Sr. Director, Product Management/Digital Products, Consumer Solutions Group, Optum Health
Reimagining Content Delivery in the Digital Health Age
Seeing the changes on the horizon with digital healthcare and working to understand the needs of mobile consumers, Children’s Minnesota sought to be at the nexus of digital technology and healthcare in order to better serve families, patients and the community. The team at Children’s Minnesota knew that relevant and scalable content delivery was key to achieving that vision; however, the hospital’s inefficient website and confusing content architecture wasn’t meeting the needs of its users, especially parents and families who needed quick information about the hospital or useful information about their child’s health.
With the goal of being every family’s essential partner in raising healthier kids, Children’s Minnesota recently launched a new site that is robust, easy to navigate and embodies the hospital’s new brand. Andrew Eklund, founder and CEO of Ciceron, and Jen Swanson, director of digital marketing at Children’s Minnesota, will discuss the stages and implications of a complex site redesign and how their teams partnered to successfully accomplish the project. From customer insight work to technical underpinnings and intuitive design, learn how they built a new website that accurately captures the Children’s brand—reimagining healthcare for the most amazing people on earth—in a new, exciting and unique way.
What you’ll learn:
- How the success of this project required the team to think more like publishers and less like healthcare marketers.
- How trends in content marketing influenced decisions from technical design to content creation and migration
- How to engage key stakeholders through all stages including strategy, planning, design, development, testing and launch planning to ensure you are delivering the right content when and where your users need it.
- How to lead a similar mindset shift in your organization.
Jen Swanson is the former Director of Digital Marketing at Children’s Hospitals and Clinics of Minnesota, and has recently moved to Optum as the Senior Director of Product Management/Digital Products in their Consumer Solutions Group. An innovative customer experience strategist, she specializes in developing and delivering exceptional digital experiences to help organizations engage their customers in a sustained relationship of unparalleled loyalty. She has earned her stripes in jobs that mostly come with the word “relations” in the title at organizations including the Carlson School of Management, the University of Minnesota Alumni Association, and Capella University. In her spare time, she is a passionate advocate for and mentor of women in leadership roles in business, non-profit, and social enterprises, and writes about it right here at imbina.com.