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Choosing Between a CMS and a DXP? Why Consider a DXP for Your Healthcare Organization

Is a CMS or a DXP the right platform for your organization? Learn the benefits of each, their ability to scale with your organization's growing needs, and how our ethical (and compliant) use of data can help you provide more personalized digital care.

In today’s digital age, when people interact with healthcare services online, they expect a smooth and user-friendly experience.

Traditional content management systems (CMS) make it easy for organizations to organize and manage website content to support their strong digital presence. Organizations that want to take their digital efforts a step further and create tailored experiences across multiple touchpoints, however, are adopting modern digital experience platforms (DXP).

Before we get too far with our comparison between a CMS and DXP, let’s cover the basics.

What is a DXP?

A DXP enables you manage and deliver digital experiences. It relies on a framework of modular and interchangeable components rather than a single, all-encompassing solution. This approach empowers organizations to create a digital experience ecosystem that fits their unique requirements, because you can easily add or replace components as necessary.

Here’s a breakdown of the crucial aspects of a DXP tailored for healthcare:

  • Agility: Teams can work independently and efficiently because changes can easily be made to one component. This facilitates quick adoption of new features, updates, and improvements.
  • Flexibility and Scalability: Adapting to shifting needs is straightforward. Components can be augmented, modified, or removed without the need for a platform overhaul. This flexibility ensures resilience in the face of future technological advancements and changing customer expectations.
  • Interoperability: Components are designed to seamlessly communicate and integrate through well-established APIs, ensuring consistent data and functionality flow throughout various parts of the digital experience platform.
  • Modularity: Key components like content management, personalization, analytics, and more are distinct modules that work together harmoniously. This gives you the freedom to select the most suitable solutions for each function.
  • User-Centric Design: Thanks to the platform’s ability to integrate various tools and technologies, organizations can create a user experience tailored to their specific audience. This leads to enhanced personalization and user engagement, leveraging relevant data and content across multiple touchpoints.

Healthcare organizations that embrace a DXP position themselves to build a digital experience that not only aligns with their mission, workflows, and patient needs but also ensures seamless integration with healthcare-specific systems. This enables compliance with industry regulations and the delivery of a secure and user-friendly experience.


A CMS focuses on managing and storing content, making a clear distinction between the content itself and how it appears on different platforms. Content is easily shared across channels and devices using APIs, offering flexibility in how the content is presented.

On the other hand, a DXP takes a more comprehensive approach, weaving together a variety of tools and features to create, manage, and deliver a complete digital experience. It supports the modular connection of different services and functionalities, ensuring a seamless and customized experience across all digital interactions.

Which Platform is Better for Healthcare: CMS or DXP?

In healthcare, making the right choices when it comes to digital tools is essential for delivering excellent patient care and improving operational efficiency. To help you determine which option suits your organization best, let’s explore who might benefit the most from either a CMS or a DXP.

A CMS is an excellent fit for healthcare organizations that:

  • Are undergoing a digital transformation and require a flexible system that can adapt quickly to changes.
  • Work with a tech-savvy team capable of working with various front-end technologies to deliver content seamlessly across multiple channels.
  • Need to ensure their content is easily accessible not only on websites but also on mobile apps, patient portals, and other digital platforms.
  • Seek a cost-effective solution that still offers robust functionality and flexibility.

On the other hand, a DXP is a better choice for healthcare entities that:

  • Operate within complex digital ecosystems with various integrations, requiring a robust solution to bring everything together.
  • Aim to provide highly personalized patient experiences by leveraging data from different sources.
  • Wish to orchestrate intricate digital health campaigns and patient engagement strategies.
  • Seek a solution that not only consolidates their digital tools, but also provides advanced capabilities for analyzing, optimizing, and enhancing patient interactions across the digital landscape.

While a CMS offers simplicity, flexibility, and the ability to distribute content widely, a DXP provides a more comprehensive and integrated approach. It ensures that every aspect of your digital presence is considered and optimized. Choosing between the two ultimately depends on understanding your organization’s specific needs, goals, and the complexity of your digital initiatives.

Getting Started with Optimizely + Geonetric

If your healthcare organization is thinking about stepping up its online game, the partnership between Geonetric and Optimizely could be just what you need.

Optimizely is a versatile DXP specifically crafted for creating captivating and personalized websites and digital interactions. This platform empowers content creators to generate, modify, and oversee content across multiple websites. Optimizely also offers a wide array of customizable tools to help your organization streamline digital experiences and enhance customer retention.

However, it’s essential that healthcare organizations adhere to specific regulations, such as HIPAA compliance, when selecting a DXP. That’s where Geonetric comes in.

This partnership provides clients with a Digital Experience Platform (DXP) built within a fully-managed, one-stop solution for healthcare organizations. Here are a few notable benefits you can look forward to:

  • Flexible Setup: This partnership gives you a DXP that you can shape to fit your healthcare organization needs. It’s a digital platform that’s custom-made, ready to adapt to whatever you need for your patients and services.
  • All-In-One Solution: From setting up easy-to-use patient portals to managing your online content and using patient data smartly, we offer one big toolbox where everything works together seamlessly.
  • Grows with You: Your healthcare organization is always changing and growing, right? Optimizely DXP can change and grow with you. It’s designed to keep up with new demands and trends in healthcare.
  • Smart Use of Data: This partnership makes ethical (and compliant) use of patient data to give more personalized care. Think of it as being able to automatically intuit what each patient needs and prefers, to give them better care.
  • Safe and Secure: With all the patient information you handle, security is super important. This partnership makes sure patient data is kept safe and follows the rules, like HIPAA.
  • Easy for Patients to Use: A fully-managed DXP can help your organization make sure the digital information your patients will find (make?) it easy to use your services online.
  • Help and Support: Starting with a digital platform can be tricky, but Geonetric, an Optimizely partner, is here to help. We guide you through implementation and keep your sites running smoothly.
  • Better Marketing and Communication: This solution also helps you get the word out about your services and talk to your patients better using digital marketing tools.

In short, Geonetric and Optimizely joining forces means your healthcare organization can get a digital experience platform that’s easy to change as needed, keeps data safe, and makes your online healthcare services better and easier to use.

Check out our FREE eBook to learn more about how Geonetric and Optimizely can supercharge your digital footprint, today!

Choosing Between a CMS and a DXP? Why Consider a DXP for Your Healthcare Organization