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EHC Website Redesign
- 1. EMORY HEALTHCARE Redesigning the Emory Healthcare Web Site
- 3. About Emory Healthcare Emory Healthcare is the clinical arm of the Robert W. Woodruff Health Sciences Center of Emory University. Since 1905, Emory Healthcare has been at the forefront of medicine, putting cutting-edge interventional research and technology into lifesaving action. But our Web site did not reflect that.
- 4. Background Information In April 2006, Harris Interactive reported that 77 percent of Americans are online. That same month, Yahoo!, Microsoft.com, MSN and Google received more than 90 million unique visitors to their sites. Yahoo! broke the 100 million unique visitors barrier, according to Nielsen/Net Ratings data.
- 5. What About Us? Marketings focus was on direct to consumer marketing that included: Advertising Direct mail Grass roots marketing Physician relations What about the Web? Not so much.
- 7. The EHC Web Site Before
- 8. Top Challenges Facing Us A review of the EHC Web site revealed that a significant amount of the most pertinent content was difficult to find Our central navigation was built in Flash Not intuitive Required plug-ins Difficult to manipulate Not searchable in search engines Overlapped on homepage causing blockage of some parts of our website The look and feel of the site conveyed the opposite of the Emory brand Virtually no interaction or ability to engage consumers.
- 10. RESEARCH What we heard The top 3 reasons for visiting a hospital Web site are: Look up directions to the facility, find contact information (phone number), look for information on physicians like to see guarantees of the quality of care offered such as the US News and World Report seal included on the home page Web Site Research Ask patients to share their stories in their own words, Findings edit them and create a few testimonials to rotate on the Web site Summary Report Specialty Web pages should include links to February 2007 Podcasts
- 11. How to Bring the Web Site to Life Take one step at a time Keep the focus on the user experience Enhance the look and feel Create a look and feel that is a more strategic alignment with Emorys position as a leading academic medical center Field research to get feedback from consumers Let the end user be our guide Evaluate and implement changes to functionality Less is more Keep the features most important to consumers more visible Continue to introduce more engaging content Interactive features such as video and audio clips Implement better site architecture Improve navigation through content that is easier to search
- 12. Our Aim To provide engaging and accurate content through an information-rich site. To differentiate Emory through engaging educational content To provide multimedia options that highlight specialty areas through solutions like VNRs and audio content To increase the level of interactivity on the EHC site.
- 14. Redesign pages to match Emorys look and feel Project an accurate image of Emory as a prestigious healthcare system known for their research, innovative care, and medical school
- 15. The New Look & Feel Homepage has a revolving image to illustrate the various faces of Emory Emory isa medical school Emory isresearch Emory isinnovative clinical care
- 16. Visually Speaking Keep It Simple Rotating banner illustrating Emorys brand and notability 際際滷show of Feature Stories RSS Video & Newsfeed of Audio Clips recent press releases
- 17. Personal Health Record Added a secure Web platform to keep track of patients immunizations, allergies and any types of procedures they may have had, as well as any medications they are Just CLICK to register in taking our secure environment Phase II of this tool will include functionality to allow you to communicate with your Emory Healthcare provider, set your own appointments and more
- 18. Location. Location. Location. In case you missed it on the first click, weve doubled and tripled our access to media On the homepage On the department homepage On the departments media page
- 19. Easy to navigate even when deep in the site Not only have we revamped our main navigation system, but weve also added easy to follow internal navigation. We found that our consumers were getting lost in content and couldnt find their way back to the Department homepage. Now we have internal navigation within the departments to keep consumers on track Navigate Navigate through through department current pages topic + Return Home button
- 20. Engaging the Consumer Developed a BMI Calculator for the Emory Bariatrics Center Input your data, press Calculate, and instantly see your score
- 21. Restructured content for our physicians We reorganized our For Physicians pages to be more accessible and relevant to our physician audience Click to call Physician publications (Just click and view!) Reference guides and directories Facility profile sheets Videos of procedures and new facilities Instructions on how to refer patients Links to relevant information, e.g. credentialing, classes, EmoryFlight, etc.
- 22. Added New Video & Audio Clips Video and audio clips of our doctors, facilities, and procedures in consumer-friendly formats Previously our videos were only available in RealPlayer; now we offer videos in Flash as well. This allows for faster loading and less concern about incompatible formats
- 23. Interactive Menus Developed an interactive menu for the Emory Facial Center simply click on the facial feature youre interested in CLICK HERE and view Before & After images
- 24. Engaging Photos Dynamic Before & After images in Flash allow consumers to educate themselves on realistic results of facial surgery
- 25. Delivering news real-time RSS newsfeed pulls all press releases related to Emory Healthcare and Emory University on the homepage Archive contains all the latest news on Emory for browsing convenience Links to the full press release
- 26. Feature Story 際際滷show Developed series of informative stories pertaining to our key product lines or other expertise Promoted these stories on the homepage using a Flash slideshow
- 27. Always one click away Click on our Flash image and you are automatically taken to the full article All articles contain links to doctor bios, facility and contact information, etc. all one click away!
- 28. Case Study: Neuro ICU New Media to Market By including the Web as a mandatory component of marketing plans we were able to extend campaigns. This year, we created a 3-part U.S. News & World Report Marketing Campaign revolving around Neurosciences which included a newsletter, direct mail piece, and letter all linking back to the Web site
- 29. Case Study continued Once on the Web, consumers viewed a cutting edge video of the new Neuro ICU in Flash along with other Neuroscience videos Produced CDs of the video to mail with the letters to physicians
- 30. Introduction Where we were: A look at the Emory Web site pre- redesign What our research told us The new Emory look and feel Moving forward
- 31. The Results Establishing benchmarks at inception of web overhaul Tracking how were driving consumers to the Web site
- 32. The Future HTML-based Consumer newsletter providing brief overviews of key topics and upcoming events, all of which link directly to the Web site due out 8/15/07 Further reorganization based on consumer needs present on the homepage tbd Additional benchmarking and focus group testing