NewYork-Presbyterian had redesigned and beautified its website consistently every few years, but site visitors were often leaving after only a few moments of clicking around. Upon further evaluation between HGS and the client, it was determined that users were struggling to find pertinent information such as the recommended type of treatment or doctor for their conditions. They became frustrated with the language on the site that they found too technical or “medical,” and they didn’t necessarily want to write or call anyone to solve for their needs, This led to a significant drop-off in site traffic, as people were giving up their search entirely and abandoning plans to schedule appointments with an appropriate provider.
HGS, well-versed in understanding the healthcare space, spoke to physicians and set up focus groups, asking, “If we were diagnosed with a condition, how would we search for help ourselves?” Together with NYP, the plan was to reengineer and consolidate over 200 public websites containing over 100,000 pages. Additional challenges to address included the following:
- Retaining and converting site visitors by offering current health information tied into the appropriate access to services
- Empowering departments to own web content
- Rolling out interactive multimedia strategy and different disease management tools to entice site visitors