6.utilizing consumer reserch to develop new media

8/14/2019 6.Utilizing Consumer Reserch to Develop New Media

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Overview of EMORY HEALTHCARE

EMORY HEALTHCARE is the largest and most comprehensive healthsystem in Georgia, drawing patients from throughout the Southeast.

We are a component of Emory University and the clinical arm of theWoodruff Health Sciences Center (WHSC), including those componentsdedicated to patient care, such as being responsible for:

• education of health professionals

• research affecting health and illness• patient care, and policies for prevention

• treatment of disease

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EMORY HEALTHCARE facilities include 4 hospitals totaling 1,310 beds.

Emory UniversityHospital

Emory UniversityHospital Midtown

on the Emory Universitycampus

in Midtown Atlanta

Wesley WoodsEmory UniversityOrthopaedics

100 licensed beds;nation’s first geriatrichospital; located on CliftonRd near EUH

p ne osp a126 licensed beds; firstuniversity-affiliatedsurgical facility of its kindin Atlanta; located off of I-

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In addition to hospital facilities, EMORY HEALTHCARE includes large physicianpractices.

The Emory ClinicMultispecialty practice with 1,200 faculty practice physicians inmultiple locations across a broad geographic area

Emory Winship Cancer InstituteMultidisciplinary cancer facility offering medical, surgical, radiationoncology and diagnostic imaging by more than 200 faculty members

Emory-Children's CenterLargest pediatric multispecialty group practice in GA; comprised of100 School of Medicine faculty

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More than 48,500 hospital inpatient admissions

pprox ma e y m on ou pa en encoun ers

Annual revenues of over $1.6 billion

Diverse multi-ethnic/multi-national work force of almost 10,000

Payer mix

3%7%

outpatient) 41%

37%

Medicare

Medicaid

Commercial/Managed Care

Self Pay

12%

Other* Data reflects FY2008

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Consumer ChannelResearched own condition when needed to be hospitalized

Source %

WebMD 52

Other health care related Web site 50

S ecialist 35

condition after you found out youneeded to be hospitalized?

Friends/Family experiences 32

Books, publications 28

Disease Web site 25

No

59%

Yes

41%

Hospital Web site 16

Insurance company 14

Health resource ctr/Library 14

NIH 10

Called hospital directly 8

CDC 5

5

TV/Radio programs 2



Consumer Channel

31%

35%

Direction to hospital/facility

Find a doctor

Internet usage for health information(total market)

11%

17%

23%

26%

26%

29%

Schedule an appointment

Pay medical bills

Disease wellness information

Refill a prescription

Research treatment options

Research medical procedures

9%

9%

10%

10%

11%

Check lab or test results

Services offered

at

hospital/facility

Instructions on how to prep for test/exam/surgery

Pre‐registration for procedure/admission

Employment

Subscribe to e‐health newsletter

7%

7%

7%

8%

8%

Research personal health record

Complete on‐line medical records

Complete health risk assessment

Ask a doctor/nurse medical advice

E‐mail physician

21%

3%

4%

4%

5%

Have not used Internet for health information

Registration for health/wellness classes

On‐line support groups

Web nursery/birth announcements

Consumer satisfaction

data

on

doctor/hospital

sease mgm programs

66

0% 20% 40% 60% 80% 100%Q32: In the last 2 months have you or someone in your household used the Internetto access the following health information or services?



Identifying a Need

March 2007

• ,

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 ofthe most pertinent

find

Central navi ation was

Difficult to

Manipulate

Look and feel of the site

built in FlashSite Not

easily

detected bySearch

Not

Intuitive

Required

Plug-ins

conveyed the oppositeof the Emory brand

ng nes

Overlaps on

Virtually no interaction – limited ability to engage

consumers

Blocked

Some

Content

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Research

• What we heard

– The to three reasons for visitin a hos ital Web site are: Look u

directions to the facility, find contact information (phone number),look for information on physicians

– Like to see uarantees of the ualit 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 rotateon the Web site

– More links to Podcasts and audioWeb SiteResearchFindin s

Summary ReportFebruary 2007

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Focus Group Comments

“The informationshould be

“You need to be able to seeright away more informationabout what subjects are

“I like being able toquickly and easily findwhat I am looking for

and not havin to

frequently

updated and youshould knowwhen it is”

ava a e

Podcasts• In general, consumers would view or listen to the

content if it contains information related to their

think ‘how did I getthere?’ on

subsequent visits”

condition.

Suggestions

• Participants would not click on the Podcast link fromthe home a e but ma be from the s ecific Web page such as OB/Gyn. Some suggested addinglinks to the podcasts from each features physician’sprofile.

• Most would listen to the audio only files, since they-

“I like it when thereare multiple ways

to get to the.

and other visuals should only be added to the audiofile if they enrich the story, explain some of the termsused, a new procedure, etc.

• Some participants mentioned that a few of the terms

n ormat on

“Change the

name to audio

and video clips”

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average consumer.



Focus Group Comments

– The majority of participants mentioned the following as important features that willdetermine if they revisit a Web site:

• Easy to navigate• Frequently updated

• Offering 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

• Differentiate Emory through engaging educational content

o Kee the focus on the user ex erience

• Increase the level of interactivity on the EHC siteo Provide multimedia options that highlight specialty areas through

so u ons e eo ews e eases s an au o con en

• Enhance the look and feel

o Create a look and feel that is more strate icall ali ned withEmory’s position as a leading academic medical center

• Implement better site architecture

search

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Redesigned Pages to Reflect Emory’s Brand

• Position Emory as aresti ious academic

healthcare systemrecognized for research,,

medical school

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Improve Visual Elements and Interactivity

Rotating banner’

Slideshow

brand and notability

Stories

Newsfeed ofrecent press

releases

Video &Audio Clips

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Continuous Adjustments

Due the number ofInternet userswithout access to

,converted our

Feature Storysection to aJavascript banner

Used graphicbuttons tohighlight

Added socialmedia icons to

currentcampaigns orstories of highimportance

encourage visitorsto find us on otherInternet platforms

16Marketing Department



Engage the Consumer

• Highlightedinteractive

features withindepartment pages

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Added New Video & Audio Clips

• Video and audio clips of our physicians, facilities, androcedures in consumer-friendl formats

– Previously, videos were only available in RealPlayer; now offered inFlash as well.

– formats

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Feature Story Slideshow

• Developed series of informative stories pertaining to ourke roduct lines or other ex ertise

• Promoted these stories on the homepage using a Flashslideshow

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Case Study: Neuro ICU New Media to Market

• By including the Web as a featured component ofmarketing plans, we were able to extend campaigns.

. .Marketing Campaign revolving around Neuroscienceswhich included a newsletter, direct mail piece, and letter, all

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n ng ac to t e e s te



The Results

• Establishing benchmarksat ince tion of Web

overhaul• Tracking how we’re driving

consumers o e e s e

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EMORY HEALTHCARE Web Traffic

Total visitors and visits to EHC Web site prior to design change andimmediate months post-redesign.

Total Visitors and Visits to www.emoryhealthcare.org

100,000

120,000

140,000

160,000

,

Visitors

0

20,000

40,000

60,000

,

Visits

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EHC Web Site – Results

Site Usage

Dates Visits Pageviews

Feb 1, 2008 – Jan 31, 2009

2,295,188(+23.83%)

8,790,966(+17.44%)

–

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Jan 31, 2008

1,853,429 7,485,481



Emory Health Source E-Newsletter

Launched in October 2007 with 5,181 subscribers.Currently have 20,733 subscribers (as of June 2009). +300.17%




Where Are We Today?

• Developed Web strategic plan

• Increased consumer en a ement throu h the use of E-commerce and entrance into the social media arena

• Positioned EMORY HEALTHCARE’s Top Medical Advancesrominentl on the Web

• Telling the EMORY HEALTHCARE story in the 21st century meansutilizing new media opportunities – not only Web pages, butmultimedia such as online audio odcasts and video news cli s and other interactive social media tools .

-

Longer Lasting Hip and Knee Replacements




What about the B2B Channel?

se e to n ance e erra rocess ext teps

Value Stream Analysis Focus Sessions Stimulus Package MD Portal

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TESTING




Usability Study Methodology

• Conducted focus groups in Metro-Atlanta Usability Lab• Recorded 5 physicians, 12 patients




Usability Study Methodology

• Tasks started on Healthcare, Woodruff Health Sciences, and


• Tasks and presentation were randomized



Navigation Tasks

# of Pages toClickThrou h

Time FoundPage

Easy to Find

(% of “yes”)

Found ExpectedInformation

“ ”

1. The Emory Clinic Perimeteraddress & directions 2 – 4 2 sec – 1 ½ min 95% 71% 62%

2. Breast Health Centerappointment 2 – 8 2 sec – 2 min 100% 80% 90%

3. Register for IVF seminars – –

4. Look for A-fib information2 – 4 20 sec – 1 min 74% 53% 72%

5. Look for main number to inquiremore information on prostatecancer

0 – 10 1 sec – 2 min 100% 68% 100%

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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 ” pregnan

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 ”

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

• Multiple sites confuse users

– Users are task-oriented - they just want to get things done.They want to find a physician, learn about a diagnosis, make

appointments, get treated.

– Emory structure and relationships within the organization areirrelevant to users

• Physicians generally faster/more efficient when

– The language used on the sites matches their vocabulary morethan the patients’ vocabulary.




User Navigation

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Patients generally viewed more Web pages during tasks thenphysicians did.

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10

# of Web pages

4

6patients

doctors

0

Minimum Maximum Mean Standard Dev.

• Generally, patients were more successful when they started -and sta ed - on the health care site.




User Navigation

Users generally got to their answers faster when they started and stayedon the Healthcare site.

800

900

500

600

Starting on Woodruff

200

300

400

Starting on Googleecon s o

complete task

0

100

Minimum Maximum Mean Standard

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Deviation

© 2009 OneSpring, LLC. All Rights Reserved.



Recommendations

1. Simplify the navigation experience

-.

information by increasing link pathways back toHealthcare site

3. Improve consistency

4. Keep patient-focused business drivers top of mind

. va ua e or ec on comp ance




Questions and Discussion


6.utilizing consumer reserch to develop new media

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