The Challenge

Ballad Health is a multi-state health system that serves parts of Tennessee, Virginia, North Carolina, and Kentucky. The organization operates 21 hospitals, along with long-term care facilities and outpatient locations.

The system’s website was due for a modernization to improve design, performance, and usability. Ballad Health saw this as an opportunity to strengthen the digital experience across key areas of the site—making it easier for patients to find care, access information, and take action. Modea partnered with Ballad Health to rebuild the platform with a more intuitive, data-informed experience that aligns with the organization’s mission and better serves both patients and providers.

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Our Approach

Using UX, SEO, and Analytics Audits to Guide the Project

Modea had previously partnered with Ballad Health to integrate the Find a Doctor feature into their site. During that project, the team implemented analytics for the first time, giving Ballad Health insight into how patients interacted with their content.

Building on that foundation, Modea conducted a UX audit, mined analytics data, and performed an SEO audit to identify opportunities for improvement. These insights revealed that provider reviews were underutilized, navigation was not optimized for different audiences, and calls-to-action could be more clearly defined.

Modea also developed distinct patient personas to guide design and messaging strategy—helping Ballad Health tailor communication to each audience and move away from a one-size-fits-all approach.

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Simplified User Experience

Modea’s design and development teams used these insights to create a simplified, action-oriented web experience. The homepage and navigation were redesigned to direct different audiences more effectively, ensuring employee and consumer pathways were clearly separated.

Key updates included:

  • Redesigning highly trafficked pages, including Medical Services and Classes & Events.

  • Integrating Press Ganey provider reviews to improve SEO and transparency.

  • Restructuring the locations workflow to simplify provider and location search.

  • Adding clear calls-to-action throughout the site to increase engagement.

To strengthen site performance and long-term scalability, Modea migrated Ballad Health’s website to a modern Drupal platform. The engineering team also integrated Phynd data into the Find a Doctor and locations workflows, improving accuracy and consistency across listings. Additionally, enhanced analytics capabilities now allow Ballad Health to perform A/B testing and make data-driven decisions to continuously refine user experience.

Solution

Ballad Health’s new website delivers a more streamlined, user-friendly experience for patients and providers alike. By combining data insights, accessibility improvements, and content strategy enhancements, Modea helped Ballad Health create a digital platform that’s easier to navigate, more actionable, and better aligned with the organization’s brand and goals.
 

Results

  • +20% increase in overall site engagement (page views and time on site)

  • 418% increase in online scheduling volumes

  • 40% decrease in clicks to call, showing a clear shift from phone to web scheduling

  • Improved visibility and engagement through integrated provider reviews

 

Technologies

Ballad website technologies

 

Awards Won

  • W3 Award: Best Structure and Navigation, Best Home Page
  • Web Award
  • Digital Health Award
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"Although the original ask was all about updating to the latest version of Drupal, we wound up helping Ballad Health improve their digital customer experience—by using an iterative, data-driven design process."
- Software Engineer, Modea

Key Takeaways

 

Ballad Health’s website redesign demonstrates how healthcare organizations can use data and design together to drive engagement and efficiency. Through UX, SEO, and analytics audits, Modea identified key opportunities to enhance usability, accessibility, and conversion—resulting in a modernized digital platform that better connects patients to care.

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