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Client Rochester General Hospital

services Website Design, Content Management System, Search Marketing, Social Media

project status Launched January, 2010

Awards IMA 2010 - Outstanding Achievement

Rochester General Hospital Website Design

Overview

Rochester General Health System (RGHS) comprises several affiliated organizations that have been providing services to Monroe County and Wayne County, NY for more than 160 years. RGHS has a nationally recognized heart program and a nationally accredited cancer center, offering its patients leading-edge treatment options found at major medical centers around the country.

The Problem

Residents of the area were only familiar with Rochester General Hospital, a 528-bed tertiary care facility, which serves as the flagship of the system. The system’s previous website focused primarily on RGH. Rochester General asked MedTouch to help them redesign their online presence to convey to the public that the RGHS system offered a continuum of high quality health care services.

The Solution

  • Demonstrate the consistent, high quality brand for which RGHS is known through improved presentation and navigation
  • Establish a RGHS website to serve as a conduit for information relative to the entire RGHS health system
  • Include all health centers in system in primary navigation on RGHS; differentiate through use of distinct logos within brand style
  • Highlight RGHS’s various centers of excellence through an engaging slideshow on the homepage
  • Feature patient stories, doctor profiles and quality metrics prominently to increase engagement
  • Interactive Features:
      • Extensive health library
      • Symptom checker
      • News module

      The Results

      Together with Rochester General, MedTouch identified key conversion points and made them more accessible.

      • Increased time spent on site by average visitor by 36%
      • Increased page views by 22%
      • Decreased bounce rates by 21%, fulfilling measurable return on the hospital’s marketing goals
      • Increase in localized search to the website of 15%
      • Increase in quality keyword referrals (specialist/specialty) targeted in SEO program of 10%

      Awards

      • 2010 Interactive Media Award, Outstanding Achievement Award, Hospital
      • 2010 Interactive Media Award, Outstanding Achievement Award, Healthcare

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