Health Care New Media

June 15
15, 2009
Overview of EMORY HEALTHCARE

 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
i care, and
d policies
li i ffor prevention
i
• treatment of disease

1
1
Overview of EMORY HEALTHCARE

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

Emory University Emory University

Hospital Hospital Midtown
573 licensed beds; located 511 licensed beds; located
on the Emory University in Midtown Atlanta
campus

Emory University
Wesley Woods Orthopaedics
Geriatric Hospital & Spine
S i Hospital
H it l
100 licensed beds; 126 licensed beds; first
nation’s first geriatric university-affiliated
hospital; located on Clifton surgical facility of its kind
Rd near EUH in Atlanta; located off of I-
285

2
2
Overview of EMORY HEALTHCARE
 In addition to hospital facilities, EMORY HEALTHCARE includes large physician
practices.

The Emory Clinic

Multispecialty practice with 1,200 faculty practice physicians in
multiple locations across a broad geographic area

Emory Winship Cancer Institute

Multidisciplinary 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

3
3
Overview of EMORY HEALTHCARE
 More than 48,500 hospital inpatient admissions

 Approximately
A i t l 2 million
illi outpatient
t ti t encounters
t

 Annual revenues of over $1.6 billion

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

3%
7%
 Payer mix
(inpatient and
Medicare
outpatient) 41%
Medicaid

Commercial/Managed Care
37%
Self Pay
* Data reflects FY2008
Other

12%

4
4
Consumer Channel
Researched own condition when needed to be hospitalized
Source %

Did you research your medical Own doctor 54

condition after you found out you WebMD 52

needed to be hospitalized? Other health care related Web site 50

Specialist
p 35

Friends/Family experiences 32

Books, publications 28

Disease Web site 25

Yes Hospital Web site 16

No 41% Insurance company 14

59% Health resource ctr/Library 14

NIH 10

Called hospital directly 8

CDC 5

TV/Radio programs 2

5
 Consumer Channel
Internet usage for health information
(total market)
Find a doctor 35%
Direction to hospital/facility 31%
Research medical procedures
h d l d 29%
Research treatment options 26%
Refill a prescription 26%
Disease wellness information 23%
Pay medical bills 17%
Schedule an appointment 11%
Subscribe to e‐health newsletter 11%
Employment 10%
Pre‐registration for procedure/admission 10%
Instructions on how to prep for test/exam/surgery 9%
Services offered at hospital/facility 9%
Check lab or test results
Check lab or test results 8%
E‐mail physician 8%
Ask a doctor/nurse medical advice 8%
Complete health risk assessment 7%
Complete on‐line medical records 7%
Research personal health record 7%
Disease mgmt programs
Disease mgmt programs 6%
Consumer satisfaction data on doctor/hospital 5%
Web nursery/birth announcements 4%
On‐line support groups 4%
Registration for health/w ellness classes 3%
Have not used Internet for health information 21%

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

Q32: In the last 2 months have you or someone in your household used the Internet
to access the following health information or services? 6
6
Identifying a Need

March 2007
• With limited resources
resources, Marketing set priorities on
consumer marketing that included:
– Advertising
– Direct mail
– Physician relations
• What about the Web?
– In need of a makeover

7
EMORY HEALTHCARE Web Site Before

8
Primary Challenges
Significant amount of
the most pertinent
content was difficult to
Difficult to
find Manipulate

Central navigation
g was
built in Flash
Site Not
easily
Not Required
detected by
Intuitive Plug-ins Search
Look and feel of the site E i
Engines
conveyed the opposite
of the Emory brand
Overlaps on
Homepage
Virtually no interaction – Blocked
limited ability to engage Some
Content
consumers

9
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
o e Webeb ssite
e
– More links to Podcasts and audio Web Site
Research
Findings
d gs

Summary Report
February 2007

10
Focus Group Comments
“You need to be able to see
“The information right away more information
should be about what subjects are
frequently available”
il bl ”
updated and you
“I like being able to
should know Podcasts
quickly and easily find
when it is” • In general, consumers would view or listen to the
what I am looking for
and not having g to content if it contains information related to their
think ‘how did I get condition.
there?’ on
subsequent visits” 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
“I like it when there profile.
are multiple ways
• Most would listen to the audio only files, since they
to get to the
i f
information”
ti ”
might be multi-tasking
multi tasking while playing them
them. Diagrams
and other visuals should only be added to the audio
“Change the file if they enrich the story, explain some of the terms
name to audio used, a new procedure, etc.
and video clips” • Some participants mentioned that a few of the terms
used in the tested Podcasts are not known by the
average consumer.

11
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
• Offeringg 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.

12
Recommendations

• Differentiate Emory through engaging educational content

o Keep the focus on the user experience
• Increase the level of interactivity on the EHC site
o Provide multimedia options that highlight specialty areas through
solutions
l ti lik
like Vid
Video N
News R
Releases
l (VNR
(VNRs)) andd audio
di content
t t
• Enhance the look and feel
o Create a look and feel that is more strategically
g y aligned
g with
Emory’s position as a leading academic medical center
• Implement better site architecture
o Improve navigation through content that is easier to
search

13
Redesigned Pages to Reflect Emory’s Brand

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

14
Improve Visual Elements and Interactivity

Rotating banner
illustrating Emory
Emory’s
s
brand and notability
Slideshow
of Feature
Stories

RSS
Video & Newsfeed of
Audio Clips recent press
releases

15
 Continuous Adjustments
Due the number of
Internet users
without access to
Flash we
Flash,
converted our
Feature Story
section to a
Javascript banner

Used graphic
buttons to Added social
highlight media icons to
current encourage visitors
campaigns or to find us on other
stories of high Internet platforms
importance

Marketing Department 16
Engage the Consumer

• Highlighted
interactive
features within
department pages

17
Added New Video & Audio Clips

• Video and audio clips of our physicians, facilities, and

procedures in consumer-friendlyy formats
p
– Previously, videos were only available in RealPlayer; now offered in
Flash as well.
– This allows for faster loading and less concern about incompatible
formats

18
Feature Story Slideshow

• Developed series of informative stories pertaining to our

keyy p
product lines or other expertise
p
• Promoted these stories on the homepage using a Flash
slideshow

19
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.
U S News & World Report
Marketing Campaign revolving around Neurosciences
which included a newsletter, direct mail piece, and letter, all
li ki b
linking back
k tto th
the W
Web
b site
it
20
The Results

• Establishing benchmarks
p
at inception of Web
overhaul
• Tracking how we’re driving
consumers to t th
the Web
W b site
it

21
EMORY HEALTHCARE Web Traffic

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

Total Visitors and Visits to www.emoryhealthcare.org

180 000
180,000
160,000
140,000
120,000
100,000 Visitors
80 000
80,000
60,000 Visits
40,000
20,000
0

22
EHC Web Site – Results

Site Usage
Dates Visits Pageviews
g
Feb 1, 2008 – 2,295,188 8,790,966
Jan 31, 2009 (+23.83%) (+17.44%)
Feb 1, 2007 –
1 853 429
1,853,429 7 485 481
7,485,481
Jan 31, 2008

23
Emory Health Source E-Newsletter
Launched in October 2007 with 5,181 subscribers.
Currently have 20,733 subscribers (as of June 2009). +300.17%

Marketing Department 24
Where Are We Today?

• Developed Web strategic plan

• Increased consumer engagement through the use of E-commerce
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

Marketing Department 25
 What about the B2B Channel?

Use Of Web
U W b to Enhance
E h Referral
R f lPProcess Next
N S
Steps
 Value Stream Analysis
 Focus Sessions
 Stimulus Package
 MD Portal

26
26
2009 WEB USABILITY
TESTING

Marketing Department 27
Objective:

Determine
D t i the
th impact
i t that
th t multiple
lti l
Emory-branded sites are having on
Users
Identify Largest Problem Areas and
Provide Recommendations

© 2009 OneSpring, LLC. All Rights Reserved.

28
Usability Study Methodology

• Conducted focus groups in Metro-Atlanta Usability Lab

• Recorded 5 physicians, 12 patients

© 2009 OneSpring, LLC. All Rights Reserved.

29
Usability Study Methodology

• Tasks started on Healthcare, Woodruff Health Sciences, and

Google
• Tasks and presentation were randomized
© 2009 OneSpring, LLC. All Rights Reserved.
30
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.”
V
Very Somewhat
S h t N t l
Neutral Somewhat
S h t V
Very C ld ’t find
Couldn’t fi d
Easy Easy Difficult Difficult it

Online classes/events 38% 24% 19% 10% N/A 10%

registration
Clinical trials p
page
g 95% N/A 5% N/A N/A N/A

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

Universal Medication History 20% 30% 15% 10% 5% 20%

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

Interactive content (Podcasts, 65% 15% 15% N/A N/A 5%

video)
Medical dictionary (Health 68% 16% 5% N/A N/A 11%
Library)
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

31
Navigation Tasks

# of Pages to Time Found Easy to Find Found Expected

Click Page (% of “yes”) Information
Through (% of “yes”)
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 seminars

1–5 1 sec – 2 ½ min 95% 68% 89%

4. Look for A-fib information

2–4 20 sec – 1 min 74% 53% 72%

5. Look for main number to inquire

more information on prostate 0 – 10 1 sec – 2 min 100% 68% 100%
cancer

32
Navigation Tasks Comments
1. “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 Health
Where'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”
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“”

33
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.

© 2009 OneSpring, LLC. All Rights Reserved.

34
User Navigation
Patients generally viewed more Web pages during tasks then
physicians did.
12

10
# of Web pages
8

patients
6
doctors

0
Minimum Maximum Mean Standard Dev.

• Generally, patients were more successful when they started -

and stayed
y - on the health care site.

© 2009 OneSpring, LLC. All Rights Reserved.

35
User Navigation
Users generally got to their answers faster when they started and stayed
on the Healthcare site.
900

800

700

600

500 Starting on Woodruff

Starting on Healthcare
Seconds
S d tto 400 Starting on Google
complete task
300

200

100

0
Minimum Maximum Mean Standard
Deviation

© 2009 OneSpring, LLC. All Rights Reserved.

36
Recommendations

1. Simplify the navigation experience

2 Improve results for users seeking health-related
2.
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
5.

© 2009 OneSpring, LLC. All Rights Reserved.

37
Questions and Discussion

Marketing Department 38