From Silo to System: Building a Scalable Location Strategy That Improves Findability
This session is part of
The Future of Hospital Websites Virtual Summit
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
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Presented March 12, 2026 at 2:30 p.m. Eastern
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Panelists:
Ben Dillon, CEO, Geonetric
Mandi Graham, Application Analyst IV, Billings Clinic
Jeff Giffin, Digital Marketing Liaison, Billings Clinic
Moderator:
Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C
Sponsored by
As health systems grow, managing location content becomes increasingly complex. Patients struggle to understand where services are offered, teams struggle to maintain consistency, and websites become harder to scale as new clinics and care sites are added.
In this case study presentation, Geonetric and Billings Clinic will share how they created a scalable location strategy and redesigned the website experience to better organize an expanding footprint. The approach helped unify current and future locations with consistent navigation and flexible profiles that can scale across different location types, affiliations, regions, and states.
This session will cover:
- Common challenges healthcare organizations face as location content grows and becomes harder to manage
- Key components of an effective location strategy, from auditing and hierarchy to structured content
- How user-focused location profiles can function like microsites within a broader site framework
- Improving search visibility and patient clarity through consistent, well-structured location data
- Building a location foundation that supports future digital initiatives and ongoing expansion
Panelists
Ben Dillon
CEO
Geonetric
Ben Dillon is the CEO of Geonetric, which he joined in 2000. In his time at Geonetric, Ben has become an influential voice in healthcare digital marketing and helps organizations across the country engage healthcare consumers by improving their digital experiences. He is a former SHSMD board president, is a 2022 Healthcare Internet Hall of Fame inductee, and winner of the 2024 SHSMD Leadership Excellence Award. A sought-after speaker and writer, Ben holds a master’s degree in eBusiness and strategic management from the University of Iowa and a bachelor’s degree in computer engineering from the University of Michigan.
Mandi Graham
Application Analyst IV
Billings Clinic
Mandi Graham is the Application Analyst IV for Billings Clinic, a non-profit health system serving Montana, Wyoming, and the Dakotas. Mandi has been with Billings for five years, and currently oversees system implementation, maintenance, and other responsibilities of the organization’s ERP system, as well as serving as the SharePoint administrator, intranet developer, and public website content support. She currently serves on the MSU-Billings/Billings Clinic Science Expo Steering Committee and has held positions on the Billings Clinic Foundation Philanthropic Advisory Committee and Downtown Billings Alliance Board of Directors.
Jeff Giffin
Digital Marketing Liaison
Billings Clinic
Jeff Giffin is the Digital Marketing Liaison for Billings Clinic, a non-profit health system serving Montana, Wyoming, and the Dakotas. Jeff has been with Billings’ marketing department for 19 years, and oversees website management, SEO/SEM, and digital marketing support for the organization. He holds a BA in Organizational Communication from Montana State University Billings and a BFA in graphic design from Montana State University in Bozeman.
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