Emory Healthcare engaged in usability testing to evaluate its website and identify areas for improvement. The testing found that having multiple Emory-branded sites confused users and made tasks like finding locations and services more difficult. Users had an easier time completing tasks when starting on the healthcare site rather than other Emory sites. The testing provided recommendations to simplify navigation, improve pathways back to the healthcare site, and enhance consistency and accessibility across the sites.

1. Health Care New Media June 15, 2009

6. Researched own condition when needed to be hospitalized Did you research your medical condition after you found out you needed to be hospitalized? Consumer Channel Source % Own doctor 54 WebMD 52 Other health care related Web site 50 Specialist 35 Friends/Family experiences 32 Books, publications 28 Disease Web site 25 Hospital Web site 16 Insurance company 14 Health resource ctr/Library 14 NIH 10 Called hospital directly 8 CDC 5 TV/Radio programs 2

7. Q32: In the last 2 months have you or someone in your household used the Internet to access the following health information or services? Consumer Channel

9. EMORY HEALTHCARE Web Site Before

10. Primary Challenges Significant amount of the most pertinent content was difficult to find Look and feel of the site conveyed the opposite of the Emory brand Virtually no interaction – limited ability to engage consumers Central navigation was built in Flash Difficult to Manipulate Site Not easily detected by Search Engines Overlaps on Homepage Blocked Some Content Not Intuitive Required Plug-ins

16. Improve Visual Elements and Interactivity Slideshow of Feature Stories RSS Newsfeed of recent press releases Rotating banner illustrating Emory’s brand and notability Video & Audio Clips

17. Continuous Adjustments Marketing Department Due the number of Internet users without access to Flash, we converted our Feature Story section to a Javascript banner Used graphic buttons to highlight current campaigns or stories of high importance Added social media icons to encourage visitors to find us on other Internet platforms

23. EMORY HEALTHCARE Web Traffic Total visitors and visits to EHC Web site prior to design change and immediate months post-redesign.

24. EHC Web Site – Results Site Usage Dates Visits Pageviews Feb 1, 2008 – Jan 31, 2009 2,295,188 ( +23.83% ) 8,790,966 ( +17.44% ) Feb 1, 2007 – Jan 31, 2008 1,853,429 7,485,481

25. Emory Health Source E-Newsletter Marketing Department Launched in October 2007 with 5,181 subscribers. Currently have 20,733 subscribers (as of June 2009). +300.17%

28. 2009 WEB USABILITY TESTING Marketing Department

29. Objective: © 2009 OneSpring, LLC. All Rights Reserved. Determine the impact that multiple Emory-branded sites are having on Users Identify Largest Problem Areas and Provide Recommendations

32. Ease of Locating Features Q: “Please rank your ease of locating the following features on a scale of 1 to 5, with 5 being very easy to find and 1 being very difficult to find.” Very Easy Somewhat Easy Neutral Somewhat Difficult Very Difficult Couldn’t find it Online classes/events registration 38% 24% 19% 10% N/A 10% Clinical trials page 95% N/A 5% N/A N/A N/A Personal Health record 40% 20% 10% 10% 10% 10% Universal Medication History Form 20% 30% 15% 10% 5% 20% Virtual tours of EUHM 16% 16% 16% N/A 26% 26% Interactive content (Podcasts, video) 65% 15% 15% N/A N/A 5% Medical dictionary (Health Library) 68% 16% 5% N/A N/A 11% Patient comment form 70% 10% 20% N/A N/A N/A Main number for Emory 100% N/A N/A N/A N/A N/A Search careers 80% 15% 5% N/A N/A N/A

33. Navigation Tasks # of Pages to Click Through Time Found Page Easy to Find (% of “yes”) Found Expected Information (% of “yes”) 1. The Emory Clinic Perimeter address & directions 2 – 4 2 sec – 1 ½ min 95% 71% 62% 2. Breast Health Center appointment 2 – 8 2 sec – 2 min 100% 80% 90% 3. Register for IVF seminars 1 – 5 1 sec – 2 ½ min 95% 68% 89% 4. Look for A-fib information 2 – 4 20 sec – 1 min 74% 53% 72% 5. Look for main number to inquire more information on prostate cancer 0 – 10 1 sec – 2 min 100% 68% 100%

37. User Navigation © 2009 OneSpring, LLC. All Rights Reserved. Users generally got to their answers faster when they started and stayed on the Healthcare site. Seconds to complete task

39. Questions and Discussion Marketing Department