Enhancing the online user experience by eliminating content silos and simplifying the CMS

Client background

NewYork-Presbyterian Hospital, based in New York City, is the nation’s largest not-for-profit, non-sectarian hospital, with 2,409 beds. The hospital has nearly 2 million inpatient and outpatient visits in a year, including 12,797 deliveries and 195,294 visits to its emergency departments. NewYork-Presbyterian Hospital’s 6,144 affiliated physicians and 19,376 staff provide state-of-the-art inpatient, ambulatory and preventive care in all areas of medicine at five major centers.

Business challenges

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

The solution

Use of pre-built, fully customizable workflow allow each department to express its web personality and still fall within brand standards

Website development and implementation on Oracle WebCenter Sites

Reduced cost of implementations using well-tested framework

Collaboration with client engineers to translate “doctor speak” into layman language created easy-to-understand terminology, giving users a better overall experience and keeping them on the site longer

Results

Enterprise-wide solution for shared authoring of content, multimedia, and interactive materials

Faster time to market leveraging pre-build modules

Creating once and publishing to all channels simplifies content creation mechanism

Visitors from a search engine find the targeted information as well as lists of related actionable links, resulting in more online appointment requests

High ROI achieved through various added functionalities

Visualization of project outcomes:

Global locations

USA • UK • Canada • India • Philippines • Jamaica • Australia • Colombia