UC Irvine Health, a nationally-recognized health care leader, came to MedTouch to raise its online presence to a new level of sophistication. On the heels of an energetic rebrand, the web and marketing team was faced with a specific challenge: how to transform an overgrown, outdated, and insular website into a thriving patient acquisition and relationship tool. With thousands of pages and provider details, multiple locations, and years of disparate departmental strategies to untangle, they were ready for a new and defining approach.
UC Irvine Health selected MedTouch to integrate audience research and rich persona development into a comprehensive information architecture, design, and site experience. The UX design phase included a usability study with recruits from Orange County.
MedTouch also led a deeply-rooted content strategy that included mapping content to UC Irvine Health’s new, highly usable Sitecore interface, content modeling, a comprehensive inventory and audit, and expert training to align the web team’s content producers with new strategies and best practices.
MedTouch optimized key service lines to improve organic search engine results and implemented search marketing campaigns to help principal services stand out in the competitive space. Additional social media support was added to drive post-launch traffic.
UCIrvinehealth.org now reflects the organization’s vibrant new brand identity. The responsive design allows the entire site to respond dynamically to display on mobile phones, tablets, and browsers.
The new site is built on the MedTouch Healthcare Accelerator Framework for Sitecore. The CMS is optimized to manage content at the item level instead of the page level, creating dynamic relationships without increasing overall editorial time by leveraging a shared taxonomy of medical services. This was a vast improvement over UC Irvine Health’s previous CMS experience.
Additionally, the site features an improved information architecture with physicians integrated into service line pages, and a guiding strategy for content production, messaging, tone, and task flow.
- Sitecore Experience Platform (XP)
- Personalization through the Sitecore Experience Database (xDB)
- Design, UX, and content strategy
- Content planning, migration, and development
- Responsive design
- Provider directory
- Clinical trials
- Calendar events
- Contact us
- Advanced site search
- StayWell health library integration
- Search + analytics
UC Irvine Health’s new website is a stark and impressive “before-and-after” story with a fresh, new responsive design, reflective of the academic medical center’s passion for innovation and the spirit of the surrounding coastal community.
Post launch, analytics show users can find what they’re looking for more easily than before and have clearer access to critical service line information.
Visibility in Google and Bing significantly improved as many key areas rose to the first page in search results. Targeted marketing campaigns helped primary service areas position new content sections to their best advantage, while keywords from Orange County generated SEM ads contributing to a 12% growth in web traffic. As part of an integrated social media strategy, a series of Facebook featured stories yielded a remarkable 18,000 views per post, spurring continued interest.
Finally, one of the most affirming successes appeared in user testing 90 days post-launch, which proved the UC Irvine provider directory is the best-designed and preferred choice of focus group members, beating out other top medical centers in the nation.