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Steward health care4/2/2023 New tools were put in place to uniquely engage patients. At the time of the initial analysis, 30 percent of Steward’s traffic was coming from mobile devices, and today, mobile is increasingly becoming the primary access many people have to the internet. The websites were also redesigned to be mobile friendly. With the increase of mobile users, video content displayed in short, simple motion graphics would effectively deliver messaging in an easy to understand way. Video content was also a major incorporation into the new site. At each piece of content, they asked themselves what the patient was looking for. The team first eliminated all unnecessary content pages to streamline the experience and enhance the value of the remaining content and restructured it to be patient-centric. Patients also explained that they prioritized the ability to make an appointment, get directions, and find a physician online. Steward learned that 30 percent of patients preferred to use mobile devices when connecting with health care providers. Steward went straight to the source and surveyed 2,000 patients to understand how users engage online. Where do patients get their information?.To make their website patient-centric, Steward sought out to answer two questions: The site was difficult to navigate, lacked responsive capabilities, and 85 percent of posted content was never viewed. The Solutionīefore adopting the Acquia platform, offered little customer engagement. Any change to the site involved a costly 3rd party, and delivering a personalized experience was out of the question. The old websites had become a ‘kitchen sink’ for physician content, special interest groups and hospital administrators. Through a combination of site analytics, patient interviews and stakeholder meetings, their fears were confirmed: not only was the user experience poor, but the vast majority of content (89 percent) was almost never looked at. The team at Steward enlisted the help of digital agency Hatch 130 to figure out the ‘what’. ![]() ![]() But first he needed to understand what those needs were. He wanted to welcome consumers (patients) into the site and offer them a streamlined experience that allowed them to meet their needs quickly and easily. He looked to leading consumer brands like Amazon, Netflix and USAA when seeking inspiration for a new. He wanted Steward to have the best customer experience in healthcare. When Brian Carty, chief marketing officer at Steward Health Care, turned his attention to a new digital experience, he had lofty aspirations. Steward has developed a unique model of service that puts the patient at the center it needed a digital strategy that would do the same. The SituationĪll of Steward’s facilities offer an integrated model of care, which contrasts traditional fee-for-service payment models. Steward Health Care is a community-based organization with 10 hospital campuses, 24 affiliated urgent care providers, 17,000 employees and more than 4 million patient encounters a year.
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