Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine
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Transcript of Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine
Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI MachineSociety for Healthcare Strategy & Market DevelopmentOctober 1, 2009
2Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Introductions
David BennettSenior Vice President of Interactive Solutions
StayWell Custom Communications
Amy McLartyMarketing Communications Manager,
Public Relations and MarketingChildren’s Medical Center Dallas
3Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
What We’ll Cover Today
Discuss what makes a good website and strategies to reach consumers
Learn how Children’s Medical Center Dallas turned its website into a consumer and ROI blockbuster
Share the top 10 things your site should offer
Questions & discussion
4Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
A look at the current online landscape
5Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Top 5 Business-to-Consumer Websites
A recent study found the top 5 industry websites were held by:
* Named top five by Accenture's Marketing Sciences group
Adidas.com
Nike.com
Ford.com
6Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Top 5 Business-to-Consumer Websites
According to the results, these sites were:
“Successful at engaging consumers using a variety of techniques, such as providing detailed, high-quality information in interesting formats; building relationships through interactive exchanges; and encouraging return visits by current and potential customers through the use of promotions, premium services, clubs and other online innovations.“
These criteria apply to the health care arena, too.
7Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Protect Your Most Crucial Asset: Your WebsiteYour website just may be your most important marketing tool. So
why are so many hospitals failing to fully engage their viewers and
lose potential customers?
Here are some possible reasons why:
Lack of resourcesShort on IT expertiseTeam is time-starvedNeed buy-in from “the powers that be”
8Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Protect Your Most Crucial Asset: Your Website
Like the top b-to-c winners, here are the rules to remember in order
to compete in the crowded health care landscape.
9Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Rules of Engagement Make it useful
Cater to your audience – be sure you’re talking to women Include empowering health information so she can make the right decisions Offer useful self-service tools to encourage repeat visitors Ensure you have an easy-to-use search functionality
Update your site often Rotate content, photos, and features so visitors have a reason to return Update class and program schedules Announce new physicians on your home page Make current events visible (e.g. Swine flu)
10Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Rules of Engagement
Reach out regularly to your audience Take every opportunity to capture email addresses to ensure ongoing online
communications Use call-to-actions to incite readers of your print publication to visit your site for
more information or for a free give-away
Encourage feedback and interaction Have a two-way conversation with consumers on your site
o Conduct live chatso Ask consumers to submit questions for staff members
11Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Rules of Engagement Personalize your site when possible
Create consumer loyalty by offering a value proposition Offer a password-protected online store that includes access to special
online tools, express check-in, discounts to local retailers, etc.
Mix in new media Videos, podcasts, and animations can provide important educational
services for patients and bring your hospital and its brand to life New media can provide a hefty ROI Use it to extend patient reach
12Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Rules of Engagement
Most important: Try new things Keep your consumers’ perspective front and center at all times Give them what they want, and they’ll keep coming back for more
13Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Understanding what they want.
14Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Give them what they want…..
15Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Give them what they want.
16Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Children’s Medical Center in Dallas shares their extreme online makeover…
17Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Introduction to Children’s Medical Center in Dallas
Who we are…
Private, academic medical center dedicated exclusively to the comprehensive care of children
Pioneer in pediatric care, and one of the top pediatric systems in the country
One of the largest pediatric healthcare providers in the nation with more than 50 subspecialty programs
Licensed for 483 beds, with more than 350,000 patient visits each year
More than 800 physicians on the medical staff
Opened second hospital in northern suburb in August, 2008
18Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Goal and Objectives
Goal: Increase traffic to our Website to support brand interaction
Two objectives:
1: Rebuild our back end to support Web 2.0, SEO and better
navigation
2: Redesign the look and feel to create better brand communications
consistency
19Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Why Our Site Needed a Make-over: Parents Depend on the Internet
Whether it’s asthma, a heart defect or a rare urological disorder, parents are always hungry for health information and they want it available 24/7.
Parents are accessing the Internet:
Some 45 million American parents – 70% of those with children under 18 living at home – use the Internet*
They make up 43% of all U.S. Internet users even though they comprise just 36% of the overall adult population in the country
87% of parents of teenagers are online – at least 17% more than average adults
*Pew Internet, 2008
20Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Utilizing Our Website to Reach Parents to Use, Refer, or Give
• While all children experience illness, not all children need hospital care
• That’s why Children’s Medical Center spent time and resources to redesign its website so it communicates to parents who fit both categories
• Now our site is engaging, compelling, and leverages intuitive design, an action-oriented interface and visitor conversation tools
21Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
We Went From This …
22Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
To This …
23Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
What Makes Our Site Stand Out?
New site features:
• Reconfigured back end programming to improve
navigation
• New design to update with a well-branded look
and feel
• SEO optimization
• Integrated content with multiple cross-referencing
points and incorporation of multimedia
24Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
What Makes Our Site Stand Out?• Calls-to-action utilized throughout the site
• Under the Patients & Families section, a multimedia link features videos, audio, downloads and interactive pieces
Interactive Video
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What Makes Our Site Stand Out?• Specialties such as Heart Center offer in-depth dynamic content
26Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
The Proof Was in the Pudding
ROI by the numbers:• In July of 2008, the new Children’s website enjoyed a 71% increase in visits
over the previous year
• 12,000+ clicks through our pay-per-click marketing test campaign for our internationally renowned pediatric urology surgeon. As many as 80 a day
• 350% growth in Twitter followers
• 360,000 job-seeking page views in a 16-month period
27Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Using Traditional Media to Drive TrafficStrategies used to increase traffic to childrens.com include:
• Promotional messages via e-newsletter with links to valuable articles
• Hospital brochures with the back cover dedicated to promoting childrens.com
• Area pharmacy medbags are printed with a promotion for a free children’s health tool that can be received by visiting www.children’s.com/bag
• Direct mail including magnets promoting the website and online medical library sent to 80,000 households
28Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
New Media Strategies for Driving Traffic
The use of social media:
• Website optimization with keyword strategies, pay-per-click campaigns, use of CSS and HTML to enhance accessibility for disabled and improve SEO
• Engaging social media tools including: YouTube, Twitter, Facebook, De.lic.ious, and Wikipedia
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The Proof Was in the Pudding
More ROI:In August 2006, eYCH started with less than 800 subscribers; currently the e-newsletter is sent to more than 16,000 families.
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Promotion of Online ContentThe hospital’s commitment to children doesn’t stop with the children they treat. Children’s
Medical Center uses SCC to help provide in-depth medical information to the public
through access to childrens.com. This is just one way we are a benefit to the community.
A vast online health library is available from the website’s main navigation
Easy access to the health library encourages visitors to stay on the site longer
The library features more than 1,300 common pediatric topics
31Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Promotion of Online Content• Dynamic links to provide robust
cross-referencing
• Direct mail promotion to 60,000
households
• New televised spots and online ads
that support the spots, promote and
link to the website and specific content
as well as the e-newsletter sign-up
32Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
A Digital Strategy That Works
Children’s blog
33Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Our Work is Never Finished
Despite our initial successes, we are:
• Refining our Web content to convey all the amazing things that happen at Children's and to entice visitors to use, refer and give
• Engaging social media even more
• Improving the readability of what we have
• Building a user persona based on patient-family-centered care partnership
34Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
In Conclusion: For a Website to Become a Consumer Magnet and ROI Machine, it Must …
1. Be easy to use
2. Be visually appealing
3. Include fresh and relevant content
4. Tell a compelling story
5. Offer a value proposition to the user
6. Include customer personalization
7. Present interactive content (wizards, audio, visual)
8. Give viewers something to talk about
9. Include e-newsletter and RSS feeds that generate repeat traffic
10.Talk to your specific audience
35Extreme Makeover – How One Hospital Turned its Website into a Consumer Magnet and ROI Machine – SHSMD 2009
Questions?