Baptist Health: Physician Profile Redesign
Besides physical infrastructure, a healthcare system's most precious assets are the physicians and caregivers who deliver patient careacross a diversity of medical specialties. And yet, even for a large,well-regarded health system like Baptist Health, the representation of their providers had become dated and desperately needed a fresh makeover; a redesign that truly aligned with the hospital system's brand position as a deliverer of innovative, relationship-based patient care.
With this redesign, Moving Minds set out to radically upgrade the way in which Baptist Health physicians are represented online.
First, the original web page lacked warmth and personality, so we developed a series of design options using a brighter, more contemporary color palette that -- while working within the organization'sexisting brand identity construct -- would provide a radical transformation of the web site's 'look and feel' giving Baptist Health a more vibrant and personable face to consumers.
Second, we addressed the frequent challenge hospitals all over the country experience in balancing their organization's master brand with the multitude of inconsistent names for various system services lines, medical specialties, departments and physician practices.
In the redesigned execution, we created a scalable naming system that places the emphasis on 'Baptist Health' as the master brand and introduces a structure for placing the medical specialty or department in a complimentary, yet subservient position. This naming architecture can now be leveraged across the healthcare system to unify disparate brand identities and concentrate all of the equity into a single, unified brand name, Baptist Health.
Third, we wanted to greatly enhance the search engine ranking and relevance of specific medical keywords for each physician profile. To do this, we altered the page’s content structure to expand each physician's biography, expertise and interests. Additionally, we created a tab structure to support multiple sections of content within the existing page design giving consumers quick access to supporting information while exponentially expanding the amount of search indexable content for each physician.
And lastly, the previous physician profile pages lacked any interactivity to elicit consumer interaction and engagement in the form of important tasks such as scheduling appointments, filling prescription refills or paying a bill online. To facilitate internal productivity improvements and reduce the burden on office staff, as well as improve the consumer/patientexperience, we incorporated a series of new online tools and placed prompts for these activities in highly visible areas of each profile to draw consumer attention, click-throughs and conversions.
For more information about Moving Minds, visitwww.movingmindsllc.com.
With this redesign, Moving Minds set out to radically upgrade the way in which Baptist Health physicians are represented online.
First, the original web page lacked warmth and personality, so we developed a series of design options using a brighter, more contemporary color palette that -- while working within the organization'sexisting brand identity construct -- would provide a radical transformation of the web site's 'look and feel' giving Baptist Health a more vibrant and personable face to consumers.
Second, we addressed the frequent challenge hospitals all over the country experience in balancing their organization's master brand with the multitude of inconsistent names for various system services lines, medical specialties, departments and physician practices.
In the redesigned execution, we created a scalable naming system that places the emphasis on 'Baptist Health' as the master brand and introduces a structure for placing the medical specialty or department in a complimentary, yet subservient position. This naming architecture can now be leveraged across the healthcare system to unify disparate brand identities and concentrate all of the equity into a single, unified brand name, Baptist Health.
Third, we wanted to greatly enhance the search engine ranking and relevance of specific medical keywords for each physician profile. To do this, we altered the page’s content structure to expand each physician's biography, expertise and interests. Additionally, we created a tab structure to support multiple sections of content within the existing page design giving consumers quick access to supporting information while exponentially expanding the amount of search indexable content for each physician.
And lastly, the previous physician profile pages lacked any interactivity to elicit consumer interaction and engagement in the form of important tasks such as scheduling appointments, filling prescription refills or paying a bill online. To facilitate internal productivity improvements and reduce the burden on office staff, as well as improve the consumer/patientexperience, we incorporated a series of new online tools and placed prompts for these activities in highly visible areas of each profile to draw consumer attention, click-throughs and conversions.
For more information about Moving Minds, visitwww.movingmindsllc.com.
This is a screen capture BEFORE Moving Minds undertook the redesign.
