1. OPG Site Patterning
As we continue to innovate within the digital space, we’re thinking critically about how we position our OhioHealth employed physicians and their practices. In order to move the conversation forward, we’ve completed some high-level competitive patterning on how other systems treat their employed groups.
Competitive Assessment
We reviewed 9 healthcare systems’ web properties to understand how they treat employed physicians and practices. See appendix for more details.
Physician Profiles/Find A Doctor:
Most healthcare systems created differentiation within physician profiles (i.e. badges and icons)
Filter options allowed for consumers to select an employed provider through a Find a Doctor tool
Icons with scroll-over capabilities clearly differentiated employed physicians vs independent physicians with a short explanation of what an employed physician is
Practice Pages:
All but one healthcare system had practice sites integrated into their main domain (i.e. ohiohealth.com)
Most healthcare systems utilized “location pages” as a platform to bring to life their practice pages (Content included lists of services, locations, and physicians)
Recommended Approach & Strategy
Define what it means to be an employed physician to consumers in a friendly way
Define what it means to be an independent physician to consumers in a friendly way
Brand our employed physicians with a visual identity on their profiles
Brand our independent physicians with a visual identity different from employed physicians on their profiles
Discuss agreeing upon one identifiable name for all OhioHealth employed physician groups to market to consumers in our digital space (AMA, MAP, etc.)
Determine what terms are used to differentiate physicians i.e. “partner” “member” “affiliated” or “network”
Create pages where employed practice locations can be represented within OhioHealth.com
Dependencies & Assumptions
This project assumes that because of operational/technical limitations only our employed physicians will have features such as online scheduling, ratings & reviews, and fuller profiles in the future
This project is dependent upon OhioHealth leadership agreeing and approving the movement to brand our employed physicians
This project assumes we are compliant OhioHealth legal policies
This project is dependent upon approved creative assets and data to distinguish physicians within our digital space
This project assumes that by branding our OhioHealth employed physicians there will no detriment to our independent physicians , but rather it will create positive branding for independent physicians that support OhioHealth goals
Risks & Opportunities
We’ll need to fully understand any/all legal risks associated with employing this strategy
We have an opportunity to drive more organic traffic to ‘practice pages’ if they are a part of our single domain: OhioHealth.com
There’s a potential risk that our current employed physician groups will not be willing to negotiate being identified as one branded group
We have an opportunity to increase consumers’ ability to find employed physicians and increase the number of referrals within our network
There’s a risk that preexisting users of current employed practice sites will find it difficult to navigate to the new location pages within OhioHealth.com
We have an opportunity to connect consumers to OhioHealth’s employed physicians and practices that display our shared mission, core values, and commitment to all patients

2. WIREFRAMES
This physician is a member of one or more of OhioHealth’s medical staffs and additionally is an employee of a large medical group practice of OhioHealth. Employees of medical group practices of OhioHealth work together to achieve excellence in clinical quality, patient safety, and service quality.
Independent Physician
Independent Physician
This physician is a member of one or more of OhioHealth’s medical staff. This physician has met the educational training and quality standards necessary to remain a member in good standing at one or more of OhioHealth’s medical staffs.
* The visual identities used (OhioHealth logo and “Independent Physician”) for each type of physician are only placeholders. The visual identities are still to be determined.
*The language used to describe the physicians is not consumer friendly enough to be published;however, it is accurate and will need further strategic thought on how to make it more consumer friendly.
*The gray boxes represent the language that will appear when the consumer scrolls over the information graphic.

3. Clickable
Leads to employed physician group landing pages