Website Development - University Health System

The web redevelopment project at University Health website demonstrates my leadership, innovation, and commitment to quality. The redesign supported a strong content strategy that focused on delivering easy-to-find, relevant content to target audiences at key times throughout their patient journey. With the goal of improved user experience, the new website enabled content discoverability, personalization, and persona development.

At the start of the project, I utilized my communication and presentation skills to demonstrate to key stakeholders the need for one main website instead of several smaller subsidiary websites. Prior to the web initiative, I had already influenced the organization to move to a new master brand strategy where all sub-brands were brought under the main brand with a one brand, one budget approach. With one new website, the organization was able to streamline and eliminate content that was duplicated or outdated and implement a stronger, more effective SEO and SEM strategy.

Tailored to target personas and maximized for selected key words, every page was reviewed, created or updated with subject matter experts and then cross-linked to provider/location pages and relevant blog content.

In the first month of launch of the new website, pageviews for service lines increased 16%, clicks on navigational elements increased 29%, and organic entrances to provider profiles increased 19%. The new website project received the platinum award for Best Overall Digital Patient Experience.