In January of 2013, Chris Boyer accepted a massive challenge; join the North Shore LIJ Health System to create a unified digital presence. The challenge? There were at least 80 websites, known and unknown, that related to the health system and affiliated entities. In our conversation, Chris and I walked through some of the challenges he and his team faced in creating a unified presence for his healthcare system.
Check the time stamp below to follow the conversation follow along the conversation.
[00:45] 80 websites!
[01:18] First Steps: January 2013
[02:29] Digital presence was fragmented
[02:49] Website as the hub
[04:04] Branding = Logo
[05:28] New website is beautiful
[06:33] Web traffic
[07:55] Lessons from North Shore LIJ could be applied anywhere
[08:15] “Our website is not an org chart”
[09:57] Who is the website for?
[10:01] Gap analysis – Project Management – Content Creation
[10:50] Redundant content
[12:30] Rogue websites
[16:45] Emergency Department wait times
[18:13] 11 Top Tasks that people want to accomplish on your website
20:20 Web Usability Neo Insight. Personas help from Cooper.com
[21:27] How can you create enough content?
[25:38] Word count and SEO are not the goal
[27:42] SEO and targeting medical keywords
[29:05] Web traffic affected?
[31:42] Who is on the team
[33:15] Marketing Automation
[33:50] Web redesign tips
[35:20] Don’t try to eat the whole elephant at one time
[36:54] Social Media Tip: AJ Montpetit – Video needs good audio
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