Prevention — and the right technology — is the best medicine
As a not-for-profit organisation, Mercy needed to make intelligent investments that would work in the long term. Adobe Experience Manager offered the flexibility and extensibility they were looking for.
“We simply knew that, coming out of the RFP, Adobe Experience Manager was going to be the best product for us,” said Kellogg. .
With Adobe Experience Manager, the team started bringing their ideas to life. The new Adobe Experience Manager website was a huge step forward. Not only could patients now pay their bills on mercy.net, but they could also schedule appointments, view lab results and gain access to self-service information. Step by step, their website was becoming the “community marketplace” that Kellogg envisioned, where the needs of every individual patient could be met.
But in March 2020, something knocked them off course — the COVID-19 pandemic. Suddenly, all the momentum Mercy had gained in creating their ideal digital experience needed to be redirected to address the crisis. At first, consumers across the U.S. didn’t know who to trust to get the facts about staying healthy and safe. Hospitals had become people’s most trusted source of information. In the blink of an eye, Mercy had to establish itself as the go-to coronavirus resource for their patients. And any care that could be delivered virtually needed to.
As Kellogg said, “Up until six months ago, technology was a great enabler for patients and providers. Now, technology is part of the actual distribution of healthcare services.”
Time was of the essence. Medical organisations across the world scrambled to go digital and update their customer experiences. But with Adobe Experience Manager, Mercy had a head start. They had already laid the groundwork for a powerful web presence that could bring retail-level experiences to their patients. And with Adobe Experience Manager, they had all the tools they needed to respond to the pandemic.
The only question was how quickly they could do it.
Rising to the challenge at unprecedented speed
“When you think about transformation, speed really, really matters. We have seen three, four, maybe five years of growth and change happen in three months,” said Kellogg, referencing the changes Mercy underwent in response to the pandemic.
The team jumped into hyperspeed to figure out a plan. Their first step was to address the pandemic on their website by creating a “digital COVID front door.” This webpage would be a single source of truth for patients, as well as a place for Mercy to express their perspective on the evolving health crisis. As one of the most respected hospital systems in the Midwest, it was vital for Mercy to set a precedent that other healthcare organisations could follow — and help their communities as quickly as possible.
Using Adobe Experience Manager, the team created their new landing page in a single day. Over the weekend, they added content. And by Monday, they were able to hit the “publish” button. Without Adobe Experience Manager to help speed things up, publishing the new page could have taken days or even weeks. Instead, the team was able to handle everything themselves. Adobe Experience Manager kept pace with every change and curveball thrown their way, making it simple for Kellogg’s team to update the page with new information as the pandemic developed.
It’s a good thing they created the page when they did — it got 256,000 visits within a few months of publication, which was over 8% of Mercy’s entire web traffic. Although it wasn’t what they had originally planned for, Mercy was still progressing towards their goal of a measurable, ubiquitous, one-to-one experience. But in the face of a pandemic, one page wasn’t enough.
So Mercy went back to their technology to look for ways they could further serve the individuals in their community.