Redesigning Keck Medicine for Better Patient Access
Redesigning Keck Medicine of USC’s web platform to drive patient acquisition, streamline provider discovery, and expand market share in a competitive regional market.
100%
Mobile-optimized experience built for on-the-go care navigation
WCAG AA
Accessibility standard achieved across all digital pathways
THE CHALLENGE
Outpacing Heavy Competition in the Los Angeles Healthcare Market
Operating in Los Angeles meant competing against numerous high-quality health systems with strong brand recognition and growing digital capabilities. Keck Medicine of USC needed its website to do more than inform — it needed to convert.
Their existing digital presence did not fully reflect the strength of the organization or support patient acquisition goals. Navigation complexity, limited mobile optimization, and underdeveloped location and provider data made it difficult for users to quickly find care.
Leadership recognized that capturing and growing market share required a modern, research-backed digital experience aligned with how patients search for, evaluate, and access care.
Research-backed web design providing clear care pathways for patients across the Los Angeles metropolitan area.
OUR APPROACH
Research-Led Strategy Meets Scalable CMS Architecture
Modea partnered with Keck to deliver a comprehensive research initiative and flagship website redesign grounded in patient behavior and business objectives.
Grounding the Roadmap in LA’s Healthcare Landscape
We began with an in-depth discovery phase, including market analysis within the Los Angeles healthcare landscape, competitor benchmarking, audience research, user interviews, and a deep evaluation of digital performance. This research informed a digital product roadmap focused on discoverability, clarity, and patient conversion, aligning marketing objectives with operational realities.
Structuring Location Data for Accurate Provider Search
The new experience prioritized intuitive navigation, enhanced provider search and filtering, clear service-line pathways, strong mobile optimization, and WCAG AA accessibility compliance. Location and provider data were structured using a custom indexing strategy to ensure accurate display of physician practice locations, specialties, hours of operation, services, and parking details.
Building a WordPress Foundation for Rapid Iteration
Modea rebuilt the site on WordPress to deliver a scalable CMS foundation, improved provider directory functionality, streamlined appointment scheduling pathways, and integrated analytics tracking from day one. Agile project management allowed for rapid iteration and continuous refinement based on stakeholder feedback and emerging insights.
- In-Depth Discovery & Benchmarking: Evaluated LA market dynamics and consumer behavior to guide design choices.
- Location Data Indexing: Structured complex practice, location, parking, and specialty details for precise patient search.
- WordPress Platform Build: Rebuilt the site on an adaptable CMS to support rapid content management and scalability.
- Integrated Analytics Tracking: Embedded tracking tools from day one to monitor conversions and inform future optimization.
Structured content pathways and filtered search capabilities engineered to guide patients directly to relevant conditions and treatments.
THE RESULTS
Measurable Impact on Patient Acquisition and Market Presence
The redesign enabled Keck Medicine of USC to strengthen its digital performance, shift from a passive informational site to an active acquisition engine, and support measurable growth. With clearer pathways to care and greater visibility in search, the new experience helped Keck better reach prospective patients and turn digital engagement into opportunities for patient acquisition.
Data-Backed Growth Roadmap
Established a clear, analytics-driven digital transformation roadmap to guide the health system’s continuous future evolution.
Streamlined Navigation & Usability
Received overwhelming positive user feedback regarding clear site architecture, intuitive layout, and ease of locating specialized care.
Increased Patient Conversions
Generated measurable growth in new patient inquiries and online appointment bookings through streamlined pathways to care.
Boosted Mobile & Search Traffic
Increased total website traffic—particularly among mobile users—while dramatically improving search engine visibility and engagement.
TECHNOLOGY STACK
Built with Scalable, High-Performance Technologies
FAQs
How does web design directly impact healthcare market share in competitive regions?
In highly competitive markets like Los Angeles, patients compare digital experiences before booking care. A website with friction, slow load times, or hard-to-find provider info causes patients to switch to competitors. An acquisition-focused platform makes booking seamless, directly capturing market share.
Why is location and provider data indexing critical for health systems?
Patients frequently choose care based on location convenience, physician specialties, office hours, and logistical details like parking. Structuring this data via clear indexing improves local SEO, ensures search engines display accurate information, and helps patients quickly select the right care location.
What are the benefits of using WordPress as an enterprise healthcare CMS?
When custom-engineered, WordPress offers a scalable, user-friendly CMS foundation that allows healthcare marketing teams to publish content quickly without relying on heavy engineering resources. It also integrates smoothly with third-party CRM platforms, analytics suites, and provider databases.
How does audience research inform a healthcare website redesign?
Audience research identifies how patients actually think about and search for care rather than relying on internal organizational structures. By uncovering real user pain points, healthcare organizations can structure navigation around primary consumer goals, such as finding a specialist, booking an appointment, or locating a clinic.