Using Data to Improve Hospital Marketing

Build a Better Patient Experience OnlineJulie Goldstein-Dunn, Digital Marketing Manager, Henry Ford Health System

Ahava Leibtag, President, Aha Media Group

November 11 2015

Henry Ford Health System

88,000 surgical procedures

3.2 million OP visits

Patients from around the world

Health Alliance Plan (HAP)670,000 membersHenry Ford Physician Network

150 ambulatory sites (HFPN)

Nearly 23,000 Employees

Five hospitals and 27 medical centers

Henry Ford Hospital in Detroit

Established in 1915

Henry Ford Medical Group (1100-members)

We train 2,200 future physicians

Goals1. Use data to make strategic decisions2. Build a clear and thoughtful navigation3. Create strong content that converts4. Build a Find-A-Doc that produces results

Remember…The real person is the customer, so you want to give them:1. A great experience2. The information that they need

TodayPart I: How can you use evidence-based data to convince stakeholders to change or stay?Part II: How can you take what you have today and make it better? Part III: How can you build a content strategy for a publication based on data and business needs?

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Part I:How can you use evidence-based data to

show why you should or should not make a change?

Surveys & Usability Testing

Find a DoctorUsing data to improve the user experience:

A never ending task

Usability TestingBefore we redesigned the Find a Doctor tool we performed extensive usability testing.• The purpose our usability testing was to get a better understanding of user

behaviors and desired outcomes when searching online for a physician. • The participants were asked to perform tasks related to finding a physician on

HenryFord.com, PennMedicine, Cleveland Clinic and HealthGrades. 1. Go ahead and look for a new doctor on this site, and walk me through what you do.

2. You like to hike a lot, but recently had to slow down due to pain in a joint in your leg. Use this site to locate a doctor who can help you with this.

• Users were also asked to identify information that they found most and least helpful in selecting a physician.

Outline for Redesign• Usability testing was the foundation for our redesign– Filtering options were too limited– Users asked about additional information. They did not notice the additional on

the right side of the page until prompted.– Placement of navigation buttons were not convenient– Too many clicks to get to results– Users like short videos that show the provider’s personality and language skills– Users expect to see satisfaction and reviews as they would on a retail site

Find a Doctor - Search

Intercept Usability TestingSix months after our redesigned tool went live, we performed intercept usability testing at one of our facilities. Participants were asked to perform tasks within the Find a Doctor tool to help us understand:• How participant’s search for a new physician, a particular disease,

zip code, city, etc.• How users navigate through the tool.• Barriers to successful searches.• What users like and dislike about the website.

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Results from Intercept• The intercept testing helped us tweak the tool to make it more

user friendly:– Changed “Name” to “Doctor’s Name”– Updated button size and location– Zip code and City field conflicts resulting in zero results

• Internal feedback suggested if users received zero results they would give up and leave our site.– Testing showed that users know how to modify search criteria– Moderator did not witness frustration– Moderator gave suggestions to improve usability based on user comments

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Listen to the Customer• Watch for trends in user feedback– Search is difficult without diseases and conditions– Zero search results

• Zero results message and instructions were not prominent• Caching error in certain browsers• Zip code and City field conflicts

– Patient Satisfactions, they want more• 5-star ratings

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Data Can Keep the Conversation MovingOur medical group leadership was worried that the inclusion of private practice physicians in our Find a Doctor tool was taking business away from them. Every meeting got side tracked until we showed them the data.

Pre-Redesign 1 Year Post RedesignMedical Group 85% 92%

Regional Physicians 15% 8%

Questions?

Part II:How can you take a look at what you

have today and make it better?

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Content Auditing

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Visitors Flow

Notes• Majority of visitors are dropping off as they interact

more rather than staying engaged

Acquisition Overview

Notes• Most visitors come to site through organic search

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Call to Action?

NO CTA

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How do we get content under control?

SEO Review• Optimize existing sections • Partial page revisions• Add meta data

• Prioritize New Content• Top 100 pages from site search• Upcoming marketing/advertising campaigns• Age of content• Missing or incomplete content

Editorial Planning• Priorities for SEO review• Blog and Social Media calendars• Content Huddles

• Align content across mediums• Improve communication

• Creative Briefs• Align content across mediums• Identify gaps• Improve communication

Questions?

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Part III: How can you build a content strategy for a

publication that’s based on data and satisfies business objectives?

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VisionThe vision for the LiveWell website is that it:• Functions as the one place you would go to find all the wellness programs

throughout HFHS• Gives participants a virtual stage to engage with their networks about wellness

topics• Provides content that is:

• Current• Engaging• About day-to-day wellness activities• Inspiring

Identified Challenges• Creating content• Integrating current wellness programs into content• Promoting shareability of content• How do we encourage engagement as a community• What is the call to action?

Discovery Process• Content audit and mapping• Conducted stakeholder interview• Workflow mapping• Competitor analysis• Analytics

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Analytics

• BEFORE: 552 visits per month

• AFTER: 2,375 visits per month

BEFORE AFTER0

500

1000

1500

2000

2500

Increase in Traffic

330% Increase

Monthly• 24 new subscriptions• 96 click-thrus to HenryFord.com• 43 poll participants• 10 Facebook shares

Sources of Traffic

In Conclusion1. Use data and research to create an evidence-based

marketing culture2. Spend the time and budget to test your tools3. Create highly specific content strategies to narrow your

content objectives

Questions?

Thank you!Julie Goldstein-DunnHenry Ford Health Systemjdunn1@hfhs.org

Ahava LeibtagAha Media Groupahava@ahamediagroup.com