This is a narrowly focused solution for Web infrastructure, with no negative impact on other applications. IT can mix and match ASP applications to suit needs outside the marketing department. The ASP relationship can provide IT staff with experienced technical resources in a variety of areas. The in tegration of legacy applications and databases or future applications such as personalized content delivery or e-commerce can be built into the system in the early development stages using the depth of experience of the ASP technical staff, avoiding retrofitting and difficulty in the future. It also reduces the risk of purchasing expensive software that may quickly be out of date.
Marketers can now be free to focus time and resources on core relationship management opportunities.
Specifically, in the case of content management systems, this means developing and integrating content and distributing responsibility for content management to clinical departments and service line managers. Any healthcare organization that needs to better manage customer relations online would benefit from an ASP s services. Small hospitals that want minimally customized content management and delivery applications can find extremely cost-effective solutions with these pro viders. Robin Snow is a vice president with Atlanta-based Greystone. Robin Snow is a vice president with Greystone.