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GIA 2006 Excellence Winner
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Seated, left to right: Ramon
Rivera, Michael Smith
Standing, left to right: Helen
Zhou, Nicole Lehman Muther
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Electronic Communications - Web Sites
University of Pennsylvania Health System
"Consumer Web Site Upgrade and Redesign"
The Marketing Department of the University of Pennsylvania
Health System (UPHS) has managed a Web site for consumers,
patients, and referring physicians since the mid-nineties. This Web
site, pennhealth.com, has grown to over 12,000 pages. In August
2004, UPHS launched a major new image campaign, introducing
a new look and message for the consumer audience. The Web
Team recognized that pennhealth.com needed to reflect this new
public image.
Goals
- Upgrade to current Web standards.
- Create an overview page for each specialty group representing
the service as delivered across the health system.
- Develop related links column on every page, e.g. a page about
diabetes services includes related links to profiles of diabetes
physicians, visitor information, articles in the Encyclopedia, etc.
Results
- One-on-one usability research performed in-house proved the
redesign sections have tested better with users finding more of
UPHS’s offerings.
- Overall, pennhealth.com has had a 100% increase in page views to
2.2 million per month, and a 33% increase in visits to 500,000
per month.
- Average visit length increased from 10 minutes to 11.5 minutes.
- Appointments requested online nearly doubled from 420 per
month at the beginning of the redesign process to 820 for the
month of August 2006.
Read the full narrative (Word document)
Contact: Nicole Lehman Muther, nicole.lehman@uphs.upenn.edu
Back to GIA 2006 Awards for Excellence Winners
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