Website Design and Interactive Tools to Engage Patients
PART 1: Website Design and Interactive Tools to Engage Patients
August 1-5, 2016 | 24/7
Module 1: Website Redesign: Pitfalls to Avoid and Organizational Buy-In
Tuesday, August 2 | Noon–1 pm Central
Presented by Rich Phillips, CTO, Tampa General and Chris Behan, President, Socius Marketing
A complete redesign and development of a website can be a daunting process for any organization, and the challenges posed may be wide-ranging. This session will help you identify common oversights in the process that could set your institution back by months, or even years, and help you overcome common obstacles. The presentation will cover key factors you should focus on that will speed the organizational buy-in process for your new site.
During this session, you will hear how Internet marketing expert Chris Behan has worked with Rich Phillips, Chief Technology Officer of Tampa General Hospital (TGH), to successfully shepherd TGH through a complete website redesign and development that has improved TGH’s online presence and has allowed it to stay ahead of its competition, including CMS, effective and efficient page migration, addressing potential content gaps, managing URL structure, and rigorous testing to ensure proper functionality prior to launch.
Learning Objectives:
- Anticipating the challenges you will likely encounter in your website rebuild and establishing effective risk mitigation strategies to maximize success.
- Overcome challenges for gaining organizational buy-in.
- Identify the components that will ensure your redesigned site provides a positive experience for your organization and the public.
Module 2: Incorporating Interactive Website Tools to Drive Traffic
Thursday, August 4 | Noon–1 pm Central
Presented by Cherie Burroughs, Web Content Administrator, SLUCare Physician Group and Sarah Gladson, Director of Marketing, Communication and Provider Relations, SLUCare Physician Group
Times have changed, and continue to change at an ever-accelerating rate as tech-savvy consumers now shop for a physician online. Social media, rate-and-review websites, videos, apps, podcasts, government statistics and media rankings are just a few of the sources of information consumers consult. And while the number of apps and sites continues to increase, one of the most important resources for consumers is your practice website. This means practices can no longer treat a website simply as a repository of information — a place to post a physician’s curriculum vitae, phone and fax number.
Two years ago, SLUCare Physician Group, the medical practice of Saint Louis University School of Medicine, took down what was essentially a repository and replaced it with a more robust site, featuring interactive tools like Find A Doctor searches, bill pay, appointment requests, and medical reference materials. SLUCare also focused on the voice of the site, making it conversational and less academic. The practice changed how it told its physicians’ stories through consumer-focused biographies, profile and patient experience videos. This enhanced experience enables new patients to begin establishing a relationship with a physician before they even meet. SLUCare.edu’s analytics quickly demonstrated that visitors were finding the information they were seeking. Unique visits to the site increased 96% in just over a year. Time spent on the site, pages most viewed, and physician profiles saw similar gains. The website began working for the practice. In November 2015, the number of Find-A-Doctor searches exceeded 500,000 page views. In less than a year, what was new suddenly became old, and the site was retooled to better meet the demands of a growing audience. This time the marketing team strengthened existing strategies known to be working well and added new strategies to capture the technology-hungry consumer. New approaches included a cleaner, streamlined site redesign, and a multi-portal system to get referring physicians and consumers to pages faster and with fewer clicks.
Learning Objectives:
- Design with the consumer in mind
- More tools, more traffic - content is king
- Analytics, Analytics, Analytics