Baptist Memorial Health Care - Redesign   April 28, 2004   The Challenge Baptist Memorial Hospital (BMH) had a five-year old site, designed around magazine-style health and wellness content. While it offered rich and detailed information on lifestyle and healthcare topics, the users it was meant to serve found the site frustrating to use. Critical tasks such as finding a doctor, a facility or a service were buried or difficult to use. In addition, the site did not effectively or consistently convey the hospital's mission or brand identity.   The Solution Onlinefocus developed a strategy for the site, proposing a multi-phased redevelopment effort in order to quickly address the most urgent problems while planning at the same time for future enhancements.   For Phase One we made the following recommendations: 1. Restructure the site using the existing content to speak to each core user group, enabling them to accomplish critical tasks including: Making it easy for patients to: Find a doctor, determine which facilities offer the services they need, and find health & wellness information. Helping Job Seekers find job postings, employment applications and information about working at Baptist. Making it easy for Employers to determine whether Baptist Hospital is a good fit for their company's' heath care and insurance related needs. 2. Align the design with the hospital's mission and brand identity. 3. Make the remote hospitals in markets beyond Memphis more visible and easily accessible. 4. Begin to build relationships with users and set the stage for the next evolution of the site, which would include both enhanced content and functionality. To meet these objectives Onlinefocus then redesigned and developed the site, which was launched in June of 2004. The new architecture did away with the outdated magazine style format The home page now clearly segments the primary user groups. Patients, job seekers and employers know exactly where they should go to find information pertinent to their particular needs.   A patient can quickly and easily find a doctor, or determine see what services that hospital offers near their home.   Their friends and family can find information that will help them support the patient and get moral support for themselves. They can also find health information and practical information such as where to stay or eat, or what they can do near the hospital. Job seekers can easily find job postings, employment applications and information about working at Baptist.   The very nature of this audience-specific approach begins a conversation and a relationship with the many users of this site and hospital system.   The site was redesigned not only to support this new architecture, but also to extend the BMH brand identity as developed for it's print and advertising materials. The look and feel is now consistent with that brand identity, while also appropriate to the web. Imagery, design, and color are all chosen to support the Baptist brand attributes:serious, modest, professional, and dedicated.   The remote hospitals, once very hard to find and not visually integrated with the central Baptist hospital pages now share a common look and feel.   Finally - while this Phase One redesign addressed all of the project's objectives, it also takes into consideration the next evolution of this site, which will feature enhanced interactivity with its users; In Phase Two, transactions and information will become more interactive, more personal and more task-oriented. In this next phase the site will enable Baptist to deepen the conversation with its users, providing them with a more satisfying experience with BMH. See Also:     Healthcare     Websites   Some Highlights   Improved accessibilty and functionality for key tasks such as Doctor Search.   Unified treatment of affiliate hospitals, while still allowing location specific content mangement.   Integrated health care information.           © 1996-2006 Onlinefocus, Inc. | Contact Us | A UCI Web Group Company. All rights reserved.