website redesign: how gundersen health system unified its … · 2017. 11. 16. · website...
TRANSCRIPT
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Website Redesign: How Gundersen Health System Unified Its Digital Brand
Geonetric Webinar: May 2017
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Marna HolleyDigital Marketing Manager, Gundersen Health System
• Has been with Gundersen for 26 years and was involved in creating the very first website when hospitals began connecting online
• Former President of the Wisconsin Healthcare Public Relations and Marketing Society
• BS in Mass Communications/Media Studies from University of Wisconsin – La Crosse
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AboutGundersen Health System
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About Gundersen Health System
• A physician-led, not-for-profit healthcare system
• Located in western Wisconsin, northeastern Iowa and southeastern Minnesota
• A referral center with more than 60 locations including regional hospitals, medical, behavioral health, renal and eye clinics
• A teaching hospital with 325 beds and a Level II Trauma and Emergency Center
• Repeatedly named among the top 50 hospitals in the nation, placing us in the top 1%
• The designated Western Academic Campus for the University of Wisconsin School of Medicine & Public Health
• The first health system in the nation to offset 100% of fossil fuel use with local renewable energy (Oct. 2014)
• Innovative international leadership in end-of-life planning, bereavement, healthcare sustainability and child abuse prevention
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• Helps organizations across the country embrace online strategies to engage health consumers
• SHSMD President-Elect
• Master’s degree in eBusiness and strategic management from the University of Iowa and a bachelor’s degree in computer engineering from the University of Michigan
Ben DillonChief Strategy Officer, Geonetric
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AboutGeonetric
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Healthcare Redesign TrendsWhen is it time to redesign?
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Source: Geonetric 2016 Digital Marketing Trends in Healthcare Survey
Overall Marketing Budget vs. Digital Marketing Budget
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37% of healthcare organizations are shifting marketing investments
from traditional to digital
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Source: Geonetric 2016 Digital Marketing Trends in Healthcare Survey
Do You Plan To Redesign Your Main Website(s)?
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We’ve traditionally seen a 3-year redesign cycle for healthcare websites. Currently, that’s slowed to a 4-year cycle.
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Source: Geonetric 2016 Digital Marketing Trends in Healthcare Survey
Adoption of Advanced Website Features: "Overall"
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Source: Geonetric 2016 Digital Marketing Trends in Healthcare Survey
Feature Adoption vs. Importance
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Source: Geonetric 2016 Digital Marketing Trends in Healthcare Survey
What is the Single Greatest Barrier Preventing Your Digital MarketingEfforts From Being More Successful?
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Today’s Top Drivers For Redesign
• Mobile (Responsive design)
• Rebrands
• Growing organizations (organic/M&A)
– Silo-to-system
• Responsive 2.0
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Gundersen Health SystemStory of a redesign
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Time for a change
• CMS Vendor
– Very few updates, doing very little
– Weren’t keeping up with trends
• “We didn’t know what we didn’t know.”
– Spent roughly a year shopping around
– Reviewed options inside and outside of healthcare
– Partnered with I.S. department to issue an RFP
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RFP Priorities
• Flexibility to manage multiple websites and microsites
• Better capabilities for calls to action (CTAs)
• Manage the physician database including filtering (or sorting) providers by location and role
• Present all aspects of our integrated system in one consumer friendly site
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A website that addresses real challenges
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Multi-site management
• The total redesign encompassed what previously were 20 separate websites on several platforms
• The Gundersen Health System site with our referral hospital, regional centers, pharmacies and nursing homes
• Several “product” sites, for various national and international B2B services: Envision, Respecting Choices, Bereavement Services, Gundersen National Child Protection Training Center
• And a number of specialty microsites that required branding or a domain apart from Gundersen Health System: Essential Health Clinic, Ashley Wellness Center, Great Rivers 211, Maternal Child Hotline, No Hit Zone, Together Against Bullying and more
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Previous gundersenhealth.org
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New gundersenhealth.org
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Our initial launch combined 12 sites
• Main hospital
– Regional centers and clinics
– Nursing homes
– National products
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• 8 separate microsites
– Different audiences
– Need for independent branding
– Grant funding or partnership requirements
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Resources for professionals
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Locations
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• Provider directory
– Single source of truth
– Online ratings and reviews
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Intersection of locations and providers
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Intersection of services, locations, and providers
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Calls to action
• Blue headers
• Consistent positioning
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Second opinion
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CTAs get complex
• Centralized system site
• Soup-to-nuts available everywhere
– Ex. Flu shots at dozens of locations
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Provider Ratings
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Pre-rankings
• Rating not representative
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Post-rankings
• Gundersen top result
• Better, more representative rating
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Measures of Success
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Engagement Metrics Improved
Pages/Session +17.91%Avg. Session Duration +21.36%
Bounce Rate -9.69%
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Key Section Traffic Growth
/find-a-doctor/ +25%/locations/ +106%/careers/ +117%/pay-my-bill/ +80%
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What’s next for gundersenhealth.org?
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CRM and Marketing Automation
• CTAs populating CRM database
• Building MA flows following CTAs
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GeolocationPersonalization
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Content marketing/Healthy living
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Final Thoughts
• Understand your business and marketing priorities before beginning
• This is the start of a relationship, not a transaction
• Know your stakeholders - communicate early and often
• Cleaning up the data is tough
• Don’t forget governance