and industry experts in a professional, inspired environment. Learn more at www.hcic.net.

CRM Workshop Customer Relationship Management (CRM) is a game-changing technology with the potential to transform healthcare marketing. With CRM you can more effectively focus marketing investments on the right customers, lower the expense of patient acquisition and retention, create loyal brand advocates and track return on investment. This healthcare MarTech workshop is a deep dive and open dialogue on the challenges of implementing and optimizing a CRM solution for your health system. Participants will leave with information and tools to support successful CRM operations, build effective vendor relationships and optimize performance of their CRM program.

Professional Development

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 American healthcare. Educational sessions are organized into major tracks of focus and all speakers are chosen based on their expertise and knowledge.

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Over 1 1/2 days, you will participate in facilitated sessions in an intimate environment with healthcare marketing executives who will provide insights into the trials and successes of their CRM programs.

and listen to/watch sessions you missed at HCIC. And if you don’t make it to HCIC this year, you don’t have to miss out completely as you have an opportunity to learn from the audio recordings.

Learn more at www.greystone.net/crm-workshop

Client Event: Let’s Talk Greystone.Net, in collaboration with a strategic partner, convenes an extra day of educational programming exclusively for our clients and select others through Let’s Talk, our annual pre-conference event held in conjunction with HCIC. 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. Let’s Talk is provided at no additional charge to select HCIC attendees with paid registration to the main conference. Learn more at www.greystone.net/lets-talk.

Virtual Education Options

Don’t miss out on learning from healthcare leaders, often drawn from past HCIC faculty, who provide case studies and lessons learned on the latest trending topics. Virtual Exhibit Hall - Interactive Event Map Conferences can be a great way to connect with peers and learn about the latest trends and technologies, but it is also very challenging to take advantage of all the experiences the conference has to offer. The HCIC Interactive Event Map is a combination of high definition 360° photography and interactive “hotspots,” which allow visitors to interact with exhibitor booths through launching demos, videos, downloading web content, connecting to social media or even completing a Contact Us form on a company’s website.

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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

With presenters from hospitals and healthcare systems like yourself, these webinars 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.

Professional Development

When budgets are tight or time is scarce, Greystone offers three virtual education options:

Backstage Pass 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.

The HCIC Interactive Event Map allows you to take a look around the HCIC exhibit hall and visit booths you want to see again or perhaps missed at the conference. Learn more about Rewind, Backstage Pass and other Greystone Virtual Education options at www.greystone.net/virtual-education.

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Staffing and investment Competitor capabilities and benchmarks Business value and return on investment And others as needed.

Learn more at www.greystone.net/executivebriefings

Other Educational Opportunities 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 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:

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Vision, goals and strategy Best practices in web strategy, web development, mobile, social media and digital marketing Governance and organizational structures

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 www.greystone.net/ greymatters. The Greystone Journal The Greystone Journal is a blog that visitors can use to contribute to the conversation about digital and internet-related activities in hospital and healthcare settings. It is a place to talk about the public website, the hospital’s intranet, physician portals, patient portals, web infrastructure, and to share your insights and resources. Check it out at www. greystone.net/greystone-journal.

FOR MORE INFORMATION

w w w. g r e y s t o n e . n e t (770) 407 7670

Products Building Innovative Solutions

reystone.Net offers products that provide consumer-centered solutions including:

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gSight, a digital brand experience improvement tool from healthcare industry experts Greystone.Net and Klein & Partners, can help. Our passion is to challenge the status quo and help our clients identify customer experience improvement areas that can better support business objectives. gSight delivers on this promise by:

gSightSM - digital experience survey and expert insights gMetrics - web analytics Usability testing.

• Providing focus on “where” to prioritize website

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gSight

For a hospital or health system, a website is the organization’s digital front door. How do you ensure that users have a positive experience? One that enhances your customers’ experiences, builds competitive differentiation and improves overall brand strength.

improvement efforts • Determining whether or not your redesign efforts have been successful • Measuring how your website experience is impacting your brand overall. gSight is NOT a traditional satisfaction survey; rather it is a tool to “go on the hunt” for improvements with real-time data specifically for hospitals and health systems only.

gSight

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Saves budget dollars – one price surveys that work on PCs, smartphones and tablets Is mobile friendly Provides for unlimited survey completes Puts survey respondents in charge of what aspects of the website experience need improvement – not how satisfied they are Requires little hospital resources – can be up and running in less than 1 day Delivers detailed reports with recommendations from industry experts Determines benchmarks and statistically derived ‘Leaderboard’ metrics to show how you compare Provides for customer segmentation data to drill down into improvement areas

Offers an online real-time reporting dashboard that puts you in control of when to see your results, benchmark and leaderboard scores.

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Allows for continuous measurement over the year so you can see where and how improvements are taking place.

gMetrics™ gMetrics is a fully automated reporting tool that provides unique, insightful summaries of real-time Web performance. gMetrics data can compare your Website’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. Key Benefits of gMetrics:

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Offered at no cost No manual data entry Fast and easy to set up with minimal account maintenance Access to real-time reporting via an online portal.

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. 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/usability-testing.

gMetrics allows you to transform information into insights to help your Website achieve marketing and organizational goals. Learn more about gMetrics at www.greystone.net/gmetrics.

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. Products 3

FOR MORE INFORMATION

w w w. g r e y s t o n e . n e t (770) 407 7670

Improving the Digital Brand Experience

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gSight

Digital Experience Survey and Expert Insights

For a hospital or health system, a website is the organization’s digital front door. How do you ensure that users have a positive experience? One that enhances your customers’ experiences, builds competitive differentiation and improves overall brand strength.

Website (re)design is like remodeling a home… …sometimes all you need is paint or some new windows …sometimes one or two rooms need a major make-over …sometimes you have to tear the entire thing down and start over.

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gSightSM, a digital brand experience improvement tool from healthcare industry experts Greystone.Net and Klein & Partners, can help. Our passion is to challenge the status quo and help our clients identify customer experience improvement areas that can better support business objectives. gSight delivers on this promise by: • Providing focus on “where” to prioritize website improvement efforts • Determining whether or not your redesign efforts have been successful • Measuring how your website experience is impacting your brand overall. gSight is NOT a traditional satisfaction survey; rather it is a tool to “go on the hunt” for improvements with real-time data specifically for hospitals and health systems only.

gSight

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Saves budget dollars – one price survey that work on PCs, smartphones and tablets Is mobile friendly Provides for unlimited survey completes Puts survey respondents in charge of what aspects of the website experience need improvement – not how satisfied they are Requires little hospital resources – can be up and running in less than 1 day Delivers detailed reports with recommendations from industry experts Determines benchmarks and statistically derived ‘Leaderboard’ metrics to show how you compare Provides for customer segmentation data to drill down into improvement areas

gSight

Allows for continuous measurement over the year so you can see where and how improvements are taking place. Offers an online real-time reporting dashboard that puts you in control of when to see your results, benchmark and leaderboard scores.

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View your data in an online interactive, real-time dashboard which includes a high level analysis as well as ability to drill down. Example Dashboard

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Just one sample report page from the detailed PowerPoint® report you receive twice a year

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To schedule a free demo and see how gSight can help to eliminate customer pain points and elevate the customer experience, please contact us at: www.greystone.net/gsight or at 770-407-7670. In the meantime, download our “Improving the Digital Brand Dialogue” White Paper series at: www.greystone.net/ whitepapers.

The only true digital brand experience improvement tool for your website developed for healthcare by healthcare experts.

FOR MORE INFORMATION

w w w. g r e y s t o n e . n e t (770) 407 7670

www.kleinandpartners.com 630 455 1773

greystone.net

Atlanta, Georgia (770) 407 7670 w w w. g r e y s t o n e . n e t