Have You “Imagineered” Your Site Lately?

December 20, 2016

// By Andy Gradel //

Andy Gradel, System Director, Digital Marketing at Main Line Health

Imagineering is a concept created by Walt Disney in 1952 as “the blending of creative imagination with technical know-how.” At its core, imagineering is rooted in storytelling, with projects using extensive theming, atmosphere, and attention to detail in an attempt to create attractions and themed layouts that will successfully lead the audience from one area to another.

While we’re not tasked with designing roller coasters or coming up with a new way for kids to meet their favorite princess, creating an immersive experience where visitors are led to the physician or service they need can leverage many of the same techniques used by imagineers for decades. But the biggest challenge is that theme park guests have willingly chosen to visit, while our visitors are likely coming to us out of necessity. Because of that, most of us have to work a bit harder to create that memorable experience.

Disney-Style Theming and Placemaking

Just as Disneyland encapsulates multiple theme parks, such as Adventureland, Fantasyland, and Tomorrowland into a single amusement park, our hospital websites are usually tasked with presenting more than 100 different specialties and services within a single destination.

Within a successful theme park, each themed area acts as a self-sustaining theme park within the larger park, providing visitors with an immersive experience that meets all of their needs. Each area includes an assortment of attractions with a common theme, recognizable characters and properly attired staff, relevant food and refreshment choices, themed retail options, and guest services. Visitors are then presented with the ability to easily travel from one area to another if they choose, but at no time is it a requirement.

Why not learn about what customers like, and what keeps them coming back, from one of the most successful consumer brands ever? Andy Gradel shows how Disney’s approach to creating themed environments can be applied to hospital websites to make them more engaging, informative, and easy to navigate. But it doesn’t stop there. Just as Disney has a long history of innovation in it’s theme parks, it leverages data and uses it to personalize the experience for visitors, making it easier and more enticing than ever. Continue reading to see if you can borrow a page or two from Disney’s playbook, and create a little magic for your website visitors.

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