Bynder partners with Stacks to maximize content ROI for mission-led healthcare specialists
Founded in 1880, WellSpan Health offers an integrated health system in South Central Pennsylvania and the Northern Maryland area in the US. As a not-for-profit and mission-led organization, its experts provide a range of services from diagnostic imaging and rehabilitation facilities to advanced care for complex medical and behavioral conditions.
On a mission to improve the lives of its patients, teams, and the wider community, WellSpan and its 20,000 employees operate eight award-winning hospitals and 220 patient care locations.
WellSpan has been a Bynder customer since early 2023, positioning Bynder’s enterprise-grade digital asset management (DAM) platform at the center of its wider digital content ecosystem. We recently sat down with WellSpan’s Senior Director of Creative Services, Marco Ceo, who revealed the catalyst for bringing on Bynder, and the benefits it has brought the organization.
The interview (shared above) also features Ben Owen, Sales & Marketing Manager at Stacks, a DAM consultancy firm and Bynder partner focused on helping brands like WellSpan to implement and get maximum value from Bynder DAM.
The catalyst for DAM
When Marco joined WellSpan a few years ago, he realized the company had a repository of great content. The challenge was getting it to the right people and channels at the right time. Like many larger companies, WellSpan's creative resources were also stretched, and teams struggled to meet the high-volume demands of stakeholders spread across its eight hospitals and 220 patient care locations.
Before, we operated on a smaller scale, and that's what led us to Bynder. We didn’t share content well and there was no transparency around what we had. Simple tasks took a long time, so we needed a mature content delivery system that could provide that self-service element.Marco Ceo
Senior Director of Creative Services at WellSpan Health
At the same time, Marco and his team were focusing on "re-establishing their brand DNA," asking themselves:
- Who do we want to be?
- How should we portray ourselves visually?
- What about our messaging?
- Is our content reflecting our brand identity?
To help redevelop the brand and meet the demands of the digital-first economy, WellSpan needed to build a connected ecosystem – including a centralized system of record for content – that was scalable, integrated with other marketing tools, and delivered consistently on-brand content experiences.
Finding support on its DAM journey with Stacks
As a best-of-breed DAM provider, it’s vital that our customers receive hands-on support to ensure their DAM journey is a success for years to come. That’s why Bynder’s experts introduced WellSpan to our partner Stacks, a world-leading DAM consultancy firm helping WellSpan’s employees get maximum value from the Bynder platform.
Through Bynder, we found Stacks. Together, we've been on a journey for about the past year implementing Bynder DAM and communicating it to our larger internal teams and groups, which is around 20,000 people.Marco Ceo
Senior Director of Creative Services at WellSpan Health
Stacks support organizations with a full suite of services, ranging from consultations focused on education, alignment, and pre-DAM activities to builds, migrations, and monthly management. Stacks' team of DAM architects, visual curators, and project managers not only advises on best practices but also gives expert support to teams with a variety of ingestion, tagging, and organizational services.
What Stacks does for us is two-fold. They provided the vision of where we should be in 6-12 months, and after we got off the starting line, we started adding content to our DAM with the help of Stacks’ DAM Managers. Their balance of the bigger picture and day-to-day activities in that first year has been a lifesaver for us.Marco Ceo
Senior Director of Creative Services at WellSpan Health
Functioning as a dedicated “DAM team,” Stacks facilitated the onboarding and adoption process from day one, so the WellSpan team could focus on their regular day-to-day tasks.
This is particularly valuable for larger-sized enterprises like WellSpan, where implementing a new tool can involve a lot of hoops to jump through—from the RFP process to leadership buy-in and eventually rolling it out to teams internally. A DAM partner like Stacks has been vital in streamlining the process and saving valuable time and resources for WellSpan’s employees. By creating a solid foundation that is scalable and set up for long-term success, WellSpan can achieve maximum ROI from its DAM program.
Our focus has been on getting started successfully and building user adoption. From there, we’ve focused on supporting the WellSpan DAM program on a weekly basis. We want to figure out ‘How can we improve? How can we continue to scale this out?’ It’s about starting small and growing.Ben Owens
Sales & Marketing Manager at Stacks
Six-figure savings while creating more content than ever
The value of a self-serving, centralized system of record can’t be understated for WellSpan. When you have thousands of stakeholders in need of photography, brochures, logo files, and other marketing materials, the ability for employees to easily access and distribute content from one place has a whole host of benefits.
The Bynder DAM has allowed us to feel like we're getting more done in the day. The volume of work that we're able to process is finally keeping up with the volume that we're being asked to do.Marco Ceo
Senior Director of Creative Services at WellSpan Health
Not only has it helped improve content distribution and content ROI, but Marco and his creative team are now free to focus on production, instead of fielding the same repetitive content requests from colleagues.
Bynder’s Print Brand Templates module has been particularly useful in scaling creative production while maintaining brand consistency. The creative team can create pre-defined templates for typical assets like brochures and posters that adhere to the brand’s design principles and give employees the ability to customize the messaging or imagery.
Likewise, Bynder’s Dynamic Asset Transformation tool doubles down on the benefits of self-service tools by helping the development team (i.e., UI/UX designers) scale and automate the creation of web-based assets. By automatically resizing assets to fit various channels (e.g., on a webpage) and taking care of SEO optimization, employees spend less time manually creating different versions of the same asset in different sizes.
The result is better overall content experiences for its audiences that are consistently on-brand, while spending a fraction of resources than before and improving content usage.
I would say in a year, we've definitely saved in the region of six figures because we're making different decisions with our existing budget. We feel like we're generating more content because we have that ability to understand what we already have.Marco Ceo
Senior Director of Creative Services at WellSpan Health
For WellSpan, Bynder’s open and composable architecture was a key motivator for investing in the platform. 90+ pre-built integrations with today’s best-of-breed marketing tools have enabled WellSpan to streamline workflows across its content lifecycle and ensure employees are much more cost- and time-efficient
The integrations were one of the reasons why we were attracted to Bynder. Our design team uses the Adobe Creative Cloud integration, so they can search the DAM from within Photoshop, Illustrator, or InDesign. It allows them to be a lot more efficient with their time.Marco Ceo
Senior Director of Creative Services at WellSpan Health
From creation to distribution, creating a connected digital ecosystem with Bynder at its heart has enabled WellSpan to finally meet the high-volume content demands required for such a dynamic organization. The tangible benefits on content ROI also mean more time and resources can be devoted to its primary mission: improving the lives of its patients and the wider community.
What’s next for WellSpan?
Now that WellSpan has successfully set up the Bynder DAM internally and created a firm footing with the help of Stacks, the focus for the near term is to continue refining the solution to serve its needs best and operate efficiently.
Still meeting regularly with Bynder’s and Stacks’ representatives, the priority is maximizing user adoption for its thousands of employees as they continue to onboard more teams. By ensuring as many people as possible are having a positive, productive experience with the DAM, the more WellSpan can scale its operations and deliver higher content ROI.
With Stacks and the support team at Bynder, it feels like we have what we need to move forward and provide better transparency, not only fiscally but also through our content. So we're excited about where we can go next.Marco Ceo
Senior Director of Creative Services at WellSpan Health
Book a demo to see how Bynder can benefit your organization
Over 4,000 organizations worldwide use Bynder as their brand’s digital home for delivering exceptional content experiences. From centralized file storage and secure asset sharing to better brand consistency and project collaboration, we have a tailored solution to fit the needs of each and every customer. Why not see what Bynder can do for you with a free demo?
