For the vast majority of hospitals, a redesign is triggered by three events:
- An organizational-wide rebrand or rename
- Acquisition or merger with another entity
- Annual funding cycle catches — e.g. “it’s been too long” or “we’ve asked two budgets ago”
However, this funding decision is just the starting place. Your website is the first — and sometimes only — experience most people have with your system. If your “digital front door” hasn’t been updated in a while, this lack of attention shows up in analytics like a reduction of conversion rates or other important metrics.
Accordingly, the goals of a redesign should always be derived from real, measured user experiences.
Here are a few examples of concrete redesign goals:
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A better mobile web experience to drive smartphone engagement
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Increased utilization of physician and appointment-setting functionality
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Increased site-to-phone conversions from current campaigns
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Organic traffic growth, indicating more content is being properly indexed
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Increased time-on-site as a proxy for user engagement
These site goals translate into key performance indicators (KPIs), ultimately becoming strategic guideposts for the project and measurable post-launch objectives. It’s important to have more clarity around KPIs than in a rebrand effort, for example, as a hospital web redesign project touches so many highly visible people inside your organization. And those very smart people have very strong opinions about what your goals might be.
A concrete, clear, measurable set of goals supported by KPIs that can be produced to address any question about project intent will save you a lot of unproductive stakeholder meeting time.
Are you considering a healthcare website redesign?
Contact us to learn how a KPI workshop can help your team quickly find alignment.
And explore other vital questions to consider when redesigning your healthcare site by downloading our guide, 9 Essential Questions to Ask Before You Redesign Your Healthcare Site.
