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E MORY H EALTHCARE facilities include 4 hospitals totaling 1,310 beds.
Emory University Hospital 573 licensed beds; located on the Emory University campus Emory University Hospital Midtown 511 licensed beds; located in Midtown Atlanta Wesley Woods Geriatric Hospital 100 licensed beds; nation’s first geriatric hospital; located on Clifton Rd near EUH Emory University Orthopaedics & Spine Hospital 126 licensed beds; first university-affiliated surgical facility of its kind in Atlanta; located off of I-285
In addition to hospital facilities, EMORY HEALTHCARE includes large physician practices.
The Emory Clinic Multispecialty practice with 1,200 faculty practice physicians in multiple locations across a broad geographic area Emory Winship Cancer Institute Multidisciplinary cancer facility offering medical, surgical, radiation oncology and diagnostic imaging by more than 200 faculty members Emory-Children's Center Largest pediatric multispecialty group practice in GA; comprised of 100 School of Medicine faculty
Overview of EMORY HEALTHCARE
More than 48,500 hospital inpatient admissions
Approximately 2 million outpatient encounters
Annual revenues of over $1.6 billion
Diverse multi-ethnic/multi-national work force of almost 10,000
* Data reflects FY2008
Researched own condition when needed to be hospitalized Did you research your medical condition after you found out you needed to be hospitalized? Consumer Channel Source % Own doctor 54 WebMD 52 Other health care related Web site 50 Specialist 35 Friends/Family experiences 32 Books, publications 28 Disease Web site 25 Hospital Web site 16 Insurance company 14 Health resource ctr/Library 14 NIH 10 Called hospital directly 8 CDC 5 TV/Radio programs 2
Q32: In the last 2 months have you or someone in your household used the Internet to access the following health information or services? Consumer Channel
Identifying a Need
With limited resources, Marketing set priorities on consumer marketing that included:
What about the Web?
In need of a makeover
EMORY HEALTHCARE Web Site Before
Primary Challenges Significant amount of the most pertinent content was difficult to find Look and feel of the site conveyed the opposite of the Emory brand Virtually no interaction – limited ability to engage consumers Central navigation was built in Flash Difficult to Manipulate Site Not easily detected by Search Engines Overlaps on Homepage Blocked Some Content Not Intuitive Required Plug-ins
What we heard
The top three 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
More patient stories in their own words, and testimonials to rotate on the Web site
More links to Podcasts and audio
Web Site Research Findings Summary Report February 2007
Focus Group Comments “ I like being able to quickly and easily find what I am looking for and not having to think ‘how did I get there?’ on subsequent visits” “ The information should be frequently updated and you should know when it is”
“ You need to be able to see right away more information about what subjects are available”
In general, consumers would view or listen to the content if it contains information related to their condition.
Participants would not click on the Podcast link from the home page, but maybe from the specific Web page such as OB/Gyn. Some suggested adding links to the podcasts from each features physician’s profile.
Most would listen to the audio only files, since they might be multi-tasking while playing them. Diagrams and other visuals should only be added to the audio file if they enrich the story, explain some of the terms used, a new procedure, etc.
Some participants mentioned that a few of the terms used in the tested Podcasts are not known by the average consumer.
“ I like it when there are multiple ways to get to the information” “ Change the name to audio and video clips ”
Focus Group Comments
The majority of participants mentioned the following as important features that will determine if they revisit a Web site:
Easy to navigate
Offering relevant information
Containing strong search capabilities
Most participants said they would subscribe to daily or weekly health tips or information delivered to their e-mail address.
Differentiate Emory through engaging educational content
Keep the focus on the user experience
Increase the level of interactivity on the EHC site
Provide multimedia options that highlight specialty areas through solutions like Video News Releases (VNRs) and audio content
Enhance the look and feel
Create a look and feel that is more strategically aligned with Emory’s position as a leading academic medical center
Implement better site architecture
Improve navigation through content that is easier to
Redesigned Pages to Reflect Emory’s Brand
Position Emory as a prestigious academic healthcare system recognized for research, innovative care, and medical school
Improve Visual Elements and Interactivity Slideshow of Feature Stories RSS Newsfeed of recent press releases Rotating banner illustrating Emory’s brand and notability Video & Audio Clips
Engage the Consumer
Highlighted interactive features within department pages
Added New Video & Audio Clips
Video and audio clips of our physicians, facilities, and procedures in consumer-friendly formats
Previously, videos were only available in RealPlayer; now offered in Flash as well.
This allows for faster loading and less concern about incompatible formats
Feature Story Slideshow
Developed series of informative stories pertaining to our key product lines or other expertise
Promoted these stories on the homepage using a Flash slideshow
Case Study: Neuro ICU New Media to Market
By including the Web as a featured component of marketing plans, we were able to extend campaigns.
We created a three 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
Establishing benchmarks at inception of Web overhaul
Tracking how we’re driving consumers to the Web site
EMORY HEALTHCARE Web Traffic Total visitors and visits to EHC Web site prior to design change and immediate months post-redesign.
EHC Web Site – Results Site Usage Dates Visits Pageviews Feb 1, 2008 – Jan 31, 2009 2,295,188 ( +23.83% ) 8,790,966 ( +17.44% ) Feb 1, 2007 – Jan 31, 2008 1,853,429 7,485,481
Emory Health Source E-Newsletter Marketing Department Launched in October 2007 with 5,181 subscribers. Currently have 20,733 subscribers (as of June 2009). +300.17%
Where Are We Today?
Developed Web strategic plan
Increased consumer engagement through the use of E-commerce and entrance into the social media arena
Positioned EMORY HEALTHCARE’s Top Medical Advances prominently on the Web
Telling the EMORY HEALTHCARE story in the 21 st century means utilizing new media opportunities – not only Web pages, but multimedia such as online audio (podcasts) and video news clips and other interactive social media tools .
Minimally Invasive Bypass Surgery (Endo-ACAB)
Longer Lasting Hip and Knee Replacements
What about the B2B Channel?
Use Of Web to Enhance Referral Process Next Steps
Value Stream Analysis
2009 WEB USABILITY TESTING Marketing Department
Tasks started on Healthcare, Woodruff Health Sciences, and Google
Tasks and presentation were randomized
Ease of Locating Features Q: “Please rank your ease of locating the following features on a scale of 1 to 5, with 5 being very easy to find and 1 being very difficult to find.” Very Easy Somewhat Easy Neutral Somewhat Difficult Very Difficult Couldn’t find it Online classes/events registration 38% 24% 19% 10% N/A 10% Clinical trials page 95% N/A 5% N/A N/A N/A Personal Health record 40% 20% 10% 10% 10% 10% Universal Medication History Form 20% 30% 15% 10% 5% 20% Virtual tours of EUHM 16% 16% 16% N/A 26% 26% Interactive content (Podcasts, video) 65% 15% 15% N/A N/A 5% Medical dictionary (Health Library) 68% 16% 5% N/A N/A 11% Patient comment form 70% 10% 20% N/A N/A N/A Main number for Emory 100% N/A N/A N/A N/A N/A Search careers 80% 15% 5% N/A N/A N/A
Navigation Tasks # of Pages to Click Through Time Found Page Easy to Find (% of “yes”) Found Expected Information (% of “yes”) 1. The Emory Clinic Perimeter address & directions 2 – 4 2 sec – 1 ½ min 95% 71% 62% 2. Breast Health Center appointment 2 – 8 2 sec – 2 min 100% 80% 90% 3. Register for IVF seminars 1 – 5 1 sec – 2 ½ min 95% 68% 89% 4. Look for A-fib information 2 – 4 20 sec – 1 min 74% 53% 72% 5. Look for main number to inquire more information on prostate cancer 0 – 10 1 sec – 2 min 100% 68% 100%
Navigation Tasks Comments
“ Found Locations and Emory Perimeter Clinic but no address & no from - to driving directions; would have been better under "find a location", like "find a physician“.” “Would have liked a list of all facilities”
“ Got lost at first, then looked at Clinical Services. There needs to be more info on how & where to find Breast Health Center.” - “Not sure where to click - Oncology or Women's Health; and Women's Health is not listed on the menu on the left” - “Went to Locations first, instead of Clinical Services” “Tried Patient Guide 1st.; tried Healthcare Experts and Locations - no help!; Clinical Services – listed all the way at the bottom.”
“ Had to look through Clinical Services twice before finding Women's Health Where's "Fertility"? Instead of OB/Gyn as the only link, I'd insert "Fertility" - it's also kinder for folks who are trying to get pregnant”
“ Needs more information for someone who does not know what A-fib means” “Just lucked out that my first choice on Cardiology was the right one. I would have looked through all the choices on the left side”
“ First went to Urology - some may not know prostate cancer is within Urology or WCI” “Looking initially for “Cancer"; had to scroll down to “Oncology Services“”
Key Findings from Usability Test
Multiple sites confuse users
Users are task-oriented - they just want to get things done. They want to find a physician, learn about a diagnosis, make appointments, get treated.
Emory structure and relationships within the organization are irrelevant to users
Physicians generally faster/more efficient when completing tasks than patients
The language used on the sites matches their vocabulary more than the patients’ vocabulary.