Case Study: Pediatrix

How do you create a consumer-facing brand in the digital space?

The Challenge

Pediatrix is one of the nation’s leading providers of specialized health care for women, babies and children in the United States. They needed a new website that puts patients first and positions Pediatrix as a multi-specialty group capable of delivering care for patients of all ages.

Markets & Services

Branding

Increase your brand’s visibility

The Pediatrix brand has a long standing history with providers and hospital partners, but many patients were unaware of the larger Pediatrix brand story. We elevated the breadth of services Pediatrix provides nationally with clear brand messaging across the entire site—whether you’re browsing general services or looking for a specialist locally. We also took their rebranded logo and created a visually engaging digital brand that’s inviting yet trustworthy.

The impact of these changes has been remarkable. In 2023, YoY traffic grew by 19%, underscoring the increased interest and awareness in the Pediatrix brand; and the engagement rate saw a YOY rise of 152%, indicating audience growth and increased engagement with the site content.

Data Integration

Build an integrated data structure

As a part of their Sitecore CMS implementation, Pediatrix embarked on a massive database migration that combined several disparate systems into a new 3rd party database for doctor, practice, and location information. We partnered with Pediatrix IT to develop a data architecture that supports nuanced business logic and complex data relationships. The result: Pediatrix has a single source of truth, and patients see up-to-date information on the website.

User Experience

Put patient needs first

The old website succumbed to what many healthcare sites do—the content was organized by internal structure and sounded too clinical. Instead, we spotlighted what matters most to patients, like finding care nearby and paying bills. The overhauled “Find Care” search includes autocomplete and helpful filters like specialty and practice. The Find Care pages emerged as the primary drivers of traffic for the website, contributing to half of the site’s overall traffic volume.

Design

Make microsites consistent yet flexible

We redesigned the practice microsites with flexibility in mind—they can share information that serves their local communities. But we used a cohesive design and intuitive navigation that delivers a consistent user experience across the Pediatrix brand. A centralized glossary of conditions and services ensures that medical terms are clearly explained on every practice microsite.

SEO

Improve SEO rankings

Baking search engine optimization into our approach to website redesign ensures improved rankings and growth. Since the site redesign, the majority of Pediatrix-related branded keywords are ranking in the top 3 on SERPs. Additionally, the volume of traffic to Primary and Urgent Care locations pages increased by 80% YoY.

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