Baton Rouge General Medical Center, one of Louisiana’s leading hospital systems, operated a website that was outdated and cumbersome (more than 1,300 pages) and provided little, if any, logical user experience. The site provided no viable method of capturing visitor data and the client had challenges fully embracing the utilization of social media. FUSESENSE set out to simplify the web user’s interactive experience and refresh the brand with an integrated approach to Baton Rouge General's overall marketing efforts.
FUSESENSE conducted an in-depth discovery and online audit of brand inconsistencies. By working directly with our partners at Facebook identified and disabled unverified social media accounts. We determined the best method was to align the Baton Rouge General's overall brand goals with the new digital emphasis.
An action plan for social media strategy and content was formed and followed by a series of training and planning sessions with the medical center’s leadership. A social media policy was implemented to ensure proper planning and attention was given to any potential medical and privacy issues.
"It's a Piece of Cake"
Our team created an integrated campaign called “It’s a Piece of Cake” that included an accompanying interactive micro-site featuring visitor data capture functionality.
Like the name implies, keeping up with recommended future health screenings on a timely and ongoing basis was as simple as providing your name, birthday and gender. A custom-programmed notification feature generated auto email reminders based on an individual's age and key health indicators.
Customized Email App
Custom email collection applications and automated responses filtered by categorical triggers were programmed into the site to allow for easy management by the client. Custom data sorting features were also included.
Pieced through campuses
The “It’s a Piece of Cake” message was delivered through heavy digital and social media, on-premise messaging and signage at both campuses and all physician's offices. A print and radio push further enhanced message delivery.
General Brand Discovery
FUSESENSE built the Baton Rouge General’s new, main website with completely custom architecture and development from the ground up. The result was a site with content, security and functionality on par with national healthcare providers. View site!
The content layout strategy was executed with a tabbing system created to not overload the depth of pages.
Custom Physician Search
A custom physician search and query was developed to interface with system-wide databases.
Clean and Simple
The clean design and imagery of the site was integrated into the overall brand look and feel.
First in Line with ER Wait Times
While publicizing current emergency room wait times is now common in the industry, the custom programing developed by FUSE made this client one of the first to offer this real-time feature on its website.
It's an Emergency!
When a hurricane or other disaster strikes, access to information is critical. An emergency messaging system was added to allow communication during major catastrophes.
The “It's aPiece of Cake” micro-site earned a Gold Aster award in the national Excellence in Healthcare Marketing competition.
Baton Rouge General’s main website captured a Gold Addy in one of the largest advertising competitions in the state.