An academic health center, University of Missouri Health Care provides leading-edge care for all of Missouri and beyond. MU Health Care offers the highest level of trauma care in the region and is Missouri’s only hospital designed solely for cancer care. Its groundbreaking research makes it an international healthcare destination.
The vast majority (80 percent) of people use the internet to search for health information, and nearly half (49 percent) search out information on specific hospitals, doctors, or treatment options. A website that educates, informs, and supports patients, caregivers, family members, and healthcare providers is imperative to a healthcare facility’s ability to succeed in its mission. When MU Health Care’s original website fell short, it was clear a comprehensive overhaul was needed.
MU Health Care’s outdated, proprietary CMS made updating the site and managing content difficult if not impossible, frustrating MU Health Care’s staff and website visitors alike. The resulting patient experience was less than compelling, with a wonky architecture and content strategy. Site conversions suffered, as did visitors who attempted to visit the site via a mobile device. And to complicate matters further, accessibility challenges meant that the site couldn’t effectively serve its most vulnerable audiences.
But the problems with the previous site extended beyond design and technical limitation to the heart of the brand. The website didn’t effectively quell consumer misperceptions surrounding MU Health Care’s quality and age of facilities and ability to provide specialty care for complex medical conditions. There was a missed opportunity to set the record straight.
MU Health Care selected digital marketing consulting firm Centretek to lead its efforts to revamp the website. Centretek built the new site on Drupal with Acquia Cloud, providing MU Health Care with a versatile yet stable solution for their website needs. Working together, the teams developed different landing page templates for maximum ease-of-use and flexibility while still maintaining the feel of the University of Missouri Health Care brand. The website’s design, UX, and content strategy directly address outdated consumer perceptions, using engaging, custom-shot photography and video to showcase MU Health Care’s modern facilities and advanced specialty care. The addition of prominent messaging and calls-to-action for common health issues and enhanced search functionality make for a much-improved user experience.
Metrics for the new site show it is resonating with users. The “make appointment” page has realized a whopping 442 percent increase in page views, and users are staying on the site an average 18 percent longer than the previous site. Doctor profile page views are up by 15 percent and views to locations pages are up by 11 percent. Additionally, the new site has seen a 4 percent increase in overall organic search traffic and a 13 percent decrease in its overall bounce rate.