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National Healthcare System Implements a Fast-to-Market, Robust, and Scalable CMS for Improved User Experience

A national healthcare system encapsulating 19 hospitals across five states who have built a comprehensive medical network that provides coordinated, personalized care. Over 500,000 members receive care from the managed network of more than 11,000 doctors and specialists. Their hospitals are located in diverse areas within Southern California, Connecticut, New Jersey, Pennsylvania and Rhode Island.

The healthcare system was looking to scale their digital marketing capabilities while also standardizing across the medical group. Their web presence was fragmented and mismatched. Regional hospital groups had differing branding, multiple content management systems were in use, and it was unclear that the hospitals, heart institute and health clubs were part of a larger medical holding company. The healthcare system needed a simple CMS that would put the entire organization on a single platform with the same look and feel – and the same maintenance path.

Standardize the CMS

Some of the healthcare system entities were using an open source CMS, some were on single-page sites and others had no CMS at all. The goal of the project with Adage was to implement a common CMS for the entire enterprise. They needed a consistent look, the ability for content sharing and a platform that could be support by marketing and IT staff. Adage put the healthcare system on Optimizely because it is secure, scalable and allows for growth into digital marketing capabilities.

Standardize the Branding, Cut Costs

To create a consistent brand look, Adage completed a custom-designed template for the first hospital group, then built-in ways for all of the managed companies to leverage that design. In Optimizely, organizations had access to use all of the same base features but could change fonts, colors or other branding components. Each group could add custom functionality like Provider Search, while also having access to what each group was creating. The emphasis on sharing resources built an internal brand style while also reducing costs.

Embrace Incremental Improvements

The project team determined delivery speed was a main priority, and with that objective set out to make minor incremental changes quickly and on time. This agile approach also benefitted site users who didn’t have to experience the hassle of a total site tear down. Small adjustments eventually revealed the grander vision and in under a year, new websites were being rolled out across the brand.

Build Custom Features

Leveraging Epi Find, the healthcare system created a Providers Search allowing site users to search for medical providers within the entire enterprise. Users can enable multiple filter items, set proximity to a certain ZIP code, control the order in which providers show up in the search results and since it uses Epi Find, the search handle related searches like the correct name for ENT, and the “likely to search as” options (think common misspellings).

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NorthShore University HealthSystem

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