Creating a better website experience for users and administrators
How we redesigned a website to better connect patients to the care they need.
Helping a hospital stand out online
In early 2020, Froedtert South Hospital engaged Core for a much-needed update and overhaul for its aging website. That included more clearly representing the differentiating nature of the organization to better stand out in its role as a leading hospital in a smaller community nestled between Milwaukee and Chicago. While being part of the Froedtert family requires adherence to certain brand standards, Froedtert South needed to be unique and true to their offerings.
In addition to its lack of differentiated brand positioning, the system also struggled with content management—creating a web experience that was as difficult for patients to use as it was for marketing teams to update.
Using research to define content strategy
From the start, the design and redevelopment of the Froedtert South website accounted for website visitors and Froedtert South's internal website administrators.
For website visitors, we focused on creating a clear information architecture that helped users quickly navigate and find the information they sought. We also elevated website search across the site for those who prefer that type of navigation.
To better understand and reposition Froedtert South's unique value to patients, we conducted numerous interviews and workshops among internal staff, including service line care providers. We distilled hours of qualitative research to define a unique position and create a content strategy, which informed key messaging that was then applied across the primary service line pages and overall website content.
Increased brand equity and improved website metrics
Together, we launched a completely new website that gave everyone in the organization pride in the knowledge we captured their legacy, defined their present and paved the path to their future. In November 2021, the website received a Silver award recognition for Best Overall Internet from the ehealthcare Leadership Awards.
The brief
Our challenge was to develop a distinct brand position and meaningful website content that expressed empathy, communicated the system’s unique value within its community, accurately reflected the system’s breakthrough care services, and helped individuals easily navigate to the resources they were seeking. It was equally as important to create a manageable CMS that internal administrators could easily update, one that required little-to-no technical expertise so the team could ensure information would remain accurate and up to date. Photography helped showcase real Froedtert South providers and their connection to patients, proving their commitment to the neighbors, friends and family within the close-knit community.
Design
Core created a website design to artfully balance the Froedtert family brand identity with Froedtert South’s new, unique position: compassionate, community-centered caregivers providing breakthrough care. The new, easy-to-navigate web design leveraged empathetic messaging to underscore its commitment to providing breakthrough care right in the local community.
Performance
Within the first 3 months after website launch, we saw a 27% decrease in bounce rates, a 24% increase in page views and a 15% increase in organic sessions year-over-year. What’s unmeasurable is the increased brand equity available from defining a clear and strong brand position that embraces the hospital’s differentiators.