Hudson Health Plan Website Design

Overview

Hudson Health Plan provides free or low-cost Health Insurance for residents in Upstate New York. They are a not-for-profit managed care organization that provides plans via three New York State-sponsored programs: Medicaid Managed Care, Child Health Plus (CHP), and Family Health Plus (FHP). Hudson Health Plan (HHP) contacted MedTouch, because their previous website was not able to effectively reach out to their target audience. They needed a bilingual site that could easily provide their audience with the information they needed, as well as help people quickly sign-up and renew their services.

The Problem

Not having a bilingual, interactive site had led to visitor confusion and high site abandonment. This was not only an operational concern for HHP, but also did not reflect their mission and support those they set out to serve.

The Solution

MedTouch developed an overarching strategy delivering the following:

• Interactive Features
• Provider Directory
• Pharmacy Lookup
• Fresh homepage to feature HHP’s key services
• Integrated Web 2.0 elements throughout the site
• A bilingual site that will effectively serve its audience
• Communications plan to drive traffic to key areas within it and support calls-to-actions
• Highlight community services and locations
• Provide ability for re-certification and premium payments

The Results

• Fresh interactive design with intuitive navigation and audience specific content resulting in increased page views for key content pages
• Overall Become a Provider page views increased 52% over a six month period
• Achieved a zero percent abandonment rate on the new Contact Customer Care page
• Increased Customer Care conversions by 14%
• Increased Google search traffic by 10% to achieve higher membership levels
• Traffic to the Providers page is up 63% since launch of the new homepage with navigation cues to key conversion points
• A bilingual site that is easy to navigate
• Increased positive community exposure

Awards

• 2010 Aster Awards, Best Overall Design, Gold
• 2008 Aster Awards, Best Overall Site Design