Northwell Health: How Digital Technology Laid the Foundation for a Brand Overhaul
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Northwell Health (formerly The North Shore-LIJ Health System) is the largest healthcare provider in New York State, and the 14th largest in the country. They serve 1.8 million people at 21 hospitals throughout the New York metropolitan area. The digital strategy in place at the time of the rebranding from North Shore-LIJ Health System to Northwell Health revolved around a network of websites that gave them little freedom or room for customization. This tied them to roadmaps that did not necessarily align with their business goals. To remedy this issue, Northwell Health sought to standardize both their existing and future websites, providing them with the capability to build a modern, responsive site with the capacity to grow digitally as quickly as their business was growing. In this webinar, hosted by Hospitals & Health Networks, you will learn how Northwell Health: - Revamped their digital strategy to create a more cohesive brand presence, and enhance the online patient experience - Enabled their development and design teams to spend less time being “repairmen” and more time focusing on creative projects and user experience design - Increased appointment bookings by 400% via their new main website and call center, increased website traffic by 30%, and reduced year-over-year cost by 85%
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Northwell Health: How Digital Technology Laid the Foundation for a Brand Overhaul
- 1. How Digital Technology Laid the Foundation for a Brand Overhaul
- 2. Overview Who we are and why we decided to rebrand? What is open source and why was it important to us? How do we use open source technologies to support or brand? What problems have we come across? Where are we going next?
- 3. Who we were: “That hospital on Long Island”
- 4. 21 Hospitals Westchester, Staten Island, Manhattan, Brooklyn, Queens, Long Island 450 Ambulatory Facilities 4 Million Patient Visits World Class Research 2,200 Researchers Medical Education First New Medical School in NY in 40 years Health Insurance Innovative, New Insurance Offering Who we are:
- 5. How many individual websites represented themselves as part of the health system?
- 6. (Not counting social media pages) 87+
- 7. A new strategic direction: One site to rule them all.
- 8. Our story is everyone’s story... Expensive, proprietary legacy software Few vendors to choose from Time-consuming to stand up new sites Locked into a specific implementation
- 10. Compromise, or Change Our Scope.
- 11. Customize, Compromise, or Change Your Scope.
- 12. What is open source software?
- 13. A philosophy rooted in the ideals of freedom and generous collaboration.
- 15. Benefits of Open Source Cost Freedom Auditability Customizability Flexibility Try Before You Buy Support Interoperability Security
- 16. Why are people resistant to it? Dispelling the Myths
- 17. Dispelling the myths Licensing: Who owns what? It’s up to you. ● Free to copy, use, change or sell ● Share and share alike
- 18. Dispelling the myths Security • Baking security practices into your process • Staying on top of updates / patches • Making the right choices on which modifications you allow into your environment
- 19. Dispelling the myths Support • Training staff and developing expertise from within • Finding an active community • Finding the right partners
- 20. Dispelling the myths Quality • Large, dedicated communities • High-profile use cases • Key infrastructure relies on open source
- 21. Common roadblocks IT buy in Legal review Security review
- 22. Testing the waters with small, invisible projects Microsite moves for • Speed • Scale • Dev team quality of life API Model
- 23. Hurricane Sandy
- 24. Community alerts Employee alerts Employee support ● forums ● rideshares ● PTO trade offs ● housing ● clothing / food donation and charity Employee Support Portal
- 25. Going all-in
- 26. Drupal
- 32. There is no “one best way”
- 33. Replatforming to Drupal (+roll in 3 microsites)2014 Complete redesign and build in 8 months 85% reduction in cost YOY for site build and maintenance Development time for enhancements reduced by 80% Shared community with from people in other industries Benefiting from others innovations
- 35. Redesign and add functionality for the new brand2015 Complete redesign and build in 3 months Stood up new blog platform Integrated 3 more microsites Flexible color schema Experiment with new technology like angular.js ...Commitment to giving back
- 36. Questions?
- 37. Thanks. Emily Kagan Trenchard AVP, Digital Strategy ekagan2@northwell.edu @ektrenchard Thanks!
Editor's Notes
- We needed to rebrand to bring cohesion, eliminate geographic bounding, expand our offerings, tell our story in the marketi.
- Cost cutting
- http://opensource.org/docs/definition.php Ask Audience: Who can name an open source project? Who is considering using a product?
- Are you referring to technologies? or concepts? Apache Foundation (Organizations) Drupal / WordPress (Applications) Yii / Symphony (Frameworks) GitHub / Sourceforge (Source Control / Repositories) Maybe make this a bit interactive and ask who in the room is considering or actively using open source whether at work or personally?
- Following up the previous slide maybe ask three people in the room what their concerns are? General Concerns Licensing Security Support
- Licensing Security Baking security practices into your process Staying on top of updates / patches Making the right choices on which modifications you allow into your environment Support Training staff and developing expertise from within Finding an active community Finding the right partners
- Licensing Security Baking security practices into your process Staying on top of updates / patches Making the right choices on which modifications you allow into your environment Support Training staff and developing expertise from within Finding an active community Finding the right partners
- Licensing Security Baking security practices into your process Staying on top of updates / patches Making the right choices on which modifications you allow into your environment Support Training staff and developing expertise from within Finding an active community Finding the right partners
- Licensing Security Baking security practices into your process Staying on top of updates / patches Making the right choices on which modifications you allow into your environment Support Training staff and developing expertise from within Finding an active community Finding the right partners
- WordPress website for alerts and communication to staff PHPBB forums for employee to employee communication rideshares PTO trade offs housing for displaced employees clothing / food donation and charity
- Apache Solr Some big names using Apache Solr: Zappos Stubhub Reddit Salesforce Netflix
- LucidWorks for Apache Solr Acquia for Drupal