Beaumont Health - A Strategic Journey

October 27, 2016 by Ryan Grieb, VP, Digital Operations

Beaumont Health is Michigan’s largest health care system (based on inpatient admissions and net patient revenue) formed in 2014 to provide patients with compassionate, extraordinary care, no matter where they live in Southeast Michigan.

With eight hospitals, 168 health centers, nearly 5,000 physicians and 35,000 employees, Beaumont Health contributes to the health and well-being of residents throughout Southeast Michigan and beyond.


In March 2014, the Beaumont Health System, along with Botsford Health Care and Oakwood Healthcare, signed a letter of intent to merge their operations and Beaumont Health was officially launched on September 2, 2014. In an effort to share their new cohesive brand with the digital landscape, Beaumont selected Centretek to conduct an extensive web strategy that outlined a multi-year, omni-channel roadmap. Included in this strategy was a recommendation to design, build, and implement an enterprise level website & associated digital assets to support the new Beaumont Health identity in the digital space. 


The Challenge

Combining three distinct brands, unifying thousands of digital users, and developing a single voice and tone for a health system requires new thinking. But even outside-the-box thinking still needs to be built on a solid, data-proven foundation so stakeholders can feel confident in the fresh direction. Centretek was tasked with evaluating the digital landscape and creating a roadmap that would convey the message that Beaumont is now, more than just bigger—it’s BETTER!

The Idea


In order to convey this shift, the move from volume-based care toward value-based care was considered at each level of the site architecture and content strategy. Particular focus was placed on health and wellness content marketing, improving access to systems like e-visits & online scheduling, and embracing transparency. Additionally a user-centered approach was utilized to provide clear paths that educate prospective & current patients about health information and treatment options, enable them to evaluate the physicians at Beaumont Health, and give them the confidence to make an informed decision about choosing Beaumont Health as a long term partner. The site fosters an environment of curiosity and knowledge. Content is strategically presented to give users high-level information, while easily allowing them to drill down to details they want backed by real Beaumont support they may need. By simplifying the process at a pace that is confortable for the user and organizing information in an understandable fashion, Beaumont can achieve the trusted partner relationship with their audience, both in-office and on the web.

The Result


The end result is a user-focused digital experience & long-term scalable strategy designed to promote the Beaumont differentiators, provide clear paths to conversion, and enable patients to better manage their health. And the story does not end there. Beaumont is dedicated to evolving their offerings constantly. Assessing and reassessing patterns, user behaviors, and feedback is a part of this on-going strategy. Both Centretek and Beaumont embrace the ever-changing digital world and strive to deliver excellence throughout the site. As the healthcare industry becomes more in tune with breakthrough technology and the practices of today are out powered by the innovations of tomorrow, the strategy is revisited, updated, and implemented on an ongoing basis. These proactive enhancements allow Beaumont to be at the forefront of healthcare and digital advancement.

Through “self service” type technologies, empowering health & wellness content, and enhanced access to physician information, ratings, and interactions, Beaumont connects healthcare to digital, seamlessly.

The website was recognized as a finalist for the Sitefinity Website of the Year Awards (one of three finalists in the Healthcare category).

http://www.beaumont.org/ 

Beaumont Health Website