Centretek Launches New Website for Nebraska Medicine

March 23, 2017 by Glen Doss, VP. Strategy & Business Development

Nebraska Medicine chose us to bring their new website to life. We were happy to help.
http://www.nebraskamed.com/

NE Medicine Drupal Website

About Nebraska Medicine

Nebraska Medicine encompasses Nebraska Medical Center, the state’s largest and highest rated hospital, Bellevue Medical Center and UNMC Physicians group. Their overall footprint consists of more than 1,000 physicians, 2 hospitals and 40 specialty and primary care clinics in Omaha and surrounding areas. Nebraska Medicine serves over 900,000 patients annually.

Centretek is a full service digital agency specializing in Web strategy, design and web content management system (WCMS) implementation for healthcare systems. They work with dozens of leading healthcare systems, academic medical centers, and smaller community hospitals.

The Challenge

Nebraska Medicine’s legacy digital footprint consisted of several disparate websites running on a number of different WCMS platforms, including Sitecore, WordPress and custom developed solutions. The existing websites had grown complicated, unwieldy and needed to be optimized for search, mobile users, and made fully accessible.

The existing websites limited Nebraska Medicine’s ability to quickly implement customizations, and easily manage and update content. Onsite search and navigation didn’t fully support the ability to find information in a manner consistent with how consumers think about researching and choosing health care.

Healthcare systems today face increased competition from retail and other emerging convenient-care options, as well as from the overall trend of system consolidation. Additionally, consolidation throughout the industry and healthcare reform has fundamentally changed the way healthcare systems operate. These factors, combined with shifting trends in consumer expectations, made it imperative for Nebraska Medicine to transform its overall digital marketing capabilities and infrastructure.

Additionally, healthcare providers are continuously looking for opportunities to improve overall patient satisfaction and retention, and attract new patients. 

The Solution

A request for proposal (RFP) for WCMS development and implementation was issued to several shortlisted digital agencies. After a competitive selection process that included agencies proposing a variety of WCMS options, Centretek was selected as Nebraska Medicine’s new digital partner. While Centretek works with a number of WCMS products, they specialize in Drupal solutions for healthcare organizations. Given Nebraska Medicine’s specific requirements, and desire to move to a leading enterprise WCMS platform with an extensive track record of success in healthcare, Drupal offered the best fit.

Centretek also made the recommendation to leverage the Acquia Cloud for Nebraska Medicine’s new consolidated Web presence. Acquia’s platform provides a HIPAA and PCI compliant infrastructure, and unmatched performance and support for Drupal websites. Acquia manages the hardware and infrastructure layer 24/7/365, freeing up Centretek and Nebraska Medicine to focus on the actual website and code base. The new website is built on Drupal 8.

Throughout the project Centretek worked closely with Daake – Nebraska Medicine’s longtime branding agency, who provided the creative inspiration and direction for the new website.

The Result

The new Nebraska Medicine website reflects a significant shift to a patient/consumer-centric digital experience that allows visitors to easily find the treatment and care information they are looking for. The website embraces the shift towards healthcare consumerisim and allows visitors to browse and search for content using consumer-friendly condition and treatment keywords – rather than being required to navigate a complicated departmental structure.

Design and functionality highlights:

  • Patient-centric structure and design that allows consumers to search for doctors, locations and services/departments by condition and treatment keywords.
  • Rich search interface with faceted, phonetic and predictive capability (built on Solr Search)
  • Improved SEO and accessibility
  • Mobile-first design and streamlined user experience
  • Rich doctor profiles that heavily incorporate video
  • Content hubs that allow consumers to easily find pertinent information and related resources
  • Integration with an internal provider credentialing system automated data feed
  • Distinct careers microsite
  • For this effort we partnered with Daake, Nebraska Medicine’s long-time branding agency. Daake provided the creative inspiration and direction.

Project Highlights

  • Awarded silver for best overall site: healthcare system at the 2017 eHealthcare Leadership Awards.
  • Built in Drupal 8 on Acquia Cloud.
  • Patient-centric structure and design that allows consumers to search for doctors, locations and services/departments by condition and treatment keywords.
  • Implemented Feature Tiles that provide taxonomy-based contextual aggregation and cross promotion of content from blogs, events, patient stories, videos, etc.
  • Provides a rich doctor directory and search tool.
  • Offers a distinct careers microsite.
  • Solr search integration.
  • For this effort we partnered with Daake (https://daake.com/), Nebraska Medicine’s long-time branding agency. Daake provided the creative inspiration and direction.

Performance Highlights

  • 27% increase in overall site traffic
  • Increased organic search traffic
  • Increased site conversions – appointment calls and request, physician profile views

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