St. Joseph Hospital's website was jam-packed with information, such as department phone numbers and press releases. However, an evaluation found that for users to find the information they were looking for, they would have to commit a good deal of time to dig through the poor site organization. So hospital marketers decided to redesign the site so that patients and staff could easily find information and so they could confidently direct consumers online in ad copy.
"Lacking appealing design and organization, the site was packed with random press releases and information, which was confusing to consumers and not of any use as a call-to-action in advertising," marketers wrote in their entry form for the 2009 Healthleaders Media Marketing Awards, where the campaign won platinum in the new media category. "This was especially problematic given that the hospital's service area—Greater Nashua, NH, western New Hampshire, and northern Massachusetts—is incredibly tech-savvy and tends to look to the internet as their first source of medical information."
St. Joseph had worked with Aloysius Butler & Clark on campaign splash pages in the past, so the hospital commissioned the Wilmington, DE, ad agency to help them overhaul the entire site.
Marketers set out to create a site with better organization, easier navigation, appealing colors, more images, and attention-grabbing callouts to the latest updates and important information. New features include video clips of patient testimonials, an easily searchable physician directory, an online bill pay function, and an online class registration.
"We also created a template on the homepage that can be easily updated to feature information that corresponds with advertising as it's running," marketers wrote. "This ensures a complete brand experience for each consumer who pursues our marketing. And it solves the old problem of what do we use as a call-to-action—we now point them to a cohesive attractive, helpful source of information on St. Joseph Hospital."
Marketing Awards judges appreciated the site's clear layout and informative multimedia features.
"I appreciate that they physician directory and patient testimonial videos are front and center," one judge wrote. "I also like that the site prominently features an image of the hospital entryway—it's a great way to make potential patients already feel comfortable with the organization."