Our client, a regional hospital system, is consistently ranked as one of the best hospitals in Texas by U.S. News & World Report and employs over 800 physicians in San Antonio.
Their existing website required their team to manually edit information for over 800 physicians and dozens of satellite facilities. For just the doctors alone, each individual’s biographical page needed to be mapped to their medical school, qualifications, specialties, areas of expertise, contact information, publications, associated locations, and service lines, such as pulmonary medicine, emergency medicine, audiology, and more. This already existed in Yext, a business information syndication platform, but there was no existing functionality that connected Yext data to display on the website and update as needed.
They also wanted to integrate other third-party data sources that contained supplemental information and automate the pull of that data to display it automatically on the public-facing website. Front-end integration also needed to be done to display whether or not a physician was currently accepting new patients and to display any patient reviews of the physician.
After interviewing a few development firms, they chose Engagency as their Sitecore development partner. “[We] were impressed by the quality of work. Engagency is extremely collaborative, and always makes an effort to go above and beyond,” said their Digital Marketing Manager.
In the architecture planning process, Engagency outlined a Sitecore solution that would empower the final build to meet each of their goals:
Automatically synchronize a central database with website content and update it daily, increasing productivity for the internal team.
Build features and enhance functionality for end users, delivering information faster and in a more personalized way.
The Engagency team started by integrating multiple API feeds to import the data details for each of the facilities, clinics, and doctors from the database to their website, which is now automatically updated on a daily basis. The integration work was extremely involved. For example, each data field was normalized to remove any inconsistencies in data entry, such as mapping variations (like “Pulmonary/Oncology” and “Pulmonary & Oncology”) to the same, standardized field—easing navigation for both patient visitors and simplifying data management for their Content Editors.
To prevent the information from overwhelming the user, Engagency also organized the extensive provider details into digestible tabs that presented content based on category, such as specialties, biographical videos, and patient reviews. If a doctor does not have this content associated with them, the tab remains hidden until they do, simplifying navigation for the user and providing an optimal user experience.
Seamlessly meshing the front-end site with the database significantly reduces manual, error-prone data entry work for their marketing team, while also mitigating patient frustration. All information displayed on the website is updated on a daily basis, ensuring users are never exposed to outdated information.
Engagency implemented additional user features to improve the patient experience and increase patient retention. These included enabling forms so users can submit information for hospital use, such as event registrations, appointment scheduling requests, and contact inquiries. The new design also allows the client’s marketing team to display banners on the website for public health alerts when appropriate.
Because the database is now automatically synchronized with the public-facing provider directory, patients can easily locate a facility or provider. Further, doctors, blog articles, and events are all mapped to content “hubs,” allowing patients to find all the information they might need on a particular subject, like asthma treatment.
Engagency greatly enhanced the overall functionality of the client’s site, benefiting patients and visitors, while also streamlining workload for the internal team. It uses an updated code base that can support the legacy code, but is primed for an update to future versions of Sitecore, all while maintaining ADA compliance.
Patients are connected to providers in a convenient, accessible way. Users can find a provider or facility with a specific specialty, or in a specific area of town with a simple drop-down menu search or on a Google Map. They can review provider bio pages by clicking on tabbed information, or quickly access related news, events, and providers via content hubs. They can read public health alerts and request an appointment.
As easy as the new site is for patients, it’s just as easy for the client’s internal team. Once users complete a form on the website, their information is automatically submitted to a CRM—allowing hospital representatives to reach out to them directly. Users can also register for hospital-sponsored events directly from the site.
Most importantly, all database content is updated daily on the site without a Content Editor having to make edits manually. “The site now has modules that will save us lots of time and be consistent across our different sites,” said their Digital Marketing Manager.
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