Cleveland Clinic’s last site redesign was a flop. And this isn’t an opinion; this is according Cleveland Clinic itself. The main culprit? Time. It took too long. The redesign took three-years, and when it finally went live the site was already dated.
The takeaway? Wherever you are now, that’s the starting point for where you’re headed. This was the advice given by the Director of Internet Marketing for Cleveland Clinic as he outlined his journey forward in the opening keynote at the Healthcare Internet Conference.
During the redesign, the Clinic focused on the fundamentals:
- Build an understanding of site users
- Understand what they want
- Determine what we want from them
But they also uncovered a great opportunity hiding in their online presence, and have thus capitalized on it.
Thirteen percent of Cleveland Clinic’s one million plus monthly Web visitors are in the market for a new hospital. Sure, this means that 87 percent of site visitors are looking for health information or self service, but some 130,000 site visitors every month are genuine new business prospects.
In the end, they focused on opportunities for engagement and online conversions. They built a core set of site conversion including:
- Find a Doc
- Maps & Directions
- User Satisfaction
- Online Chat
- Contact Us
- Appointment Requests
It’s not rocket science. They are focusing on the core metrics – and the end payout of that is $6.69 per site visit.
Now, your organization isn’t Cleveland Clinic. You don’t have a million monthly visits to your hospital website. But, there is something valuable for you to learn here. If you focus on making the most of the foundational basics of your site – building conversation points – you too can yield similar results on a visit by visit basis.
