In a new article on Swaay.Health, Jeff Stewart, FACHE is the Vice President of Strategic Marketing at CHRISTUS Health, talks about the process of creating a single brand with a single, seamless digital front door.
It started when the team at CHRISTUS realized that their 600 service lines were virtually invisible to Google. According to Stewart, "Only when the word “CHRISTUS” was added would our services populate in search results. CHRISTUS Health has a legacy in Texas dating back to 1869 and sometimes is the only local provider of specialty services—how could we not be visible in search engines?"
This was the start of their road to improving the overall digital experience across the web and mobile. "Our vision was to create a superior and simple “digital front door” experience with convenient, easy-to-navigate, and reliable access to care online. That meant fundamentally changing how the health system presents itself digitally, designing user access points with the consumer in mind. It also required us to focus on the overall experience of accessing information digitally," explained Stewart.
CHRISTUS is a large integrated health system that operates in four countries. In the U.S., they have hospitals in several states across the southwest. To create one seamless digital experience meant thinking about how consumers search for services, updating their physician database, redoing their website, and pulling all their patient-facing technology into a single branded mobile app.
Stewart shared that, "For too long, we had put responsibility on the consumer to navigate our system, even digitally. Now, we sought to create a unified digital experience for the health system with our MyCHRISTUS mobile app centerpiece. We also needed to integrate the right data to provide the level of functionality our consumers and clinicians deserved."
A lot of work has gone into this process and everything they did is detailed in this new article on Swaay.Health, Creating a Cohesive Digital Brand: Lessons from CHRISTUS Health.