You’re ready. You’re excited. You’re getting that new technology buzz. You’ve made your choice, but what about your boss? A new, performant healthcare CMS is on your radar, but first you need to convince your executives that the investment is worthwhile.
When you combine the following 6 ingredients, you’ll create a business case that gives your executives a taste for the website you’ve been dreaming of.
- 2 cups establishing a vision for digital consumer experience
- 1 cup outlining the roadmap for achieving that vision
- 2 tablespoons setting realistic strategic and financial goals and expectations
- ½ cup outlining the benefits, costs, and risks of inaction
- 1 tablespoon helping prioritize allocation of marketing and IT resources
- 2 teaspoons providing measurable accountability for CMS projects
Once you’ve considered your organization’s current situation and objectives, you can combine these ingredients to foster an understanding of the potential benefits, costs, and risks of investing in a new healthcare CMS.
Step 1. Executive Summary
Create a simple, concise argument.
Example: Because our two-year strategic plan requires us to become a “consumer centric” healthcare organization, we have to respond to pent-up consumer demands for exceptional, personalized digital experiences, on par with the other industries. However, the CMS that supports our current website isn’t capable of tracking ambient or behavioral data, much less delivering rules-based personalized messaging and offers. Because our mobile site is slow and non-responsive, we’re driving site visitors away. Without a modern solution built with these capabilities, we’ll be losing market share to [named competitors]. In addition, moving our CMS to the cloud will bolster our security and save us money in terms of infrastructure as well as mitigate potential loss from downtime or breaches.”
Step 2. Challenges & Risks
Lay out the problems your team encounters that could be solved with new technology. Which issues make you less productive? Which could be costing you revenue?
Example: “Even with our relatively large marketing team and cooperation from IT, if we want to build a new landing page for a service line campaign, the process takes weeks, which slows down our overall progress and negatively impacts ROI.
We have an inconsistency problem since our recent rebrand, with some teams still using old images, logos, and other assets. Because we lack control of our digital assets, we’re creating a poor consumer experience.
Last month our provider directory had 15 broken links, and our bariatrics page had 3. We need a solution to crawl our site pre-publication and consistently monitor for changes, otherwise we’ll be frustrating and losing patients who want to engage with us.”
Illustrate how your CMS of choice specifically addresses the challenges you’ve described and enables you to create better consumer experiences, organization-wide.
Example: “We can save time and money with a cloud-based healthcare CMS with decoupled architecture which allows us to create content once and publish in multiple places. With rules-based personalization modules we can engage consumers in a more targeted way, drive service line growth, and increase loyalty among our current consumers. Plus, a healthcare CMS with integrated DQM and DAM capabilities keeps us publishing high-quality content without having to purchase additional technology.”
List out all costs to implement and maintain a healthcare CMS solution.
Example: Does the software you selected have an initial implementation fee along with an annual subscription fee? How are the fees structured for professional and strategic services? What are the fees for ready-made templates, or do you have budget or need for custom ones? What happens after the initial site launches, when you need to make modifications? If you want to create additional sites, are there licensing or hosting fees for adding them?
5. Future Benefits
Making the case for how implementing a new healthcare CMS will deliver short-term ROI should be clear by now, so it’s time to explain how the solution will help with future goals and initiatives. Whether you’re looking to improve consumer experiences or free up budged from software upgrade costs, here is where you illustrate these benefits.
Example: “We need the power to leverage our valuable content to reach consumers across an emerging number of touchpoints, no matter which channels or devices become relevant in the future, and a modern CMS can help us. We have greater inter-organization alignment, with both marketing and IT’s needs met, so we can move confidently toward more comprehensive consumer engagement strategies as the industry continues its transition to value-based care.”
6. Execution Timeline
Once you’ve made your case for moving to a modern healthcare CMS, you need to outline a reasonable timeline for implementation. This timeline should include how long a content audit and training will take along with any other pre-software strategy sessions you might need.
There you have it. With these ingredients combining to build a strong and compelling business case, you’re on your way to executive approval. The rest is just gravy.
Want more insight and tips to help you in the entire CMS process, from selection to implementation? Download our Definitive Guide to Healthcare CMS.