Centura Health Websites Why Outsource Development

1
Centura Health Websites Why Outsource
Development?

• History Analysis

2
Agenda

• History of web initiative at Centura Health
• Previous model
• Current model
• Simplification through partnership
• Analysis of benefits, costs
• On the horizon

3
The Previous Model Consumer Web Initiative
before outsourcing

• Two FTEs dedicated to the building and
  management of sites with resources from
  programming and the server team as needed
• Challenged in meeting needs of multiple
  facilities with disparate needs
• No economies of scale, separate databases and
  duplication of effort
• Required Marketing Directors know and use HTML
• Simple web functionality (i.e. form creation)
  required IT development support
• Image manipulation and attachments had to be done
  by IT

4
Our current modelAfter outsourcing development
to The Fuel Team

• One Centura FTE able to manage the main hospital
  sites in addition to the auxillary sites (32)
• On site champions at each facility who can update
  content with the direction and consultation of
  the Webmaster hospitals have ownership
• Global site allows economies of scale to share
  information/forms across all Centura sites
• Forms online registration, SHARE cards, prayer
  requests and other interactive tools have our
  patients talking back to us.
• Images and attachments can be done at the
  facility level
• Foundations are getting online donations to the
  tune of gt6000 in the six months since
  implementation
• Other partners such as ADAM, Anatomical
  Travelogue and CarePages are providing us with
  applications to extend our services without
  hiring more staff on our side to support the
  initiatives

5
The Centura Family of Web sites
6
Early Accomplishments (phase I)

• Standardized format of sites
• Recreated all hospital sites in new system
• Trained associates out in the hospitals to use
  Content Management System (CMS)
• Enhanced communication tools to build
  relationships with consumers in real time
• Patient registrations
• Contact us forms
• Online giving
• Enabled each hospital to inherit content from
  Centura global
• Implemented robust foundation to build
  enhancements upon

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Additional Accomplishments (phase II)

• Integrated System-wide physician search directory
  with Cactus data
• Ongoing training sessions for users in all
  facilities
• Standardized online pre-registration for patients
  most facilities
• Implemented new SMC, LAH look and feel
• Provide daily support for all facilities
  assistance in advanced editing
• Implemented SEO (search engine optimization)
  project for Senior Services
• Actively managing 32 web sites and over 130
  distinct URLs
• Sites for Flight For Life, collaboration center
• Standardized patient guides with interactive maps
  for facilities
• Multimedia capabilities virtual tours, mission
  ministry, careers info and other virtual touch
  areas

8
Exciting initiativesWorking with our internal
departments to communicate essential information
to consumers

• Patient Access
• offering appointment requests via the
  web standardized pre-registration for all
  hospitals
• Managed Care
• link to insurers, to assist patients in using
  coverage appropriately working with insurers to
  facilitate their linking to our sites
• Patient Financial Services
• enhanced information on financial assistance,
  how to seek help
• pricing information online, education on
  patient responsibility
• Quality
• transparency section on web
• SHARE program online
• Information Technology Centura in-house
• patient portal interface with personal health
  page online patient discharge and aftercare
  information
• HR
• Float pool section on centura.org
• Stars interface

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Current Projects

• System Portal to route all sites through one
  gateway
• Coordination of online message with new branding
• CarePages online web pages for patients for all
  facilities Comprehensive online patient guides
  for each facility
• Maps and directions to facility and of facility
• Standardized pre-registration for all hospitals
• My health profile - interactive personalized
  section for consumers
• Preventive care guidelines with recommended self
  care, screenings and exams
• Email newsletter distribution and enhanced
  development of online community
• Urchin site optimization
• Online cardiac education to support system
  cardiac strategy Addition of Spanish materials
  online

10
Hosting and Domain Management Via West

• The server uptime has been excellent. A new load
  balancer was installed to distribute web traffic
  evenly across multiple web servers. The ViaWest
  NOC has fulfilled all support requests (domain
  changes, etc) promptly.
• Centura has approximately 90 domains hosted by
  ViaWest. Urchin Web Traffic reporting has been
  configured for these domains.

11
Search Engine Visibility - Google

• Consistently ranked well in searches using
• Centura Health
• Colorado Hospitals
• Denver hospitals
• Colorado Springs hospitals
• Pueblo hospitals
• Canon City hospital

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Feature Inventory
This slide seems redundant to me..what do you
think?

• Shared Videos
• Health Screenings
• Global Forms
• Domain Management
• Centura Seniors SEO
• ViaWest
• Physician Search
• Flight for Life CauseRoom
• Member Logins
• Webinars
• Website Support
• Porter Physician Partner Site

13
Technology Partner The Fuel Team

• Local marketing, PR and technology experts who
  provide a proven web software platform with which
  to build a family of sites, sharing content and
  images across the system.
• Their clients range in size from the smallest
  non-profit to Fortune 100s

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Simplification through partnership

• The Fuel Team and Centura Health have worked
  together to build an Enterprise application
• Internet based Content Management System (CMS)
  used to manage entire family of sites
• Proven ability to grow and change rapidly as the
  industry changes and technology evolves
• Allows us to change the look, feel and content
  delivery without completely rebuilding all our
  sites
• We have a tool that is powerful yet simple to
  learn webDriver CMS platform provides us with
• easy content management
• efficiencies in information sharing
• enhanced interactivity
• reliable, secure hosting and support
• increased ability to focus on enhancements
• Ability to concentrate on effectiveness of the
  web message, not the delivery

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What is the Value of this Partnership?
Advantages of Internet Based CMS

• All hardware, software, personnel costs and
  bandwidth for the CMS itself are handled by the
  vendor and included in the subscription/license
  price.
• Time to deploy is rapid.
• Information architecture and page designs remain
  consistent as content is added.
• Workflow mechanisms ensure that only authroized
  personnel can change their sections of the site.
• Content responsibility can be delegated to
  content owners, empowerinig them to make their
  own changes.
• Costs are predictable, with a pay as you go
  model that spreads out costs, with lower up-front
  costs.
• Remote employees can manage content even at modem
  speeds.   No need for a separate extranet.
• Low IT programming costs.   IT staff can focus
  on adding other functionality to site beyond
  managing content.   No database admin required.
• Works well with hosted or colocated web sites.
• Integrates well with server-side scripting
  languages such as ASP, JSP, CFM, PHP and Perl.

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If we were to do this in-houseEvaluating the
Total Cost of Ownership  (TCO)

• Along with development, consider the personnel to
  maintain the system, ancillary software purchases
  such as databases, hardware systems required, IT
  processes such as backup, and much more.   
• A server-based CMS typically has a total cost of
  ownership that is 3 8 times the cost of the
  actual software.   
• A homegrown CMS is typically much more.  
• An Internet-based CMS is typically much less.   
• See the following chart for more comparisons

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CMS comparison
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Why outsource web development?

• Costs
• Subscription cost lower than development costs
• Loss of time in rebuilding all sites on in-house
  platform
• Resources technology partners core competency
  is consumer web CMS and maximizing web reach
• Powerful team 4 programmers, 1 user interface,
  1PM
• CMS was customized and code is over 7years old
  allowing us them to add enhancements not focus on
  building platform
• Technology
• Multiple customers in other vertical markets
  allows them to help us think and act out of our
  healthcare box we can be innovators
• Leverage
• As the consumer, we demand productivity,
  deliverables on time