A World-Class Digital Platform for Duke Health

The Challenge

Duke Health is a nationally recognized academic health system known for cutting-edge research, advanced clinical care, and innovation. Despite its reputation for excellence, Duke was losing ground in the competitive Greater Triangle of North Carolina. Major competitors were gaining market share, prompting Duke to reevaluate how its digital presence supported business growth.

The existing website, while rich in health content and system information, wasn’t effectively helping users make decisions or take action. Duke partnered with Modea to transform its site into a strategic growth tool that would attract and convert more patients while reinforcing Duke’s reputation for leadership in healthcare.

Our Approach

Stakeholder and User Research

Modea began with comprehensive stakeholder and user research to uncover how patients were engaging with Duke’s digital channels and what barriers existed in their care-seeking journey. The findings revealed that modern healthcare consumers want more than information—they expect clear, guided tools that help them make confident decisions about care.

To meet these expectations, Modea took a holistic approach that connected Duke’s business goals with patient needs. Drawing inspiration from digital leaders outside healthcare, the team reframed the website as a growth platform—one that could drive measurable results through usability, conversion-focused design, and integrated functionality.

UX/UI Design

Modea redesigned Duke’s website around one core principle: meeting the real needs of patients. The new experience empowers users with greater clarity, control, and confidence as they navigate care decisions. At the heart of the redesign was the creation of healthcare’s first Deep Decision Platform, which helps users evaluate options and take meaningful action rather than passively browse information.

The interface is intuitive and accessible, reflecting how patients actually think about care. Whether searching for the right doctor, exploring treatment options, or preparing for a visit, the new site makes it easier to find and act on information. The clean, modern interface prioritizes usability, reduces friction, and guides users seamlessly from discovery to decision—turning Duke’s digital experience into an extension of its care.

Website Development

Modea rebuilt the site’s technical foundation to support the redesigned Information Architecture centered around Doctors, Treatments, and Locations. The development team implemented a fully mobile-responsive design across all devices, ensuring a consistent and accessible experience.

A reimagined physician search tool and custom Open Scheduling solution—integrated directly with Epic—allow patients to schedule appointments immediately after their research. The site’s new conversion-focused content framework and custom blog format further support Duke’s thought leadership goals while driving measurable engagement.

Solution

The result is a user-centered, data-driven website that delivers on Duke’s mission to improve access to care through innovation. The new platform serves as both a trusted information source and a business growth engine—empowering patients to find, choose, and schedule care with ease.

Through strategic collaboration, Modea helped Duke transform its digital presence into a powerful extension of its clinical excellence and brand.

Results

Modea’s redesign of Duke’s website produced measurable business impact, elevating its online presence to a true driver of growth:

+20% Outpatient Visits
+25% Appointment Call Volume
+37% Inpatient Admissions
+43% Surgical Procedures

Accessibility Compliance

We maintained accessibility standards throughout the design and development process. The product was built to meet the latest WCAG AA compliance standards, and we conduct ongoing accessibility audits and testing across all devices and user flows.

Technologies Used

Duke case study technologies

“

“We needed to bring the best digital practices of non-healthcare industries to reinvent DukeMedicine.org.”

- Design Lead, Modea

Key Takeaways

This project demonstrates how healthcare organizations can leverage digital strategy to drive real business outcomes. By focusing on patient needs, integrating operational systems, and modernizing both design and technology, Duke Health turned its website into a growth platform that builds trust, strengthens access, and supports its mission of delivering world-class care.