Innovating to Deliver for Better Care
Our client, a premier healthcare system, was struggling with the quality and user experience of its physician search portal function that patients and prospective patients use to find a provider. They knew their current experience was not meeting evolving patient expectations, but they were challenged by the vast number of physician profiles within the various databases that demanded constant manual updating and cleanup. They sought our partnership to transform the experience by redesigning and building a custom doctor search portal solution in Adobe Experience Manager (AEM).
- Experience Design & Planning
- Product Development & Management
- Product Design, Strategy & Innovation
- Content Management & Experience Platforms
- Digital Experience Optimization
- Data Integration
Business Issue
Over the past several years, the healthcare system’s digital experience has rapidly evolved to connect people to the care and services they need, where and when they need them. As part of this evolution, they sought to reshape and streamline the physician search portal experience by building a custom physician search engine integration in Adobe Experience Manager (AEM). The integration would enable the creation and management of comprehensive and up-to-date physician profiles that more accurately match the key search terms being utilized by search engine users, thus, improving the patient experience and increasing bookings.
Prior to partnering with Bounteous in this initiative, the healthcare system was inefficiently storing data, rendering modernizing physician profiles fragmented and challenging. The healthcare system was also challenged by the manual efforts required to manage provider information in its CMS. These complications led to incorrect search results and delayed profile updates, ultimately resulting in friction for website users searching for a provider.
Solution
In the age of hyper-personalization, today’s patients are not settling for generic, one-size-fits-all experiences. Adobe Experience Cloud solutions have enabled the healthcare system to fine-tune the digital experiences they provide to patients, ensuring they are not only meeting but exceeding the modern patient’s expectations.
For the physician search engine project, we leveraged AEM to revolutionize the way the healthcare system presents physician information, through a new Physician Bio initiative. This was a large optimization effort that leveraged several aspects of AEM and third-party integrations, such as Phynd, Epic, and PressGaney. With the use of Content Fragments, URL Selectors, and new templates, we were able to dynamically deliver rich and unique provider-specific content, all within one template. The enhancement of physician profile pages also helped to create cacheable content with rich search data. The result — decreased maintenance required for provider profile pages and the ability to seamlessly leverage Phynd/Symplr account user data management. These improvements all work in tandem to provide more robust, comprehensive physician overviews and tailored search results to website users.
Outcomes
The ability to successfully find a suitable physician is an essential common entry point that health organizations must prioritize to meet the evolving needs of their patients and improve healthcare experiences. A clunky physician-finder web experience can deter prospective patients seeking to schedule appointments and impact user satisfaction, ultimately leading to increased website abandonment rates.
The newly launched physician search portal experience not only addresses these pain points but offers an intuitive engagement for patients and prospective patients alike. Finding a care provider, which has traditionally been a tedious process requiring hours of sifting and sleuthing to determine if all requirements are met (ie. insurance, location, specialties), is made simple by the physician search portal product’s intelligent integrations and user-friendly interface. We also built the online appointment scheduling capability, so users can book an appointment easily upon finding their preferred provider.
Our unique approach to using Adobe solutions for the physician search portal product has positively impacted business in many ways. For instance, using search APIs, we integrated the physician search portal search engine with Yext in a manner that enabled content components to still be authorable by the healthcare system through AEM. This eliminates the need for the healthcare system to work with Yext each time they want to edit some of their integrated content, facilitating easier updating and increased oversight of website content. Additionally, we improved tracking measures using Adobe Analytics so that the healthcare system could have increased oversight of how patients are using their website.
- Facilitated easier updates and increased oversight of website content
- Improved website tracking abilities with Adobe Analytics
- Built online scheduling capability
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