Online Brand Management in a Health Organization People Information Services Process Technology
Discussion Points Ø About Baystate Health Ø A Brief History of our e. Health Initiative Ø Brand Objectives in our e. Health Initiative Ø Brand Positioning Ø Challenges Ø Examples Ø Success Measurements People Information Services Process Technology
About Baystate Health Ø Ø One of New England’s Largest Health Care Systems based in Springfield, Massachusetts employing over 10, 000 Three Member Hospitals & VNA: v v Ø Other Facilities/Services v v v Ø Baystate Medical Center Franklin Medical Center Mary Lane Hospital Baystate Visiting Nurse Association & Hospice Baystate Medical Center Children's Hospital BHS Ambulance Baystate Reference Laboratories Baystate Radiology & Imaging Baystate Home Infusion & Respiratory Services Baystate Rehabilitation Care Practices v Diverse array of primary and specialty physician practices and health centers serving communities throughout Western and Central Massachusetts Information Services People Process Technology
A Brief History… Background of BHS e. Health Initiative Ø Four Years ago the Steering Committee invested over 24 months of analyzing internal goals and external needs. The team took their findings and recommended creating four distinct web experiences: v v Consumer, Patient, Physician and e. Workplace (employee) Ø This approach built on a user-centric principle, developing specific portals for each target end-user group. v The main benefit of this method is to address and meet the needs of distinct users, rather than assume one site works for everyone Information Services People Process Technology
Brand Objectives in our e. Health Initiative Ø Consistent branding with independent sites (Physician Offices, 3 rd party offerings such as Growing Family and Care. Pages) Ø Single branding experience for consumers, physicians, partners, clinicians and employees Ø Local organization – more concerned with getting our brand out there and known Ø Engage Community People Information Services Process Technology
Brand Positioning e. Brand Values The Baystate Health System Brand stands for: • The destination for comprehensive, quality health care • Your partner in the community and a trusted community resource • The leader in quality, compassion, and commitment to health service delivery • The place to work e. Brand Editorial Voice • Authoritative • Educational • Promotional as appropriate • Understandable/appropriate for audience • Grammatically correct • Organized by user focus The e. Brand Is • Trusted • Reliable • Expert • Professional • Accessible • Quality • Relevant • Fresh • Timely • Indispensable The e. Brand is NOT • Cluttered • Outdated • Irrelevant • Inconvenient People Information Services Process Technology
Brand Positioning (Cont) e. Brand Aesthetic Approach • The regional healthcare authority educator on health topics resource for services connector to other experts e. Brand aesthetic approach achieved by • Clean graphics • Brief, appropriate content • Managed links • Thorough search • Simple site maps • Usable help resources • Appropriate technology People Information Services Process Technology
Challenges Ø Buy in from Physician Practices Ø Buy in from all departments Ø Analysis Paralysis People Information Services Process Technology
Branding Examples Baystate. Health. com People Information Services Process Technology
Branding Examples Academic Affairs People Information Services Process Technology
Branding Examples Health Sciences Library People Information Services Process Technology
Branding Examples Brightwood Health Center People Information Services Process Technology
Success Measurements Ø Increased site visits by over 75% Ø Increased search engine referrals by over 70% Ø Focus groups reported brand recognition of over 85% People Information Services Process Technology
Q&A Thanks for your time! Any Questions? People Information Services Process Technology
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