Location Strategy Is Access Strategy: How Billings Clinic Improved Findability

As health systems grow, location information becomes harder to manage — and harder for patients to navigate. Billings Clinic simplified the patient experience by rethinking location strategy, building a stronger foundation for findability, governance, and AI-enabled discovery.

// By Therese, MBA //

As health systems expand through partnerships, acquisitions, and regional growth, maintaining accurate and useful location information becomes increasingly difficult. What starts as a handful of facility pages can quickly evolve into a patchwork of microsites, directories, service listings, and inconsistent location data spread across multiple platforms.

That was the challenge facing Billings Clinic.

The Montana-based health system has grown significantly across Montana and Wyoming, creating new opportunities for patients but also new complexity for digital teams. Patients needed a simpler way to find care. Internal teams needed a more scalable way to manage information. And search engines increasingly require structured, consistent data to surface the right information.

In a recent eHealthcare Strategy & Trends webinar, From Silo to System: Building a Scalable Location Strategy That Improves Findability, part of The Future of Hospital Websites virtual summit, leaders from Billings Clinic and Geonetric shared how they approached the challenge.

“Our job in putting these solutions together is fundamentally access to care,” says Ben Dillon, CEO of Geonetric.

Here, we look at how Billings Clinic moved from fragmented location content to a more scalable, patient-centered model, and why that work now matters for access, search visibility, and AI-enabled discovery.

Left to right: Ben Dillon, CEO, Geonetric; Mandi Graham, application analyst IV, Billings Clinic; Jeff Giffin, digital marketing liaison, Billings Clinic

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