The Challenge
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.
The Insight
“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 Work
The treatment: put users first by combining big-brand thinking with our ZenCMS multi-site architecture
Taking inspiration from these easy-to-use consumer experiences, we created a cutting-edge Drupal 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 ZenSource 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.
The website leverages the ZenCMS multi-site components to setup hospital sites, off of the main health system digital front door. This allows Catholic Health Drupal authors to interlace shared content across all locations, while also curating unique doctors, service lines and news content.
The Results
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
62%
increase in leads
11%
reduction in cost per lead
343
appointment requests from improved engagement