HealthPartners
East metro/west WI portal plan
October 2014
Web portal vanity site strategy
– Strategy
• Create web portal microsite for care delivery in east metro/western WI
(Amery, Hudson, Lakeview/SMG, Westfields)
• Shared url, online content strategy, brand awareness, expand market reach
– Goals
• Shared online content; single CMS for streamline approach – news, blogs,
classes, events, shared service lines, ad campaigns
• Cost savings through limited external development; internal talent to
manage, html build out, write, maintain
– Budget
• External initial setup/architecture/mobile responsive design - $18,000
• Cost per entity - $4,500
– Timeline
• Phase I – Shared portal vanity site - Q4 design/content development/build;
Q1 2015 rollout
• Phase II – Full integrated website RFP process Q2 2015 budget; Q1 2016
build
Prototype
Discussion:
How to integrate
links to HP, PN,
Regions
Project plan
Task
Valley web vanity portal kickoff
Valley writers/sm online content summit
Web vanity portal initial brainstorming, design
discussion, high level strategy
Executive Strategy Brief, budget review,
prototype review, slides for leadership
Final signoff
Naming brainstorming
Web vanity portal content writing
Responsible
Valley marketing team
Valley writers/sm/web team
Valley web team
Timeline
July
July/August
August/September
Melissa/Pat
September
Valley writers/sm/web team
Valley web team
October 2
October
October/November
Web vanity portal – secure CareTech contract
Care Tech/Valley web team
October
Web vanity portal mapping architecture
CareTech/Valley web team
October/November
Web vanity portal design/creative
CareTech/Valley web team
October/November
Web development initial structure
CareTech
October/November
Web html build/development
Valley web team
November/December
Web content review/user testing
Valley writers/sm/web team
November/December
Web technical testing/server /security issues
December/January
Web rollout communications plan
HealthPartners IS&T Security, Web & New media,
CareTech, Valley web team
Valley web team
Web CMS development/training
Valley web team
January
Launch new valley web vanity portal
Valley web team
February
Measurement – Quarterly dashboard report
Valley web team
February 2015
January
HealthPartners
East metro/west WI portal roadmap
Platform
Public web portal
2014
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https://www.hpeast_westwi.com/
(url draft – final tbd)
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Public sites:
hudsonhosptial.org
lakeviewhealth.org
westfieldshospital.org
ameryhospital.org
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2015
Develop strategy, cost,
timeline for combined web
portal/microsite – east
metro/west WI care delivery
Limited functionality
build/testing in Q4:
rollout Q1 2015
Purchase single domain url
Online content sharing, ad
spaces on portal
Online class registration/
payment –multiple platforms;
merge to single platform
Limited SEO
No search
Links to entity websites
IS&T security review
Google analytics for
measurement, review
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Online content sharing –
multiple sites
Web Maintenance contracts –
multiple sites
Individual platforms
Separate CMS systems
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Q2 – Develop strategy, cost,
timeline for fully enhanced web
portal, combined website
Q2 - Vendor RFP process
selection, review, create
wireframe
Usability testing – user groups
Q3 - Content audit all sites
Single CMS system - microsite
Google analytics for
measurement, review
Online content sharing,
campaigns, ad spaces - portal
Capital request – August 2015
Beyond
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Online content sharing –
begin migration of shared
service line content to portal
Web Maintenance (Q1 – Q3)
No web enhancement, builds
on entity sites
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Single website – east metro/west
WI care delivery – user-centric
experience; design/build 2016
Incorporate new brand
Web design, development, full site
search, content development
Single platform e-commerce (retail
- class reg/payment; HP Pharmacy;
gift shops; integrate with Online
Patient Services)
Single CMS system, training
Web testing, security review
Build for maximum SEO
optimization, Google ad words
Single web maintenance contract
Create opportunities to integrate
with regions.com;
healthpartners.com and
parknicollet.com – consistent user
experience across all mediums
Communications plan for rollout
Phase out single websites
Discontinue entity web
maintenance contracts
HealthPartners
East metro/west WI portal roadmap
Platform
Mobile web portal
2014
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Social channels
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(integrated on portal)
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(cont.)
2015
Responsive design web portal
across limited mobile platforms
Some entity websites are
responsive; some are not
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Valley online content sharing
campaigns, promo posts –
multiple sites
Local engagement – multiple
entity channels
Social maintenance – multiple
entity channels
Evaluate single social access
landing page from web portal
Determine social channels to
merge, discontinue in Valley
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Beyond
Single web portal – expanded
mobile responsive design
across all platforms
Explore apps
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Enhanced mobile design
Fully integrate with
myHP.com; HealthPartners;
Regions; and PN sites
Valley online content sharing,
campaigns, promo posts –
using portal launch
Local engagement – single
channels
Determine, develop single
social channel from web portal
(fb, twitter, YouTube,
Pinterest, etc…) for brand
recognition, maximum reach,
integration with web portal,
efficiencies
Social maintenance – single
channels, site admins
Single social CMS system
Evaluation tools
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Utilize consistent policies,
processes and evaluation tool
across enterprise social
channels
Online content sharing across
enterprise
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