Putting Digital Strategy into Action
One of the biggest recommendations was to unify all of Keck Medicine’s service line subdomains into the flagship domain, keckmedicine.org, and to redesign the site to be in line with healthcare website best practices. Modea is currently designing and developing this new site. The digital roadmap gave us the beginning of a web strategy, which we strengthened considerably by creating a comprehensive content strategy.
Hospitals often struggle with how to organize their content and keep a uniform experience across service lines, locations, and provider pages. With the content strategy, we created page templates with defined structures. These templates carry enough flexibility to work across specialties, but offer a consistent, streamlined experience — which helps drive engagement in a competitor marketplace.
Instead of a mishmash of content and convoluted structure, there is now a clear path for finding care and referring patients. The content strategy also helped point the way for prioritizing how Keck Medicine would reauthor pages, so that key pages would be ready for launch.