DIGITAL MARKETING IN HEALTHCARE - Geonetric · The results: organizations are revamping their...

1

DIGITAL MARKETING IN

HEALTHCARERESEARCH FINDINGS TO GUIDE YOUR EHEALTH STRATEGIES

1

INTRODUCTION

RESOURCES & RESPONSIBILITIES

WEBSITES

DIGITAL MARKETING

WEB STRATEGY

CLOSING

Summary 3

Using the Data to Make Decisions 4

Benchmarking the Data 5

Staffing 7

Investment 10

Percentage of Marketing Budget 13

Resources 14

Roles 16

Competitor Comparisons 20

Platforms 21

Functionality 23

Changes for 2014 28

Most and Least Valuable Functionality 30

Digital Marketing 32

Online Promotion and Advertising 33

Social Media Tools 35

Digital Marketing Tools Poised for Growth 37

Formal Web Strategy 39

Web Strategy as a Guide for Online Initiatives 41

Top Web Goals 42

Top Organizational Goals 43

Methodology 45

CONTENTS

2

INTRODUCTIONintroduction

3

HELLO!Have you ever wondered how your Web initiatives stack up to other

healthcare organizations? Do you have a similar number of staff

focused on the Web? Do you have an adequate budget? Will your

online plans position you as a strong competitor in your market?

WE HAVE THE ANSWERS FOR YOU. In late 2013, Geonetric, a healthcare website provider, launched a

survey to assess the Web efforts of hospitals and health systems

across the country.

The results: organizations are revamping their online presence.

They are adding new capabilities to their digital mix. And they are

beginning to use data to measure success.

The healthcare industry has a long way to go to catch up with

other industries. Despite the current tight budget environment, the

numbers show we are taking big steps forward.

Read on to find out how your initiatives compare.

Ben DillonVice President & eHealth EvangelistGeonetric, Inc.

SUMMARY

INTRODUCTION

HEALTH SYSTEMS ACROSS THE COUNTRY RESPONDED TO THIS SURVEY

250

4

The future of healthcare marketing is increasingly digital. As with

any fast–evolving space, it is difficult to know if your organization

is implementing the right tactics to remain competitive. The goals

of this survey are to provide benchmarks to help you measure

your digital investments and to identify emerging trends that your

organization can’t ignore. As you plan for future eHealth initiatives, be

sure to consider:

• Are you investing appropriately in digital marketing?

• Does your staff have the skills they need and are they spending

their time on the most important tasks?

• Does your online presence compare favorably with your peers?

• Are you connecting with the growing mobile audience? Do you

have a responsive website?

• Are you involved in creating personalized online experiences

with your patient through consumer portals?

USING THE DATA TO MAKE DECISIONS

INTRODUCTION

5

COMMUNITY AND SPECIALTY PROVIDERS Organizations with under 199 beds, clinic organizations without inpatient services, critical

access hospitals and specialized facilities such as heart hospitals.

LARGE PROVIDERSOrganizations with 200 — 999 beds and with a limited geographical footprint.

REGIONAL PROVIDERSLarge health systems, many with a thousand or more beds and a very large geographical area.

BENCHMARKING THE DATAHealthcare organizations come in all shapes and sizes, which can make it tough to draw comparisons.

So we split the data into peer groups. This enables you to compare your organization with healthcare

providers of similar size.

Survey respondents selected one of the following groups that best represents their organization.1

<199 BedsCOMMUNITY/SPECIALTY

PROVIDER

LARGE PROVIDER

REGIONAL PROVIDER

200 — 999 Beds

>1,000 Beds

INTRODUCTION

1 Bed size tells only part of the story. Many organizations near the boundaries placed themselves in a larger or smaller group. In some cases, we moved respondents to a more appropriate peer group or assigned them to a group if they didn’t identify one.

6

RESOURCESresources & responsibilities

7

STAFFING MIX BY ORGANIZATION SIZE

STAFFINGCommunity and specialty

hospitals average 3.5 full-

time equivalents (FTEs),

large providers average 4.5

FTEs and regional providers

average nearly 8.3 FTEs.

From data analysis to

development, these FTEs

spend their time on many

different tasks.

Large providers have

more staff responsible

for digital initiatives. But

staffing numbers aren’t

proportionate to the size of

the organization.

Regional providers, which are

typically ten times larger than

community providers, have

less than two and a half times

their staff.

0.38 0.591.240.41

0.54

1.18

0.39

0.60

0.94

0.45

0.55

0.85

0.38

0.51

0.77

0.34

0.51

0.66

0.28

0.41

0.79

0.33

0.36

0.72

0.20

0.25

0.68

0.27

0.22

0.45

COMMUNITY OR SPECIALTY ORGANIZATION

LARGE PROVIDER REGIONAL PROVIDER

0.38 0.591.240.41

0.54

1.18

0.39

0.60

0.94

0.45

0.55

0.85

0.38

0.51

0.77

0.34

0.51

0.66

0.28

0.41

0.79

0.33

0.36

0.72

0.20

0.25

0.68

0.27

0.22

0.45


LARGE PROVIDER REGIONAL PROVIDER

0.38 0.591.240.41

0.54

1.18

0.39

0.60

0.94

0.45

0.55

0.85

0.38

0.51

0.77

0.34

0.51

0.66

0.28

0.41

0.79

0.33

0.36

0.72

0.20

0.25

0.68

0.27

0.22

0.45


LARGE PROVIDER REGIONAL PROVIDER COMM./SPEC. PROVIDERLARGE PROVIDERREGIONAL PROVIDER

3.5 FTEs

4.5 FTEs

8.3 FTEs

RESOURCESDATA ANALYSIS FTEs

©GEONETRIC 2014

DEVELOPMENT FTEs

GENERAL WEB ADMIN FTEs

CONTENT STRATEGY FTEs

SOCIAL MEDIA FTEs

WEB WRITING FTEs

DESIGN FTEs

TEAM MANAGEMENT FTEs

DIGITAL MARKETING FTEs

SEO FTEs

8

AVERAGE STAFFING MIX BY ROLEDATA ANALYSIS

FTEs

6%

DEVELOPMENT FTEs

14%

GENERAL WEB ADMIN FTEs

13%

CONTENT STRATEGY FTEs

12%

SOCIAL MEDIA FTEs

11%

WEB WRITING FTEs

10%

DESIGN FTEs

TEAM MANAGEMENT

FTEs 9%

DIGITAL MARKETING

FTEs

SEO FTEs

7%

STAFFING

9%

9%

Individuals are spread

equally among the various

disciplines important to

online management. The

numbers are similar across

all organizations — from

community hospitals to

regional providers.

Organizations focus the

most staff in the software

development and Web

administration areas; software

development is led by

organizations that execute

their initiatives primarily

in–house and need a larger

team.

RESOURCES

©GEONETRIC 2014

9

COMMUNITY AND SPECIALTY PROVIDERS EMPLOY

1 FTE PER 20 BEDSLARGE PROVIDERS EMPLOY

1 FTE PER 95 BEDSREGIONAL PROVIDERS EMPLOY

1 FTE PER 171 BEDS

10

INVESTMENT

Average Online Investment (No Staff)

Estimated Staff Costs

INVESTMENT BY ORGANIZATION SIZE

OVERALL

COMM./SPEC. PROVIDER

LARGEPROVIDER

REGIONALPROVIDER $359,239

$187,143

$41,848

$194,753

$538,034

$295,383

$222,738

$349,072

REGIONAL PROVIDER

LARGE PROVIDER

COMMUNITY OR SPECIALTY

ORGANIZATION

OVERALL AVERAGE


Average Online Investment (no staff) Estimated Staff Costs

Organizations’ digital

communication investments

include both staffing and

spending on external goods

and services, such as software

licensing, agency consultants

and vendor partners.

Organizations average a total

annual online investment

of $543,825 including

investments in both staff and

external goods and services.

Levels of investment grow with

the organization’s size. Average

annual online investment is

$264,000 for community and

specialty providers, $482,000

for large providers and

nearly $900,000 for regional

providers.

RESOURCES

$359,239

$187,143

$41,848

$194,753

$538,034

$295,383

$222,738

$349,072

REGIONAL PROVIDER

LARGE PROVIDER


ORGANIZATION

OVERALL AVERAGE


Average Online Investment (no staff) Estimated Staff Costs

©GEONETRIC 2014

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INVESTMENT

84%

COMMUNITY/SPECIALTYPROVIDER

SPENT ON STAFF

There’s a surprising difference in the split between costs for staffing

and external services among the groups. If you consider the average

investments made on a per–bed basis:

REGIONAL PROVIDERSSpend $210 on external goods and services and $315 on staff.

LARGE PROVIDERS Spend $417 on external goods and services and $658 on staff —

approximately twice the amount of regional providers.

59%SPENT ON

STAFF

60%SPENT ON

STAFF

LARGE PROVIDERREGIONAL PROVIDER

RESOURCES

COMMUNITY AND SPECIALTY PROVIDERSSpend $578 on external goods and services, which is nearly 50% more

than large providers, and an outrageous $3,075 on staff, which is nearly

five times that of large providers.

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COMMUNITY AND SPECIALTY PROVIDERS TEND TO UNDERINVEST IN TOOLS, TECHNOLOGY AND EXPERT SUPPORT AND OVERINVEST IN STAFF. THIS CAN RESULT IN EXORBITANT STAFFING COSTS, AND EVEN LEAD TO INVESTING IN THE WRONG STAFF.

13

PERCENTAGE OF MARKETING BUDGET

WEB INVESTMENT AS A PERCENT OF MARKETING BUDGET

0

5

10

15

20

1-5% 6-10% 11-15% 16-20% 21-25% 25-50% More than50%

COMM./SPEC. PROVIDERLARGE PROVIDERREGIONAL PROVIDER

RESOURCES

According to a 2013 Forrester report2, brands were forecasted to

spend 20% of marketing budgets on digital tactics. Healthcare

organizations are gaining ground on this benchmark.

Community and specialty organizations invest 20% on digital,

followed by regional providers with 18% and large providers with

14%. But note, this data is skewed as some of the groups include

some aggressive digital marketers. The majority of healthcare

organizations invest only 5 – 10% of their marketing budgets on

digital initiatives.

2 www.marketingweek.co.uk/news/digital–marketing–to–become–just–marketing–in–2013/4005302.article

©GEONETRIC 2014

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9%

55%

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36%

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34%

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17%

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30%

20%

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13%

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21%

34%

33%

2%

PROJECT MANAGEMENT

CMS

CONTENT AUTHORING

DESIGN

INFORMATION ARCHITECTURE

SOFTWARE DEVELOPMENT

WEB ANALYTICS

WEB STRATEGY

SEO

ONLINE/OFFLINE MARKETING

SYSTEMS INTEGRATION

MEETING USABILITY

HOSTING

RESOURCES

COMMUNITY/SPECIALTY PROVIDER RESOURCESVENDOR

IN–HOUSE

NO GOOD RESOURCES

RESOURCES

Some organizations rely only on in–house resources to manage

their digital efforts. Other organizations work with vendors as well.

Most organizations use their internal staff for project

management, content authoring and Web strategy. They hire

vendors to provide hosting, content management system (CMS),

software development and design.

All organizations report having problems finding good resources

(either internal or vendors) for systems integrations, usability

and accessibility, and software development. Community

and specialty organizations are approximately twice as likely

to have trouble finding good options for a service than larger

organizations.

©GEONETRIC 2014

15

PROJECT MANAGEMENT

CMS

CONTENT AUTHORING

DESIGN



WEB ANALYTICS

WEB STRATEGY

SEO


SYSTEMS INTEGRATION

MEETING USABILITY

HOSTING

61%

21%

29%

26%

27%

10%

23%

57%

35%

42%

10%

66%

7%

39%

61%

49%

66%

64%

87%

69%

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56%

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34%

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PROJECT MANAGEMENT

CMS

CONTENT AUTHORING

DESIGN



WEB ANALYTICS

WEB STRATEGY

SEO


SYSTEMS INTEGRATION

MEETING USABILITY

HOSTING

57%

21%

38%

33%

26%

4%

24%

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35%

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2%

6%

57%

21%

38%

33%

26%

4%

24%

52%

35%

45%

6%

62%

4%

43%

53%

43%

62%

68%

94%

74%

24%

61%

51%

91%

38%

89%

12%

26%

30%

4%

6%

2%

2%

24%

4%

4%

2%

6%

57%

21%

38%

33%

26%

4%

24%

52%

35%

45%

6%

62%

4%

43%

53%

43%

62%

68%

94%

74%

24%

61%

51%

91%

38%

89%

12%

26%

30%

4%

6%

2%

2%

24%

4%

4%

2%

6%

57%

21%

38%

33%

26%

4%

24%

52%

35%

45%

6%

62%

4%

43%

53%

43%

62%

68%

94%

74%

24%

61%

51%

91%

38%

89%

12%

26%

30%

4%

6%

2%

2%

24%

4%

4%

2%

6%

57%

21%

38%

33%

26%

4%

24%

52%

35%

45%

6%

62%

4%

43%

53%

43%

62%

68%

94%

74%

24%

61%

51%

91%

38%

89%

12%

26%

30%

4%

6%

2%

2%

24%

4%

4%

2%

6%

RESOURCES

VENDOR

IN–HOUSE

NO GOOD RESOURCES

VENDOR

IN–HOUSE

NO GOOD RESOURCES

LARGE PROVIDER RESOURCES

REGIONAL PROVIDER RESOURCES

66%

10%

61%

28%

57%

4%

24%

52%

35%

10%

5%

40%

34%

90%

39%

43%

43%

94%

74%

24%

61%

20%

15%

50%

30%

2%

2%

24%

4%

30%

30%

60%

66%

10%

61%

28%

57%

4%

24%

52%

35%

10%

5%

40%

34%

90%

39%

43%

43%

94%

74%

24%

61%

20%

15%

50%

30%

2%

2%

24%

4%

30%

30%

60%

66%

10%

61%

28%

57%

4%

24%

52%

35%

10%

5%

40%

34%

90%

39%

43%

43%

94%

74%

24%

61%

20%

15%

50%

30%

2%

2%

24%

4%

30%

30%

60%

66%

10%

61%

28%

57%

4%

24%

52%

35%

10%

5%

40%

34%

90%

39%

43%

43%

94%

74%

24%

61%

20%

15%

50%

30%

2%

2%

24%

4%

30%

30%

60%

66%

10%

61%

28%

57%

4%

24%

52%

35%

10%

5%

40%

34%

90%

39%

43%

43%

94%

74%

24%

61%

20%

15%

50%

30%

2%

2%

24%

4%

30%

30%

60%

©GEONETRIC 2014

©GEONETRIC 2014

16

ROLES

RESOURCES

81%

79%

68%

60%

67%

73%

71%

19%

16%

24%

14%

33%

14%

24%

5%

5%

5%

8%

10%

46%

38%

37%

32%

40%

38%

11%

5%

3%

8%

5%

5%

81%

79%

68%

60%

67%

73%

71%

19%

16%

24%

14%

33%

14%

24%

5%

5%

5%

8%

10%

46%

38%

37%

32%

40%

38%

11%

5%

3%

8%

5%

5%

81%

79%

68%

60%

67%

73%

71%

19%

16%

24%

14%

33%

14%

24%

5%

5%

5%

8%

10%

46%

38%

37%

32%

40%

38%

11%

5%

3%

8%

5%

5%

81%

79%

68%

60%

67%

73%

71%

19%

16%

24%

14%

33%

14%

24%

5%

5%

5%

8%

10%

46%

38%

37%

32%

40%

38%

11%

5%

3%

8%

5%

5%

81%

79%

68%

60%

67%

73%

71%

19%

16%

24%

14%

33%

14%

24%

5%

5%

5%

8%

10%

46%

38%

37%

32%

40%

38%

11%

5%

3%

8%

5%

5%

81%

79%

68%

60%

67%

73%

71%

19%

16%

24%

14%

33%

14%

24%

5%

5%

5%

8%

10%

46%

38%

37%

32%

40%

38%

11%

5%

3%

8%

5%

5%

81%

79%

68%

60%

67%

73%

71%

19%

16%

24%

14%

33%

14%

24%

5%

5%

5%

8%

10%

46%

38%

37%

32%

40%

38%

11%

5%

3%

8%

5%

5%

3% 2%

3% 3%

2%

2%

2%

2% 3%

DEFINES ONLINE STRATEGY & VISION

DETERMINES ONLINE INITIATIVES/PROJECTS

MAKES BUDGETARY RECOMMENDATIONS

ALLOCATES ALREADY SECURED BUDGET

MEMBER OF COMMITTEE

PRIMARY INFLUENCER

EXECUTES/LAUNCHES ONLINE INITIATIVES

MKTG/COMM/PR

IS/IT

ADMIN/EXEC

OTHER

WEB/EHEALTH

STRATEGY

COMMUNITY/SPECIALTY PROVIDER ROLES

Overwhelmingly, marketing departments manage online initiatives.

Marketers are responsible for everything from defining strategy to

determining tactics and making budget recommendations.

©GEONETRIC 2014

17

75%

72%

67%

64%

73%

85%

85%

29%

18%

38%

20%

27%

27%

11%

15%

12%

14%

7%

13%

17%

17%

6%

10%

5%

8%

10%

9%

7%

33%

31%

30%

29%

24%

28%

8%

RESOURCES





MEMBER OF COMMITTEE

PRIMARY INFLUENCER






MEMBER OF COMMITTEE

PRIMARY INFLUENCER


75%

72%

67%

64%

73%

85%

85%

29%

18%

38%

20%

27%

27%

11%

15%

12%

14%

7%

13%

17%

17%

6%

10%

5%

8%

10%

9%

7%

33%

31%

30%

29%

24%

28%

8%

3%

3%

2%

1%

3%

75%

72%

67%

64%

73%

85%

85%

29%

18%

38%

20%

27%

27%

11%

15%

12%

14%

7%

13%

17%

17%

6%

10%

5%

8%

10%

9%

7%

33%

31%

30%

29%

24%

28%

8%

75%

72%

67%

64%

73%

85%

85%

29%

18%

38%

20%

27%

27%

11%

15%

12%

14%

7%

13%

17%

17%

6%

10%

5%

8%

10%

9%

7%

33%

31%

30%

29%

24%

28%

8%

75%

72%

67%

64%

73%

85%

85%

29%

18%

38%

20%

27%

27%

11%

15%

12%

14%

7%

13%

17%

17%

6%

10%

5%

8%

10%

9%

7%

33%

31%

30%

29%

24%

28%

8%

75%

72%

67%

64%

73%

85%

85%

29%

18%

38%

20%

27%

27%

11%

15%

12%

14%

7%

13%

17%

17%

6%

10%

5%

8%

10%

9%

7%

33%

31%

30%

29%

24%

28%

8%

75%

72%

67%

64%

73%

85%

85%

29%

18%

38%

20%

27%

27%

11%

15%

12%

14%

7%

13%

17%

17%

6%

10%

5%

8%

10%

9%

7%

33%

31%

30%

29%

24%

28%

8%

4%

62%

71%

62%

62%

74%

79%

84%

32%

24%

38%

26%

31%

29%

34%

44%

32%

29%

34%

37%

46%

43%

10%

15%

9%

16%

4%

28%

24%

25%

25%

16%

26%

4%

6%

13%

4%

6%

62%

71%

62%

62%

74%

79%

84%

32%

24%

38%

26%

31%

29%

34%

44%

32%

29%

34%

37%

46%

43%

10%

15%

9%

16%

4%

28%

24%

25%

25%

16%

26%

4%

6%

13%

4%

6%

62%

71%

62%

62%

74%

79%

84%

32%

24%

38%

26%

31%

29%

34%

44%

32%

29%

34%

37%

46%

43%

10%

15%

9%

16%

4%

28%

24%

25%

25%

16%

26%

4%

6%

13%

4%

6%

62%

71%

62%

62%

74%

79%

84%

32%

24%

38%

26%

31%

29%

34%

44%

32%

29%

34%

37%

46%

43%

10%

15%

9%

16%

4%

28%

24%

25%

25%

16%

26%

4%

6%

13%

4%

6%

62%

71%

62%

62%

74%

79%

84%

32%

24%

38%

26%

31%

29%

34%

44%

32%

29%

34%

37%

46%

43%

10%

15%

9%

16%

4%

28%

24%

25%

25%

16%

26%

4%

6%

13%

4%

6%

62%

71%

62%

62%

74%

79%

84%

32%

24%

38%

26%

31%

29%

34%

44%

32%

29%

34%

37%

46%

43%

10%

15%

9%

16%

4%

28%

24%

25%

25%

16%

26%

4%

6%

13%

4%

6%

62%

71%

62%

62%

74%

79%

84%

32%

24%

38%

26%

31%

29%

34%

44%

32%

29%

34%

37%

46%

43%

10%

15%

9%

16%

4%

28%

24%

25%

25%

16%

26%

4%

6%

13%

4%

6%

3%

1%

3%

LARGE HOSPITAL ROLES

REGIONAL HOSPITAL ROLES

1%

MKTG/COMM/PR

IS/IT

ADMIN/EXEC

OTHER

WEB/EHEALTH

STRATEGY

MKTG/COMM/PR

IS/IT

ADMIN/EXEC

OTHER

WEB/EHEALTH

STRATEGY

©GEONETRIC 2014

©GEONETRIC 2014

18

COMMUNITY/SPECIALTY PROVIDERS ARE FAR MORE LIKELY THAN THEIR LARGER COUNTERPARTS TO HAVE DIRECT EXECUTIVE TEAM INVOLVEMENT. THIS INVOLVEMENT USUALLY MANIFESTS IN

EXECUTIVES BEING A MEMBER OF THE WEB COMMITTEE, DIRECTING STRATEGY AND ESTABLISHING BUDGETS.

LARGER ORGANIZATIONS, IN CONTRAST, SEE I.S./I.T. PLAYING A LARGER ROLE. IN ADDITION, BIGGER ORGANIZATIONS ARE MORE

LIKELY TO HAVE A DEDICATED WEB OR EHEALTH GROUP — WHICH ARE FOUND IN NEARLY HALF OF REGIONAL PROVIDERS.

19

WEBSITESwebsites

20

COMPETITOR COMPARISONS

HOW DOES YOUR WEBSITE COMPARE TO YOUR COMPETITORS’ SITES?

OVERALL


LARGEPROVIDER

REGIONALPROVIDER 11%

18%

20%

17%

47%

56%

59%

55%

17%

8%

12%

12%

6%

8%

7%

7%

14%

8%

2%

8%

6%

2%

2%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

Ahead of the Curve

Above Average

Fighting to Keep Up

Significantly Behind

Falling Behind

Don’t Know

WEBSITES

When asked how their

website compares to their

competitors’ sites, 71% of

organizations responded that

their site is equal to or above

industry average.

Community and specialty

organizations are the least

positive about their online

efforts, with only 58% saying

they are equal to or above

average. That’s despite the

large amount they spend on

staff (one full–time employee

per 20 beds).

11%

18%

20%

17%

47%

56%

59%

55%

17%

8%

12%

12%

6%

8%

7%

7%

14%

8%

2%

8%

6%

2%

2%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

11%

18%

20%

17%

47%

56%

59%

55%

17%

8%

12%

12%

6%

8%

7%

7%

14%

8%

2%

8%

6%

2%

2%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

11%

18%

20%

17%

47%

56%

59%

55%

17%

8%

12%

12%

6%

8%

7%

7%

14%

8%

2%

8%

6%

2%

2%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

©GEONETRIC 2014

Share this Stat

http://hrefshare.com/0ab8

http://hrefshare.com/79e5

21

PLATFORMSWhen selecting a content management system (CMS), healthcare organizations use different tools for

different jobs. Healthcare–specific CMS solutions are most popular for managing an organization’s main

website. Off–the–shelf software, such as SharePoint, cover the largest share of intranet deployments.

Open–source offerings, such as WordPress, dominate for blogs.

WHAT SOFTWARE DO HOSPITALS USE FOR THEIR WEBSITES?

40%33%

OFF-THE-SHELF CMS (EX. SHAREPOINT)

20%OPEN-SOURCE CMS (EX. DRUPAL)

HEALTHCARE SPECIFIC CMS

WEBSITES

Share This

http://hrefshare.com/38bc

http://hrefshare.com/82f1

22

LACK A

CMS.25%OF COMMUNITY AND SPECIALTY HOSPITALS

23

FUNCTIONALITYMost hospital sites offer provider, service and location directories, as

well as employment and calendar functionality.

Hospitals are adding more transactional capabilities this year. Many

hospital sites offer donations and bill payment, and those that

don’t have them, plan to add them. Organizations also plan to add

online appointment scheduling (21%), appointment requests (16%),

appointment reminders (15%), real–time credit card processing (14%),

bill presentation (12%) and gift shop sales (12%).

Maps and directions are available on most sites. Functionality related

to transparency, such as community benefits reporting and quality

reports, are available too. And 75% of respondents indicate they have

a health library; this is most popular among regional providers.

Clinical functionality is far behind other functionality categories, but

we may see significant strides in this area this year.

21%ONLINE APPOINTMENT

SCHEDULING

16%APPOINTMENT REQUESTS

15%APPOINTMENT REMINDERS

14%REAL–TIME CREDIT CARD

PROCESSING

WEBSITES

24

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Send Email/eCard to Patient - OverallSend Email/eCard to Patient - Community

Send Email/eCard to Patient - LargeSend Email/eCard to Patient - Regional

Social Bookmarking Capabilities - OverallSocial Bookmarking Capabilities - Community

Social Bookmarking Capabilities - LargeSocial Bookmarking Capabilities - Regional

eNewsletters Sign Up - OveralleNewsletters Sign Up - Community

eNewsletters Sign Up - LargeeNewsletters Sign Up - Regional

Find a Location - OverallFind a Location - Community

Find a Location - LargeFind a Location - Regional

Find a Service - OverallFind a Service - Community

Find a Service - LargeFind a Service - Regional

CMS/Content Management System - OverallCMS/Content Management System - Community

CMS/Content Management System - LargeCMS/Content Management System - Regional

Web Analytics - OverallWeb Analytics - Community

Web Analytics - LargeWeb Analytics - Regional

Find a Doctor - OverallFind a Doctor - Community

Find a Doctor - LargeFind a Doctor - Regional

OVERALLCOMM/SPEC PROVIDER


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















CMS

FIND A SERVICE

FIND A LOCATION

WEB ANALYTICS





0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Multi-lingual Capabilities - OverallMulti-lingual Capabilities - Community

Multi-lingual Capabilities - LargeMulti-lingual Capabilities - Regional

Website Integrated CRM (Customer…Website Integrated CRM (Customer…Website Integrated CRM (Customer…Website Integrated CRM (Customer…

RSS Feeds - OverallRSS Feeds - Community

RSS Feeds - LargeRSS Feeds - Regional

Stand-alone Mobile Site - OverallStand-alone Mobile Site - Community

Stand-alone Mobile Site - LargeStand-alone Mobile Site - Regional

Banner Advertisements - OverallBanner Advertisements - Community

Banner Advertisements - LargeBanner Advertisements - Regional

Consumer Portal/Personalization - OverallConsumer Portal/Personalization - Community

Consumer Portal/Personalization - LargeConsumer Portal/Personalization - Regional

Responsive-design Site - OverallResponsive-design Site - Community

Responsive-design Site - LargeResponsive-design Site - Regional

Core Functionality Adoption by Peer Group

Have Plan to Have in Next Six Months Don’t Have

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


























BANNER ADVERTISEMENTS

RSS FEEDS

MULTI–LINGUAL CAPABILITIES

STAND–ALONE MOBILE SITE

CORE FUNCTIONALITY

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















Have Plan to Have in Next Six Months Don’t Have0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
















RESPONSIVE DESIGN SITE

HAVE PLAN TO HAVE IN NEXT 6 MONTHS DON’T HAVE

CONSUMER PORTAL/PERSONALIZATION

WEBSITES

ENEWSLETTER SIGN UP WEBSITE INTEGRATED CRM



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















SEND EMAIL/ECARD TO PATIENT

FIND A DOCTOR

SOCIAL BOOKMARKING CAPABILITIES

©GEONETRIC 2014 ©GEONETRIC 2014

25

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Real-time Credit Card Processing - OverallReal-time Credit Card Processing - Community

Real-time Credit Card Processing - LargeReal-time Credit Card Processing - Regional

Calendar & Events Registration - OverallCalendar & Events Registration - Community

Calendar & Events Registration - LargeCalendar & Events Registration - Regional

Bill Payment - OverallBill Payment - Community

Bill Payment - LargeBill Payment - Regional

Donations - OverallDonations - Community

Donations - LargeDonations - Regional

Calendar & Events Listing - OverallCalendar & Events Listing - Community

Calendar & Events Listing - LargeCalendar & Events Listing - Regional

Job Applications - OverallJob Applications - Community

Job Applications - LargeJob Applications - Regional

Job Listings - OverallJob Listings - Community

Job Listings - LargeJob Listings - Regional

Transactional Functionality Adoption by Peer Group


TRANSACTIONAL FUNCTIONALITYHAVE PLAN TO HAVE IN NEXT 6 MONTHS DON’T HAVE













0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Durable Care Goods Sales - OverallDurable Care Goods Sales - Community

Durable Care Goods Sales - LargeDurable Care Goods Sales - Regional

Appointment Reminders - OverallAppointment Reminders - Community

Appointment Reminders - LargeAppointment Reminders - Regional

Gift Shop Sales - OverallGift Shop Sales - Community

Gift Shop Sales - LargeGift Shop Sales - Regional

Appointment Scheduling - OverallAppointment Scheduling - Community

Appointment Scheduling - LargeAppointment Scheduling - Regional

Bill Presentation - OverallBill Presentation - Community

Bill Presentation - LargeBill Presentation - Regional

Appointment Requests - OverallAppointment Requests - Community

Appointment Requests - LargeAppointment Requests - Regional

Chart Title


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title












GIFT SHOP SALES

APPOINTMENT REQUESTS

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















BILL PAYMENTOVERALL

COMM/SPEC PROVIDERLARGE PROVIDER

REGIONAL PROVIDER

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


APPOINTMENT SCHEDULING0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


DURABLE CARE GOODS SALES

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

































0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Chart Title


APPOINTMENT REMINDERS

WEBSITES

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















JOB LISTINGS

CALENDAR & EVENT REGISTRATION

CALENDAR & EVENT LISTING

REAL–TIME CREDIT CARD PROCESSING

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















JOB APPLICATIONS

DONATIONS

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

































BILL PRESENTATION


26

0% 20% 40% 60% 80% 100%

Photo Gallery - OverallPhoto Gallery - Community

Photo Gallery - LargePhoto Gallery - Regional

Blog(s) - OverallBlog(s) - Community

Blog(s) - LargeBlog(s) - Regional

Baby Photos - OverallBaby Photos - Community

Baby Photos - LargeBaby Photos - Regional

Health/Disease Quizzes - OverallHealth/Disease Quizzes - Community

Health/Disease Quizzes - LargeHealth/Disease Quizzes - Regional

Calculators (e.g. BMI Calculator, Due Date…Calculators (e.g. BMI Calculator, Due Date…Calculators (e.g. BMI Calculator, Due Date…Calculators (e.g. BMI Calculator, Due Date…

Quality Reports - OverallQuality Reports - Community

Quality Reports - LargeQuality Reports - Regional

-Community Benefit Reporting - Overall

Community Benefit Reporting - CommunityCommunity Benefit Reporting - Large

Community Benefit Reporting - Regional -

Health Library - OverallHealth Library - Community

Health Library - LargeHealth Library - Regional

-Maps and Directions - Overall

Maps and Directions - CommunityMaps and Directions - Large

Maps and Directions - Regional

Content Asset Adoption by Peer Group

0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















0% 20% 40% 60% 80% 100%





















CONTENT FUNCTIONALITYHAVE PLAN TO HAVE IN NEXT 6 MONTHS DON’T HAVE

MAPS AND DIRECTIONS

HEALTH LIBRARY

COMMUNITY BENEFIT REPORTING

QUALITY REPORTS

CALCULATORS

HEALTH/DISEASE QUIZZES

BABY PHOTOS

BLOGS

PHOTO GALLERY



















0% 20% 40% 60% 80% 100%

Discussion Boards - OverallDiscussion Boards - Community

Discussion Boards - LargeDiscussion Boards - Regional

Ask the Expert - OverallAsk the Expert - Community

Ask the Expert - LargeAsk the Expert - Regional

Cost Transparency/Charge Master - OverallCost Transparency/Charge Master - Community

Cost Transparency/Charge Master - LargeCost Transparency/Charge Master - Regional

Wait Times - OverallWait Times - Community

Wait Times - LargeWait Times - Regional

Cafeteria Menu - OverallCafeteria Menu - Community

Cafeteria Menu - LargeCafeteria Menu - Regional

Disease Center - OverallDisease Center - Community

Disease Center - LargeDisease Center - Regional

Wellness Program Tools/Health Coaching -…Wellness Program Tools/Health Coaching -…Wellness Program Tools/Health Coaching -…Wellness Program Tools/Health Coaching -…

Symptom Checkers - OverallSymptom Checkers - Community

Symptom Checkers - LargeSymptom Checkers - Regional

Recipes - OverallRecipes - Community

Recipes - LargeRecipes - Regional



0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%





















RECIPES

SYMPTOM CHECKER

WELLNESS PROGRAM TOOLS/HEALTH COACHING

DISEASE CENTER

CAFETERIA MENU

WAIT TIMES

COST TRANSPARENCY/CHARGE MASTER

ASK THE EXPERT



















0% 20% 40% 60% 80% 100%




















0% 20% 40% 60% 80% 100%




















DISCUSSION BOARDS

WEBSITES


27

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Live Chat with a Nurse - OverallLive Chat with a Nurse - Community

Live Chat with a Nurse - LargeLive Chat with a Nurse - Regional

Virtual Office Visits/eVisits - OverallVirtual Office Visits/eVisits - Community

Virtual Office Visits/eVisits - LargeVirtual Office Visits/eVisits - Regional

Disease Trackers - OverallDisease Trackers - Community

Disease Trackers - LargeDisease Trackers - Regional

Family Health Tracking - OverallFamily Health Tracking - Community

Family Health Tracking - LargeFamily Health Tracking - Regional

Immunization Tracking - OverallImmunization Tracking - Community

Immunization Tracking - LargeImmunization Tracking - Regional

Clinical Trials - OverallClinical Trials - Community

Clinical Trials - LargeClinical Trials - Regional

Clinical Functionality Adoption by Peer Group


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Personal Health Records (Patient Populated) -…Personal Health Records (Patient Populated) -…Personal Health Records (Patient Populated) -…Personal Health Records (Patient Populated) -…

Pre-registration - OverallPre-registration - Community

Pre-registration - LargePre-registration - Regional

Prescription Refill/Request - OverallPrescription Refill/Request - Community

Prescription Refill/Request - LargePrescription Refill/Request - Regional

Secure Messaging (Patient to Clinician) - OverallSecure Messaging (Patient to Clinician) -…

Secure Messaging (Patient to Clinician) - LargeSecure Messaging (Patient to Clinician) -…

Health Risk Assessments - OverallHealth Risk Assessments - Community

Health Risk Assessments - LargeHealth Risk Assessments - Regional

Personal Health Records (Provider Populated)…Personal Health Records (Provider Populated)…Personal Health Records (Provider Populated)…Personal Health Records (Provider Populated)…

Patient Portal - OverallPatient Portal - Community

Patient Portal - LargePatient Portal - Regional


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Clinical Functionality Adoption by Peer Group0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















CLINICAL FUNCTIONALITYHAVE PLAN TO HAVE IN NEXT 6 MONTHS DON’T HAVE











PATIENT PORTAL













0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















PRE–REGISTRATIONOVERALL

COMM/SPEC PROVIDERLARGE PROVIDER

REGIONAL PROVIDER

FAMILY HEALTH TRACKING



PERSONAL HEALTH RECORDS (PROVIDER POPULATED)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%













Clinical Functionality Adoption by Peer Group0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

















WEBSITES

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














PERSONAL HEALTH RECORDS (PATIENT POPULATED)

HEALTH RISK ASSESSMENTS

SECURE MESSAGING

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%














PRESCRIPTION REFILL/REQUEST

CLINICAL TRIALS

IMMUNIZATION TRACKING

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%















DISEASE TRACKING

LIVE CHAT WITH NURSE

VIRTUAL OFFICE VISITS


28

CHANGES FOR 2014 Website priorities follow several major online trends that impact

healthcare.

The growth of the mobile audience is causing organizations to add

responsive websites — 26% of organizations have responsive sites,

and 42% plan to add one this year.

Meaningful Use objectives combined with trends in personalizing the

healthcare experience is leading to more patient portals. According

to the survey, 46% of organizations currently have a

consumer portal and 27% plan to add one this year.

42%OF HOSPITALSPLAN TO ADDRESPONSIVE DESIGN

IN 2014

WEBSITES

30% OF COMMUNITY/SPECIALTY PROVIDERS

30% OF LARGE PROVIDERS

73% OF REGIONAL PROVIDERS

Share this Stat

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29

ARE YOU INVOLVED IN AN ONLINE TECHNOLOGY OVERHAUL OR SIGNIFICANT SITE UPGRADE?

OVERALL


LARGEPROVIDER

REGIONALPROVIDER

24%

27%

19%

24%

26%

39%

57%

41%

24%

19%

14%

19%

18%

10%

5%

11%

8%

5%

5%

6%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

24%

27%

19%

24%

26%

39%

57%

41%

24%

19%

14%

19%

18%

10%

5%

11%

8%

5%

5%

6%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

Yes, Overhaul Recently Completed (Within 12 Months)

Overhaul Currently in Progress

No, But in Overhaul Planning Stages

Not Planning an Overhaul in the Near Future

No Overhaul, Just Ongoing Incremental Changes

24%

27%

19%

24%

26%

39%

57%

41%

24%

19%

14%

19%

18%

10%

5%

11%

8%

5%

5%

6%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

24%

27%

19%

24%

26%

39%

57%

41%

24%

19%

14%

19%

18%

10%

5%

11%

8%

5%

5%

6%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

CHANGES FOR 2014

The portion of respondents

who are in process of

redesigning their websites or

have recently redesigned their

site is astounding (65%).

More than half of regional

providers and 39% of large

providers are in the midst of an

overhaul.

Even amongst the smallest

respondents, 50% are

overhauling now or have

recently overhauled their

websites.

WEBSITES

©GEONETRIC 2014

30

MOST AND LEAST VALUABLE FUNCTIONALITY Respondents identified a wide variety of functionality as most and least valuable. Not only did the list

vary, so did their criteria for determining what is “of value.” Many indicate value based on what is popular

among site visitors, while others base value on the return delivered to the organization.

In general, directories, such as provider and location directories, as well as transactional capabilities are

considered the most valuable. Content in terms of marketing copy as well as transparency information

(e.g., quality reports) seems to be missing the value mark.

WEBSITES

31

MARKETINGdigital marketing

32

DIGITAL MARKETING

DIGITAL MARKETING

Healthcare marketers include

digital marketing in 62% of

their marketing efforts. There

is little difference between

peer groups.

However, community and

specialty organizations

have an “all or nothing”

approach when it comes to

incorporating the Web into

their marketing mix: 15%

include digital in less than

5% of marketing, while 30%

include digital in all of their

efforts.

62%OF HEALTHCARE MARKETERS

INCLUDE AN ONLINE COMPONENT IN THEIR MARKETING

EFFORTS

©GEONETRIC 2014

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33

ONLINE PROMOTION AND ADVERTISING Organizations primarily use the Web to promote service lines (86%)

and they use a variety of advertising tools to drive visitors to their

sites. They are placing advertisements on:

• Local websites: 66%

• Google AdWords: 64%

• Facebook Ads: 58%

• Consumer health websites: 35%

• Online video sites (e.g., YouTube): 22%

• Online music sites (e.g., Pandora): 19%

• Microsoft Ad Center (e.g., Bing): 16%

DIGITAL MARKETING

CLICK HERE

34

0% 20% 40% 60% 80% 100%

Vine - OverallVine - Community

Vine - LargeVine - Regional

Microsoft Ad Center (Bing) - OverallMicrosoft Ad Center (Bing) - Community

Microsoft Ad Center (Bing) - LargeMicrosoft Ad Center (Bing) - Regional

Advertisements on Online Music Sites (e.g. Pandora/Spotify)…Advertisements on Online Music Sites (e.g. Pandora/Spotify)…Advertisements on Online Music Sites (e.g. Pandora/Spotify)…Advertisements on Online Music Sites (e.g. Pandora/Spotify)…

Advertisements on Online Video Sites (e.g. YouTube/Hulu) -…Advertisements on Online Video Sites (e.g. YouTube/Hulu) -…Advertisements on Online Video Sites (e.g. YouTube/Hulu) -…Advertisements on Online Video Sites (e.g. YouTube/Hulu) -…

Foursquare - OverallFoursquare - Community

Foursquare - LargeFoursquare - Regional

Instagram - OverallInstagram - Community

Instagram - LargeInstagram - Regional

Advertisements on Consumer Health Sites (e.g.…Advertisements on Consumer Health Sites (e.g.…Advertisements on Consumer Health Sites (e.g.…Advertisements on Consumer Health Sites (e.g.…

Google+ - OverallGoogle+ - Community

Google+ - LargeGoogle+ - Regional

Pinterest - OverallPinterest - Community

Pinterest - LargePinterest - Regional



Facebook Ads - OverallFacebook Ads - Community

Facebook Ads - LargeFacebook Ads - Regional

LinkedIn - OverallLinkedIn - Community

LinkedIn - LargeLinkedIn - Regional

Advertisements on Local Sites (e.g. Patch/local media sites)…Advertisements on Local Sites (e.g. Patch/local media sites)…Advertisements on Local Sites (e.g. Patch/local media sites)…Advertisements on Local Sites (e.g. Patch/local media sites)…

Google AdWords - OverallGoogle AdWords - Community

Google AdWords - LargeGoogle AdWords - Regional

Content Marketing - OverallContent Marketing - Community

Content Marketing - LargeContent Marketing - Regional

Email Marketing - OverallEmail Marketing - Community

Email Marketing - LargeEmail Marketing - Regional

Twitter - OverallTwitter - Community

Twitter - LargeTwitter - Regional

Integrated Online/Offline Marketing Campaigns - OverallIntegrated Online/Offline Marketing Campaigns - Community

Integrated Online/Offline Marketing Campaigns - LargeIntegrated Online/Offline Marketing Campaigns - Regional

Using Websites for Service Line Promotion - OverallUsing Websites for Service Line Promotion - Community

Using Websites for Service Line Promotion - LargeUsing Websites for Service Line Promotion - Regional

YouTube - OverallYouTube - Community

YouTube - LargeYouTube - Regional

Facebook - OverallFacebook - Community

Facebook - LargeFacebook - Regional



0% 20% 40% 60% 80% 100%









































DIGITAL MARKETING

0% 20% 40% 60% 80% 100%



















































ADVERTISEMENTS ON LOCAL SITES











CONTENT MARKETING



EMAIL MARKETING

USING WEBSITES FOR SERVICE LINE PROMOTION

INTEGRATED ONLINE/OFFLINE MARKETING

GOOGLE ADWORDS

0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































ADS ON ONLINE MUSIC SITES (PANDORA, SPOTIFY)

ADS ON ONLINE VIDEO SITES (YOUTUBE, HULU)

ADS ON CONSUMER HEALTH SITES

MICROSOFT AD CENTER (BING)

0% 20% 40% 60% 80% 100%









































ONLINE PROMOTION AND ADVERTISINGHAVE PLAN TO HAVE IN NEXT 6 MONTHS DON’T HAVE

FACEBOOK ADS


35

SOCIAL MEDIA TOOLS

DIGITAL MARKETING

Facebook is the most used social media tool: 97% of organizations have a Facebook account. Up and

coming platforms include Pinterest, Google+ and Instagram. And although Vine comes in last with 6% of

organizations dabbling in the micro–video tool, its usage is expected to more than double in 2014.

FACEBOOK YOUTUBE TWITTER LINKEDIN PINTEREST BLOGS GOOGLE+ INSTAGRAM VINE

97% 91% 79% 59% 48% 47% 45% 23% 6%

36

0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































PINTEREST

INSTAGRAM

FOURSQUARE

VINE

0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%











































FACEBOOK



YOUTUBE



TWITTER



LINKEDIN



BLOGS





GOOGLE+







0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































0% 20% 40% 60% 80% 100%









































SOCIAL MEDIA TOOLSHAVE PLAN TO HAVE IN NEXT 6 MONTHS DON’T HAVE

DIGITAL MARKETING

0% 20% 40% 60% 80% 100%










































37

DIGITAL MARKETING TOOLS POISED FOR GROWTHAfter languishing in the shadow of hot social media platforms for the past several years, email marketing

is making a comeback as the digital marketing tool expecting the largest new adoption in 2014. Of all the

digital tactics in a healthcare marketer’s arsenal, survey respondents indicated these were the top four

they planned to use more of in 2014:

DIGITAL MARKETING

1. EMAIL MARKETING2. CONTENT MARKETING3. BLOGS4. PINTERESTShare This

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38

STRATEGYweb strategy

39

FORMAL WEB STRATEGY

DO YOU HAVE A FORMAL WEB STRATEGY?

OVERALL


LARGEPROVIDER

REGIONALPROVIDER

41%

53%

63%

53%

59%

47%

37%

47%


LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

DO YOU HAVE A FORMAL WEB STRATEGY?Yes No

WEB STRATEGY

Just a little over half of

respondents indicated they

have a formal strategy for

the Web. Of the peer groups,

community and specialty

organizations are most

likely to not have a formal

Web strategy, with only 37%

indicating they have one in

place.

41%

53%

63%

53%

59%

47%

37%

47%


LARGE PROVIDER

REGIONAL PROVIDER

OVERALL


41%

53%

63%

53%

59%

47%

37%

47%


LARGE PROVIDER

REGIONAL PROVIDER

OVERALL


41%

53%

63%

53%

59%

47%

37%

47%


LARGE PROVIDER

REGIONAL PROVIDER

OVERALL


©GEONETRIC 2014

40

FORMAL WEB STRATEGY

WEB STRATEGY

29%

20%

28%

25%

10%

6%

5%

6%

45%

50%

41%

46%

0%

15%

21%

13%

16%

9%

5%

10%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

HOW OFTEN DO YOU UPDATE YOUR WEB STRATEGY?

Never

Every 5 Years

Annually

Quarterly

Monthly

OVERALL


LARGEPROVIDER

REGIONALPROVIDER

Seventy-five percent of

respondents indicate they

update their Web strategy,

with most updates occurring

annually.

29%

20%

28%

25%

10%

6%

5%

6%

45%

50%

41%

46%

0%

15%

21%

13%

16%

9%

5%

10%


ORGANIZATION

LARGE PROVIDER

REGIONAL PROVIDER

OVERALL

29%

20%

28%

25%

10%

6%

5%

6%

45%

50%

41%

46%

15%

21%

13%

16%

9%

5%

10%

©GEONETRIC 2014

29%

20%

28%

25%

10%

6%

5%

6%

45%

50%

41%

46%

15%

21%

13%

16%

9%

5%

10%

Share this Stat

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41

WEB STRATEGY AS A GUIDE FOR ONLINE INITIATIVESMost organizations use their Web strategy to provide direction for

their teams. Other organizations rarely consult it.

Some respondents mentioned that they use their Web strategy to

justify budget requests for online initiatives, although not always with

success.

WEB STRATEGY

“KEEPS US ON TRACK AND DICTATES EXACTLY WHAT WE SPEND OUR ENERGY DOING.”

“WE TYPICALLY LOOK AT IT ONCE AND FORGET ABOUT IT.”

42

TOP WEB GOALSRespondents shared their top online goals for the upcoming year.

But most listed initiatives (what they are planning to do) rather than

goals (why they are doing it and what they intend to accomplish).

The goals therefore mirrored the functionality priorities:

• Responsive design

• Content

• CRM

• SEO

• Social media

• Patient portal

Organizations with big picture objectives are shooting to engage

consumers, grow trust, support clinical and research business

objectives, grow conversions and, most of all, generate a stronger

and more measurable ROI for their efforts.

WEB STRATEGY

ENGAGE CONSUMERS IN MEANINGFUL, DIGITAL RELATIONSHIP, GROW TRUST, CREATE AWARENESS OF THE BREADTH AND DEPTH OF OUR SERVICES AND ULTIMATELY CONVERT VIEWS TO USERS.

“”

DRIVE BUSINESS TO OUR SERVICE LINES.“ ”

43

TOP ORGANIZATIONAL GOALS When asked to share their top five organizational goals (not related to the Web), most respondents were

well versed in the challenges and opportunities that lie ahead for their organizations. Respondents were

equally split between those primarily concerned about what the next few years will bring and those

looking to capitalize on the current environment of change and find ways to grow.

WEB STRATEGY

Financial Challenges (declining reimbursement, Medicaid expansion or the lack thereof, reduced budgets, solvency)

Regulatory Changes (ACA, ACO, HIE, MU2, ICD10)

Growing Competitive Pressure

Workforce Challenges (recruitment, retention and shortages, particularly in primary care)

Challenges

Growth

New Care Models

Reducing Out–Migration

Opportunities1

2

3

4

1

2

3

44

METHODOLOGYmethodology

45

METHODOLOGYData collection was handled through an online survey. Respondents were solicited through a wide range

of channels including email, social media and phone. All survey questions were optional and some

respondents chose not to answer individual questions. Each question received at least 150 responses.

Peer groups for segmentation were largely self–reported. Some responses were re-categorized based on

organization data provided. Responses from vendors, consultants and agencies were not included in this

analysis and are not included in response counts. Some questions required coding prior to analysis. Not

all responses to open-ended questions are included in this report.

Data is provided as–is and represents only the input and opinions of those organizations who responded

and is offered without any promises to its representation of the broader industry or statistical significance.

METHODOLOGY

46

ABOUT THE AUTHOR

It’s not just Ben’s sultry radio–voice that makes him the perfect person to be Geonetric’s eHealth

Evangelist, although we do believe that increases attendance to our webinars. It’s the fact that Ben’s a

thought leader. He follows healthcare technology trends like other people follow sports teams. He’s

constantly researching and analyzing everything from social media strategies to accountable care

organizations and determining what it all means to Geonetric, our clients and the industry as a whole.

This sought–after speaker and current SHSMD board member wasn’t always in the spotlight, previously

working in business process re–engineering and software development with the University of Iowa

Healthcare and the Michigan Insurance Bureau. He holds a master’s degree in eBusiness and strategic

management from the University of Iowa and a bachelor’s degree in computer engineering from the

University of Michigan. If you saw this man’s calendar you’d be very surprised to learn that in between all

his trade rag interviews and speaking engagement prep he still finds time to feed his Twitter addiction and

play the Big House with the University of Michigan Alumni marching band.

BEN DILLON, MBA VICE PRESIDENT & EHEALTH EVANGELIST

CONNECT WITH BEN!@

https://twitter.com/benatgeo

http://www.pinterest.com/benatgeo/

mailto:ben.dillon%40geonetric.com?subject=

47

ABOUT GEONETRICAt Geonetric, we love eHealth statistics. That’s because they help healthcare marketers make informed

decisions about how to use digital marketing to connect with health consumers.

Geonetric is known for our content management system, VitalSite. From a robust provider directory

to one of the best calendars on the market, VitalSite offers dozens of healthcare specific features and

functionality. It also offers Smart Panels, technology that helps automatically cross promote doctors,

locations and services throughout a website.

We’re also know for our marketing services, which includes content creation, search engine optimization

and responsive marketing campaigns. Our team has the healthcare knowledge and the marketing savvy to

help hospitals get noticed.

Find out what more than 500 hospitals, physician groups and clinics around the country already know.

Geonetric turns prospects into patients and delivers measurable results.

CONNECT WITH US!www.geonetric.com

http://www.twitter.com/geonetric

http://facebook.com/geonetric

http://www.geonetric.com

48

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