NSM’s new website puts clients front and center
NASHVILLE, Tenn. – National Seating and Mobility (NSM) wants to offer the public a “truthful and organic” look into what the company is all about.
To that end, NSM redesigned its website in August to feature photos taken by employees of clients in everyday situations. The photos replace the perfectly posed and cropped stock photos commonly used by providers.
“Those photos had nothing to do with our company and nothing to do with our clients,” said Mark McLean, the communications director at NSM. “It was, ‘Here’s a person in our chair,’ versus, ‘Here’s a person living life who happens to be in our chair.’ We wanted something more truthful and organic.”
To ensure employees take the photograph-taking seriously, NSM is holdings a series of contests, the first of which ran from May to July. The contests are open to all of NSM’s more than 500 employees at its approximately 80 locations nationwide.
Lisa Murphy, a processor at NSM’s location in Las Vegas, won the first contest, earning a gift certificate for her photo of a rehab technology supplier (RTS) changing a tire. A second photo contest began in September and will run through December.
The photos are key to NSM’s new online strategy, which includes more frequent interaction with clients. The company posts a new item to the website each day (like employee “kudos,” job postings or news) and has increased its activity on Twitter and LinkedIn. The changes have already generated a lot of interest in NSM’s website, McLean said.
“We’ve had lots and lots of click-throughs and views—500 on LinkedIn alone,” he said. “We know our web hits have increased by a very significant percentage.”
That’s good news: Whether it’s therapists who follow NSM on LinkedIn or caregivers and clients who follow the provider on Twitter, viewers are learning more about the company, McLean said.
“We want both groups to feel that we are a legitimate choice,” he said. “When people get a new wheelchair every five years or so, they think about it in advance. We want to be part of that.”