Healthcare Insruance Member Content Management System Solutions

How to Pick the Best CMS For Your Healthcare Organization

It's time. Your healthcare organization is on a drive to improve and expand the digital patient experience.

But even though you've barely begun your journey, you may have encountered a few snags right out of the gate. For one, your marketing team is struggling to launch a compelling cross-channel digital campaign without drawing on the assistance of the IT department to help create a landing page on your website to connect to your ads from Google and Facebook.

Meanwhile, you're manually publishing new content for your mobile apps, waiting room display screens, and all other digital channels. If the toil of that wasn't enough, hosting and upgrades are costing you an arm and a leg, and the only person who can help you optimize it is on a month-long sabbatical in Tibet.

Yes, it's time — it's time to replace your current web content management system (CMS).

As you begin to research a replacement, consider getting acquainted with the next generation of CMS systems, solutions equipped to help you reach your consumer experience goals. Modern CMS solutions are one-stop-shops for authoring, editing, and publishing content, handling and storing your digital assets, quality management for campaigns, and even marketing analytics. They allow your marketing team to create the personalized digital consumer experience you want across every media channel while giving your IT team a break knowing that the data is secure across all of your provider's solutions.

Here, we look at 12 of the key features marketing and IT departments require in a modern CMS. Let's start by examining the marketing team's priorities.

Key CMS features for your marketing team

Marketing teams have to work with your health system's content management system on a regular basis, so it's always important to consider their needs first when you're choosing a CMS. While we recommend having a discussion with your marketing team regarding what they need to effectively publish content, these seven aspects will help you get started.

1. Intuitive authoring, editing, and publishing

If you're considering a CMS solution that doesn't allow you to create new content pages by yourself (and without extensive HTML knowledge) in minutes, move on. Your team should be able to get from ideation, through authoring, editing, and publishing on mobile, web and app channels quickly — without the IT team's help. Also, a good platform will provide previews of how your content looks across these channels.

2. Digital quality management

Broken links, misspelled words, metadata that cuts off in the middle of a word — all of these errors can count against your SEO rankings, or worse, trigger a phone call from your CEO asking why he noticed an error on your upcoming event page. Digital Quality Management (DQM) solutions help you find and correct these errors to avoid these headaches. Get a system that can notify you before you publish misspelled words, broken hyperlinks, or if content accidentally used a forbidden term. Your solution should also enable post-publishing auditing capabilities, so you can fix additional content usability and accessibility errors after publication.

3. Personalized, targeted content

Companies like Facebook and Google have raised personalization and targeted content to a whole new level. A platform that collects behavior data about both known and anonymous users, including user location, the kind of device used, what users do after visiting your content, and identifying information after a consumer fills out a form or signs up for a class or event is a valuable asset.

4. Digital asset management (DAM)

With all the images, brand standards, videos, and other digital assets you're required to keep up with, a digital asset management (DAM) solution is absolutely essential to ensure consistency across all touchpoints you create. You can opt for a third-party solution, or you can find a CMS with built-in DAM capabilities.

A DAM will help your teams maintain brand consistency by streamlining and simplifying the way they manage digital assets in a central, secure way across the enterprise. This means you can browse, search for, move and manipulate images, audio, and video, tag them by topic and even create curated collections to share with specific groups.

5. Healthcare content and interactions

Pick a platform with healthcare-specific applications, such as a Provider Directory (Find-A-Doc) application with advanced filtering capabilities, or a pre-built appointment request form. Having these built-in saves time and money.

6. Social media experiences

A truly useful CMS will help your marketing team tackle one of the most trying tasks of social media marketing — managing content sharing and presentation across Facebook, Twitter, YouTube, Pinterest, LinkedIn and various social channels du jour.

7. Dashboards & analytics

If you have the capability of building landing pages or new content pages with ease, you want to know how those pages are performing, where people are going after they hit them, what else they might be searching for on your site, what page triggered them to enter contact information, and so on. Look for a CMS that lets you access those analytics right from your dashboard.

Keep these seven areas in mind when you have a discussion with your marketing team, but be sure to listen to your team's individual opinions as well. Then, it's time to talk to the IT team.

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Key CMS features for your IT and developer teams

Having a productive discussion with your IT team will bring you one step closer to choosing the ideal CMS. IT professionals have the skillset — and motivation — required to take one glance at a CMS and determine whether or not it will end up giving them a headache. To save on the stress, start a discussion with them that spans the five topics below.

1. Scalable & performant

Your IT team's requirements may make or break a deal, so it's important to ensure the solution you're angling for addresses their needs as well. IT will want a solution that can scale with your business as it grows and considers consumer expectations for on-demand, mobile access, and engagement with their health information and providers.

SaaS platforms use the cloud to offer a hosting advantage and flexibility and mobility for the system and users. Deployment on web servers in multiple regions provides protection through redundancy. Systems that leverage Content Delivery Networks (CDNs) serve content based on geography, which makes your site load faster for your consumers.

2. Dependable security

Because you are working with an individual's personal information, IT will appreciate a solution that offers role-based permissions for viewing data as well as an advanced security framework to protect against hacks and outages. You are likely collecting information from your consumers through forms on your site. CMS-based form solutions should allow for the secure management of Protected Health Information (PHI).

3. Decoupled architecture

Getting a platform with a decoupled architecture that supports content as a service will make the marketing team happy but also free up IT for larger organizational concerns. When content is treated like any other information service it can flow more freely across platforms, and you can edit and author content for a variety of channels.

4. Parallel development and deployment

IT needs a CMS solution that offers an integrated development workbench, decoupled content deployment architecture, and enterprise-class real-time API familiar to any .NET, PHP, or Java programmer. Acronyms aside, these development options will allow everyone to move faster toward broad organization goals.

5. Proven, but future-proof

To be a sound investment, your solution needs to last and stay relevant for years. Flipping through reports like the Gartner Hype Cycle will give you an idea of technology categories to research. Try a solution that they've found is positioned for growth and specifically created for healthcare.

Your IT team is a great resource for getting honest opinions on new technology and skipping their advice could cause major technological headaches down the line. However, by taking your IT team's thoughts to heart, your content marketing budget will thank you.

Final thoughts

Once you have evaluated CMS solutions, get all parties together — marketing and IT and any other stakeholders — to evaluate which option satisfies the most needs. By establishing a shared consumer experience vision and roadmap, money can be saved and progress accelerated.

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Blog published on 05/01/2019

Healthcare Insruance Member Content Management System Solutions

Source: https://www.mercuryhealthcare.com/blog/how-to-pick-the-best-cms-for-your-healthcare-organization