Medical Moment
Interactive Design
Medical Moment was developed under the direction of Columbia St. Mary's and Advanced Healthcare of Milwaukee. Launched in September 2002, the site is unique because it shares the expertise of local physicians and other health care providers.
The goal of Medical Moment is to focus on a key health topic each month and to find out what the Columbia St. Mary's and Advanced Healthcare doctors, who are experts on that month's subject, are telling their patients. Along with the monthly topics the site hosts periodic online chats with the physicians.
The original incarnation of the site was quite flat and uninspiring. Shortly after I redesigned the site for a June launch in 2003 we began to see a larger increase in traffic, more queries from site visitors, and a better ranking in the Search Engines that expanded the reach of the program. The design brought the doctor search to every page, overhauled the site usability, and featured the monthly content in a much more pleasing fashion. The redesign was also the catalyst that unified the marketing message across the different mediums; print, television, radio and online.
The program has consistently increased viewership with patient walk-ins increasing as well for CSM and AH. Gregg Hartzog at Columbia St. Mary's and Tammee Wallace at Advanced Healthcare have sent along many praises since the site has been redesigned. They mentioned that they have received "numerous comments from patients and physicians complimenting the new look, functionality and quality of content!" Their satisfaction has been a huge help in securing additional online advertising and revenue for the Milwaukee Journal Sentinel from Columbia St. Mary's.
The 3 year program has also been recognized by the NAA's New Media Federation winning the prestigious 2004 Digital Edge Award for Best Advertising Program. The Digital Edge Awards, founded in 1996, honor online publishers from newspapers of all sizes that expand the reach and enhance the story-telling and advertising capabilities of the traditional-media news service.
Quotes:
"For the second year in a row, Journal Interactive displays its prowess for developing exceptional advertising programs. The Medical Moment site, created for two southeast Wisconsin healthcare providers, engaged its primary audience - women aged 25-54 - and scored major points with judges for its design and presentation."
- Newspaper Association of America
Awards:
2004 Digital Edge Award for Best Advertising Program.
