Healthcare Organizations Stay Competitive with Branded Mobile Sites

Southern General focuses on aesthetics and functionality, as well.

"The mobile template is designed with the same look and feel as the primary Southern Regional Internet site," Gordon says. "We worked with our Web vendor, Geonetric, to develop a platform that was designed on user functionality and research."

Currently, Southern Regional's mobile-specific visits account for 2% of overall site traffic and are trending upward. Mobile site traffic has increased about a quarter of one percent each month since it launched in February. The most popular devices being used to access the site are the iPhone, BlackBerry, Android, iPod, and iPad, in that order.

Southern Regional's mobile site is a hit internally, too.

"The mobile site has been a huge satisfier for physicians as well as our board," Gordon says. "We will be looking to add modular capabilities in the future. The mobile site is part of the evolution of our eHealth program, which also includes an award-winning Web site, board extranet, corporate intranet, an iPhone application for our foundation, a patient portal, and a text-to-donate program."

By integrating a branded mobile-specific site into your array of online offerings, you will set your organization up for a successful digital future as consumer information queries become more mobile.