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Meredith Rose Director of Content Services AVID Design, Inc.

HCIC Back Stage Pass. Lessons Learned - Academic Medical Center Case Study. Aubrey Hinkson Marketing Manager Georgia Regents University and Health System. Meredith Rose Director of Content Services AVID Design, Inc. Pulling Together Complex Internal Needs for a Website Redesign.

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Meredith Rose Director of Content Services AVID Design, Inc.

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  1. HCIC Back Stage Pass Lessons Learned - Academic Medical Center Case Study Aubrey Hinkson Marketing Manager Georgia Regents University and Health System Meredith Rose Director of Content Services AVID Design, Inc.

  2. Pulling Together Complex Internal Needs for a Website Redesign August 20, 2014

  3. Key Learning Objectives: • Strategic Focus of Web Initiatives • Identify audiences clearly • Ensure intuitive navigation • Enhance user experiences • Data driven focus to deliver strong ROI results • Identify and address common pain points of distraction • Content priorities between .edu and .org • Prioritization of service lines • Improve and integrate online solutions • Stay focused on a successful digital marketing strategy

  4. GRHealth Background • Organizational Challenges • 2 name changes in 2 years • Identity confusion • Lack of community support • Stigma of indigent care • Below average consumer perception results • Shared Resources • OCM is a “Shared Services Department” • Time/resource allocation • Determining priorities • University mission vs. patient care mission

  5. Consider Organizational Structure Executive and Clinical Leadership • Understand the needs of various stakeholders & audiences for academic medical centers • Organizational goals, objectives and priorities • Consider range of services, specialty practices and locations • Identify infrastructure to integrate content Physicians, Faculty and Referring Physicians Service Lines, Research and Medical Education Foundation, Alumni and Donors Patients, Caregivers and Family Members System Staff, Marketing and IT/IS

  6. Understanding Audiences and their Characteristics • New to the area and exploring services and reputation • Donors & volunteers • Friends and family of a new or existing patient • Caregivers looking for information • Community Outreach Participants • Information seekers (wellness and health library) • Researching clinical trials or new treatments • Follow-up from clinical service • Task oriented (Pay bills online, Make appointments, Donate Now, etc.) • Physicians/Referring Physicians • Researchers • Medical Students • Specialists from related medical groups • Job seekers (clinical and administrative) Consumers and Community New/Existing Patients Healthcare Professionals Others?

  7. Branding &Graphic Design Information Architecture& Planning Website Development& Programming Content Development& Strategic SEO

  8. Manage the Project! • Assign a Project Coordinator, specifically for communications and timely work flow processing. • Establish specific milestones to be met to achieve launch deadline. • Meet regularly to ensure all project steps are on track and accounted for within the team assignments. • Use a project management system for ease of communications and timely response for edits and revisions, including SME review.

  9. Define Information Architecture – ENS Solution • Fundamentals of IA: • Content Architecture • Navigation • Usability

  10. Adding Locations:

  11. AND SEO with mapping, images and services keywords

  12. Determine Deliverables – One subsite, one page at a time • Revised Content: • 90% of the current content is correct • Simply needs to be refreshed for tone and SEO efforts • Very minimal communication with subject matter experts (SME) • Usually contains between 100 and 150 words of copy - about 1.5 hours per page • Expanded Content: • Communication with a few subject matter experts • Update out-of-date information • Add content to those areas of emphasis that are incomplete • Usually 150 and 300 additional words of copy – about 2-3 hours per page • Original Content: • More comprehensive communication with a number of subject matter experts • Define key messages and incorporate strategic goals and objectives • Usually contains between 250 and 450 words per page – about 4 hours per page

  13. For strategic web content: • Define differentiating factors/key messages • Assess current content by system and service line sub-specialization, including referring physician components • Determine missing content based on web best practices • Organize and prioritize content development based on organizational goals and objectives • Set up subject matter expert interviews • Identify expanded content for inclusion – images and videos – content is more than just words!

  14. Improved Outcomes - Analytics and ROI

  15. Analytics and ROI • Tracking phone number results: • Monthly budget used in 3 days!!

  16. Sub-site Results Significant increase in page views for the Children’s sub-site. More than doubled page views for the Women’s sub-site in one year.

  17. Sub-site Results Post launch, 50% of weight loss registrants “heard about us” online.

  18. Questions? Aubrey HinksonMarketing ManagerGeorgia Regents University and Health System AHINKSON@gru.edu706-721-9561 Thank You!Meredith RoseDirector of Content ServicesAVID Design, Inc.meredith@aviddesign.com770-248-1752 x 515

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