MCG Health
MCG, part of Hearst Healthcare network, helps healthcare organizations in both the government and private sectors implement informed care strategies that proactively and efficiently move patients toward health. MCG combines gold standard content and innovative software solutions with quality analytics and benchmarking that can integrate seamlessly into virtually any EHR and case management workflow platform.
Design Concepts
Quick Facts
MCG HealthMCG, part of Hearst Healthcare network, helps healthcare organizations in both the government and private sectors implement informed care strategies that proactively and efficiently move patients toward health. MCG combines gold standard content and innovative software solutions with quality analytics and benchmarking that can integrate seamlessly into virtually any EHR and case management workflow platform.
Challenge
MCG had clear goals outlined when we began working to improve their website. From multiple angles, their website was not serving the business the way they envisioned.
Usability was substandard, SEO efforts weren’t producing results, and well-qualified sales leads were lacking.
Their brand personality wasn’t conveyed to website visitors as strongly as they would have liked. It served as more of a transactional tool than a digital brand experience. We knew we had out work cut out for us, but we were also certain the transformation would be rewarding.
Strategy
We kicked off the MCG project with a primary focus on improving overall usability and improving lead generation results.
A clean, uncluttered architecture was developed to quickly and easily guide website visitors to the information they need. On the homepage, individual boxes for each audience segment (payers, providers, government, vendor partners, patients) were included for simple self-identification to get relevant content.
Improving lead generation from the website and supporting the buyer’s journey was addressed with eye-catching CTAs to join a webinar, catch the latest on-demand webinar or download a white paper on the homepage and throughout relevant interior pages.
The design needed to present a strong brand presence and leave a memorable impression, so we leveraged imagery that reflects the difference MCG’s solutions make in the lives of healthcare professionals and patients.
Putting MCG’s best foot forward meant creating a stable foundation based off customer-centric principles and applying creative finishing touches that convey their memorable brand personality.
Notable Features
- Chase Payment Gateway
- Salesforce form integration (integration and web-to-lead)
- Resource assets hosted in Marketo
- Careers managed through Silkroad
- On-site blog
- Custom knowledge center
- Multisite setup
The biggest reason I chose emagine was their expertise in the WordPress platform. What I got was so much more. emagine delivered a beautiful website, consistent with my vision, that embodied our brand – on time! Further, I originally put my site on another server but ultimately migrated to emagine’s – the difference was instant. I now have a beautiful AND fast website maintained by a team that I trust.
Arri Burgess Marketing Director