The Children’s Hospital of the King’s Daughters
Building a powerful marketing tool on an Ektron-based, responsive digital platform.
The Children’s Hospital of the King’s Daughters (CHKD) is a pediatric hospital located in Norfolk, VA. In addition to offering high-quality pediatric care to families in Virginia and elsewhere, CHKD is also world-renowned for developing the Nuss Procedure, which is now considered the gold standard for the reconstruction of a child’s chest wall.
The hospital has an extensive network of pediatric practitioners who are members of the CHKD Health System and refer patients into the hospital. However, CHKD, like many healthcare systems, faces competition from a number of hospitals in the region that do not specialize in pediatric care.
The marketing team was charged with examining how to help CHKD stand out in the marketplace as the place for parents to choose pediatric care.
The first step in that process was to look at their digital strategy. The website had not been updated for many years, was built in HTML, and was not responsive. They wanted to create a web experience that would engage busy, working parents who were on-the-go and needed access anytime, anyplace and typically via a smartphone.
The CHKD stakeholders recognized that the existing site was not reflective of the quality of care they offered. They also recognized that:
- The site was mostly static with limited functionality
- Poor architecture and usability made it very difficult for users to find the information they needed
- Search functionality on the site was non-existent
- Content on the site was primarily licensed from a third party and did very little to advance SEO
- The website needed to be responsive
CHKD engaged NorthPoint Digital to develop an overall digital strategy that aligned with CHKD’s strategic goals and met the needs of their various constituents utilizing proven best practices in digital marketing for healthcare.
Once the strategy was complete, we were engaged to do a site redesign, CMS selection and implementation of the site. Our goals were to:
- Position CHKD as the premier provider of pediatric care in the region and state
- Deliver an online experience that reflects and enhances CHKD’s brand and improves the user experience
- Provide a platform for digital communications and business transactions that meet the expectations and needs of parents, referring physicians, donors, visitors and others
- Design a website that was completely responsive across three breakpoints: desktop, tablet and mobile.
NorthPoint Digital met with CHKD stakeholders and conducted an extensive discovery process that involved interviewing key stakeholders, parents, hospital staff, physicians and referring physicians to get input as to the priorities of the organization, conduct a competitive audit of other pediatric hospitals, and to develop personas to keep the team focused on the key audience.
Next, the team created an Information Architecture and developed a Content Strategy that would allow users to easily flow through the site as well as serve as a roadmap for development.
Once the Content Strategy was in place, NorthPoint Digital designed and developed a fully-responsive site using Ektron’s content management system. The content management system gave CHKD a new level of control over their website. Each piece of content was indexed into the Solr search engine, which was used to build a “Help me find” field to allow users to search for and find the information they needed.
The new responsive site put CHKD on the cutting edge of technologies in the pediatric healthcare space and resulted in a significant increase in time spent on the site for desktop, tablet and mobile devices. This has resulted in increased numbers of patients at both the hospital and the pediatric practices that fall under the CHKD umbrella.
Pediatric practices with hospital privileges at CHKD have been so impressed with the new site that they are now turning to the marketing team to ask how they can help them improve their web presence.
The new site has become a powerful marketing tool for the hospital as demonstrated by the success they recently had with their radiothon. The marketing team was able to easily create an online campaign that aligned social media and PR and resulted in a 20% increase in contributions from last year’s event. The event was so successful that The Children’s Miracle Network contacted them to use it as a blueprint for all children’s hospitals radiothons.
Another important metric was the launch of CHKD’s first Urgent Care Center, the region’s only urgent care for infants, children and teens. Again, a coordinated PR and digital marketing effort resulted in 10 patients arriving in the first 30 minutes of operation far exceeding expectations and clearly meeting a need of the community.