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Owensboro Medical Health System

Owensboro Medical Health System (OMHS) engaged Smith Growth Partners to develop 127 pages of original Web content, reflecting its image as a center of excellence in quality healthcare and patient safety. At the same time, OMHS needed content that would reach out to the surrounding communities, offering useful, accurate health and lifestyle information. The project would require a complete re-examination of both the organizational narrative and how it had been told: The original OMHS Web site was essentially an electronic billboard.

OMHS had never before attempted a communication project of this scope, requiring interviews with literally hundreds of staff, but SGP’s disciplined process approach to crafting Web content resulted in smooth content delivery.

Time invested on the front-end of the process provided remarkable downstream dividends. This was the case at OMHS. The project kicked off with a Review and Recommendation phase, during which Smith analyzed OMHS’s business needs, revenue drivers and communication paradigm. Smith used this knowledge to improve the proposed site map, and to develop a powerful keyword and cross-linking strategy, in order to increase the site’s search visibility. 

Understanding OMHS’s business needs was equally important to understanding its internal communication style. With over 100 subject matter experts, a well-devised project management plan was a critical prerequisite for success. Working in collaboration with the OMHS Marketing Department, Smith revised and augmented its processes to be a good cultural fit, making that process visible via on-site interviews, regular communication and a variety of reporting tools. Moreover, it afforded Smith the ability to fundamentally understand how OMHS communicates internally, which made it possible to develop a very accurate scope of work.

As a result of an exhaustive requirements gathering and project planning phase, SGP’s team of seasoned writers was able to facilitate scores of interviews with experts in every area of OMHS, offering objective counsel on the essential messages for each page. At the same time, SGP’s project managers oversaw a complex review and approval process that delivered sophisticated, revenue-focused, keyword-heavy Web site content.

The central theme of OMHS’s branding is: quality care, close to home. It was of primary importance to OMHS that the Web site be as friendly and welcoming as possible. Many times while facilitating interviews, SGP writers heard OMHS staff say, “We care for everyone as if they were our family or neighbors, because tomorrow they might be.” To see why OMHS is so pleased with their new Web site, visit www.OMHS.org —and if you need world-class medical care in the Owensboro area, make sure it’s OMHS.

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