Background
Hoag Memorial Hospital Presbyterian is a nonprofit regional healthcare delivery network in Orange County, Calif. that treats nearly 30,000 inpatients and 350,000 outpatients annually. Hoag consists of two acute-care hospitals, seven health centers and a network for more than 1,300 physicians, 5,000 employees and 2,000 volunteers. National Research Corporation has endorsed Hoag as Orange County's most preferred hospital for the past 15 consecutive years.
Challenges
Before partnering with Rhythm Interactive, Hoag's website navigational system was very confusing and their content areas extremely cluttered. Patient information was intermixed with physician information which made it challenging for different audiences to find what they were looking for. The frustrations visitors experienced upon coming to the site were becoming detrimental to Hoag's patient and physician engagement strategy. In addition, Hoag's Institutes were not represented consistently underneath the Hoag brand with each Institutes's specific pages feeling detached and not part of the over-arching Hoag brand experience. Finally, Hoag's main site traffic was coming from job seekers rather than patients. In response, Hoag wanted to leverage more patient-specific resource information such as community events, find a doctor and online bill pay functionality to provide a more engaging experience for its patients.
Objectives
- Attract more patient-specific traffic to the website
- Redesign Hoag's site thinking through the navigational system with patients being the foremost target audience and medical professionals the secondary audience
- Replatform the Hoag site so that it all lived under one umbrella allowing Hoag's marketing team to easily manage and update the site in a timely manner
- Tie in the launch of the new site with the announcement of the new Hoag Irvine location and maintain brand identity throughout the Institutes
- Create a unique experience for current Hoag employees and prospective employees
Solutions
Rhythm Interactive partnered with Hoag to initially redesign the website and streamline digital marketing efforts. These initiatives and services have included:
Website Design, Development & Support Services
- Design and development of Hoag's main site incorporating new user-friendly navigation
- Rhythm Interactive met individually with the various Institute's leadership teams to uncover what each Institute is best known for, taking this insight and applying it to the specialized sections of the overarching Hoag site.
- Development and implementation of specialized Find A Doctor and Health Library tools
- Incorporated technology pulling from a robust database platform to feature education and events on the site
- Design and development of custom content management system enabling Hoag marketing staff to make updates throughout the site
- Content management system training for Hoag staff
- Design and development of custom intranet site for current Hoag employees and prospective employees
- Monthly retainer services for major site enhancements and main homepage updates
- Website hosting for hoag.org and specific institutes
Search Marketing
- Search Engine Optimization consultation and management
Design & Video Production Support Services
- Design for main Hoag site images
- Video production services
Results
- Site traffic equivalent to approximately 25% of Orange County's total population
- Since the launch of the new site, the percentage ratio of patients versus career seekers visiting hoag.org has shifted from 30-70 to 50-50
- 15% of site traffic uses the Find A Doctor tool helping to generate more leads for partnering Hoag physicians
- Education and events page is the 2nd most visited section of the website
- SEO keywords are continuously positioning Hoag at the top of organic searches
- Traffic from search engines increased from 70% to 75%