WEBSITE MARKETING CASe STUDY:
MONTEKIDS.ORG
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Children’s Hospital at Montefiore - The first, free standing children’s hospital in the Bronx, NY, The Children’s Hospital at Montefiore was hailed as a new concept in pediatric care centers in its layout, design (patients organized by age rather than medical condition) and functionality when it opened in October 2001.
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This state-of-the-art hospital needed an equally stellar website.
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The first step was to develop several end-user personas to understand the user experience, i.e., how should the site work for a parent of a sick child; a teenager seeking understanding of their condition; a clinician seeking to refer a patient to a specialist or a potential donor seeking to learn more about the institution, etc.
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Each profile was carefully mapped and researched, gauging each click and page to minimize the number of steps necessary to find information.
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The next step was to create a unique design that represented the same sense of discovery and wonder as the hospital itself:
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Any photos of kids were those with no background and no outlines, no boxes or frames – this was to show no constraints on children or their possibilities.
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The background was a pale yellow – a warm and inviting color that was anything but clinical.
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Each hospital room had illustrations (animals, flowers, constellations) – so those images became the graphics for each section of the site.
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The site was updated after five years to reflect the new corporate site structure, but maintained the same warm, colorful palette.
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Awards Won: Best Website - eHealthcare Leadership Awards; Best Website – Aster Awards
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