Delivering Outstanding Healthcare for South Auckland: creating great patient experience
Doing a branding and website overhaul for a medical centre is a big job – and doing it for three medical centres is a mammoth undertaking. But that’s the challenge that Health Improvement Group (HIG) set itself with its trio of South & East Auckland clinics: Botany Junction, Ormiston Health, and new kid on the block Highbrook Medical. Over the course of just six months and across more than one lockdown, Good CX and HIG delivered three new websites, as well as supporting promotional material and social media campaigns. Set on a bedrock of robust customer journey planning, patient experience has never been easier.
Ormiston Health sets the standard
The first website to be wireframed was for the new Ormiston Medical Health Centre. As a new clinic in the growing South Auckland community, it was imperative that the HIG team working alongside Good CX to develop a community-focused look and feel for the brand. The keyword research started the process to create a content plan that spoke to the people served by the centre, which prides itself on an impressively wide range of services at an affordable price. Getting this low cost message across was important but equally relevant was the quality of the services. A differentiator from standard clinc sites is the depth of service content explaining to patients how each service can help them. The website was supported by local advertising and targeted promotion, and it was all done within a few months.
“Ormiston was a blueprint for the others,” explains Lucy Hall, Group General Manager. “The structure we developed and the detail around the service offering were both important to get right. Liz and her team really helped us be specific about creating the right website content so we’re findable in a plethora of online health-related information.”
A few months later, the multilingual platform sprang to life with a Mandarin translation. Given the clinic opened during Covid, the imagery had to come later. In the short term, stock imagery was set in place, but full photoshoots followed following the lockdown, showing real people using the clinic and offering services.
Third time’s the charm for Botany Junction
Before working with Good CX, The HIG team had overseen two websites for the Botany Junction Medical Centre. But once they learned how hard it was to find the Botany Junction website, and how important it was to have an online presence that made patient pathways more straightforward, HIG asked Good CX to squeeze another website into the production schedule.
“When we started this process we didn’t realise what we were missing out on by not having online assets,” says Lucy. “The initial engagement and discovery piece that we did with Elizabeth and Richard helped us understand what we had to gain. It also quantified the scope of the work we needed to do if we wanted to be competitive.”
Although the basic template is the same as Ormiston’s, each clinic is grounded in a different community and has a unique perspective on healthcare. The highly multicultural team at Botany Junction is an important point of difference for the clinic. All combined, the staff speak around 20 different languages, making them an essential resource for their diverse community – and they were pleased to see the site become more ‘findable’ and user-friendly, says Lucy: “The team were so excited and proud to see the new website come together.”
Highbrook Medical takes a professional approach
Perhaps most exciting, the final brand to build was Highbrook Medical, a newly-built medical centre designed to cater to the Highbrook Business Park. With this clinic, Elizabeth and the Good CX team needed to create a unique new brand that would appeal to both corporate decision-makers and their staff. Taking inspiration from the environment and local culture, as well as emphasising ease of access, Highbrook positioned itself as an ideal choice for anyone working in the area.
“Ultimately, without a sound strategy, it would be difficult to create the umbrella brand strategy Highbrook Medical needed,” says Elizabeth. The beauty of the Highbrook model is that it’s about recognising that people can’t always get away from their work to take care of their health. So, we needed to show that healthcare can be accessible to everyone, even if that means taking mobile healthcare into businesses. Honestly, its a wonderful service and once we centred the brand around a promise of ‘Unconditional Support’ the rest of the content flowed. Rich articles with genuine patient utility help new patients discover services and wellbeing tips. I especially love that the Highbrook team have been so up for facing the brand. Real people, genuine smiles, sharing their expertise.”
Bespoke Customer Journeys: Business vs Consumer in a Covid world
“We had some thinking from 2019 about the Highbrook offering,” says Lucy. “The beauty of working with Liz was that she was able to pick up the work that had been done and bring it into a late-2021 global view. She found the evidence we needed to provide currency and recency, repositioning the brand in a Covid-affected world.”
Together, Health Improvement Group and Good CX planned and created search engine-optimised pages for both patients and companies, supporting the website with flyers and local advertising. Delivering useful, sensible content was key.
“The Highbrook Team truly understood the value of getting their strategy clear upfront. Working to define their value proposition upfront allowed us to then creatively bring to life a body of work that feels unified. Patient experience really does come first for this innovative healthcare team.” says Liz Pinfold Reed.
Another interesting factor for the Highbrook work was the divergent user paths for digital assets. Naturally, a patient-friendly everyday website was needed, but as a partner to the businesses in Highbrook Park, a separate digital avenue was required for Highbrook Business. Companies can codesign health care and bring in mobile health units, so a pathway needs to be set up with a distinctly different feel to cater to business decision-makers.
One approach was to create storytelling video content that showcased a very purposeful offering. Following a day in the life of the Mobile Health team, it was easy to create a story that quickly shows how the services can benefit teams and employees. “Actually showing the healthcare when you need it, where you need it message was key. Nothing does this better than video.” says Liz.
Understanding and measuring engagement
One of the biggest benefits of the new sites is the ability to see how visitors navigate the flow of information – and being able to measure and demonstrate customer engagement.
“We’re now more informed about how to be competitive,” Lucy says. I can now produce data showing our impact—that’s hugely powerful when you need approval for a new project.”
With LookerStudio in place to track their progress and internal marketing teams trained in creating content that supports the value proposition, the aim is to pass the day-to-day production of BAU content over to the team.
“Undoubtedly, Health Improvement Group is making a big impact on bringing healthcare to people who otherwise might not have seen a healthcare professional,” says Richard. “Without a doubt, the approach to wellbeing is second to none.”
