Streamlining Patient Interactions

Challenge

One of Main Line Health’s primary goals for its website, mainlinehealth.org, is to ensure visitor satisfaction through every online interaction. The organization noticed that its site visitors were struggling to complete key tasks on the website. Users were not able to quickly find doctor information, contact details for the closest healthcare provider, and accomplish other important actions. Many of these pain points were the result of the site reflecting MLH’s internal organizational structure rather than addressing patients’ needs. To resolve these challenges, MLH engaged in an effort to redesign its website.

Main Line Health's key challenges:

• Unsustainable content management practices, with 10,000+ pages being individually managed
• One-size-fits-all design leading to inconsistent content presentation across channels
• Siloed user experiences and calls to action resulting in a measurable conversion rate less than 0.3%
• Lack of clear content hierarchy due to non-friendly URL structure
• Inability to support personalization and marketing automation
• Limited ability to make enhancements and execute new initiatives on website

Approach

Velir partnered closely with key stakeholders in MLH’s marketing and IT groups to deliver a website which meets the organization’s business goals and objectives. This included improving the efficiency of the staff that manages the site, and providing a stress-free and engaging experience for site visitors.

The redesigned site presents a highly simplified user experience with just four main pathways to data. The new functionality and navigation is task-based and makes it easy for visitors to self-identify and find the information they are looking for quickly.

Sitecore's Experience Database Manager (xDB) has been utilized to provide visitors with personalized experiences that allows individual business entities to be highlighted within the enterprise where appropriate. Deep integrations with Coveo and business systems like LVM’s contact center solution provide access to robust search functionality, and essential provider and class data. These updates not only allow the organization to more effectively promote services, it provides users with a less cluttered, more optimal path to finding the services and providers they’re seeking, which has led to a substantial boost in measureable conversions within just the first year following the site's relaunch.

Visit the site at mainlinehealth.org