Baystate Health is one of the largest health systems in New England serving more than 750,000 people at 60+ locations. Looking to profoundly evolve its digital program and establish a foundation for long-term growth, Baystate Health turned to MedTouch. Baystate needed expert guidance to develop an integrated digital strategy across multiple key digital platforms. The process began with the goal to create a website that connected with Baystate Health’s business goals and deeply engaged its patients and the community.
In preparation for both a successful launch and sustainable program, MedTouch worked with Baystate to build a multi-year, comprehensive digital action plan. During this process, MedTouch discovered opportunities to set Baystate up for long-term success. Baystate needed to establish team structure, portfolio diversity, analytics setting, key marketing messaging, and reporting as well as reposition the digital department within the organization.
With a robust, cohesive plan developed by MedTouch, Baystate was ready to communicate the value of the digital programs to key decision makers and inspire team members to actively participate in digital initiatives and governance. This attention to strategy and alignment on the value of the digital programs positioned Baystate for a transformative change and long-term growth over project-based, incremental change.
Starting with strategy, MedTouch used its depth of healthcare experience to bring vision to a multi-year integrated digital strategy for the Baystate brand. MedTouch helped Baystate reach a new level in sophistication in digital program building by executing road-mapping and planning for staffing decisions, digital process, best practices, and metrics recommendations to continue to move Baystate forward. This integrated digital strategy combines web, social, mobile, and e-communications initiatives
Baystate launched the integrated digital strategy action plan with the new Baystate Health site built on the Sitecore Content Management System. This site incorporated the new standardized digital assets and brand messaging developed by MedTouch for the integrated digital strategy. The new site features new, improved information architecture and contemporary responsive design, eliminating the need for a separate mobile site.
MedTouch developed engagements plans and delivered personalization through the Sitecore Experience Database (xDB) for customized, relevant digital experiences and increased engagement. MedTouch helped Baystate target selected demographics and deliver personalized call-to-actions based on the pages consumed by site visitors. As a result of this personalization, Baystate’s current and prospective patients spent more time on the site, did not leave the site (decreased bounce rate), and revisited the site. Combined, these actions strengthened the Baystate brand and built retention. The launch of this this engaging site – built properly, managed effectively and supported by the institution – has laid the groundwork for the continued support for the expansion of digital programs and success for years to come.
- Digital strategy planning
- Comprehensive digital audit
- Multi-year digital strategy roadmap
- Design, UX, and content strategy
- Content planning, migration, and development
- Governance plans + maturity models
- MedTouch Healthcare Accelerator Framework
- Sitecore Experience Platform (XP)
- Personalization through the Sitecore Experience Database (xDB)
- Responsive design
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