Patient Journey Mapping & Data-Driven Content Strategy

Adventist HealthCare
Gaithersburg, Maryland
3 minute read

East Coast health system prioritizes patient user experience during a redesign.

Opportunity

When they decided to redesign their website, Adventist HealthCare wanted to put patients first, using research to guide strategic choices to give patients easier access to care and information.

Outcome

Geonetric applied a patient journey approach to every element of the project, driven by content strategy and content development efforts that prioritized usability, conversions, and Adventist HealthCare’s brand.

Impact

The new site is a proven community resource for accessing care and getting health information for the system’s target geographic service area, resulting in 183 percent increase in email signups since launch and 15 percent increase in unique page views to Careers.

Awards

“It’s essential our new website increases awareness of, and access to, our comprehensive network of locations, services, and providers. Geonetric was a great partner on this project – their expert team helped us accomplish this by crafting actionable, user-focused content that follows the patient journey so patients and their families can take an active role in their care.”

Richard Rinaudot, Digital Marketing Director
Adventist HealthCare

Adventist HealthCare, a Maryland-based system, had big goals for their new website, from representing their services from a system-wide perspective to anticipating and meeting the needs of their consumers with user-focused, location-optimized content.

To accomplish those goals, the Adventist HealthCare team partnered with their long-time agency, Geonetric, to ensure the new site made significant strides in engagement and conversion rates.

Adventist HealthCare and Geonetric’s expert content strategists, designers, developers, writers, and digital marketers worked collaboratively to deliver a comprehensive user experience (UX) that met Adventist HealthCare’s patients and consumers when they needed it most — when they were making choices related to their health and the health of their loved ones.

An alignment of cross-team objectives also ensured freshly written content:

  • Met readability and health literacy goals
  • Streamlined and communicated the online patient journey every step of the way
  • Supported the organization’s compassionate ethos across the continuum of care

Content Strategy that Aligns Brand Goals

To get the redesign project started on the right foot, Adventist HealthCare and Geonetric teamed up for two rounds of qualitative and quantitative usability testing on their website navigation and functionality. Geonetric and Adventist HealthCare completed several types of tests including tree testing, in-person testing, heatmap testing, and scroll map testing to get a complete look at user behavior.

Since testing happened throughout the redesign, Geonetric was able to tailor recommendations as new data came in.

Applying the Findings

With an in-depth understanding of their users and how they interact with different aspects of the site, the teams knew they needed to focus on a cross-linking strategy throughout the site to guide users to relevant content on services, locations, and providers at Adventist HealthCare. The data-driven content strategy helped:

  • Build brand loyalty and boost patient retention
  • Demonstrate Adventist HealthCare’s mission to make their community healthier
  • Find opportunities and gaps to improve the patient experience
  • Make calls to action (CTAs) clearer and drive desired user behavior
  • Stay ahead of an evolving market by prioritizing customer experience

The site’s new information architecture, section structures, and shift to streamlined content created a seamless online experience for site visitors.

Patient Journey Mapping

The Geonetric content team built user-focused service-line and non-service line structures that follow an order that’s logical to the reader and helps them understand typical experiences so they can better navigate what can sometimes be a confusing or intimidating industry. Care was taken to allow readers to enter service-line content related to where they are in their own personal healthcare journey, whether it was in the prevention, diagnosis, treatment, or follow-up care stages, in order to:

  • Develop a personalized experience across the continuum of care
  • Help consumers cope with treatment and manage expectations
  • Identify non-clinical and clinical interactions between the consumer and their healthcare providers at all stages, creating digital solutions when possible if gaps were present

Geonetric wrote engaging, actionable language to help site visitors quickly find paths to different care options when they enter the site on popular pages, such as service-line landing pages or the homepage. Geonetric’s design team developed icons that are easy to understand and offer patient-journey-focused clickable circles that easily show the way.

Patient-centric Content Development

Through the content development portion of the project, Geonetric put patients first by:

  • Ensuring active voice throughout to acknowledge the readers as people, not medical conditions
  • Meeting the goal of an 8th-grade readability level or lower, improving accessibility
  • Using patient-centered language to create more engaging and empathetic content

Patient Engagement

With the goal to create a more accessible entry into care and to help users find the information, they need faster. In a month, Adventist HealthCare saw a 31 percent increase in users who enter the site on one of the service-line pages and a 40 percent decrease in bounce rate in this section.

Patient Journey Mapping & Data-Driven Content Strategy