Memorial Hermann is using a global searching and booking platform to give it a marketing edge as well as getting the “downstream” benefits of easier patient scheduling, according to David Bradshaw, the health system’s chief information, marketing and planning officer, during an interview at the HIMSS13 conference in New Orleans.

The booking platform, built on technology from HealthPost Inc. but self-branded by Memorial Hermann as ScheduleNow (being able to self-brand makes a huge difference, Bradshaw noted) enables patients to schedule appointments online via a site that lists physicians by location, specialty, gender, accepted insurance plans and a number of other filters. It extends across Memorial Hermann’s huge outpatient network as well as its emergency departments, where it shows current wait times as well as enabling patients to “hold their place in line,” Bradshaw said.

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