Helping the Community Hospitals and Health Systems

Goals

• Increase relevant traffic to the site, measured page views, time spent, and a reduction in the bounce rate
• Increase patient engagement, measured by form completions and call rail
• Ensure Mercury Healthcare, as a 3rd party, can audit/report on site goals

Pain Points

• Primarily an educational and marketing site, the user journey needed to provide both thorough information, but also drive audiences to a conversion.
• With a large Amish community, many potential patients were relying on their faith to make decisions about if/when to see doctors, so the hospital has a distinct goal to encourage healthy decisions surrounding controversial items like vaccines and medicinal support.
• Redundant and unused content from multiple departments made the information difficult to find and manage.
• In 2018, over 60% of site traffic was mobile, but the site was not responsive to mobile devices.
• Provider information was scattered across multiple systems delaying the ability to manage profiles as well as share this information with the consumer.

Solution

• User experience and user interface design were re-evaluated to improve the audience’s ability to find doctors as well as access health-related information in a mobile friendly format.
• Reduced unused and redundant content by reorganizing content based on conditions, treatments and resources into a usable heath library for consumers.
• Provider data is now consolidated and managed by the website, allowing for editing and printing of provider profiles without needing to engage third parties.