Carilion Clinic, a not-for-profit health care organization, based in Roanoke, VA, lagged behind regional and national competitors in terms of digital experience. Key conversion tools such as online scheduling were nonexistent and as a result, Carilion’s patient retention and acquisition greatly suffered. Carilion partnered with Modea to build a new web experience focused on patient engagement and conversion.
Our research showed that over 60% of users viewed the site on a mobile device, however, the majority directly bounced without finding any useful information. Additionally, we found that a large portion of users were entering the site from organic search leading them directly to transactional pages such as locations, provider profiles, and specialty detail pages.
It was clear that the current digital experience did not guide patients to transact on the device they used most; the immediate need was a patient-focused, mobile-first experience.
Through a series of surveys, in-person interviews, and user testing our User Experience designers quickly isolated four main user groups. To directly meet the need of each persona and a mobile-first user experience, user flows and call to actions were streamlined and crafted for small screen usability.
Focused on maximizing the speed and simplicity, the new site offers users the complete healthcare digital experience from the palm of their hand. Now a user can book an appointment, find a doctor, pay a bill, or search for a nearby location, all while on-the-go.
The modern and user-friendly experience brings the main call to actions to the forefront and allows users to interact with the features they use most through personalization.
Seven months post-launch, valuable interactions that drive revenue have increased significantly.