Restore a healthcare system to optimal health.
Catholic Health brings together 6 hospitals from around the region – each with a different history, set of services and patient profile. They came to Primacy with an intriguing challenge: create a single digital experience that works for each location while supporting the overall goals of the health system.
“It should be as easy to use as making a dinner reservation on your phone.”
That was the advice from their CMO. But instead of just turning to other health systems for inspiration, we looked at experiences like OpenTable, Netflix, Disney Plus and Hulu—sites that Catholic Health’s patients were using every day.
The treatment: put users first by combining big-brand thinking with our own testing and learning.
Taking inspiration from these easy-to-use consumer experiences, we created a cutting-edge website that inspired users to engage and explore by borrowing from interaction models, platforms and experiences that people already understand, trust and enjoy. Progressive disclosure interaction, on-page content previews and snackable content kept pages simple to scan and easy to navigate so the audience could focus on finding the content that mattered most to them.
We also used a test and learn approach, launching marketing landing pages in parallel with the bigger development to gain valuable analytics and insights that allowed us to incrementally optimize the experience as we developed the larger digital ecosystem.
Then Covid happened. But instead of a challenge, the pandemic proved to be an affirmation that we were doing the right thing. While other health systems scrambled to adapt to rapidly accelerating digital adoption needs, Catholic Health was ready to roll.
The Content Migration
Using surgical precision to streamline content.
With the focus on identifying the most critical content to best represent Catholic Health, we reduced the complexity and redundancy of more than 6,000+ pages by 75% identifying the most critical content to best represent the new Catholic Health through data insights and a revised, unified information architecture. The more navigable size made a tangible difference by allowing us to incorporate a consistent brand tone, voice and story. It also made a quantitative improvement by cleaning up repetitive content, which both enhanced the user experience and helped with SEO/organic search.
UX that put usability first was just what the doctor ordered.
We launched the new Catholic Health digital experience—one that reflected their users’ changing needs and the value of digital transformation for improving patient care. The positive impact was immediate and served as a springboard for Catholic Health’s marketing team to apply this lens to all their work—including integrated marketing campaigns and clinical operations/marketing collaborations. The sharpened messaging better reflects their brand—putting the patient experience and community needs first.
The Prognosis is good
First 3 Months Post-Launch
increase in leads
reduction in cost per lead
appointment requests from improved engagement