ALT RU .

O RG
A LT R U

H E A LT H

SYSTEM

WEBSITE STRATEGIC PL AN

B A C K G R O U N D & E X E C U T I V E S UM M A RY

The website, altru.org, was introduced in 2001. The original purpose of the
website was to educate the region about Altrus services, offerings and
community based mission. Over the years, advances in technology have
made audiences more reliant on websites to be interactive and provide more
value as a resource.
Internet usage is growing amongst people of all ages. According to a Holtz
Communication and Technology study, 73% of patients search for medical
information online before or after doctor visits.
This strategic plan provides objectives and recommendations for the
website based on research and best practices for web usability and design.
CHALLENGES

The main challenge for altru.org is the ability to monitor and update the
content on the 574 pages throughout the website, so it is current for our
audience.
Another challenge lies in the response to the influx in savvy web users of
all ages seeking health care information. Since we have a dynamic website,
we want to offer users more interactive and usable tools.

U S A G E R E P O RT S

Monthly usability reports from Geonetric (our current web vendor) show us
the number of visits, number of unique visitors and the most highly viewed
pages within altru.org on a monthly basis. By obtaining this information, we
are able to get a better understanding of our audience.
Over the last six months, we have averaged 49,500-60,500 total visits
per month.
Approximately 20,000-24,000
new/unique visitors.

of

the

total

monthly

visitors

are

Over the last six months, the ten pages that were consistently most
highly viewed:
Homepage
Career Opportunities
Services
Locations

Physician Search
About Us/Contact Us
Patients & Visitors
Green Cross Homepage

Baby Gallery

Green Cross Employee

Announcements
OBJECTIVES

Objective 1: Review and improve existing content and page layout

for increased usability and traffic to altru.org.
Recommendation: Update content, images and media on the 574 pages
throughout the altru.org site, based on best practices for
web usability and design, adding additional pages when
needed.
1. Dont make the user think. Web users glance at each new page, scan
some text, and click on the first thing that resembles what theyre
looking for.
>

Make minor navigation updates as needed to provide ease of access

to information.

2. Writing and designing for the web is like writing and designing for a
billboard. There are five important things you can do to make sure
visitors see and understand as much of the site as possible:
>

Break up pages into clearly defined areas

>

Make obvious whats clickable

>

Minimize noise

3. Omit needless words. Get rid of half the words on each page, then get
rid of half of whats left, Steve Krug. Content should be written in
clear and concise.
Objective 2: Improve search engine results.
Recommendation: Add key words and coding to the pages of altru.org to
improve Altrus results in various search engines (i.e. Firefox, Google,
Internet Explorer).
Objective 3: Enhancing Brand Collateral
Recommendation: Add verbage and imagery to optimize Altrus brand.

Update Youtube channel page and blog to reflect Altrus brand.

Add Mayo Clinic Care Network word mark to altru.org, to appear on

all pages.

Objective 4: Implement more interactive and value-added webservices to altru.org to increase both the number of
unique, satisfied visitors.
Recommendation: Continue to implement additional functionality. The
interactive suggestions below will be continually researched
for further advancements and additional ideas to meet the
objective.

Feature One: Social Media Applications

Description/Rationale: In an effort to encourage community
involvement in Altru, heighten transparency, and engage our
staff in conversations with community members, we would
implement apps directing users to our social media platforms
through altru.org.

Feature Two: Moderated Conversations - Blog

Description/Rationale: To encourage community involvement in
Altru and heighten transparency with our stakeholders
(community), we propose adding the ability for site visitors to
comment on specific, timely content on our website. The content
would need to be moderated for appropriateness but would also
be a good way of getting consumer feedback.
Cost/Resources: Geonetric to set up and provide support

Feature Three: Web Optimization

Description/Rationale: To enhance ease of access to altru.org,
we will add mobile applications for users to access altru.orgs
homepage, along with some of the more highly visited pages,
through their smart phones.
Cost/Resources: Geonetric to assist

Feature Four: Virtual Tours (using video and photo galleries)

Description/Rationale: A virtual tour, featuring specialized areas
(i.e. Cancer Center, Truyu, Parkwood, Family Birthing Center, etc.)
could reduce anxiety associated with medical facilities and
unfamiliar environments. This could also be an avenue to show
patients what to expect with the Altru experience.

BUDGET

The website budget for 2012 is shown below. The itemized projects are
planned expenses in order to maintain current functionality.
Altru.org Budget
Item

Total Planned Expenses

$110,000
Expense