THE CHALLENGE
Baylor realized that it served an increasingly involved consumer population and wanted to provide the community with advanced health information and tools through its website. The health system also knew that it was in a competitive market and sought methods to further engage this population while differentiating itself.

THE SOLUTION
Baylor selected A.D.A.M.’s online health content, which includes consumer-oriented health information, in English and Spanish, on more than 3,900 medical topics as well as over 3,000 illustrations.

Baylor realized that consumers often come to its website to learn and if necessary, take the next step toward seeking medical care. In line with this knowledge, Baylor added A.D.A.M.’s Embedded Messaging solution to its website, further linking consumers to action. Embedded Messaging is search engine optimized, customized content about Baylor and its services within the A.D.A.M. reference library topic areas. Through customized branding and Embedded Messaging, Baylor was able to achieve a seamless look and feel with the remainder of the website.

Baylor enhanced its web presence and launched a brand new site, to attract and retain website visitors while helping them understand their care needs. The new site included additional A.D.A.M. solutions, including Symptom Navigator, Health Risk Assessment tools, and Drug Tools in English and Spanish.

Most recently, A.D.A.M. and Baylor collaborated on an innovative mobile device strategy when Baylor began offering the Symptom Navigator for the iPhone. The Symptom Navigator for the iPhone is a state-of-the-art interactive web-enabled mobile application that allows consumers to better understand a condition and when to seek care. The solution includes Baylor branding and is designed to drive consumer traffic to the Baylor website.

THE RESULT
The health system believes in the strategic value of the website and in consumer directed healthcare, where consumers are provided with the health information and tools to make informed choices.

Since the launch, Baylor has seen an increase in website visitor volume and website visitor length of stay is up.

“Consumers are continually coming to the Baylor website seeking quality health information and tools,” said Patty Reupke, director of consumer relationship marketing, Baylor Health Care System.

The A.D.A.M. health content was provided to Baylor in an XML self-hosted format allowing the organization to receive continuous updates through the TransADAM technology while allowing the health system to implement and mange the content on-site.