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The Outer Banks Hospital Website

Healthcare digital marketing transformation

Healthcare & Institutions
lighthouse

Improving a healthcare organization's UX for a sevenfold population increase

The Outer Banks Hospital (OBH) is a full service, hospital offering a wide range of inpatient and outpatient services. A joint venture between Vidant Health and Chesapeake Regional Healthcare, the hospital is especially equipped to meet the health needs of the coastal community, whose year-round population of 35,000 swells to about 250,000 in the summer season. The OBH team desired to better reach its tourist population while still meeting the needs of its long-time residents through a fast-loading, easy-to-navigate, and mobile-accessible website.

increase in mobile traffic year over year

65%

increase in organic traffic

34%

increase in CTA clicks

30%

Meeting the diverse needs of the Outer Banks' patient population

Ntara created a completely redesigned and replatformed website on the Kentico content management system (CMS). Our back-end development team created a brand-new provider and location database that serves up real-time information like directions, physician specialties, and facility hours. Our team wrote new content that speaks to the hospital’s connections in the community and features custom photography and a nautical brand palette. The updated and streamlined menu provides easy access to the site features users care most about: Urgent Care, Find a Doctor, and Get Directions.  The bold UX of this new menu was optimized for touch interfaces on mobile and tablet devices, and the large text and colorful UI caters to the Baby Boomer generational cohort that frequently visit the Outer Banks area.

Understanding user behavior to provide a better brand experience

The Ntara and Outer Banks Hospital teams discovered that resident and regional guests have very different needs. When seeking information about urgent care facilities, out-of-town guests often need quick information and directions to the facility, so a fast-loading, easy-to-navigate hospital website was a high priority. This audience predominantly uses mobile over desktop, and since the OBH mobile site did not have complete information, it needed an overhaul. Year-round residents are more familiar with the OBH, but we learned they also care deeply about community connections. The OBH is supportive of the community in many ways, but the website didn’t convey that message. Therefore, created a site that focused on patient stories, classes and events, and the hospital’s long-term services.

Our development team made it easier to update location and provider information by cleaning up and connecting 17 disparate documents into one location—a new master database. Our site design and content structure optimize the mobile experience, with minimal scrolling, compressed imagery size, and easy access directions, phone number, and hours for all locations.

Providing more accessible care for a coastal community

This project now captures the true essence of The Outer Banks Hospital and embodies the warmth of the community it serves. Since the website redesign, The Outer Banks Hospital seen great results:

  • 65% increase in mobile traffic YOY
  • 34% increase in organic traffic YOY
  • 54% increase in CTA clicks YOY with 55% of these coming from mobile compared to 30% last year

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