User Testing

Strategic Web Consolidation: How Michigan Medicine Streamlined Its Digital Presence

Beaudoin-Denise-Michigan-Medicine-v2

In a time when digital presence is paramount, many healthcare organizations may face the challenge of maintaining a cohesive online identity. At Michigan Medicine, the academic medical center of the University of Michigan, departments across the medical school, research facilities, and health centers developed independent websites to communicate externally. But without a centralized governance structure, Read More

Digital Transformation of Michigan Medicine Through Strategic Web Consolidation

Michigan Medicine logo

// By Althea Fung // Faced with fragmented digital identities across departments, Michigan Medicine, the academic medical center of the University of Michigan, unified its digital presence, overcoming the lack of centralized governance. Discover how Michigan Medicine streamlined 300 websites into four, unifying its brand identity and enhancing the user experience.

Data-Driven Healthcare Marketing: Why It Needs Both Big Data and Thick Data

Danny-Fell-Square

Healthcare marketers should no longer overlook the powerful qualities of qualitative or “thick” data that delivers rich, deep insights and meaning that quantitative data often can’t provide. Instead, healthcare organizations should aim to develop a data-driven healthcare marketing strategy that integrates both big data and thick data to unlock new opportunities for growth. Some readers Read More

Mobile vs. Desktop: Designing Healthcare Websites for the Modern User

Inspira Health logo

In the ever-evolving landscape of wireless technology, mobile devices have emerged as a dominant force, transforming the way we access information and services. As mobile healthcare takes center stage in the wireless era, healthcare marketers are modernizing their strategies to cater to the growing demand for mobile experiences and meet evolving consumer expectations. Today, according Read More

Big Data vs. Thick Data: The Road to Data-Driven Marketing

Browell-Dean-Feedback

// By Daniel Fell and Dean Browell, PhD // Marketers shouldn’t overlook the incredibly powerful qualities of qualitative or “thick” data that delivers rich, deep insights and meaning that quantitative data often can’t provide. Some readers may recall the popular “I’m a Mac, I’m a PC” campaign that ran in the early 2000s, a tongue-in-cheek Read More

Platinum Award-Winning Mobile Websites Offer Enhanced User Experience

Hill-Arthur-Writer

// By Arthur Hill // For Inspira Health and University of Iowa Health Care, mobile design is not an afterthought. Today, according to CTIA, a trade organization for the wireless communications industry, Americans own 499 million wireless devices capable of transmitting and receiving broadband signals 117 percent faster than just 13 years ago. In 2021, Read More

Trendwatch: Latest Mobile Design Trends for Healthcare in 2023

Gregg Shanefelt

Like mobile devices, mobile design is always on the move, constantly adapting to consumer expectations and technology capabilities. We’ve seen trends like M-Dot come and go, followed by responsive design, adaptive design, mobile-first, and device-agnostic design. The crossover year — when mobile usage of the internet overtook desktop usage for the first time — was Read More

What Are the Latest Trends in Mobile Design and Usability for Healthcare?

jane-brubaker

Ask the Expert, with Gregg Shanefelt, Principal Engineer, Mobile Development at Phase2 // By Jane Weber Brubaker // Designing to meet consumer expectations is not a one-and-done proposition. Like mobile devices, mobile design is always on the move, constantly adapting to consumer expectations and technology capabilities. We’ve seen trends like M-Dot come and go, followed Read More

Health System Website Revamp? How to Win Over Stakeholders

Aaron Watkins

When starting a health system website revamp, numerous decisions have to be made. What are the priorities? Who will have the final word? How will you align your decisions with your health system’s strategic plan? But most importantly, how will you engage your stakeholders and win their approval when doing a health system website revamp? Read More

Revamping Websites: The Art of Persuading Internal Stakeholders

williams-lisa-peacehealth

// By Jane Weber Brubaker // When it comes to web redesign, everyone thinks they’re an expert. Here are some tips from the real experts on how to navigate those internal conversations. It can feel like a tug of war to be a digital marketer in a health system. Sometimes you win, and sometimes you Read More

Keys To Excellence in Healthcare Website Design

Ashley MacFarland, director of digital communications at Inova

What guides great site design? And who defines what “great” is in the first place? We checked in with some of the 2019 winners of the eHealthcare Leadership Awards to see how they approached their site redesigns, and what drove the decisions they made. The answer is that there is no one answer. Each organization Read More

Award-Winning Site Designs: More Than Skin-Deep

John Odom

Inova and St. Louis Children’s Hospital share their website redesign journeys. // By Jane Weber Brubaker // What guides great site design? And who defines what great is in the first place? We checked in with some of the 2019 winners of the eHealthcare Leadership Awards to see how they approached their site redesigns, and Read More

How To Merge 24 Sites Across Two Separate Health Systems

Evelyn Meneghin, assistant vice president of interactive services, RWJBarnabas Health

Anyone who has worked in healthcare communications and digital marketing understands that a website relaunch project can be a daunting task. But one that involves merging 24 existing websites across two separate health systems sounds downright intimidating. In early 2017, that’s exactly what the RWJBarnabas Health web team was facing. They were on the hook Read More

What Consumers Really Want From the Healthcare Experience

Each month, NRC Health surveys American consumers about their healthcare experiences and preferences. And every month, the data seems to point to the same conclusion: Consumers want healthcare organizations to stop acting like healthcare organizations. The NRC survey polls more than 500,000 Americans and 100-plus healthcare CEOs. It also includes more than 300 face-to-face interviews Read More

Site Redesign Focuses on Accessibility for All

Spaulding Rehabilitation Network Home Page Screen Capture

When you consider accessibility at a hospital or clinic, the Spaulding Rehabilitation Network in Boston, Massachusetts, is an excellent example. The buildings where patients receive treatment are easily accessed by people of all abilities, and the staff works hard to accommodate everyone who steps through Spaulding’s doors. But accessibility is about more than just the Read More

Duke Health’s Ongoing Consumer Website Revitalization

Debbe Geiger, director of content strategy, Duke Health, with Chad Roberts, UX designer, Duke Health

It’s been more than five years since Duke Health relaunched its consumer website (DukeHealth.org), but the redesign process is far from over. “We planned for our website to evolve into an engaging user experience as we learned more about our audience, who they are, and why they’re coming to our site,” says Debbe Geiger, director Read More

Evolving Website Redesign: Duke Health’s Research-Driven Approach

Debbe Geiger, director of content strategy, Duke Health, with Chad Roberts, UX designer, Duke Health

// By Melanie Graham // It’s been more than five years since Duke Health relaunched its consumer website (DukeHealth.org), but the redesign process is far from over. “We planned for our website to evolve into an engaging user experience as we learned more about our audience, who they are, and why they’re coming to our Read More

Health Literacy 101: Don’t Frustrate Your Site Visitors

Stacy Robison, MPH, MCHES, president and co-founder of CommunicateHealth, Inc.

// By Lisa D. Ellis // Remember the last time you booked airline tickets, reserved a hotel room, or shopped online? Whether it was last week or last year, chances are that you had an excellent customer service experience. That’s because most major brands today understand the importance of catering to their online visitors and Read More

How Accessible Is Your Website?

Jane Weber Brubaker

// By Jane Weber Brubaker // What if 20 percent of your website visitors were prevented from fully engaging with your content, or found it just too frustrating to spend much time on your site? Web design has come a long way toward making digital experiences more consumer-friendly, personalized, and mobile-friendly. But unless you’ve experienced Read More

What to Do AFTER Your Brand-New Website Has Launched — Part Two

Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy

// By Dagmara Scalise // In Part One of my overview of post-website redesign launch priorities, I focused on four important strategies to demonstrate the effectiveness of your website investment, and keep momentum going: Measurement Optimization Local search Content strategy Here we will get to the next set of priorities after your website redesign.

Which User Testing Tool Is Right For You?

Bill Citro, Communications and Marketing Senior Analyst at Nebraska Medicine

You’ve been working on your website redesign for many months. At key points along the way you solicited feedback from your physician committee and other stakeholders in your organization. Now you’re finally ready to let internal users test the site before the public launch. What are the right tools to use to get user feedback? Read More