Highlighting A Commitment To Community: Stormont Vail Health
When CareContent first started redesigning their website, Stormont’s biggest challenge was that they had a competitor — an academic medical center with a statewide presence — moving literally next door to them in Topeka.
In order to stay competitive and maintain market share against this larger system, Stormont needed to increase awareness about their breadth of services and capabilities. The website needed to serve as a driver of awareness about their growing breadth of services and an extensive roster of providers, particularly specialists.
Before the overhaul, the website had not been redesigned in several years. There was a lot of dated content and content gaps about key services. The user experience also didn’t fully capture all that patients were able to do online, such as search provider bios, view locations, and sign up for events.
CareContent’s Solution & Process
CareContent’s process usually starts with in-depth discovery. This included a content assessment of their site’s pages, a review of past analytics reports, an inventory of multimedia assets, and most importantly, discovery interviews. CareContent’s lead content strategist, Rebecca Steurer, conducted more than 20 onsite, one-on-one discovery interviews with key stakeholders and patients to understand two factors:
- What questions should the website answer about services?
- What tasks should the website allow the target audiences to perform?
Senior leaders weighed in to ensure that Stormont Vail’s future goals were factored into the site, like the growing positioning as a population health organization and forthcoming services for behavioral health and dermatology.
By starting with the content and user experience — and allowing that to dictate the website’s design and development — the CareContent team focused on mapping out key pages of the new site, prioritizing key services and provider bios.
The CareContent team then created more than 250 pages of new service-line content and built a new provider directory to support the strategic goal of making the website stand out among the competition for the priority target audiences: patients/caregivers, referring providers, and job seekers.
By taking a content-first approach that prioritizes the target audiences’ needs, the CareContent team was able to create a site that has helped Stormont stay competitive.
This extensive redesign launched in an unprecedented 8 months. Most website overhauls take a year or more to complete.
Since the site’s launch:
- Average time site visitors spent on strategic pages has increased by about 50% on average.
- Mobile traffic increased 10% in the first 90 days after launch.
- Provider directory traffic increased by 257%.
The CareContent team kept us focused on our goals and really were an extension of our marketing team. They helped us gain buy-in throughout our organization to move forward with this new way of presenting ourselves online. And, they launched the site in 8 months. Unbelievable.
Niki Maloney, Manager, Marketing & Creative Strategy at Stormont Vail Health