Interwoven Powers Patient-Engaging Website for Breakthrough Cancer Treatment
Earthbound Media Group Teams with Interwoven to Deliver Better Patient Experience; Search Engine Optimization, Web Analytics, and Targeting Help
SAN JOSE, Calif., - December 12, 2007 - For cancer patients, the gold standard of treatment is the ability to target and eradicate tumors, powerfully and decisively, while sparing damage to healthy tissues and organs. Proton Therapy, a revolutionary form of radiation treatment, does just that. Loma Linda University Medical Center (LLUMC), the first hospital-based proton treatment center in the United States, has recently launched Protons.com, a truly cutting-edge Website designed to help patients understand and explore this treatment option – promoting not only the hospital's advanced offerings, but bringing greater attention to proton therapy itself.
In launching Protons.com, LLUMC wanted to deliver the best possible Web experience and raise its visibility on the Internet to increase the number of new patients. Working with Earthbound Media Group (EMG), a leading interactive agency, and Interwoven (NASDAQ: IWOV), LLUMC utilized search engine optimization (SEO), Web analytics, and targeting to realize its vision of reaching as many patients as possible. EMG helped LLUMC build a new Web presence powered by Interwoven TeamSite, Interwoven OpenDeploy and other best-of-breed technologies. Interwoven TeamSite is enabling LLUMC business users to automate and manage their online content across different Web pages for more timely updates and better responsiveness to business needs. And the Interwoven OpenDeploy distribution engine has simplified the management and distribution of these changes throughout LLUMC's Web infrastructure.
Protons.com officially launched in August with rich interactive content including streaming video and a virtual tour to help patients educate themselves and increase their comfort level with the proton therapy process. The Proton Treatment Center is now at the top of many relevant search rankings, and traffic has increased dramatically. In its first three weeks alone, the site saw an increase in daily unique visitors of 1200%, a 20-fold increase in page views, and a 600% rise in traffic sources. As a result of this rapid success, LLUMC is transitioning much of its advertising budget from traditional media to the Web.
Said Tammy Veach, executive director of marketing at LLUMC, "With Interwoven, we've empowered our patients to take a proactive role in fighting cancer. They can educate themselves about their condition and its treatment, as well as understand what to expect at our facility. With the Protons.com site, our goal is to help ease anxieties they may have and prepare them to make the best possible use of our services. At the same time, by highlighting the expertise and resources we offer, we can draw attention to the outstanding work being done by our professionals."
In the next phase of the project, EMG will roll out LLUMC's 2,000-page main Website, a comprehensive resource offering virtual tours, syndicated health content, news, transactional tools, physician directories, and other features. The hospital also plans to roll out microsites similar to Protons.com for its other specialized institutes, using many of the same technologies, processes, and strategies.
"The new LLUMC site will dramatically change the expectations our patients have for treatment, whether they are dealing with aches and pains or life-threatening conditions. With Interwoven, we are able to quickly meet and exceed these expectations by updating information at a moment's notice," added Veach.
LLUMC's Web capabilities have come a long way in a short time. It was only two years ago that the hospital introduced its first Web content management system, a homegrown platform that relied on intensive IT support. Lacking direct control over Web content, the marketing team focused on different forms of communication, sacrificing the rich, interactive potential of the online channel. Said Brian Harris, vice president for strategy and alliances at EMG, "LLUMC's new Interwoven-powered Web platform represents a fundamental change for its business. LLUMC's Web presence will now play a central role in both its marketing programs and the customer experience it delivers, helping increase patient volume as well as patient comfort."
LLUMC is now using its upgraded Web infrastructure to leverage Web analytics, search engine optimization, search tools and other complementary technologies. The content structure and metadata capabilities within TeamSite help to optimize the site for major search engines. Business personnel use the system to refine site content and layout based on visitor data captured by Omniture SiteCatalyst and Google Analytics. Baynote recommendation technology provides behavioral targeting capabilities to increase the relevancy of search results.
"LLUMC's early success with their new Web presence illustrates the power of delivering targeted content to drive a more compelling and relevant online experience," said Ben Kiker, chief marketing officer at Interwoven. "Our Web content management solutions give business personnel the ability to continually enhance their Web presence based on behavioral data, and business and customer needs, in the face of fast-changing market conditions."
Said Veach, "We've only just begun to fulfill the vision for our new Web presence, and it has already had a transformative effect on our business and our patients. We're excited to continue moving forward with Interwoven on this vital project."
About LLUMC
An outgrowth of the original Sanitarium on the hill in 1905, the present 11-story Loma Linda University Medical Center (LLUMC) opened on July 9, 1967. With the completion of the Loma Linda University Children's Hospital (LLUCH) in late 1993, nearly 900 beds are available for patient care, including at Loma Linda University Medical Center East Campus and Loma Linda University Behavioral Medicine Center (LLUBMC). Loma Linda University Health Care (LLUHC), a management service organization, supports the many programs and services provided by our 400+ faculty physicians. LLUMC operates some of the largest clinical programs in the United States in areas such as neonatal care and outpatient surgery and is recognized as the international leader in infant heart transplantation and proton treatments for cancer. Each year, the institution admits more than 33,000 inpatients and serves roughly half a million outpatients. As the only tertiary-care hospital in the area, LLUMC is the only level one regional trauma center for Inyo, Mono, Riverside, and San Bernardino counties.
About EMG
Earthbound Media Group (EMG) is a full-service creative communications agency. Driven by groundbreaking ideas, inspired design and forward thinking solutions, we work toward a common goal - to evolve and optimize the digital and visual landscape of our clients' business operating, marketing and information technology endeavors. Filling the void in the traditional interactive, marketing and advertising industries, EMG offers a service-, solution- and industry-agnostic approach that rises above the labels of "marketing," "interactive," or "advertising." EMG bridges the gap between marketing, IT and business strategy, making it a collaborative effort to improve return on investment and the bottom line.
About Interwoven
Interwoven, Inc. (NASDAQ: IWOV) is a global leader in content management solutions. Interwoven's software and services enable organizations to maximize online business performance and organize, find, and govern business content. Interwoven solutions unlock the value of content by delivering the right content to the right person in the right context at the right time. Over 4,700 of the world's leading companies, professional services firms, and governments have chosen Interwoven, including Airbus, Amnesty International USA, Avaya, BT, Cisco, Citi, Delta Air Lines, DLA Piper, FedEx, Grant Thornton, Hilton Hotels, HKMP LLP, Hong Kong Trade and Development Council, HSBC, LexisNexis, MasterCard, Microsoft, Samsung, Shell, Sky Italia, Qantas Airways, Tesco, Virgin Mobile, and White & Case. A community of over 25,000 developers and over 300 partners enrich and extend Interwoven's offerings. To learn more about Interwoven, please visit www.interwoven.com.
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