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Island hospitality.


HOW WE REINVIGORATED A HOSPITAL BRAND AND BUILT TRUST IN THE COMMUNITY – INCREASING ONLINE APPOINTMENT REQUESTS 300%.

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Island hospitality.


HOW WE REINVIGORATED A HOSPITAL BRAND AND BUILT TRUST IN THE COMMUNITY – INCREASING ONLINE APPOINTMENT REQUESTS 300%.

 

You’re the only hospital on a small island off the coast of Massachusetts. You have no competitors. Or do you? Nantucket Cottage Hospital was increasingly seeing patients choose off-island care in Boston. How could the hospital stay relevant in a competitive marketplace where consumers have more autonomy and choice than ever? “If we are local, accessible and easy, then can we be seen as professional, respectful and gold standard?”

 
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B2Me Insights.


TO UNDERSTAND WHY NANTUCKET ISLAND RESIDENTS WERE SO QUICK TO GO OFF-ISLAND FOR CARE, WE EVALUATED THEIR CULTURE AND EXPECTATIONS OF THE HOSPITAL AGAINST THE HOSPITAL’S OWN ASPIRATIONS.

B2Me Insights.


TO UNDERSTAND WHY NANTUCKET ISLAND RESIDENTS WERE SO QUICK TO GO OFF-ISLAND FOR CARE, WE EVALUATED THEIR CULTURE AND EXPECTATIONS OF THE HOSPITAL AGAINST THE HOSPITAL’S OWN ASPIRATIONS.

Whether they are full-time residents or summer-time visitors, Nantucket is a place where people go to feel well. During our B2Me research, people told us about the wonderful sense of peace and well-being the island gives them. So we knew it was important to position the hospital not just a place to get "fixed" but a place that connects with the emotional and physical well-being of Islanders.

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Wellness found here.


A BRAND PLATFORM AND 3-YEAR DIGITAL ROADMAP GAVE THE HOSPITAL A FOUNDATION TO KEEP AHEAD OF PATIENT NEEDS IN AN INCREASINGLY MOBILE AND DIGITAL-HEALTH WORLD.

Wellness found here.


A BRAND PLATFORM AND 3-YEAR DIGITAL ROADMAP GAVE THE HOSPITAL A FOUNDATION TO KEEP AHEAD OF PATIENT NEEDS IN AN INCREASINGLY MOBILE AND DIGITAL-HEALTH WORLD.

In order to become an integral part of patients’ sense of well-being, we sought to connect patients to health, wellness, and technology resources that would enhance their hospital experience.

Six Brand Trust Levers were mapped to the hospital’s strategic initiatives across a three-year road map. The resulting digital plan accounted for competitive table stakes, including a mobile-friendly website, while also leaving room for unexpected delighters including the development of custom wellness apps to engage patients when they’re healthy, not just when they’re sick.

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Just what the patient ordered.


SINCE 75% OF PATIENTS DO THEIR OWN RESEARCH ONLINE BEFORE CALLING A PROVIDER, BUILDING TRUST WITHIN THE NANTUCKET COMMUNITY WOULD START WITH THE WEBSITE.

Just what the patient ordered.


SINCE 75% OF PATIENTS DO THEIR OWN RESEARCH ONLINE BEFORE CALLING A PROVIDER, BUILDING TRUST WITHIN THE NANTUCKET COMMUNITY WOULD START WITH THE WEBSITE.

A survey of Nantucket Hospital website visitors revealed they were looking for more transactional features such as access to visiting physician calendars and an easier way to schedule appointments online. Enabling such transactions would fill a user need. But to build enough trust for potential patients to complete the transaction, Nantucket would need to consider the user experience it created to get there – from re-inventing how patients navigate a hospital website to helping patients form a closer relationship with their doctors through bios that feel more like stories than resumes.

 

The doctor profile, reimagined.

Finding a doctor should be less like ordering off a fast food menu and more like using Yelp to find a restaurant that meets your unique needs and preferences. With a profile page for each doctor featuring lifestyle imagery of what they enjoy most about the island, patients can feel more connected to their future provider and trust that they're making the right choice.

 

A new language for website search

Doctors say Ophthalmology. Patients say Eye Care. While a hospital may be organized according to medical specialties, if you want to avoid frustrating patients, your website shouldn’t be. Nantucket uses dynamic navigation to translate patient inquiries and make it easy for them to get around.


Results

 
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Increase in appointment requests since the launch of Nantucket’s new mobile-friendly, user-centric website.

 
 

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