Challange
McLeod Health, a large hospital serving northeastern South Carolina, sought to promote its bloodless surgery program to both local and regional patients and physicians. Bloodless surgery is an often safer alternative to traditional blood transfusions during elective surgery, and is today primarily used by the Jehovah's Witness community, who are forbidden from receiving blood products. McLeod Health wished to grow the market for the procedure, but realized that awareness of it was as low among potential referring physicians as it was among potential patients.
Solution
RDPL was engaged to develop a new educational website for McLeod's program, including brand/messaging development and creation of all content. The site was to have both complete patient and physician sections, with a resource library of information on the bloodless surgery procedure. In addition, the physician section was to include a fully-administerable LEARNING CENTER where users could take courses to earn CME credits.
Benefit
RDPL developed a revised McLeod Bloodless Surgery web site, including a “Blood Type” look and feel throughout the site, combined with aggressive use of confidence-building physician, staff, and patient imagery. The site launched in June 2006 – allows McLeod staffers to administer course content and learning center usage/membership.