Taking Arnot Health’s website from a single hospital to a unified healthcare system.
Overview:
Nonprofit health system, Arnot Health, had recently transformed from a solo hospital and small medical group to a larger health system after acquiring two hospitals in neighboring communities, as well as many local primary and specialist practices. They were just about to launch a new website, that had received an aesthetic facelift, but it still had content based around the medical center instead of the system.
Goals:
- Unify website for user-friendliness. Arnot needed to bring three hospitals, a broad range of in-patient and out-patient services, a system of doctors and a large medical practice under one banner that patients could easily navigate.
- Show depth of offerings. They were battling a perception in the community that “Arnot” just meant hospital and didn’t convey the breadth and depth of their newly expanded, widespread offerings.
- Ensure site is easy-to-update for accuracy. With expanded locations (like hospitals, walk-in clinics, and primary offices) and an ever-evolving list of doctors, NPs and PAs, Arnot needed to wrangle all of this information in a way that made sense.
Strategic Solutions:
- Updating and re-organizing 50+ pages of website content (that were solely focused on the medical center) to speak from the perspective of a system.
- Revamping service offerings on the website from single location (talking about physical buildings) to content explaining the type of service, what locations it was being offered at, and what doctors served that specialty.
- Creating a database of associated, easily-updatable content. We turned static lists of hundreds of doctors and offices into an easily updated, associative database now used as the main doctor and provider database for the system.
Outcome:
The Arnot Health website now speaks from the voice of a system, relays accurate information clearly, and is easy to update as Arnot continues to grow and evolve. Patients and employees alike use it to find doctors, services and locations.
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