Cardinal Innovations Healthcare Website

Managed care organization brand site

Healthcare & Institutions

Creating a member-centric website for a managed care organization

Cardinal Innovations Healthcare is a Medicaid managed care organization that serves members and families with intellectual or developmental disabilities, mental health, or substance use disorder (IDD/MH/SUD) diagnoses in 20 counties in North Carolina. Because of the statewide expansion of its model of managed care in 2011, Cardinal Innovations saw rapid growth over a six-year period, going from 200 employees in a five-county coverage area, to nearly 900 employees covering 20 counties.

As the organization focused on serving its members through that rapid growth, the Cardinal Innovations legacy website became fragmented and disorganized, eventually serving primarily as a document repository. The site featured more than 3,000 PDF files that contained valuable content but were difficult to find, impossible to catalog, and provided no SEO benefit to the organization. And this site didn’t convey Cardinal Innovations’ mission or meet the needs of its members, families, and providers. Cardinal Innovations prides itself on being a community-focused, compassionate, and understanding organization committed to the members and families they serve.

This challenge was made more difficult by the incredibly diverse population Cardinal Innovations serves in a highly regulated industry. In short, their digital presence was not user friendly, lacked mobile accessibility, and did not speak to its specific users.

unique site visitors


pages of documentation included in the content audit


individuals with complex needs who utilize Cardinal Innovations' services


Replatforming and redesigning a website to dramatically improve functionality

Ntara helped the Cardinal Innovations team create a brand new website on a new platform—Kentico. Their updated site features a new, easy-to-use menu with robust search features. Ntara consolidated, wrote, and rewrote hundreds of pages of brand new content and created a refreshed design that is now accessible on mobile devices and aligns with WCAG 2.0 requirements.

Communicating complex information simply and with compassion

The Cardinal Innovations team knew who its online users were, but they weren’t sure of the best way to reach them online. Our team created detailed customer journey maps and flows based on research—we spoke with 30 key Cardinal Innovations stakeholders to understand what information was most important to them and how they expected to find it.

Additionally, the Ntara team used our proprietary nSight Customer Segmentation survey methodology, where we interviewed hundreds of Cardinal Innovations’ providers and members to create personas, journey maps, and drive all UX decisions on site. Ntara then completed a full content audit for thousands of pages and worked closely to determine what was not only relevant, but necessary for members and stakeholders, that also met certain regulatory requirements. We worked to rewrite all content in a new, simple, and compassionate tone that better aligns with Cardinal Innovations’ brand and met, as much as possible, a reading grade level that its members can understand.

To replatform the site, Ntara helped the Cardinal Innovations team to create a full list of technical and business requirements. Using this information, we conducted a full CMS evaluation. Our team used these guidelines to create mood boards where we recommended fonts, color schemes, and imagery direction, complete with a custom photoshoot. The Cardinal Innovations team now has a fully functional website that contains an easy-to-use navigation with information that any user can access more easily. This brand new, state of the art site also features fully robust SEO best practices and integrated web analytics.

Increased access to clear and simple information

The new Cardinal Innovations website is launching in phases. The first phase, which included the initial cosmetic overhaul, drastic content updates and simplification, and several updated features, is available to view today on their new website. Items such as a blog, custom photography featuring actual Cardinal Innovations members and families, an interactive event calendar, an organized resource library, and rich, proprietary content specific to disorders will be available soon.
Immediately after launch, improved the user experience and access to information for its members.


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