FirstHealth Website Design
How an omni-channel approach was the prescription for success
Background
FirstHealth is a non-profit healthcare network comprised of multiple hospitals, primary and convenient care clinics, and dental centers. While widely regarded as a premier medical system, its website and means of communicating the organization's expertise and specialty areas was another story.
Challenge
When FirstHealth approached Rhythm, it had been nearly five years since the organization had made any changes to the website. The site was outdated, hard to navigate and failed to provide a mobile-friendly experience. In short, it needed critical care.
SERVICES
Content Strategy, Responsive Website Design and Development, SEO, User Experience (UX) Design, Strategy, Content (Design, Copywriting), Copywriting
INDUSTRY
Healthcare
Solution
Our goal was to take a large group of community hospitals and create an uncomplicated medical network. To accomplish this, we simplified the presentation for mobile viewing while adapting the site structure for multiple content categories.
Research indicated location and specialist information to be most important to users, so we developed a comprehensive directory that was easy to find and use. A guided search tool displays popular items tailored to specific audiences including patients, visitors, caregivers, volunteers, and philanthropists. An easy-to-use CMS allows FirstHealth to directly manage up to 95% of the site’s new content - adding new content in real time.
Rhythm launched FirstHealth’s new responsive website to rave reviews - but that was just the beginning.
To be successful online, FirstHealth ultimately needed to drive more visitors to their site. Rhythm’s strategy team prescribed a social strategy and retargeting efforts to educate and convert audiences. After launching the new website, we developed paid media strategies that targeted users based on behaviors and interests.
The results were impressive. In the first year running paid media efforts, Google AdWords campaigns drove more than 3.2 million impressions and captured 980 conversions. Facebook remarketing and Google Ad Network displays resulted in 17,000+ clicks that led to 325 conversions. Overall paid campaigns increased leads by 700% while reducing cost-per-lead by more than 80% - a pretty healthy investment.
As an SEO objective, Rhythm was tasked with increasing the quantity of relevant and qualified organic traffic to the FirstHealth site. To do so, we focused on content enhancements sitewide with a heavy emphasis on local optimizations for FirstHealth's 100+ service locations.
