A growing system that still read as a single hospital.
The organization had expanded quickly — new hospitals, new affiliates — but its website still presented it as one hospital. Families described it as hard to use, with too many clicks between them and care.
The audit made the problem concrete: a shallow, confusing information architecture, weak calls to action, and a mobile experience that trailed desktop even though 62% of visits came from phones.
Search findings from the content and SEO audit.
Five people the site has to serve.
Twelve stakeholder sessions across clinical, academic, and business groups, an online survey, and a competitive review of six peer systems informed five personas — each mapped across the same five-stage journey.
- i.The parent as chief family health officer
- ii.The referring physician and research partner
- iii.The prospective resident or fellow
- iv.The community partner, donor, or future employee
- v.The internal community
- Awareness
- Consideration
- Conversion
- Engagement
- Advocacy
Six imperatives, one continuum.
The strategy playbook set six imperatives — from presenting the organization as a system rather than a hospital, to first-person storytelling, to an “I am a…” path for each audience — with a three-phase roadmap to deliver them.
- 2023Foundation: new site and content
- 2024Marketing platform and CRM
- 2025+Personalized journeys
Build the site around how families think — not how departments are organized.
Specialties, locations, providers — always one click apart.
A new sitemap organized the site into six global sections. Specialties, locations, and providers were treated as a connected “care trinity,” cross-linked so families can move between them from anywhere.
In tree testing, 90 participants completed 16 tasks. Patient families succeeded 88% of the time — above the 65–80% benchmark for an effective structure — and the two tasks that fell short led to label changes and new “Get care” paths.¹
Two ways in, one clear next step.
Two homepage concepts explored different balances of welcome and proof: one led with clear entry points for primary and specialty care; the other led with outcomes, research, news, and giving. The final direction kept an “I am a…” selector so every audience lands on a relevant path.
- Parent or caregiver
- Referring provider
- Resident or fellow
- Partner or donor
Post-launch performance data will be added as it becomes available.