Keeping pace with privacy regulations and more
Nothing in life is certain except death, taxes . . . and shifting compliance rules. When a major academic health system changed internal regulations, its website no longer met compliance needs. The previous search vendor lacked the ability to anonymize visitor data in a way that satisfied the legal team’s requirements. The health system needed expert guidance as it transitioned to a new vendor — one capable of delivering a personalized user experience without compromising Personally Identifiable Information (PII).
Our process
Reflecting the brand's promise
The overhaul presented an opportunity to go above and beyond and use the site’s content to meet the health system’s brand promise of personalized care. We looked to leverage the new search vendor’s capabilities while launching features that mimicked the customized care that defines the brand.
Our work
Providing the most useful information via a site simulation
We implemented two distinct personalization tools to allow users to navigate the website more effectively and efficiently. The website gathers information on interests and activity as visitors move through the site or use the internal search function. For example, if you research “pregnancy,” you could be shown additional articles on maternal and infant health and a list of nearby obstetricians. The website also ensures that providers displayed to the user are relevant to their geographic area.
To protect privacy, the site does not identify individuals or collect and store personal identifiers like email addresses. This approach maintains user privacy while still providing a personalized experience.
Outcomes
Immediate and lasting results
The revamped website led to significant improvements in user engagement and experience and achieved notable results soon after launch.
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increase in search activity within the first two weeks
- 16%
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increase in online scheduling occurred two weeks after launch
- 17%
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average monthly users, a 25% increase over the previous site
- 482,000+
Summary
Delivering personalized experiences while safeguarding privacy
We help healthcare organizations seamlessly integrate AI tools and web apps to boost personalization, ensure compliance, and keep websites focused on patient experiences.
Ready to supercharge your personalization experience while meeting privacy requirements? Let’s explore how we can help you achieve your goals. Start the collaboration here.
