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This year, more than 2 million visitors to www.brighamandwomens.org enjoyed an easily navigable, up-to-date and informative Web site. The new Brigham and Women’s Hospital Internet site, launched in March 2006 by Marketing and Information Systems, is a valuable resource for BWH staff, referring physicians and patients. Each month, the site averages 1.3 million page views and 175,000 unique visitors. That’s up 40 percent on average from last year.
“The redesign has given us the platform for many new features,” Vicki Amalfitano, vice president of Marketing and Planning, said. “This enables patients, families, referring physicians and the general public to view our Web site as part of the front door to our organization and find our information to better access our services.”
The home page features prominent buttons for patients to “make an appointment” and “find a physician,” as well as promotional boxes to highlight health information, news, research and events, and a news feed that links to current media coverage of BWH.
Pages for clinical services, job searches, directions, Web nursery and the Cardiovascular Center are among the most popular sites.
Pages throughout the BWH Internet site are integrated through a global navigation system, which provides information on BWH’s five clinical centers of excellence, clinical services and research, as well as health information for patients and medical professionals.
“The consistent visual look and feel helps visitors understand they are navigating under the same institutional umbrella,” Paulette Bouchard, Web marketing manager for Marketing and Planning, said.
This easy navigability has become a defining characteristic for the Brigham and Women’s Internet. The site last month received the Silver Award for Best Overall Internet Site in the hospital category from the national eHealthcare Leadership Awards and was named a finalist for best health care site by the Massachusetts Innovation & Technology Exchange.
Marketing and IS continue to refine the site’s multimedia gallery with streaming videos, Webcasts and Podcasts, and the clinical centers of excellence pages and the Health Information section.
By The Numbers