Benchmarking Reveals Whether You’re a Leader or a Laggard

June 27, 2018
Ben Dillon

Ben Dillon, chief strategy officer, at Geonetric

“Benchmarking your organization against your peers is something every health system wants to do,” says Ben Dillon, chief strategy officer at Geonetric and eHST Editorial Advisory Board member.

“But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. It’s neither easy to compare yourself to an average of all organizations large and small, nor is it particularly instructive to compare yourself to a similar-sized organization if it has three times the budget.

“That’s why for more than 10 years – and the last two in partnership with eHealthcare Strategy & Trends – Geonetric has performed an online survey of digital marketing trends that gets healthcare marketers the data they really need.

2018 Healthcare Digital Marketing Trends Survey“This survey, with the help of almost 250 responding organizations, breaks down those barriers. Our distinct benchmarking allows organizations to self-report where they are outperforming or underperforming, so you can see how leading organizations plan, budget, and execute differently.

“For this survey, we asked respondents if they were ahead or behind their competitors in seven key areas: website design, website content, social media, content marketing, search engine optimization (SEO), digital advertising, and website features and functionality. Based on their answers, we placed them into one of three groups: leaders (34.7 percent of the respondents), average (46.9 percent), and laggards (18.4 percent.)”

In our new article, Dillon looks at some of the key survey findings and shares recommendations on how to move up the ladder if your organization is average or lagging – and how to stay on top if you’re a leader.

Read it now: Ask the Expert: What Differentiates a Healthcare Digital Marketing Leader?

Best regards,
Matt Humphrey

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