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June 15
15, 2009
Overview of EMORY HEALTHCARE
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Overview of EMORY HEALTHCARE
Emory University
Wesley Woods Orthopaedics
Geriatric Hospital & Spine
S i Hospital
H it l
100 licensed beds; 126 licensed beds; first
nation’s first geriatric university-affiliated
hospital; located on Clifton surgical facility of its kind
Rd near EUH in Atlanta; located off of I-
285
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Overview of EMORY HEALTHCARE
In addition to hospital facilities, EMORY HEALTHCARE includes large physician
practices.
Emory-Children's Center
Largest pediatric multispecialty group practice in GA; comprised of
100 School of Medicine faculty
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Overview of EMORY HEALTHCARE
More than 48,500 hospital inpatient admissions
Approximately
A i t l 2 million
illi outpatient
t ti t encounters
t
Commercial/Managed Care
37%
Self Pay
* Data reflects FY2008
Other
12%
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4
Consumer Channel
Researched own condition when needed to be hospitalized
Source %
Specialist
p 35
Friends/Family experiences 32
Books, publications 28
NIH 10
CDC 5
TV/Radio programs 2
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Consumer Channel
Internet usage for health information
(total market)
Find a doctor 35%
Direction to hospital/facility 31%
Research medical procedures
h d l d 29%
Research treatment options 26%
Refill a prescription 26%
Disease wellness information 23%
Pay medical bills 17%
Schedule an appointment 11%
Subscribe to e‐health newsletter 11%
Employment 10%
Pre‐registration for procedure/admission 10%
Instructions on how to prep for test/exam/surgery 9%
Services offered at hospital/facility 9%
Check lab or test results
Check lab or test results 8%
E‐mail physician 8%
Ask a doctor/nurse medical advice 8%
Complete health risk assessment 7%
Complete on‐line medical records 7%
Research personal health record 7%
Disease mgmt programs
Disease mgmt programs 6%
Consumer satisfaction data on doctor/hospital 5%
Web nursery/birth announcements 4%
On‐line support groups 4%
Registration for health/w ellness classes 3%
Have not used Internet for health information 21%
March 2007
• With limited resources
resources, Marketing set priorities on
consumer marketing that included:
– Advertising
– Direct mail
– Physician relations
• What about the Web?
– In need of a makeover
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EMORY HEALTHCARE Web Site Before
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Primary Challenges
Significant amount of
the most pertinent
content was difficult to
Difficult to
find Manipulate
Central navigation
g was
built in Flash
Site Not
easily
Not Required
detected by
Intuitive Plug-ins Search
Look and feel of the site E i
Engines
conveyed the opposite
of the Emory brand
Overlaps on
Homepage
Virtually no interaction – Blocked
limited ability to engage Some
Content
consumers
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Research
• What we heard
– The top three reasons for visiting a hospital Web site are: Look up
directions to the facility, find contact information (phone number),
look for information on physicians
– Like to see guarantees of the quality of care offered such as the US
News and World Report seal included on the home page
– More patient stories in their own words, and testimonials to rotate
on the
o e Webeb ssite
e
– More links to Podcasts and audio Web Site
Research
Findings
d gs
Summary Report
February 2007
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Focus Group Comments
“You need to be able to see
“The information right away more information
should be about what subjects are
frequently available”
il bl ”
updated and you
“I like being able to
should know Podcasts
quickly and easily find
when it is” • In general, consumers would view or listen to the
what I am looking for
and not having g to content if it contains information related to their
think ‘how did I get condition.
there?’ on
subsequent visits” Suggestions
• Participants would not click on the Podcast link from
the home page, but maybe from the specific Web
page such as OB/Gyn. Some suggested adding
links to the podcasts from each features physician’s
“I like it when there profile.
are multiple ways
• Most would listen to the audio only files, since they
to get to the
i f
information”
ti ”
might be multi-tasking
multi tasking while playing them
them. Diagrams
and other visuals should only be added to the audio
“Change the file if they enrich the story, explain some of the terms
name to audio used, a new procedure, etc.
and video clips” • Some participants mentioned that a few of the terms
used in the tested Podcasts are not known by the
average consumer.
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Focus Group Comments
– The majority of participants mentioned the following as important features that will
determine if they revisit a Web site:
• User-friendly
• Easy to navigate
• Frequently updated
• Offeringg relevant information
• Containing strong search capabilities
– Most participants said they would subscribe to daily or weekly health tips or
information delivered to their e-mail address.
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Recommendations
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Redesigned Pages to Reflect Emory’s Brand
• Position Emory as a
prestigious
p g academic
healthcare system
recognized for research,
innovative care
care, and
medical school
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Improve Visual Elements and Interactivity
Rotating banner
illustrating Emory
Emory’s
s
brand and notability
Slideshow
of Feature
Stories
RSS
Video & Newsfeed of
Audio Clips recent press
releases
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Continuous Adjustments
Due the number of
Internet users
without access to
Flash we
Flash,
converted our
Feature Story
section to a
Javascript banner
Used graphic
buttons to Added social
highlight media icons to
current encourage visitors
campaigns or to find us on other
stories of high Internet platforms
importance
Marketing Department 16
Engage the Consumer
• Highlighted
interactive
features within
department pages
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Added New Video & Audio Clips
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Feature Story Slideshow
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Case Study: Neuro ICU New Media to Market
• Establishing benchmarks
p
at inception of Web
overhaul
• Tracking how we’re driving
consumers to t th
the Web
W b site
it
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EMORY HEALTHCARE Web Traffic
Total visitors and visits to EHC Web site prior to design change and
immediate months post-redesign.
180 000
180,000
160,000
140,000
120,000
100,000 Visitors
80 000
80,000
60,000 Visits
40,000
20,000
0
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EHC Web Site – Results
Site Usage
Dates Visits Pageviews
g
Feb 1, 2008 – 2,295,188 8,790,966
Jan 31, 2009 (+23.83%) (+17.44%)
Feb 1, 2007 –
1 853 429
1,853,429 7 485 481
7,485,481
Jan 31, 2008
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Emory Health Source E-Newsletter
Launched in October 2007 with 5,181 subscribers.
Currently have 20,733 subscribers (as of June 2009). +300.17%
Marketing Department 24
Where Are We Today?
Marketing Department 25
What about the B2B Channel?
Use Of Web
U W b to Enhance
E h Referral
R f lPProcess Next
N S
Steps
Value Stream Analysis
Focus Sessions
Stimulus Package
MD Portal
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2009 WEB USABILITY
TESTING
Marketing Department 27
Objective:
Determine
D t i the
th impact
i t that
th t multiple
lti l
Emory-branded sites are having on
Users
Identify Largest Problem Areas and
Provide Recommendations
Main number for Emory 100% N/A N/A N/A N/A N/A
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Navigation Tasks
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Navigation Tasks Comments
1. “Found Locations and Emory Perimeter Clinic but no address & no from - to driving directions; would have been better
under "find a location", like "find a physician“.”
“Would have liked a list of all facilities”
2. “Got lost at first, then looked at Clinical Services. There needs to be more info on how & where to find Breast Health
Center.”
- “Not sure where to click - Oncology or Women's Health; and Women's Health is not listed on the menu on the left”
- “Went to Locations first, instead of Clinical Services”
“Tried Patient Guide 1st.; tried Healthcare Experts and Locations - no help!; Clinical Services – listed all the way at the
bottom.”
3. “Had to look through Clinical Services twice before finding Women's Health
Where's "Fertility"? Instead of OB/Gyn as the only link, I'd insert "Fertility" - it's also kinder for folks who are trying to get
pregnant”
4. “Needs more information for someone who does not know what A-fib means”
“Just lucked out that my first choice on Cardiology was the right one. I would have looked through all the choices on the
left side”
side
5. “First went to Urology - some may not know prostate cancer is within Urology or WCI”
“Looking initially for “Cancer"; had to scroll down to “Oncology Services“”
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Key Findings from Usability Test
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# of Web pages
8
patients
6
doctors
0
Minimum Maximum Mean Standard Dev.
800
700
600
200
100
0
Minimum Maximum Mean Standard
Deviation
Marketing Department 38