McLean Hospital Website Design

Overview

The largest psychiatric facility of Harvard Medical School and an affiliate of the Massachusetts General Hospital, McLean Hospital is consistently ranked one of the nation’s top psychiatric hospitals. It offers a full spectrum of care for all psychiatric disorders for people of all ages.

McLean Hospital came to MedTouch with a goal in mind—to develop an online outreach mechanism to target, find, educate, and capture individuals in the Greater Toronto area who are seeking residential eating disorder treatment.

The Solution

MedTouch devised a personalized solution specifically to meet McLean’s goals. The centerpiece of the strategy was a microsite integrated with a marketing campaign supporting communication of services offered by the Klarman Eating Disorders Center located in Belmont, Massachusetts.

To deliver the center’s targeted message to prospective recipients, together with the new site, MedTouch designed and distributed ad content with consistent messaging to display on Google search results, content sites, and social media networks within the Greater Toronto area.

The Results

• Converted 10 new patients in the new outreach area as a direct result of this campaign in the first two months
• Brand new online presence with calls to action for an online eating disorder evaluation to assist with patient screening
• Personalized content sections for both worried teens and parents with answers to FAQs
• Increased brand awareness beyond the New England area
• Reaped fresh insight through advanced Facebook targeting, allowing segmentation not only by demographic, but also by “interests”
• Targeted females between the ages of 13 to 25 in the Greater Toronto area
• 10 million impressions displayed on Facebook over a two-month period

Awards

• 2010 Interactive Media Award, Outstanding Achievement, Health and Nutrition
• 2010 Interactive Media Award, Outstanding Achievement, Teens