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2018 Best of Show

Best of Show

Statement of Purpose

The Palmetto Health Children’s Hospital website had fallen behind the times from a technical, content and design perspective. We needed to perform a complete rebuild that implemented a modern responsive design while elevating our programs and specialties. In addition, we needed to highlight our child life experience that helps children and their families cope with health care experiences. Our goal was to increase overall website traffic and strengthen the Children’s Hospital brand.

Concept
For the new website, we decided to implement a bold new responsive design with intuitive navigation that addressed the needs of our audiences. We identified our three main audiences as vetting parents, information seekers and donors/supporters. We had to ensure that each of these groups was able to quickly and easily find the information they needed. To accomplish this, we developed patient journeys to learn how users would find information such as phone numbers, directions and campus maps. The project also needed to include the migration to a modern content management system (CMS). We chose Kentico 10 as our new CMS platform.

Design and Content
Our design leveraged custom photography to display animated hero shots of actual patients on the homepage and throughout the site. Each hero shot matched a floor theme of the Children’s Hospital – aquatic, rainforest, grasslands, polar, temperate and desert. We used our patient journey work to inform our navigation, which included a dedicated button on each page for contact information and directions. New content was created for our specialty areas including an overview, conditions treated, locations, contact information and physicians/providers. Additional content was also added for our programs, services and parent resources.

Results
Since our new site launched last June we have seen a 25 percent increase in the total page views on the Palmetto Health Children’s Hospital website. Some of our top pages include our specialties, services, programs and ways to give pages. We’ve also seen a 27 percent increase in the time spent on our site per user session.

 

Contributors:

Palmetto Health Marketing and Communications: Richard Baldwin, Julie Blevins, Bill Cooke, Scottie Dye, Umair Kahn, Kerry Fulton, Kelsey Reynolds, Kyle Sobus, Brady Wolfe

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