Mercy Medical Center Connects with the Community through Microsite

Many healthcare organizations recognize the need to support prevention and awareness with local events to raise funds. Using the Web to keep the community informed is an important piece.

This year marks the 23rd anniversary for the Especially for You (EFY) Race against breast cancer, hosted in Cedar Rapids, IA and sponsored by Mercy Medical Center and General Mills.

Geonetric was honored to be given the opportunity to provide an updated Web presence that supports such a successful program.

The new site focuses on YOU. It speaks to the community, race participants and most importantly, shares stories of those who have been touched by this cause. Additionally, it offers sponsorship and volunteer opportunities for community members and local businesses who want to get involved.

In order to build a successful new Web presence, Geonetric and the EFY Web team worked together to determine goals of the new site, reviewed historical analytical data, and spoke candidly about how the new design needed to tell their story through both words and images. These discussions uncovered the need for high visibility to the EFY store and identified additional functionality for volunteers to sign-up online via the VitalSite Calendar & Events module. Finally, to meet the needs of a high percentage of mobile users, this new microsite uses a responsive approach. This allows all of the information for site visitors to be easily viewable from any mobile device, while easily managed by site admins in one location.

This site isn’t just about the race on October 13th, the EFY merchandise you can purchase, or even the EFY fund history. It’s not just about any one piece of the puzzle, it tells the story of the people in this community who came together to start and support such an important cause. With the help of the VitalSite platform and design flexibility, the new microsite will serve as a valuable information hub raising breast cancer awareness not only in October, but year round.

EspeciallyForYouRace-CedarRapids

New Centralized Site for Meritas Health Proves More is Not Always Better

Sixteen separate websites. It’s a lot for a marketing team to manage. And it’s a lot for site visitors to navigate.

That’s why Meritas Health decided to move to one comprehensive website. They’re not alone – the move to system sites is popular right now. HCA Virginia and LewisGale Regional Health System both recently worked with us to reinvent and reorganize their Web presence.

Why the move to an integrated site? Organizations understand that one site is easier for site visitors to interact with – and it helps them show the services offered at a system level.

Mertias Health now has one site for all 16 of their clinic locations to call home. It’s clean, easy-to-navigate, and does a great job of focusing on the regionally-known Meritas Health brand while still allowing individual clinics ample space to tell their story.

Moving to a central, single site structure was certainly one of the main goals, but not the only one. The new site also better meets the needs of mobile users with responsive design, offers convenient functionality like online bill payment, and helps promote the organization’s providers with robust physician profiles.

It takes a lot of thought and effort to consolidate content and Meritas Health made lots of hard decisions to get here. But the end result is truly user-focused and showcases the strength of the Meritas Health network. Congrats!

Meritas Health Homepage

National Jewish Health Launches For Professionals Microsite

Fifteen years as the number one respiratory hospital in the nation? No pressure there!

With credentials like this, National Jewish Health knows a growing number of healthcare professionals turn to them for advice and information. It was essential National Jewish Health made it as easy as possible for this audience to find information and complete tasks. That’s why they turned to Geonetric to develop a much-needed microsite dedicated to professionals that backed up their reputation as being the best.

We were excited to help National Jewish Health streamline the design of the For Professionals microsite, as well as organize the content to make sure these healthcare professionals found the information they needed quickly. When you’re number one, why not take the opportunity to show off? The new site is more focused on the tasks and information used by the professional audiences, making it easy to refer a patient, order a test, or learn more about their research.

Congrats National Jewish Health on your new site! And here’s to the next fifteen years at the top!

Crozer-Keystone Kidney Transplant Center Microsite Launches

With the addition of a kidney transplant program, Crozer-Keystone Health System was looking to increase the visibility of the program, educate patients, and once again create a truly distinct site while still maintaining the integrity of their strong brand. Through a partnership with Geonetric, Crozer-Keystone Health System launched an intuitive, unique and fully-integrated Web presence with the Crozer-Keystone Kidney Transplant Center microsite.

The intuitive architecture allows visitors to enter the site at any point and easily find information based on their situation. In addition to showcasing the technology and sophistication the market has come to expect from Crozer-Keystone, this unique design remains true to the branding guidelines established on their main website thanks to the collaboration of the Crozer-Keystone marketing and Web teams, kidney transplant team, and the Geonetric design team.

But we didn’t stop there. Knowing the value that collaboration plays, we wanted to provide a channel to safely and securely communicate critical and highly sensitive information among medical staff in a timely manner. So we developed a secure discussion board that physicians can access directly from the public-facing website. This allows authorized users to access the site from anywhere.

Congratulations Crozer-Keystone and the kidney transplant team for a job well done!

 

Methodist Medical Center of Illinois Extends Successful Redesign to New Microsite

After redesigning their website, Methodist Medical Center of Illinois wanted to extend that success to their microsite. Partnering with Geonetric, Methodist Medical Center of Illinois overhauled the Methodist Medical Group microsite including the design, information architecture and content – the whole nine yards!

Keeping the goal of promoting Methodist Medical Group and its physicians in mind, we evaluated site analytics and performed usability tests to improve the information architecture. Then we assessed the content of the existing microsite. We identified unnecessary and unused content and streamlined the content to make it easier for users to complete tasks and find important information.  Overall, this improved overall site usability.

The fresh, new design of the Methodist Medical Group’s microsite reflects the branding of the hospital’s website so users don’t feel disconnected from one site to the other. But at the same time we were able to incorporate distinct touches and a layout to give the microsite its own unique look and feel.

Ultimately, Methodist wanted to better promote their medical group and with the great new look, navigation, and content they have accomplished just that!

Hall-Perrine Cancer Center: The Legacy Continues

Mercy Medical Center’s new Hall-Perrine Cancer Center (HPCC) is more than just another department in the hospital; it is a nationally recognized destination cancer center that needed its own microsite tailored to the unique needs of patients, families and providers. When they decided to create the patient-focused online hub for patients during their cancer journey, it was an easy decision to build on the existing VitalSite website features and functionality.

One of the first orders of business was to determine the design and information architecture in order to make it easy and intuitive for its users to find all the resources available to them. Because this site has information for all phases of the cancer journey from prevention to survivorship (and everything in between) it was critical to organize the site in a way that was intuitive for users to find what they needed easily. Mercy enlisted the expertise of Geonetric’s content strategy team to help determine the site navigation, content hierarchy and labels appropriate for their audiences.

Although the physical facility is still under construction (scheduled for spring of 2012), the people and many resources such as oncology nurse navigators and the multidisciplinary team, the latest in advanced technologies, and access to the Mayo Clinic’s clinical trials, are available now. Building public awareness of the HPCC services and providing a tool for users to interact with Mercy were key goals of the new site. From this site users can read about their doctors or how to get started in a search for a second option or contact HPCC directly.

When you think about connecting with people these days you often think about social media channels. Mercy didn’t stop with just the website; they created Facebook and Twitter pages dedicated specifically for cancer patients and families to connect with Mercy and each other.

If you are curious why Mercy says “The Hall-Perrine Cancer Center is everything you’d expect from a world-class cancer center”, watch their video to learn more.

Microsite Reflects Brand But Adds Unique Design Elements

The Healthplex Sports Club for Crozer-Keystone Health System has always had a website with a unique look, but when Crozer-Keystone went through a complete redesign and migration to the VitalSite 6 platform, Healthplex wanted in on the fun too!  Who wouldn’t be jealous of the new Crozer website?  It is pretty amazing, and as I have already said, really speaks for itself!

Healthplex took advantage of the opportunity to not only jazz up the site design, but to also utilize VitalSite’s functionality to make the site more interactive for users.  Healthplex wanted a fresh look that’s consistent with the overall look of the Crozer-Keystone brand.  To do that, the new design resembles the layout of the Crozer site while applying unique design elements.  Healthplex also incorporated updated imagery of the facility and equipment to highlight its facility.

By migrating the site to VitalSite, Healthplex now has access to new interactive features, like calendar and events and many new forms.  Users have the option to sign up for a free three-day pass through an online form, which is promoted on the home page and throughout the site with bold red buttons.  They can also request information through an online request form.  Personally, I’m interested in that free three-day pass, but the flight time from Iowa to Pennsylvania makes it a little tough for me.  But if you are in the area, check it out for yourself.

We all know a website is a continual work in progress. So even though everyone’s excited about the recent launch of the Healthplex microsite, the team continues to work on improving the content and engaging its audience.  But what a great start they have!

Congratulations Healthplex’ on your new microsite launch! We look forward to things to come!

When to Use a Microsite vs. a Landing Page

When promoting a campaign, when should you develop a microsite vs. a landing page? This simple question has generated many conversations here at Geonetric, especially as we work with clients to promote their wellness campaigns online. And like many questions, the answer is: it depends.

Microsites
Let’s start by defining microsites. A microsite is a mini website separate from the hospital’s main website. Microsites are typically small sites – with 3-10 pages. What makes them different to a small website is that microsites are usually built to be promotion specific – they focus on a specific topic or target a specific audience. Microsites deviate from the organizational site in terms of design, colors, logos, and messaging.

There are several reasons why you may need to create a microsite:

  1. You are launching a campaign: Microsites may be created to promote a specific campaign, such as an educational campaign, centennial celebration, or wellness event. The microsite can provide content, design, and calls to action that coordinate with the campaign. Check out National Jewish Health’s microsite created to promote its Family Air Care® Indoor Allergens and Mold Test Kit . The site contains pages of relevant content and clearly directs visitors to order the kit.
  2. You have multiple facilities: Health systems with many facilities may choose to promote them using microsites. These microsites typically contain similar branding elements as the main website, but can better target the individual facility’s region and dig deeper into its services. Genesis Health System created a microsite for its Mercer County Hospital that contains a similar look as its organizational site.
  3. You want to target a specific audience or promote a specific brand: Hospitals often offer services that attract an audience that’s different than the organizational website. Perhaps you offer a health facility and want to attract consumers looking for wellness services. Perhaps you have a college of nursing program and want to target students. Or perhaps you have a children’s center that needs a more fun, personable site. The Reginald S. Lourie Center for Infants and Young Children, part of Adventist Healthcare, recently launched a microsite to cater to parents and their children as well as build awareness of its individual brand.

Microsites help you promote a product or service with detailed, relevant content. Because of that focused content, microsites can produce more conversions than the organizational website and may even help with improving organic search rankings for the topic.

Landing pages
Landing pages are typically one-page sites. Like a microsite, they focus on driving visitors to take an action. Landing pages are most often used as part of a temporary inbound marketing campaign where the call to action or offer is the focus on the page. Landing pages typically use: 1) images and a look that coordinates with the inbound marketing effort, 2) very little navigation, and 3) a clear call to action on the page. For a great example, check out Rush-Copley’s breast health SEM campaign. The keyword “mammogram” takes visitors to a landing page that encourages them to schedule an appointment.

When to use microsites vs. landing pages
There isn’t one answer to the question of when to use a microsite vs. a landing page. Many factors help determine the best approach:

  • Goals
  • Audience
  • Complexity of the topic
  • Content
  • Internal processes
  • Call to action
  • Budget

It really depends on your specific situation. Regardless of the option you select, they both help you provide targeted content that drives visitors to take an action. They are easier to develop than organizational sites, since they aren’t as deep or wide in scope. And using analytics, both mircosites and landing pages allow you to track everything from number of visitors to conversions. So to answer the question, it does depend. But both options will help you successfully promote your services and campaigns.

Geonetric can help you determine if you should create a microsite or landing page. Check out these microsite success stories and then contact us to learn more.

New Microsite: Builds Credibility, Showcases Impressive Program

The Reginald S. Lourie Center joined the Adventist HealthCare family in July 2006, but as a private school for children with behavioral and emotional needs, it definitely attracts a different audience than Adventist HealthCare’s other hospitals and medical facilities. Previously, The Center has kept its website separate from Adventist HealthCare’s site, but the time came when it made sense to make a change.

The Center was going through a rebranding process, providing the perfect time to update the site and an opportunity to offer site visitors more information and interactive features.  The Center teamed up with the Adventist HealthCare’s Web team and Geonetric to create a microsite that can be easily managed using Geonetric’s VitalSite platform.

And the end result is amazing! The new design is fresh and exciting, and definitely caters to parents and their children. We especially love the little handprints and rotating banner – they add a lot of personality to the site and give the home page new life.

Having the new site on the VitalSite platform makes editing and adding content simple. They can also turn to the Adventist HealthCare Web team and Geonetric for assistance and strategic guidance. Taking advantage of the VitalSite 6 interface gives them the ability to take their website to the next level by adding interactive features to engage their Web-savvy audience. Some of the highlights include:

  • Custom forms that allow site visitors to sign up for a  free consultation requests and make online donations
  • Social media widgets showcasing The Center’s Facebook fans on its home page
  • Dynamic calendar of events
  • SmartPanels for upcoming events and news

The Lourie Center provides an amazing service to its community, and we are proud to have been part of this impressive redesign. The site looks great, offers the functionality The Center’s site visitors need, and helps tell the story of a remarkable program.

Putting Success in a Successful Site Launch

In March, we launched four successful new client sites. And although four launches in one month is impressive, we’re much more focused on the successful part of that sentence. Why? Because we believe a website, intranet or patient portal is only as good as the results it delivers.

We help our clients see the results of their efforts immediately. Not only do they hear the rave reviews and compliments from their own site visitors, we also provide them with a post-launch report detailing statistics on their key success measurements.

Here’s a look at our recent launches and some of the stats we’ve seen:

  • MidMichigan Health started the month with the launch of its new website and “MyMidMichigan” patient portal. Within two weeks of launching, MidMichigan noticed an improvement in key site traffic measurements: visitors are spending more time on the site and the pages are relevant to visitors measured by a low bounce rate.
  • Mid-month, Overlake Hospital Medical Center unveiled its new website and “My Overlake” portal, and also became the first hospital to launch a mobile site in the greater Seattle area! The new site generated 478 total portal users in a month and the first portal users signed up within an hour of launch. And after just four weeks, Overlake’s visits were up by 28%, a total of $93,201.41 was collected in online bill payments (a new feature for Overlake), and again, pages are relevant to visitors measured by a low bounce rate of 27%.
  • In the last week of March, Pella Regional Health Center launched its new website to strengthen its regional brand. The site offers many enhanced features, including new online bill payment functionality. According to the first month stats, visitors are spending 72% more time on the site and bounce rate decreased to 25%.
  • And finally, Lubbock Heart Hospital debuted its website the day after Pella, following an impressively fast three-month implementation. After site launch, Lubbock’s site visits increased 67%, visitors are spending 67% more time on the site and search traffic from Google improved by 181%.

Of course, numbers alone don’t tell the whole story. We dig into the numbers to help interpret the data, benchmark the results against industry norms, and make suggestions for next steps. So our clients understand when an increase in time spent on the site or pageviews is good, what an acceptable bounce rate is given the goal of the page, and when it’s time to build a mobile site or launch a search engine marketing campaign.

And the reporting doesn’t stop after the first month. We continue to track key success measurements and deliver quarterly reports to our clients’ stakeholders – so everyone on the team can see how the Web is impacting organizational goals.

When you’re selecting an online solutions provider, it’s important to consider both the sophistication of the product as well as the level of service provided. At Geonetric, we focus on building the most powerful software solution on the market and backing that up with a support team dedicated to ensuring you launch a site that meets your goals not just on the day you launch, but every day after.

Building (Digital) Bridges from Hospital to Physician

Building (Digital) Bridges from Hospital to PhysicianConsumers are demanding a more active role in making healthcare choices. This is one of the most significant changes taking place in the industry and one we’ve talked about extensively via our webinars, whitepapers and articles. However, consumers aren’t the only constituents that hospitals must target to develop business. Hospitals are placing renewed focus on improving physician relations and physician sales.

While the relationship between physicians and hospitals are often complex and occasionally strained, the fact is: for a hospital to be successful, their doctors need to be successful. Nearly all physicians are online as are a great many patients that are looking for physicians. As a result, the Web is a great place to be promoting your physicians and supplementing the other physician relations programs that you have in place.

As online marketing and communications professionals, there are ways you can help your hospital improve its relationship with physicians:

  1. Open a communication channel with physicians: If you have an executive willing to commit to it, create a blog from your CEO, chief medical officer or physician relations executive. It can be a good platform for communicating with physicians while allowing feedback and engagement.  Not ready for comments? Try an email newsletter instead.
  2. Give your physicians an online presence: You likely have a physician directory. First, make sure the physician information is correct and complete. Then enhance it. There are many ways to make it a better resource for health consumers looking for a physician. You could add physician videos. Or build out individual physician microsites (do mind STARK laws, however). Make the most of your directory by arming your physician relations staff with statistics on how many times each doctor came up in searches and how many people viewed their information.
  3. Promote your physicians online: Make the most of the online presence you’ve created for your physicians by employing organic search engine optimization (SEO) techniques. (Doctors love to ego surf – believe me.) Perhaps you could even invest in search engine marketing (SEM) to advertise their practice or the special services they offer (again – make sure you know your STARK). And most importantly, promote physicians throughout your website, especially near relevant content. Physicians who want more exposure could also be featured in an Ask The Expert feature on your site.
  4. Use online resources to connect with physicians for recruiting: When physicians look for jobs, they look online. In addition to posting positions on your site, more and more organizations are using social media to reach employment prospects with a more personal touch. Another great technique is to use videos of current physicians on your site to talk about the practice and the benefits of working for your organization.
  5. Make referral easy: Physicians (and their office staff) want to be able to easily refer patients and find out what happened during the hospital visit. Use online tools. You can give schedulers direct online access to calendars for scheduling tests. Then through a physician portal, you can close the communications loop by providing feedback regarding the visit.

Not to Brag, But…

Not to Brag, But...Usually I’m trumpeting the great work done by my team at Geonetric, but today I’d like to talk about our clients’ great work. One of the best things about working with smart clients is they do such amazing things!

A couple of examples I thought to highlight for you:

  • Mercy Medical Center yesterday featured a live colonoscopy on their website. It’s of a Mercy employee undergoing the procedure, while simultaneously live tweeting the event on Twitter, and broadcasting each step on Facebook! What a great way to engage the community on an important issue and make the most of an opportunity! Kudos to Melissa Erbes at Mercy who put it all together.
  • Southern Regional Health System is in the process of acquiring a Certificate of Need to bring open heart surgery to their area. Marcus Gordon put together a section of their website announcing the program, as well as a coordinated series of tweets on the subject and matching print advertising. So far, they’ve seen impressive results! Great job Marcus on getting the word out!
  • Adventist HealthCare built a microsite to support their efforts to build a new Clarksburg Community Hospital, focusing communication efforts toward a single site that includes key video messages from community leaders and supportive residents. They also created a Facebook site specifically for this project. Rick Rinaudot put this plan together and has done a fantastic job of building the online resource for this critical project.

This is a tiny sample of the work our clients have done – sometimes with our help and sometimes on their own – but I think it shows our clients are trying new things and weaving together multiple channels to get their messages across. It’s an exciting industry to be in, but it’s also great to have clients that love this stuff just as much as we do.