Aha Hero

Case Study: Memorial Hermann Health Plan

Memorial Hermann

With the seismic shift of consumers moving online to help manage their health transactions and insurance, Memorial Hermann needed to level-up their online experience to strengthen relationships with their members. Partnering with Abundant Health Acquisition (aha!), Memorial Hermann implemented an enterprise-wide re-platform to unify their brand, enabling them to speak consistently to consumers across all online experiences—starting with their health insurance website leveraging Sitecore 9.0.2.

The Challenge.

Many health plans. Many use cases.
As a health insurance provider helping thousands of Texans, the website services a broad spectrum of visitors looking to either manage their existing plans or purchase new ones.

For three months of the year, the website also integrates the intricacies of changing Medicare information for both the current and new year, which raises the complexity considerably — and the need for a smart, flexible content-management solution.

Migrating to a modern CMS
As with many legacy CMS platforms and websites, the previous platform became difficult to update. It also required maintaining two code bases in order to support the inefficient dual-template system for both desktop and mobile experiences. All good reasons to upgrade to a better, more-capable technology platform.

The Solution.

A consistent experience,
ready for personalization

Sitecore was chosen as the new platform to provide easier and smarter website personalization for plan members, market readiness, and campaign management all while under a new, singular codebase to support a fully responsive, cross-device design.

The new website gives members a personalized experience from start to finish once their insurance plan is identified.This includes content, doctors, locations, and relevant search results.

The site also features syndicated content that can be shared from the primary Memorial Hermann Health System website, giving content managers an expanded library of material to use, ultimately providing members better-tailored articles.

Built for the agility
of today’s healthcare industry

In this age of COVID-19 and the need to disseminate crucial information and new policies quickly, the flexibility of the new platform shines with its much-improved content publication workflow. This dramatically increases the speed of publishing new, time-sensitive content, as well as updating articles with frequently changing details or regulatory requirements.

In addition, pre-built messaging is easy to create and publish instantly across the site to alert visitors to critical information of importance to the population of Houston.

The Result.

Early official data shows that the site is seeing a reduction in visitor bounces (sudden site departures) and an increase in time-on-site in addition to fewer pages per visit.

  • 2.5 min Increase in time spent on pages

  • 23% Decrease in abandoned page sessions

  • Reduction by an average of 2 clicks to find correct content

These results suggest visitors are finding the information they need and spending more time reading.

About aha!

aha! is a health-experience agency that develops and deepens the connection between patient and provider through empathetic and innovative digital services. Firmly grounded in the principles of human-centered design, their multidisciplinary team applies years of retail engagement experience to the growing digital healthcare industry. aha! enables providers to meet both the inevitable and unexpected with agility, precision, and human touch.