Case Study

Development Staffing for Marketing Teams

Services in this project:

  • Artwork of a butterfly with wings spread in full color Evolve
  • Drawing of a butterfly taking flight in greyscale Execute

Extending a digital marketing team with technical staff augmentation.

Healthcare marketing teams don’t always have the luxury of on-staff development resources – forcing them to often rely on their organization’s IT departments to execute on projects, regardless of the size and scope.  This can slow the development cycle from idea conception to project completion.  Staff augmentation can help alleviate this constraint by empowering healthcare marketing teams with complimentary technical skills.  For these reasons and more, over the past nine years Paragon has been delivering staff augmentation solutions to an integrated healthcare delivery system in northeast Ohio.

In many ways, Paragon has become a true extension of the health system’s marketing team – providing a trusted and expert development resource that serves not only in a technical role, but also as a consultant to advise and guide projects in the most efficient way possible.  One such project was a system-wide website rebuild.  As part of the ongoing engagement, Paragon collaborated with the client to deliver a system-wide consolidation of web properties – coalescing over 5,000 pages including those owned by medical service lines, Foundation, EMS training, medical education, and others into an integrated Sitecore-based experience.  

While this consolidation of web properties was a grand undertaking, utilizing Paragon’s staffing services to complete the project provided the client with an added benefit – a dedicated resource focused on continuous innovation.  Most recently, Paragon helped the client upgrade their Sitecore implementation – delivering a technology refresh and supporting website redesign, as well as the hosting and maintenance for the site. Paragon also introduced and incorporated Sitecore’s Email Experience Manager (EXM), helping the client build highly customizable and personalized monthly email campaigns.  In all, our staffing solutions give this northeast OH health system a one-stop-shop development solution – and a trusted partner to help envision, execute and evolve their digital presence without straining or relying on internal IT resources.

The Paragon team implemented a seamless migration, provided expert advice, and top-quality support.

Sr. Marketing Strategist, Client Partner

As part of the website redesign, Paragon worked with the health system to develop a Sitecore-integrated Experience Analytics dashboard to help identify general marketing trends and opportunities.  The dashboard allows for regular reporting around organizational KPIs including conversions for appointment request submissions, tracking phone calls by integrating Invoca software, as well as website traffic and sentiment data. Whereas past reports were pulled from multiple vendors, Paragon’s solution provides a fully-configured and automatic data dashboard to increase efficiency – giving the Marketing department a central, consolidated data location. 

Paragon utilized Sitecore’s Marketing Automation capabilities to target patients at specific points in their journey with relevant content.  For example, automated trigger emails were configured as a follow-up to health self-assessments – allowing highly relevant content to be disseminated to patients after they had submitted condition-specific health questionnaires. 

Following the most recent Sitecore upgrade, Paragon worked with the client’s vendor to conduct a laboratory usability test of the website – uncovering opportunities for continued enhancement.  By providing ongoing managed services solutions as part of the staff augmentation, Paragon can add enhancements and custom solutions to continuously evolve and optimize the customer experience for the client.

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