Mitra boosts the Marketing Team’s Effectiveness at Ramsay Health Care

RAMSAY HEALTH CARE AUSTRALIA

Founded by Paul Ramsay in Sydney, Australia in 1964, Ramsay Health Care provides quality health services through a global network of clinical practice, teaching, and research. It is one of the top five private hospital operators in the world with a global network extending across 10 countries, with over eight million admissions/patient visits to its facilities in over 500 locations. Ramsay Health Care is recognised as a market leader in the hospital industry in Australia and France, maintaining the highest standards of quality and safety. Over 77,000 people are employed globally, with Ramsay Health Care Australia being one of the largest operators of private hospitals in the country, and the largest revenue generator. 

THE CHALLENGE

The challenge centred around the marketing activities at Ramsay Health Care (AU). The marketing team wanted to achieve greater insight into the effectiveness of their marketing campaigns as well as maintaining up to date details on the facilities and services provided by the business, including hospital and pharmacy websites. They were relying on Tech personnel to extract insights from the data and provide them with the analytics they needed to plan future campaigns. A major pain point was also relying on the tech team to do any website updates. With over 70 hospitals, each with their own website, this was an onerous and time-consuming task. The marketing team needed more visibility around their data and to manage campaigns and websites on their own, without recourse to tech support.  They also needed to make sure their online presence was easily accessible, on all platforms, by their many users. 

Partnering with Mitra Innovation has not only expanded our team’s ability to deliver on multiple projects and initiatives simultaneously, but their valued input to our projects has seen us deliver outcomes over and above our original scope. The Mitra Innovation team is punctual, reliable and quality Driven – I would not hesitate to recommend them for any development projects – from small business to large enterprise.

Chris WellsGlobal Digital Development Manager – Ramsay Health Care

THE SOLUTION

Mitra and Ramsay worked collaboratively to build a fully responsive admin portal that does the following:

  • Manage and control marketing campaigns
  • Manage facility details of all 70 + hospitals in Australia
  • Search to find pharmacy stores and manage pharmacy services bookings
  • Provides dashboards and reporting tools

The portal is integrated into other internal websites and applications to gain insight and provide analytics to make hospital branding and marketing decisions. Ramsay was already using Sitecore, a customer experience management tool that provides web content management (CMS). Mitra used Sitecore to improve the Graphical User Interfaces (GUI) and hence the responsiveness of all the websites, so all were suitable for use on all devices, including mobile. This became more important in 2020 when all services moved on-line, with Mitra helping Ramsay respond to the increase in engagement. Mitra helped set up Customer Information Sessions, helping disseminate information around GP events and hospital services. A mechanism was also developed for feeding back attendance by clinical personnel at GP events, providing points towards “Continuing Professional Development (CPD)”, a program affiliated with the Royal Australian College of General Practitioners (RACGP).  

Content Management

Mitra created an admin portal for the marketing team which removed a major pain point, giving them the ability to manage their own websites.

Services On-line

Ramsay were quick to respond when some of their services had to move on-line during the Covid-19 Pandemic.

Mobile Access

Ramsay were quick to respond when some of their services had to move on-line during the Covid-19 Pandemic.

THE RESULT

The admin portal provides the Ramsay marketing team with the ability to manage, track and maintain marketing campaigns, and updates across their 70+ websites without the help of technical personnel.

The solution provided functionality to create campaigns and activities, general updates to hospital and pharmacy services, insights on the number of attendees for events, and analytics on engagement and follow up.
As a result of the upgrades made by Mitra, Ramsay was well placed to respond quickly to the need to move key services on-line from March 2020.

BUSINESS BENEFITS

The Marketing team can now design and deliver marketing campaigns without recourse to technical personnel.

The dashboards designed by Mitra provide insights and analytics that can be used to plan future campaigns.

The upgraded platform improved accessibility for users with over 4 million specialist profiles viewed in the last 12 months.

Responsive websites saw an increase in users accessing services this way to over 50% of their total traffic.