Information Services ProcessTechnology People Online Brand Management in a Health Organization.

Information Services Process Technology

People

Online Brand Management in a Health Organization

Online Brand Management in a Health Organization

Information ServicesInformation Services Process Technology

People

Discussion PointsDiscussion Points About Baystate Health

A Brief History of our eHealth Initiative

Brand Objectives in our eHealth Initiative

Brand Positioning

Challenges

Examples

Success Measurements

About Baystate Health

A Brief History of our eHealth Initiative


Brand Positioning

Challenges

Examples

Success Measurements


People

About Baystate HealthAbout 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

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


People

A Brief History…Background of BHS eHealth Initiative

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

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


People



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


People

Brand PositioningBrand Positioning

eBrand ValuesThe Baystate Health System Brand stands for:

•The destination for comprehensive, quality health care•Your partner in the community and a trusted community resource•The leader in quality, compassion, and commitment to health service delivery•The place to work

The eBrand Is

eBrand Editorial Voice•Authoritative•Educational•Promotional as appropriate•Understandable/appropriate for audience•Grammatically correct•Organized by user focus

The eBrand is NOT•Cluttered•Outdated•Irrelevant•Inconvenient

•Trusted •Reliable

•Expert •Professional

•Accessible •Quality

•Relevant •Fresh

•Timely •Indispensable


People

Brand Positioning (Cont)Brand Positioning (Cont)

eBrand Aesthetic Approach•The regional healthcare authority•The educator on health topics•The resource for services•The connector to other experts

eBrand aesthetic approach achieved by

•Clean graphics•Brief, appropriate content•Managed links•Thorough search•Simple site maps•Usable help resources•Appropriate technology


People

ChallengesChallenges

Buy in from Physician Practices

Buy in from all departments

Analysis Paralysis

Buy in from Physician Practices

Buy in from all departments

Analysis Paralysis


People

Branding ExamplesBaystateHealth.comBranding ExamplesBaystateHealth.com


People

Branding ExamplesAcademic Affairs

Branding ExamplesAcademic Affairs


People

Branding ExamplesHealth Sciences Library

Branding ExamplesHealth Sciences Library


People

Branding ExamplesBrightwood Health Center

Branding ExamplesBrightwood Health Center


People

Success MeasurementsSuccess Measurements

Increased site visits by over 75%

Increased search engine referrals by over 70%

Focus groups reported brand recognition of over 85%

Increased site visits by over 75%

Increased search engine referrals by over 70%

Focus groups reported brand recognition of over 85%


People

Q & AQ & A

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Information Services ProcessTechnology People Online Brand Management in a Health Organization.

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