The University of Kansas Hospital Website Design
Overview
The University of Kansas Hospital tapped MedTouch to help revitalize the hospital’s online presence and translate the patient experience through the web. A leading academic medical center, The University of Kansas Hospital ranks second in the nation for its high quality and safety, according to a 2009 University Health System Consortium Quality and Accountability Study. The teaching hospital consistently receives top rankings from US News and World Report for both its Heart and Ear, Nose and Throat programs.
The Problem
In the late 1990s Kansas was struggling, with not enough funds to invest in either technology or resources and high employee turnover, and the public perception dropped accordingly. Within 10 years, Kansas had improved its quality of care immeasurably, opening a new Cancer Center (2003) and Center for Advanced Heart Care. By 2009, with a Quality score supporting its advanced care and high class patient experience, Kansas sought to reestablish its hard-earned reputation online.
The Solution
Demonstrate The University of Kansas’s excellent quality of care through:
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Content: Provide a seamless and consistent message about The University of Kansas Hospital’s dedication to providing quality, supporting the hospital’s integrity. Tell the story of The University of Kansas Hospital’s Journey to excellence
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Highlight centers of excellence and quality through full disclosure of Quality care scores and patient satisfaction data
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Communicate the full continuum of care provided by the hospital via the homepage and global navigation
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Online Experience: Grow existing patient loyalty and personal referrals by offering a NEW online experience that communicates that The University of Kansas Hospital is different
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Simplify list of specialties using terminology that visitors understand to support patient decision-making online
The Results
- Increased returning visits of 19%
- Increased page views by 30%
- Decreased bounce rates by 13%
- Increased organic traffic by 35% in just a 10 week period
- Increased localized search phrases in Kansas City by 29%
- Increased non-branded keyword referrals by 14%
- Tripled traffic to the website for “Kansas city hospitals”
Awards
- 2010 Interactive Media Award, Best in Class, Hospital