Emory Healthcare redesigned their website to better reflect their status as a leading academic medical center. Research found users wanted directions, contact info, and physician info. The new site features a simplified design with rotating images highlighting Emory's strengths. Navigation was improved and engaging multimedia content like videos and calculators were added. Initial results showed the redesign was driving more consumers to the site. Further changes and tracking of metrics will continue to enhance the user experience.

1. EMORY HEALTHCARE
Redesigning the Emory
Healthcare Web Site

2. • Introduction
• Where we were
• What our research told us
• The new Emory look and feel
• Moving forward

3. About Emory Healthcare
• Emory Healthcare is the clinical arm of the
Robert W. Woodruff Health Sciences
Center of Emory University.
• Since 1905, Emory Healthcare has been
at the forefront of medicine, putting
cutting-edge interventional research and
technology into lifesaving action.
• But our Web site did not reflect that.

4. Background Information
• In April 2006, Harris Interactive reported
that 77 percent of Americans are online.
• That same month, Yahoo!, Microsoft.com,
MSN and Google received more than 90
million unique visitors to their sites.
• Yahoo! broke the 100 million unique
visitor’s barrier, according to Nielsen/Net
Ratings data.

5. What About Us?
• Marketing’s focus was on direct to
consumer marketing that included:
– Advertising
– Direct mail
– Grass roots marketing
– Physician relations
• What about the Web? Not so much.

6. • Introduction
• Where we were
• What our research told us
• The new Emory look and feel
• Moving forward

7. The EHC Web Site Before

8. Top Challenges Facing Us
• A review of the EHC Web site revealed that a significant
amount of the most pertinent content was difficult to find
• Our central navigation was built in Flash
– Not intuitive
– Required plug-ins
– Difficult to manipulate
– Not searchable in search engines
– Overlapped on homepage causing blockage of some parts of
our website
• The look and feel of the site conveyed the opposite of
the Emory brand
• Virtually no interaction or ability to engage consumers.

9. • Introduction
• Where we were
• What our research told us
• The new Emory look and feel
• Moving forward

10. RESEARCH
• What we heard
 The top 3 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
Web Site
Research  Ask patients to share their stories in their own words,
Findings edit them and create a few testimonials to rotate on
the Web site
Summary Report  Specialty Web pages should include links to
February 2007
Podcasts

11. How to Bring the Web Site to Life
• Take one step at a time
– Keep the focus on the user experience
• Enhance the look and feel
– Create a look and feel that is a more strategic alignment with Emory’s
position as a leading academic medical center
• Field research to get feedback from consumers
– Let the end user be our guide
• Evaluate and implement changes to functionality
– Less is more – Keep the features most important to consumers more
visible
• Continue to introduce more engaging content
– Interactive features such as video and audio clips
• Implement better site architecture
– Improve navigation through content that is easier to search

12. Our Aim
• To provide engaging and accurate content
through an information-rich site.
• To differentiate Emory through engaging
educational content
• To provide multimedia options that highlight
specialty areas through solutions like VNRs and
audio content
• To increase the level of interactivity on the EHC
site.

13. • Introduction
• Where we were
• What our research told us
• The new Emory look and feel
• Moving forward

14. Redesign pages to match
Emory’s look and feel
• Project an accurate
image of Emory as a
prestigious healthcare
system known for
their research,
innovative care, and
medical school

15. The New Look & Feel
• Homepage has a revolving image to illustrate
the various faces of Emory
Emory is…a medical school
Emory is…research
Emory is…innovative clinical care

16. Visually Speaking –
Keep It Simple
Rotating banner
illustrating Emory’s
brand and notability
Slideshow
of Feature
Stories
RSS
Video & Newsfeed of
Audio Clips recent press
releases

17. Personal Health Record
• Added a secure Web
platform to keep track of
patients’ immunizations,
allergies and any types of
procedures they may
have had, as well as any
medications they are
Just CLICK to register in taking
our secure environment • Phase II of this tool will
include functionality to
allow you to communicate
with your Emory
Healthcare provider, set
your own appointments
and more

18. Location. Location. Location.
• In case you missed
it on the first click,
we’ve doubled and
tripled our access to
media
– On the homepage
– On the department
homepage
– On the department’s
media page

19. Easy to navigate even when
deep in the site
• Not only have we revamped our main navigation system, but we’ve also
added easy to follow internal navigation.
• We found that our consumers were getting lost in content and couldn’t find
their way back to the Department homepage.
• Now we have internal navigation within the departments to keep consumers
on track
Navigate Navigate
through through
department current
pages topic +
Return
Home
button

20. Engaging the Consumer
• Developed a BMI
Calculator for the
Emory Bariatrics
Center
• Input your data,
press Calculate,
and instantly see
your score

21. Restructured content for our
physicians
• We reorganized our For
Physicians pages to be more
accessible and relevant to our
physician audience
– Click to call
– Physician publications (Just
click and view!)
– Reference guides and
directories
– Facility profile sheets
– Videos of procedures and
new facilities
– Instructions on how to refer
patients
– Links to relevant information,
e.g. credentialing, classes,
EmoryFlight, etc.

22. Added New Video & Audio Clips
• Video and audio clips of our doctors, facilities, and
procedures in consumer-friendly formats
– Previously our videos were only available in RealPlayer; now we
offer videos in Flash as well.
– This allows for faster loading and less concern about
incompatible formats

23. Interactive Menus
• Developed an
interactive menu for
the Emory Facial
Center – simply click
on the facial feature
you’re interested in
CLICK
HERE and view Before &
After images

24. Engaging Photos
• Dynamic Before & After images in Flash allow
consumers to educate themselves on realistic
results of facial surgery

25. Delivering news real-time
• RSS newsfeed pulls all press releases related to
Emory Healthcare and Emory University on the
homepage
• Archive contains all the latest news on Emory for
browsing convenience
Links to the full
press release

26. Feature Story Slideshow
• Developed series of informative stories
pertaining to our key product lines or other
expertise
• Promoted these stories on the homepage using
a Flash slideshow

27. Always one click away
• Click on our Flash image and you
are automatically taken to the full
article
• All articles contain links to doctor
bios, facility and contact
information, etc. – all one click
away!

28. Case Study: Neuro ICU
New Media to Market
• By including the Web as a mandatory component of
marketing plans we were able to extend campaigns.
• This year, we created a 3-part U.S. News & World
Report Marketing Campaign revolving around
Neurosciences which included a newsletter, direct mail
piece, and letter – all linking back to the Web site

29. Case Study continued
• Once on the Web, consumers viewed a cutting
edge video of the new Neuro ICU in Flash along
with other Neuroscience videos
• Produced CDs of the video to mail with the
letters to physicians

30. • Introduction
• Where we were: A look at the Emory
Web site pre- redesign
• What our research told us
• The new Emory look and feel
• Moving forward

31. The Results
• Establishing
benchmarks at
inception of web
overhaul
• Tracking how we’re
driving consumers to
the Web site

32. The Future
• HTML-based Consumer newsletter
providing brief overviews of key topics and
upcoming events, all of which link directly
to the Web site – due out 8/15/07
• Further reorganization based on
consumer needs present on the
homepage – tbd
• Additional benchmarking and focus group
testing