3 case studies prove that usability studies, content auditing and content strategy increases traffic. In one case study, we increased traffic 330% to a hospital blog by creating personas.

1. Build a Better Patient Experience Online
Julie Goldstein-Dunn, Digital Marketing Manager, Henry Ford Health System
Ahava Leibtag, President, Aha Media Group
November 11 2015

2. Henry Ford Health System
88,000 surgical
procedures
3.2 million
OP visits
Patients from around the world
Health Alliance Plan (HAP)
670,000 members
Henry Ford Physician Network
150 ambulatory sites (HFPN)
Nearly 23,000
Employees
Five hospitals and
27 medical centers
Henry Ford Hospital
in Detroit
Established in 1915
Henry Ford Medical
Group (1100-members)
We train 2,200 future
physicians

3. Goals
1. Use data to make strategic decisions
2. Build a clear and thoughtful navigation
3. Create strong content that converts
4. Build a Find-A-Doc that produces results

4. Remember…
The real person is the customer, so you want to give them:
1. A great experience
2. The information that they need

5. Today
Part I: How can you use evidence-based data to convince
stakeholders to change or stay?
Part II: How can you take what you have today and make it
better?
Part III: How can you build a content strategy for a publication
based on data and business needs?
5

6. Part I:
How can you use evidence-based data to
show why you should or should not make a
change?
6

7. Surveys &
Usability Testing

8. Find a Doctor
Using data to improve the user experience:
A never ending task

9. Usability Testing
Before we redesigned the Find a Doctor tool we performed extensive
usability testing.
• The purpose our usability testing was to get a better understanding of user
behaviors and desired outcomes when searching online for a physician.
• The participants were asked to perform tasks related to finding a physician
on HenryFord.com, PennMedicine, Cleveland Clinic and HealthGrades.
1. Go ahead and look for a new doctor on this site, and walk me through what you do.
2. You like to hike a lot, but recently had to slow down due to pain in a joint in your leg. Use
this site to locate a doctor who can help you with this.
• Users were also asked to identify information that they found most and
least helpful in selecting a physician.

10. Outline for Redesign
• Usability testing was the foundation for our redesign
– Filtering options were too limited
– Users asked about additional information. They did not notice the additional on
the right side of the page until prompted.
– Placement of navigation buttons were not convenient
– Too many clicks to get to results
– Users like short videos that show the provider’s personality and language skills
– Users expect to see satisfaction and reviews as they would on a retail site

11. Find a Doctor - Search

12. Intercept Usability Testing
Six months after our redesigned tool went live, we performed
intercept usability testing at one of our facilities. Participants
were asked to perform tasks within the Find a Doctor tool to help
us understand:
• How participant’s search for a new physician, a particular
disease, zip code, city, etc.
• How users navigate through the tool.
• Barriers to successful searches.
• What users like and dislike about the website.
12

13. Results from Intercept
• The intercept testing helped us tweak the tool to make it
more user friendly:
– Changed “Name” to “Doctor’s Name”
– Updated button size and location
– Zip code and City field conflicts resulting in zero results
• Internal feedback suggested if users received zero results they
would give up and leave our site.
– Testing showed that users know how to modify search criteria
– Moderator did not witness frustration
– Moderator gave suggestions to improve usability based on user comments
13

15. Listen to the Customer
• Watch for trends in user feedback
– Search is difficult without diseases and conditions
– Zero search results
• Zero results message and instructions were not prominent
• Caching error in certain browsers
• Zip code and City field conflicts
– Patient Satisfactions, they want more
• 5-star ratings
15

16. Data Can Keep the Conversation Moving
Our medical group leadership was worried that the inclusion of private practice physicians in our Find a
Doctor tool was taking business away from them. Every meeting got side tracked until we showed them
the data.
Pre-Redesign 1 Year Post Redesign
Medical Group 85% 92%
Regional Physicians 15% 8%

17. Questions?

18. Part II:
How can you take a look at what you
have today and make it better?

19. Content Auditing
19

20. 20

24. 24
Visitors Flow
Notes
• Majority of visitors are dropping off as they interact
more rather than staying engaged

25. Acquisition Overview
Notes
• Most visitors come to site through organic search

27. 27

30. Call to Action?

31. NO CTA

33. How do we get content under
control?
33

34. SEO Review
• Optimize existing sections
• Partial page revisions
• Add meta data
• Prioritize New Content
• Top 100 pages from site search
• Upcoming marketing/advertising campaigns
• Age of content
• Missing or incomplete content

35. Editorial Planning
• Priorities for SEO review
• Blog and Social Media calendars
• Content Huddles
• Align content across mediums
• Improve communication
• Creative Briefs
• Align content across mediums
• Identify gaps
• Improve communication

36. Questions?

37. Part III:
How can you build a content strategy for a
publication that’s based on data and
satisfies business objectives?
37

38. 38

39. Vision
The vision for the LiveWell website is that it:
• Functions as the one place you would go to find all the wellness
programs throughout HFHS
• Gives participants a virtual stage to engage with their networks about
wellness topics
• Provides content that is:
• Current
• Engaging
• About day-to-day wellness activities
• Inspiring

40. Identified Challenges
• Creating content
• Integrating current wellness programs into content
• Promoting shareability of content
• How do we encourage engagement as a community
• What is the call to action?

41. Discovery Process
• Content audit and mapping
• Conducted stakeholder interview
• Workflow mapping
• Competitor analysis
• Analytics

49. 49

50. 50

51. Analytics
• BEFORE: 552 visits per
month
• AFTER: 2,375 visits per
month
0
500
1000
1500
2000
2500
BEFORE AFTER
Increase in Traffic
330%
Increase

52. Monthly
• 24 new subscriptions
• 96 click-thrus to HenryFord.com
• 43 poll participants
• 10 Facebook shares

53. Sources of Traffic

58. In Conclusion
1. Use data and research to create an evidence-based
marketing culture
2. Spend the time and budget to test your tools
3. Create highly specific content strategies to narrow your
content objectives

59. Questions?

60. Thank you!
Julie Goldstein-Dunn
Henry Ford Health System
jdunn1@hfhs.org
Ahava Leibtag
Aha Media Group
ahava@ahamediagroup.com