The University of Missouri Health Care's (MU Health Care) previous website did not support a strong patient experience, failed to effectively convert prospective patients, lacked an intuitive architecture and content strategy, and had grown bloated.
To complicate matters further, it was dependent on an outdated proprietary web content management system (WCMS) that prohibited MU Health Care’s staff from easily managing their own website.
To address these issues, MU Health Care selected Centretek in 2016 to lead their website overhaul through a competitive RFP process.
Highlights of Website Overhaul
The Centretek team led an extensive discovery and strategy effort that defined the requirements for the new website and provided a roadmap for a digital engagement strategy.
The new MU Health Care site launched on August 22, 2017, with the following highlights:
Award-winning user experience: The site won double gold at the 2017 W3 Awards and gold at the 2017 Daveys, awards specifically for smaller agencies. The prestigious W3 and Davey Awards are both judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of professionals from acclaimed media, advertising and marketing firms.
- General website: Health care services – Gold (W3)
- Website features: User experience – Gold (W3)
- Websites: Health – Gold (Davey)
WCMS and hosting environment: The site is built on Drupal 8 and the Acquia Cloud, which provides 24-hour hosting environment coverage that effectively alleviates concerns regarding site down time.
Strategic use of video: The site features engaging custom shot videos throughout to showcase facilities, evoke emotional response from visitors and add the engagement of movement to the home page.
Consumer-focused content: The Centretek team delivered more than 400 pages of new consumer-driven content. Previous site content was internally focused and often driven by internal organizational structure; in addition, it was generic and didn’t highlight MU Health Care’s distinguishing capabilities as an academic medical center. The newly written content focused on addressing consumers’ need to find services related to their concern and highlighting treatment options and care specific to MU Health Care.
Improved search functionality: Through the combination of consumer-focused content and use of Solr, the site allows for an improved user onsite search experience with faceted, predictive (auto complete) and phonetic search capabilities.
Increased ability to address marketing challenges: Through extensive discovery and stakeholder engagement, the Centretek team developed a UX, design and content strategy that directly addressed MU Health Care’s challenges and misperceptions related to outdated facilities, lack of in-market awareness for specialty care, and leakage for specialty/complex care services to St. Louis and Kansas City.
For example, the site offers flexible templates that allow for customizable landing pages. The MU Health Care team capitalized on this flexibility, working with Centretek to develop different landing pages for each of the priority service lines. These differences highlight the unique capabilities and distinctions among priority service lines, while still maintaining the feel of the University of Missouri Health Care brand.
The site also incorporates slideshows and videos shot at the MU Health Care campus to showcase the facilities while making them more approachable to potential consumers.
Showcase the breadth of services and locations: The Locations section offers an interactive location search with mapping features built on top of Google maps. It also offers consumers the ability to customize their search by using their current location.
Leverage content marketing strengths: The site prominently features an Our Stories section that features patient stories showcasing the complex care MU Health Care offers. These patient stories were housed previously on a separate site, causing MU Health Care to lose out on the traffic being generated via social media channels. Now, the team is able to direct that traffic to MU Health Care, where the stories use Drupal’s taxonomy to cross-promote relevant clinical services throughout the site via contextual tagging.
About MU Health Care
MU Health Care is an academic health center comprised of five hospitals and nearly 60 primary and specialty-care clinics. MU Health Care has almost 6,000 employees and served 216,345 patients in fiscal year 2017.