Introduction to Hallmark Health
Founded in 1997, Hallmark Health is a leading community based, nonprofit healthcare system serving Boston’s northern suburbs. The cornerstones of the Hallmark Health system are its two community hospitals, Lawrence Memorial Hospital of Medford and Melrose-Wakefield Hospital. The system also includes a medical center, a family health center, area physician practices, long-term health care facilities, home health services, diagnostic facilities and community programs. With more than 400 physicians, Hallmark health provides high quality healthcare by offering the latest technologies and treatments, as well as meeting the changing health needs of more than 500,000 residents in the communities it serves.

Challenge
Hallmark Health came to OrcaPack in 2002, looking for someone who could take care of all their online needs. They had previously had a full time webmaster on staff, and were looking for ways to avoid the high cost of such a position. Hallmark Health needed to not only maintain their current website, but expand upon it and provide new functionality and updated designs which would mesh with their overall marketing.

Solution
We created website that makes it easy for potential clients to find the information they are looking for. We worked with Hallmark to make sure that the design was up to current status quo for website look and feel. Making the site accessible to all levels of web users was very important. Once the website foundation was in place we added a series of functionality upgrades for website users and Hallmark Health staff.

We added a toolbox that allows Hallmark staff to have ownership over portions of the website. The toolbox allows staff to add and update: physician profiles, links, news stories, press releases, events, class schedules, photo galleries, photo slideshows, and emergency releases on the home page.

We created a physician finder that allows potential clients to find physicians based on name, specialty (Pediatrics, Sports Medicine, Allergy and Immunology, etc.) or gender. The physicia finder application database is updated threw a secure extranet by Hallmark Staff.

Hallmark Health Home Page

Welcome Neighbor, a system put into place to interact with the community and get them the information they need. The system captures potential customer emails and sends automated email responses. Visitors are able to select what information of interest as well as receive free gifts (i.e. Hallmark Health Maternity services “Mom To Be” kit ). Since Welcome Neightbor was put into place thousands of members of the community have requested information on the various services offered by Hallmark Health.

Center For Professional Development Registration Screen

In the last year we added the Center For Professional Development Online. Employees and others can browse all the classes offered by the CPD online. Internet users are able to signup and pay for classes online, receive receipts and email notifications. The class schedules and descriptions is updated threw a secure extranet by Hallmark Staff.

Result

• Quadruple the unique visitors - The Hallmark Health websites number of unique visitors has quadrupled since Orcapack become involved rising to around 40,000 a month for the main site alone, which adds up to nearly 10% of the local community.
• Reduced Budget - By using OrcaPack and the tools we’ve developed and provided, the annual marketing budget for developing their websites has been cut in half.
• Thousands of additional qualified leads - The Welcome Neighbor interface has produced thousands of qualified leads of potential visitors asking for specific targeted information, as well as joining an email list for future newsletters and announcements.
• Increased community knowledge - The Physician Finder has given thousands more visitors accurate information about the doctors in the Hallmark Health system, and moved a good percentage of this information delivery to an automatic web based system away from human interaction (telephone calls).
• Better Support and Retention of Staff - The new Center for Professional Development website and interface has reduced support time for the CPD staff, and increased registrations and signups, which has helped Hallmark Health meet higher goals for staff education, support, and retention.