Maple Grove is a new hospital that was seeking to introduce the Minneapolis-St. Paul community to its personal care-based vision and offerings. The Maple Grove team hired HT Klatzky & Associates to establish their public identity. With a website as the centerpiece of the campaign, Klatzky chose Newfangled as their technology partner for the project. The site launched in September 2009, just ahead of the hospital's December opening date, allowing Maple Grove to start building brand awareness and allow patients to pre-register for classes.
Planning and Prototyping
One of the major challenges of this project was anticipating the website needs of a business that hadn't yet opened and would be gradually expanding to refine its offerings. The site needed to serve Maple Grove's needs as it grew--from a pre-opening informational stage, to the hospital's initial opening, to new services already planned for the future--all without having to be torn down and redone with every new development. A major goal of the prototyping phase was therefore to come up with a model that could scale along with the hospital's evolution.
Katie and Brian guided the client in creating a flexible template model that allows the main service pages to range from the basic (images and a text description) to a more multifaceted section. As each service area expands, so do the options for representing it on the site: featured sub-areas, a physician finder tool, a dedicated blog, topical FAQs, and relevant classes can all be turned on. Each piece of functionality was planned to be something that is generic enough to be useful for any service area, yet benefits patients the most when it appears in context, limited to the information relevant to their needs.
Design and Agency Partnership
The Maple Grove site was the first in Newfangled's partnership with HT Klatzky & Associates, a Minnesota-based agency with a strong focus on health care marketing. HTK started the project by learning the ins and outs of Maple Grove's innovative new health care model so that they could best articulate its importance to potential patients. Armed with that understanding, they were able to act as advocates for Maple Grove throughout the planning process, in addition to providing the site's design. Newfangled is excited about continuing this agency partnership with another major hospital site scheduled to launch in spring 2010.
Technology and Key Functionality
The Maple Grove site started with our core Newfangled CMS, with the templates built specifically to allow flexibility for all pages. The hospital needed to let users register and pay for classes on the site, so Jim also built functionality that would meet this need as efficiently as possible. The site features an interactive schedule of classes and events that patients can filter by service area or search by keyword. There are two options for browsing: a list view that shows all the details of each class, and a calendar view that maps out each session by month and date. Once they've found a class, users can complete the rest of their registration online. With this functionality in place, Maple Grove had over 700 registrations already completed by the time it opened.