1. Information Services ProcessTechnology People Online Brand Management in a Health Organization

2. ProcessTechnology People Discussion Points  About Baystate Health  A Brief History of our eHealth Initiative  Brand Objectives in our eHealth Initiative  Brand Positioning  Challenges  Examples  Success Measurements  About Baystate Health  A Brief History of our eHealth Initiative  Brand Objectives in our eHealth Initiative  Brand Positioning  Challenges  Examples  Success Measurements

3. ProcessTechnology People About Baystate Health  One of New England’s Largest Health Care Systems based in Springfield, Massachusetts employing over 10,000  Three Member Hospitals & VNA:  Baystate Medical Center  Franklin Medical Center  Mary Lane Hospital  Baystate Visiting Nurse Association & Hospice  Other Facilities/Services  Baystate Medical Center Children's Hospital  BHS Ambulance  Baystate Reference Laboratories  Baystate Radiology & Imaging  Baystate Home Infusion & Respiratory Services  Baystate Rehabilitation Care  Practices  Diverse array of primary and specialty physician practices and health centers serving communities throughout Western and Central Massachusetts  One of New England’s Largest Health Care Systems based in Springfield, Massachusetts employing over 10,000  Three Member Hospitals & VNA:  Baystate Medical Center  Franklin Medical Center  Mary Lane Hospital  Baystate Visiting Nurse Association & Hospice  Other Facilities/Services  Baystate Medical Center Children's Hospital  BHS Ambulance  Baystate Reference Laboratories  Baystate Radiology & Imaging  Baystate Home Infusion & Respiratory Services  Baystate Rehabilitation Care  Practices  Diverse array of primary and specialty physician practices and health centers serving communities throughout Western and Central Massachusetts

4. ProcessTechnology People A Brief History… Background of BHS eHealth Initiative  Four Years ago the Steering Committee invested over 24 months of analyzing internal goals and external needs. The team took their findings and recommended creating four distinct web experiences:  Consumer,  Patient,  Physician and  eWorkplace (employee)  This approach built on a user-centric principle, developing specific portals for each target end-user group.  The main benefit of this method is to address and meet the needs of distinct users, rather than assume one site works for everyone  Four Years ago the Steering Committee invested over 24 months of analyzing internal goals and external needs. The team took their findings and recommended creating four distinct web experiences:  Consumer,  Patient,  Physician and  eWorkplace (employee)  This approach built on a user-centric principle, developing specific portals for each target end-user group.  The main benefit of this method is to address and meet the needs of distinct users, rather than assume one site works for everyone

5. ProcessTechnology People Brand Objectives in our eHealth Initiative  Consistent branding with independent sites (Physician Offices, 3 rd party offerings such as Growing Family and CarePages)  Single branding experience for consumers, physicians, partners, clinicians and employees  Local organization – more concerned with getting our brand out there and known  Engage Community

6. ProcessTechnology People Brand Positioning eBrand Values The Baystate Health System Brand stands for: The destination for comprehensive, quality health care Your partner in the community and a trusted community resource The leader in quality, compassion, and commitment to health service delivery The place to work The eBrand Is eBrand Editorial Voice Authoritative Educational Promotional as appropriate Understandable/appropriate for audience Grammatically correct Organized by user focus The eBrand is NOT Cluttered Outdated Irrelevant Inconvenient TrustedReliable ExpertProfessional AccessibleQuality RelevantFresh TimelyIndispensable

7. ProcessTechnology People Brand Positioning (Cont) eBrand Aesthetic Approach The regional healthcare authority The educator on health topics The resource for services The connector to other experts eBrand aesthetic approach achieved by Clean graphics Brief, appropriate content Managed links Thorough search Simple site maps Usable help resources Appropriate technology

8. ProcessTechnology People Challenges  Buy in from Physician Practices  Buy in from all departments  Analysis Paralysis  Buy in from Physician Practices  Buy in from all departments  Analysis Paralysis

9. ProcessTechnology People Branding Examples BaystateHealth.com

10. ProcessTechnology People Branding Examples Academic Affairs

11. ProcessTechnology People Branding Examples Health Sciences Library

12. ProcessTechnology People Branding Examples Brightwood Health Center

13. ProcessTechnology People Success Measurements  Increased site visits by over 75%  Increased search engine referrals by over 70%  Focus groups reported brand recognition of over 85%  Increased site visits by over 75%  Increased search engine referrals by over 70%  Focus groups reported brand recognition of over 85%

14. ProcessTechnology People Q & A Thanks for your time! Any Questions? Thanks for your time! Any Questions?