Maryland Hospital Association

The Challenge

MHA was concerned that maintaining two separate websites, MHAonline.org and MDHospitals.org, were preventing users from finding information they needed in a timely manner and conflicting with MHA’s overarching goal of being a one-stop informational resource.   In order to increase usability, MHA required a solution that would consolidate both websites into one seamless web presence, offer them better ability to manage and organize their site and content, deliver a single consistent message, and provide an efficient yet engaging site visitor experience.

The inefficiency of two separate websites drove a revamp of their web presence. Their main goal was creating a single website that would implement a consistent structure for all information throughout the site, making it easy for visitors to locate information quickly.  They also wanted to create a dynamic Media Center housing the latest advisories and press releases, and assuring the press and media that MHA delivers up-to-the-minute information.  In addition, they needed to limit the necessity of IT staff to be involved with ongoing site and content adjustments, to allow more rapid and easier site updates.

The Solution

MHA chose Bridgeline, not only for its extensive experience developing proven web solutions for leading healthcare organizations, but also the ability to provide a deeply integrated web application that delivers the toolset and features necessary to successfully revamp the positioning of their web presence.

The Bridgeline team began with the implementation of iAPPS Content Manager. This powerful, end-to-end web content management solution unified MHA’s two disparate websites into one, seamless site managed with a single solution. Bridgeline also analyzed both sites and created a new reorganized, information architecture that presented information in a way that site visitors find intuitive and easy to navigate.

To optimize the performance of the new website and better understand site visitor behavior, MHA opted for iAPPS Analytics. Fully-integrated with Content Manager, iAPPS Analytics enables MHA to deliver engaging and relevant content at all times with real-time reporting on actual site user behavior. Bridgeline now provides the ongoing managed services for the newly revamped and consolidated MHA website in its state-of-the-art SaaS hosting environment.  This relieves MHA of worries about managing its web infrastructure, allowing them to concentrate on providing persuasive, useful and engaging content.

The Results

MHA has significantly reduced the time and effort required by their staff to support the site. Content contributors now benefit from an easy-to-use interface that empowers them to create and manage content more efficiently than ever before.

Thanks to the implementation of a seamless navigational layout and efficient taxonomy structure, MHA site visitors are able to quickly and easily discover the information they are looking for.  MHA target audiences also benefit from a more streamlined and improved member signup and login process.

The deeply-integrated solution from Bridgeline has provided MHA with a vehicle for communicating with their members more effectively and efficiently – and a web presence that will drive users to visit again and again.