Creating a responsive, user-friendly website was a critical first step.
But Bryan Health in Lincoln, NE knew if they wanted to meet their patients in the middle, the Bryan Health website needed to more efficiently connect (and convert) their patients’ online experiences with the doctors and providers they needed.
First Step: A New Web Presence
Like many evolving healthcare systems, Bryan Health focused their first effort on creating a user-first responsive website that met the expectations of their growing mobile audience.
They also wanted to provide a more intuitive, branded experience between their health system, Bryan College of Health Sciences, and Bryan LifePointe, their fitness center and spa.
Deb Boehle, marketing and media relations manager, and Jenny Sundberg, senior marketing specialist, accomplished all of their high-level redesign goals and launched the redesigned BryanHealth.org in 2015.
Next Priority: Interactive Provider Profiles
After Bryan Health started working with NRC Health for provider ratings, their marketing team knew it was time to share that transparency on their website.
Their 2015 design launched an improved provider profile, including provider videos and an option to request an appointment. Because VitalSite Provider Directory already includes many fields for information most vital to prospective patients, Bryan Health just needed a strategy and method for putting all the pieces together. In 2016, the Bryan Health team integrated provider ratings and reviews to the profiles, too, all which are easily visible from the find-a-provider results page.
One-Stop Shop from Results
And VitalSite’s Provider Directory offered room for additional, high-priority information, including logo designations for employed physicians in Bryan Physician Network, Bryan Heart, Crete Area Medical Center, and Merrick Medical Center.
Users can even see who’s accepting new patients and options to meet the doctor through introductory videos before scheduling an appointment.
Bryan Health also used a tabbed approach to their Provider Directory results page, letting users toggle between Bryan Physician Group providers and Bryan Health Connect providers. Or, users can view all.
Even the landing page for the Find a Doctor page uses lightbox videos to introduce the physicians in cute videos where they’re introduced by children.
Visually Engaging Profiles
While the physician and provider profiles may vary, many Bryan Health doctors are showcasing engaging content that’s interesting to a discerning health consumer.
Articles they’ve written or appeared in, approach and philosophy of care, and educational background is readily available on most profiles, along with written reviews and star ratings from other patients, connected from NRC Health to the VitalSite CMS.
Result: Increased Connection & Conversions with Patients
Since launching their enhanced provider profiles, Bryan Health has seen increased conversions with appointment requests, now available on applicable provider profiles. Users are also spending more time per profile-approximately 30 additional seconds on average.
Organic traffic, too, increased by nearly 40 percent. With the addition of Schema.org, Bryan Health has been able to better define what their pages are about, helping search engines to more easily connect patients and visitors to their content.
Like many directories on healthcare websites, the provider directory is integral to Bryan Health’s target audience. But by giving users what they need and providing access to take the next step, Bryan Health isn’t just highlighting their growing staff of providers, but bringing new faces through the door.