Healthcare New Media Sm Final June 9

Health Care New Media

June 15, 2009

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

We are a component of Emory University and the clinical arm of the Woodruff Health Sciences Center (WHSC), including those components dedicated 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

Overview of EMORY HEALTHCARE

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Emory University Hospital 573 licensed beds; located on the Emory University campus

Emory University Hospital Midtown511 licensed beds; located in Midtown Atlanta

Wesley Woods Geriatric Hospital100 licensed beds; nation’s first geriatric hospital; located on Clifton Rd near EUH

Emory University Orthopaedics & Spine Hospital126 licensed beds; first university-affiliated surgical facility of its kind in Atlanta; located off of I-285

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

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In addition to hospital facilities, EMORY HEALTHCARE includes large physician practices.

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

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

Emory-Children's Center Largest pediatric multispecialty group practice in GA; comprised of 100 School of Medicine faculty

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More than 48,500 hospital inpatient admissions

Approximately 2 million outpatient encounters

Annual revenues of over $1.6 billion

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

Payer mix (inpatient andoutpatient)

12%

3%

41%

37%

7%

Medicare

Medicaid

Commercial/ Managed Care

Self Pay

Other* Data reflects FY2008

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Researched own condition when needed to be hospitalized

No59%

Yes41%

Source %

Own doctor 54

WebMD 52

Other health care related Web site 50

Specialist 35

Friends/Family experiences 32

Books, publications 28

Disease Web site 25

Hospital Web site 16

Insurance company 14

Health resource ctr/Library 14

NIH 10

Called hospital directly 8

CDC 5

TV/Radio programs 2

Did you research your medical condition after you found out you needed to be hospitalized?

Consumer Channel

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21%3%4%4%5%6%7%7%7%8%8%8%9%9%10%10%11%11%

17%23%

26%26%

29%31%

35%

0% 20% 40% 60% 80% 100%

Have not used Internet for health informationRegistration for health/wellness classes

On-line support groupsWeb nursery/birth announcements

Consumer satisfaction data on doctor/hospitalDisease mgmt programs

Research personal health recordComplete on-line medical recordsComplete health risk assessment

Ask a doctor/nurse medical adviceE-mail physician

Check lab or test resultsServices offered at hospital/facility

Instructions on how to prep for test/exam/surgeryPre-registration for procedure/admission

EmploymentSubscribe to e-health newsletter

Schedule an appointmentPay medical bills

Disease wellness informationRefill a prescription

Research treatment optionsResearch medical proceduresDirection to hospital/facility

Find a doctor

Internet usage for health information(total market)

Q32: In the last 2 months have you or someone in your household used the Internet to access the following health information or services?

Consumer Channel

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Identifying a Need

March 2007• With limited resources, Marketing set priorities on

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 of the most pertinent

content was difficult to find

Look and feel of the site conveyed the opposite

of the Emory brand

Virtually no interaction – limited ability to engage

consumers

Central navigation was built in Flash

Difficult to Manipulate

Site Not easily

detected by Search

Engines

Overlaps onHomepage

Blocked Some

Content

Not Intuitive

Required Plug-ins

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Research

• What we heard– The top three 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

– More patient stories in their own words, and testimonials to rotate on the Web site

– More links to Podcasts and audio Web Site Research Findings

Summary ReportFebruary 2007

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Focus Group Comments

“I like being able to quickly and easily find what I am looking for

and not having to think ‘how did I get

there?’ on subsequent visits”

“I like being able to quickly and easily find what I am looking for

and not having to think ‘how did I get

there?’ on subsequent visits”

“The information should be frequently

updated and you should know when it is”

“You need to be able to see right away more information about what subjects are available”

“You need to be able to see right away more information about what subjects are available”

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

content if it contains information related to their condition.

Suggestions• Participants would not click on the Podcast link from

the home page, but maybe from the specific Web page such as OB/Gyn. Some suggested adding links to the podcasts from each features physician’s profile.

• Most would listen to the audio only files, since they might be multi-tasking while playing them. Diagrams and other visuals should only be added to the audio file if they enrich the story, explain some of the terms used, a new procedure, etc.

• Some participants mentioned that a few of the terms used in the tested Podcasts are not known by the average consumer.

“I like it when there are multiple ways

to get to the information”

“Change the name to audio

and video clips”

“Change the name to audio

and video clips”

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Focus Group Comments

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

• User-friendly• 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 contento Keep the focus on the user experience

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

solutions like Video News Releases (VNRs) and audio content

• Enhance the look and feelo Create a look and feel that is more strategically aligned with

Emory’s position as a leading academic medical center

• Implement better site architectureo Improve navigation through content that is easier to search

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Redesigned Pages to Reflect Emory’s Brand

• Position Emory as a prestigious academic healthcare system recognized for research, innovative care, and medical school

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Improve Visual Elements and Interactivity

Slideshow of Feature

Stories

RSS Newsfeed of recent press

releases

Rotating banner illustrating Emory’s brand and notability

Video & Audio Clips

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Continuous Adjustments

Marketing Department

Due the number of Internet users without access to Flash, we converted our Feature Story section to a Javascript banner

Due the number of Internet users without access to Flash, we converted our Feature Story section to a Javascript banner

Used graphic buttons to highlight current campaigns or stories of high importance

Used graphic buttons to highlight current campaigns or stories of high importance

Added social media icons to encourage visitors to find us on other Internet platforms

Added social media icons to encourage visitors to find us on other Internet platforms

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Engage the Consumer

• Highlighted interactive features within department pages

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Added New Video & Audio Clips

• Video and audio clips of our physicians, facilities, and procedures in consumer-friendly formats– Previously, videos were only available in RealPlayer; now offered in

Flash as well.– This allows for faster loading and less concern about incompatible

formats

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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

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Case Study: Neuro ICU New Media to Market

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

• We created a three 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

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The Results

• Establishing benchmarks at inception of Web overhaul

• Tracking how we’re driving consumers to the Web site

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EMORY HEALTHCARE Web Traffic

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

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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%)

Feb 1, 2007 –Jan 31, 2008

1,853,429 7,485,481

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Emory Health Source E-Newsletter


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

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Where Are We Today?

• Developed Web strategic plan• Increased consumer engagement through the use of E-commerce and

entrance into the social media arena• Positioned EMORY HEALTHCARE’s Top Medical Advances

prominently on the Web• Telling the EMORY HEALTHCARE story in the 21st century means

utilizing new media opportunities – not only Web pages, but multimedia such as online audio (podcasts) and video news clips and other interactive social media tools.

Minimally Invasive Bypass Surgery (Endo-ACAB)

Longer Lasting Hip and Knee Replacements

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What about the B2B Channel?

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Use Of Web to Enhance Referral Process Next Steps Value Stream Analysis Focus Sessions Stimulus Package MD Portal

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2009 WEB USABILITY TESTING


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Objective:

© 2009 OneSpring, LLC. All Rights Reserved.

Determine the impact that multiple Emory-branded sites are having on Users

Identify Largest Problem Areas and Provide Recommendations

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Usability Study Methodology


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

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Usability Study Methodology


• Tasks started on Healthcare, Woodruff Health Sciences, and Google

• Tasks and presentation were randomized

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Ease of Locating Features

Q: “Please rank your ease of locating the following features on a scale of 1 to 5, with 5 being very easy to find and 1 being very difficult to find.”

Very Easy

Somewhat Easy

Neutral Somewhat Difficult

Very Difficult

Couldn’t find it

Online classes/events registration

38% 24% 19% 10% N/A 10%

Clinical trials page 95% N/A 5% N/A N/A N/A

Personal Health record 40% 20% 10% 10% 10% 10%

Universal Medication History Form

20% 30% 15% 10% 5% 20%

Virtual tours of EUHM 16% 16% 16% N/A 26% 26%

Interactive content (Podcasts, video)

65% 15% 15% N/A N/A 5%

Medical dictionary (Health Library)

68% 16% 5% N/A N/A 11%

Patient comment form 70% 10% 20% N/A N/A N/A

Main number for Emory 100% N/A N/A N/A N/A N/A

Search careers 80% 15% 5% N/A N/A N/A

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Navigation Tasks

# of Pages to Click Through

Time Found Page

Easy to Find

(% of “yes”)

Found Expected Information

(% of “yes”)

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

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

3. Register for IVF seminars1 – 5

1 sec – 2 ½ min 95% 68% 89%

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

5. Look for main number to inquire more information on prostate cancer

0 – 10 1 sec – 2 min 100% 68% 100%

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Navigation Tasks Comments1. “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 HealthWhere'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 pregnant”

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 left side”

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 are

irrelevant to users

• Physicians generally faster/more efficient when completing tasks than patients

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

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User Navigation

0

2

4

6

8

10

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Minimum Maximum Mean Standard Dev.

patients

doctors


Patients generally viewed more Web pages during tasks then physicians did.

# of Web pages# of Web pages

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

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User Navigation

0

100

200

300

400

500

600

700

800

900

Minimum Maximum Mean StandardDeviation

Starting on Woodruff

Starting on Healthcare

Starting on Google


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

Seconds to complete taskSeconds to complete task

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Recommendations

1. Simplify the navigation experience

2. Improve results for users seeking health-related information by increasing link pathways back to Healthcare site

3. Improve consistency

4. Keep patient-focused business drivers top of mind

5. Evaluate for Section 508 compliance


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Questions and Discussion


Healthcare New Media Sm Final June 9

Technology

hospital web site

emory healthcare web

emory brand

overview of emory healthcare

disease web site

health care related

component of emory university

following health information