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How Modea built Duke Health a world-class digital conversion platform that increased appointment volume by more than 25%.

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The Ask

Duke Health, despite a reputation for world-class care, was fighting for their share of patients in the Greater Triangle Area of North Carolina. Losing out to competitors like UNC, Wake Forest, Novant and Rex they looked to Modea to help reimagine how their website could address this mission critical business need.

Duke Health Doctor Profiles and Hospitals Duke Health Doctor Profiles and Hospitals

The Insight

Healthcare providers are trapped in the "build it and they will come" mentality for digital. Meaning that they believed over-investing in health library content to win on SEO or trying to inundate users with information about the health-system was not actually driving patients to chose them for care. Particularly patients who demand digitally more and more from healthcare sites with the rise of consumerism in the industry. We needed to bring the best digital practices of non-healthcare industries to a reinvented DukeMedicine.org

Duke Health Homepage

The Big Idea

By pioneering new ways for patients to have more transparency, control and choice when deciding which doctor or hospital is right for them - Modea built the first Deep Decision Platform in Healthcare. A platform that will not only aid prospects in the toughest decisions about their care but also convert them from site visitors to real patients.

Duke Health Find A Doctor App Duke Health Find A Doctor App

The Execution

  • Developed a new patient focused architecture for the site based on the three most vital site visitor needs "Doctors, Treatments and Locations"
  • Entirely Mobile Responsive site experience
  • Reimagined the Physician Search Process through a revolutionary new "Find-a-Doctor-Tool"
  • Integrated with Epic by building a custom Open Scheduling tool that drives patients from the “Find-a-Doctor Tool” into an actual appointment
  • Significantly simplified content on the site to be focused on conversion, while launching a custom blog format for a focused thought leadership strategy
Duke Health Device Display Optimization

The Result

Transformed Duke Health into a product development organization by building the best conversion engine in healthcare. In doing so making digital a strategic investment center for the entire organization.

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