MedTouch Client Wins Not One, But Two Interactive Media Awards for Best Website Design
MedTouch Client Rochester General Health System Wins Two Interactive Media Awards for Innovative Website Design
MedTouch is pleased to announce that client Rochester General Health System (RGHS) has won the Interactive Media Awards Outstanding Achievement award, with scores of 468 and 464 in the Hospital and Healthcare categories, respectively. The Outstanding Achievement award is the second highest honor bestowed by IMA and meets rigorous standards. The RGHS website excelled in all areas of the IMA’s judging criteria and represents a very high standard of planning, execution and overall professionalism.
Through improved presentation and navigation, Rochester General Health System’s new website demonstrates the consistent, high quality brand for which RGHS is known, and serves as a conduit for information relative to the entire RGHS health system. Rochester General Health System has provided healthcare services to the Greater Rochester, NY area and surrounding regions 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 system’s previous website focused primarily on Rochester General Hospital, a 528-bed tertiary care facility, which serves as the hub, or flagship of the system.
"One of our primary goals was to build a site that reflected not only Rochester General Hospital, but the comprehensive services offered by the entire Rochester General Health System including Newark-Wayne Community Hospital, the Rochester General Medical Groups and our senior services,” said Tim Feldman, VP of Marketing and Public Relations at Rochester General Health System. “MedTouch also helped us successfully profile our areas of excellence, helping to create a scalable site that suited our needs and made our stakeholders happy," For ease of use, all of the health centers are included in the primary navigation; distinct logos serve as markers indicating which RGHS affiliate the user is currently browsing. An engaging slideshow on the homepage features RGHS’s various centers of excellence, including the Rochester Heart Institute, Lipson Cancer Center, Surgical Services, Orthopaedics & Rehabilitation, Women & Children, and Clinical Research. Prospective patients are now taken to a dedicated page where they can read more about each of these centers.
Among the improvements MedTouch made in the RGHS redesign were a few key web 2.0 additions—an extensive health library populated with searchable content, an interactive symptom checker, the capability to ask a nurse or medical librarian questions online, and a news module which automatically sends new content straight to the home page and to side columns on selected pages throughout the site. Patient stories, doctor profiles and quality metrics have also been more prominently placed to improve engagement on the website and demonstrate the high quality patient experience at RGHS. Tellingly, visitors now spend on average 36% more time on the site and look at 22% more pages per visit. Bounce rates are also down by 21%, fulfilling measurable return on the hospital’s marketing goals.
"The restructure and redesign process also included a usability study that helped us improve ways for our website users to more easily find the services they are looking for such as events, doctors, directions and ways to give and volunteer, “ said Christina Brinch Clark, Director of Interactive at MedTouch. “Together with Rochester General, we identified key conversion points and made them more accessible. "
A full list of 2010 winners can be found on the Interactive Media Awards website.
About MedTouch
Whether patient-focused web sites, employee-focused Intranets, or online recruitment efforts, MedTouch combines strategy, design, technology, interactive marketing and innovation through its software and professional services practice. Clients include nationally-ranked academic medical centers, community hospitals, rehabilitation facilities, health plans, and health care-related not-for-profits.
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