The game has changed in healthcare marketing. You have to do more than speak the lingo to keep up with the demands of modern technology. You have to understand which tools are best to help you reach your organization’s goals and which specific features each technology solution provides are designed to solve your specific challenges.
When it comes to your hospital website, there are two big technology considerations that you need to understand if you want to invest in a solution that does more than just look nice.
- Software as a Service (Saas)
- Decoupled Architecture
1. Why SaaS?
Software as a Service (Saas) solutions free up time from technical concerns. They’re not a new concept in technology, but in terms of content management systems (CMS), SaaS solutions have begun to disrupt more traditional models, like on-premise hosted solutions. Similar to other SaaS tools you might be familiar with, like Gmail, SaaS CMS has nothing for your organization to install, update, or maintain. This means your CMS provider handles all technical issues, leaving you free to focus your time and efforts on actually creating and managing content. And, because SaaS CMS solutions are pre-built, you also benefit from ongoing upgrades the vendor will make.
SaaS solutions get you in the cloud. Another advantage of SaaS CMS solutions is that, contrary to on-premise hosted solutions with their heavy reliance on your own IT department’s time and focus, SaaS solutions are cloud hosted. Cloud hosted SaaS CMS technology can scale as needed, which means a high performing campaign or sudden burst of viral traffic won’t take your site down as your IT team scrambles to handle the challenge. Your IT department is free to manage other responsibilities with a SaaS CMS.
SaaS solutions also offer a reduction in security risks. Because the CMS is installed off-premise, and you have access to established processes and infrastructure built with security best practices in mind, your risk goes down. SaaS solutions generally have strong backups and a recovery process to manage security risk, including a minimum uptime promise and redundancy plans.
SaaS solutions save you money. You can’t consider a SaaS solution without also considering the financial implications. Traditional on-premise models require you to buy a license from a vendor and install software on your own servers. And even purely cloud-hosed solutions require you to lease server space and install software at a data center. Without a SaaS solution, any necessary upgrade investments or maintenance for security, infrastructure, or additional implementations are then your responsibility as well.
2. Why Decoupled Architecture?
Don’t be afraid of the technical language when you start hearing about decoupled architecture. A CMS with this kind of architecture was designed to make a marketer’s job easier.
You manage a lot of channels and devices, like desktop/mobile/tablet, in order to reach and engage your healthcare consumers. And your content across this diverse landscape has to be consistent, quickly updatable, and maybe even personalized for your consumer. And that’s just today. Over the next five years, the number of new channels and devices necessary to utilize is only going to grow.
A decoupled CMS was built specifically for this challenge. Not only does it power your hospital’s website, it also can deploy content to any number of devices, screens, channels, and more without heavy development resources. With decoupled architecture, the backend of your CMS (where you manage and store content) is separate from the frontend (where you publish and where your consumer interacts with your content). You manage content in one place, but the user can experience it in many forms: a desktop or mobile website, mobile app, or a digital display or kiosk.
With an integrated CMS built on a decoupled architecture, you can author content on the backend, preview how it will look in different frontend experiences, and publish where you need with confidence and without IT involvement.
The benefits go on:
- Create content once, publish many times across many devices and screens
- Provide content to a digital signage solution, kiosk, etc. with a RESTful API
- Free your frontend developers to render frontend experiences without being bogged down with boxed themes and presentation layers
- Make backend changes without affecting frontend experiences
- Test updates on separate staging servers before publishing
- Improve delivery speed, and improve conversions in turn
- Keep your live site operational, even if the backend CMS needs maintenance or goes down
Financially, you benefit from a decoupled architecture, because you don’t need development resources to create rich digital experiences for every channel, but you also save time by being able to create pages and experiences with speed.
Want to learn more about the common and advanced features necessary for a solid healthcare CMS investment today? Download The Definitive Guide to Healthcare CMS.