Pediatrix
Helping a national healthcare leader reach their B2C audience
When an organization serves patients at some of the most vulnerable moments of their lives, the digital experience can't be an afterthought.
Pediatrix is one of the nation's leading providers of specialized health care for women, babies, and children. They needed a new website that centered patient needs, reflected the full scope of their multi-specialty capabilities, and gave their brand well-earned visibility.
The existing site spoke fluently to clinical audiences, but it wasn’t built for the patients and families trying to find care. Because of this gap, the site wasn’t speaking to the full picture and national breadth of what Pediatrix offers.
What we did
- Content strategy
- Information architecture
- SEO
- Sitecore
- UX
- Visual design
- Website design
- Website development
1%
increase in site traffic YoY
1%
increase in engagement rate YoY
1%
increase in traffic to key location pages
The focus
Pediatrix had the specialists, the national footprint, the hospital relationships, and a refreshed brand ready to meet the moment. What they needed was a digital experience that made all of it accessible to not only those already in the system but also the people searching for care.
Our strategy
We started with who the site was actually serving and built the experience from there.
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Elevating the brand at every level. Many patients didn't know the full story of what Pediatrix provides nationally. We built clear brand messaging across the entire site so that visitors meet the same confident, trustworthy brand whether they’re browsing general services or searching for a local specialist. We also took their new logo and created a visually engaging digital brand that extended across the full site.
Building a consolidated data structure. Pediatrix's provider, practice, and location information lived across several disconnected systems. Working closely with their IT team, we designed a data architecture flow from a consolidated single source of truth to their Sitecore CMS instance. Staff now have accurate data to work from, and patients get up-to-date information every time.
Creating consistency across a national microsite network. Each Pediatrix practice microsite needed the flexibility to serve its local community while still feeling like part of one brand. We designed a system that allows for local customization within a cohesive framework, including a centralized glossary of conditions and services so that medical terminology is explained clearly and consistently across every practice.
The results
Within a year of launch, the site was performing in measurable ways: traffic up 19% year over year, engagement up 152%, and Primary and Urgent Care location pages driving 80% more visits. Most importantly, our work helped patients and families understand Pediatrix’s expertise and navigate it effectively to easily find the care they need.
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