Online Brand Management in a Health Organization

1. Online Brand Management in a Health Organization

2. Discussion Points • About Baystate Health • A Brief History of our eHealth Initiative • Brand Objectives in our eHealth Initiative • Brand Positioning • Challenges • Examples • Success Measurements

3. About Baystate Health • One of New England’s Largest Health Care Systems based in Springfield, Massachusetts employing over 10,000 • Three Member Hospitals & VNA: • Baystate Medical Center • Franklin Medical Center • Mary Lane Hospital • Baystate Visiting Nurse Association & Hospice • Other Facilities/Services • Baystate Medical Center Children's Hospital • BHS Ambulance • Baystate Reference Laboratories • Baystate Radiology & Imaging • Baystate Home Infusion & Respiratory Services • Baystate Rehabilitation Care • Practices • Diverse array of primary and specialty physician practices and health centers serving communities throughout Western and Central Massachusetts

4. A Brief History…Background of BHS eHealth Initiative • Four Years ago the Steering Committee invested over 24 months of analyzing internal goals and external needs. The team took their findings and recommended creating four distinct web experiences: • Consumer, • Patient, • Physician and • eWorkplace (employee) • This approach built on a user-centric principle, developing specific portals for each target end-user group. • The main benefit of this method is to address and meet the needs of distinct users, rather than assume one site works for everyone

5. Brand Objectives in our eHealth Initiative • Consistent branding with independent sites (Physician Offices, 3rd party offerings such as Growing Family and CarePages) • Single branding experience for consumers, physicians, partners, clinicians and employees • Local organization – more concerned with getting our brand out there and known • Engage Community

6. Brand Positioning

7. Brand Positioning (Cont)

8. Challenges • Buy in from Physician Practices • Buy in from all departments • Analysis Paralysis

9. Branding ExamplesBaystateHealth.com

10. Branding ExamplesAcademic Affairs

11. Branding ExamplesHealth Sciences Library

12. Branding ExamplesBrightwood Health Center

13. Success Measurements • Increased site visits by over 75% • Increased search engine referrals by over 70% • Focus groups reported brand recognition of over 85%

14. Q & A Thanks for your time! Any Questions?