Corporate Site Rebuild for a Medical Benchmarking Firm

Summary of services provided:

• Browser-based content management
• Competitive analysis
• Competitor watch
• Comprehensive site management services
• Coordinated print and web design
• Creative ideas
• Custom site design
• Original content development
• Password-protected membership community
• Site architecture
• Site promotion
• Site re-design
• Strategic consulting

Project overview. MECON (now GE Medical Systems Healthcare Solutions), a leading healthcare benchmarking firm, commissioned us to construct a new version of an existing corporate site at a time when it was trying to reposition itself as a web-based technology company. The site, which was comprised of roughly 100 pages, needed to be designed, approved by senior management, constructed, quality checked and installed in time for unveiling at the upcoming Board meeting -- a total schedule of only 4 weeks.

Goals of the site rebuild. The new site, renamed MECON.com, needed to satisfy the following goals: to presents a stronger, more contemporary corporate image; to provide better design integration with the company's web-based applications; to provide clearer user instructions and navigation; and to serve as a "portal" to MECON's web-based applications.

Content evaluation, editing and reorganization. Early on in the rebuild process, it became clear that the existing site content was in need of editing and updating. In addition, most of the content needed to be reorganized to fit the new site structure, and the product section needed to be substantially rewritten to match their new product line. Working closely with MECON's marketing staff, we re-engineered the content to fit the new structure.

Dynamic site content management. We developed a suite of database-driven content tools to allow MECON to manage its corporate content easily. The following site features can be updated in real time through a standard web browser.

• Company news
• Upcoming events
• Press releases
• Employment opportunities

Online benchmarking calculators. We were asked to develop two interactive online calculators for the site as means of generating new customer leads. The MECON 25th Index encouraged users to input key data from their organization's financial statements and receive an instant estimate of their savings opportunities, if they were to operate as cost effectively as those organizations at the 25th percentile of MECON's healthcare facility database. The BBA Calculator enabled users to input other key data points from their organization's financial statements and receive an instant estimate of the negative impact of the Balanced Budget Act on their facility.

Weekly site updates. We also managed extensive weekly site updates, including editing of major articles, writing of incidental copy, design of accompanying graphic elements, and thorough quality assurance.