Client Profiles: Georgetown University Hospital

With 609 beds and more than 1,100 physicians, Georgetown University Hospital is one of the largest healthcare delivery networks in the Washington, D.C.-Virginia-Maryland area. A member of MedStar Health, the hospital is consistently ranked among the best in the nation by U.S. News & World Report magazine.

Challenge
When it came to CentreTEK in 2003, Georgetown had short-term goals to improve design, navigation and usability of its site, particularly in its online Centers of Excellence. In addition, longer-term goals included a stronger focus on search marketing, as well as tapping into newer technologies that would enhance user experience.

Engagement

• Site Redesign
• Content Management System (CMS) evaluation
• Custom modules build-out
• SEO/SEM
• Interactive build-outs, including:
  • Streaming video
  • Data-driven media center
  • Podcasting
  • Online lecture series
• Email newsletter and email campaigns
  • Design
  • Deployment
  • Measurement
• Physician Referral Directory build-out

Results
Working with Georgetown’s existing CMS, CentreTEK was able to build several customized modules that improved overall navigation, and allowed for the integration of more sophisticated technology. A redesign continued the upgrade of Georgetown's site, making access and usability easier, while also keeping the brand identity of its parent company, MedStar Health.

An SEO program increased search results from the hundreds to hundred-thousands, and pay-per-click marketing campaigns attracted additional visitors and referrals to target service areas.

The build-out of a dynamic, data-driven media center has helped to drive additional traffic to key landing pages, and user hits have remained consistent and high for its online Centers of Excellence.

An ongoing opt-in email newsletter ties in with Georgetown's offline publication, MyGeorgtownMD, and extends its reach beyond its primary service area. Similarly, CentreTEK has deployed, managed and measured several email campaigns that have spiked interest in and referrals to specific programs or service lines.