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A Brand Experience Success Story: Building a New Digital Experience

Large Clinical Lab 1

Consumers want and need a reliable digital experience from their healthcare providers. Siloed content and disparate websites can create confusion for patients at a time when clarity and peace of mind are needed most; this disconnect stands to erode confidence in a healthcare brand.

Our clinical laboratory client needed to consolidate multiple sites that were causing inconsistent user experiences and hindering search ranking. The healthcare services organization partnered with us to implement a new content management system that unifies their brand experience.

Unifying an Inconsistent Brand & Content Experience

We began this implementation by creating a site vision, a content governance framework for using Adobe Target, and six future-state journey maps to guide the project. Once this was in place, we migrated content from microsites to the client’s flagship using Adobe Experience Manager (AEM), adhering to enterprise design standards and best practices in readability, tone, clarity, SEO, etc.. To position for continued success, we enabled the client team for enhancement and administration and established section owners to ensure cross-team communication and alignment with the site’s vision.

The newly consolidated site streamlines information architecture and navigation while meeting Web Content Accessibility Guidelines Level AA standards. The newly consolidated site allowed for cohesive content across the site, a single shared taxonomy, a better search experience, a journey-based information architecture and navigation system, and consolidated analytics. 

Since launch:

  • Organic search keyword rankings has increased consistently, month over month
  • The number of organic sessions has increased, averaging over 3.5M visits per month
  • Mobile traffic increased, especially in the patient population

READ THE FULL SUCCESS STORY: Building a New Digital Experience

Healthcare Customer Experience Solutions

With Perficient’s expertise in life scienceshealthcare, healthcare experience solutions, and customer experience and digital marketing services, we equipped this clinical laboratory client with a solution that reimagined their content architecture for a cohesive content and brand experience.

Have questions? We help healthcare organizations navigate healthcare strategy and transformation, data and analytics, and content management. Contact us today, and let’s discuss your specific needs and goals.

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Cassidy Rimmey

Cassidy Rimmey is a Marketing Coordinator in the healthcare industry at Perficient.

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