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Vidant Health Website

Healthcare digital marketing transformation

Healthcare & Institutions

Digital transformation for a large healthcare organization

Vidant Health is one of the largest healthcare systems in the Carolinas. Serving 1.4 million people across eastern North Carolina, Vidant Health is comprised of seven community hospitals along with physician practices, hospice, wellness centers, and more. It currently employs more than 10,000 people. Vidant’s digital assets across different locations were disparate, non-responsive design, and did not provide accurate location or provider data information. The team at Vidant needed more than just a new website; they needed digital transformation.

increase in pages per session

3.5%

improved bounce rate

13.4%

increase in average session duration

12.2%

Building an ecosystem dedicated to rural healthcare

The Vidant Health website is completely redesigned and replatformed on the Kentico content management system (CMS). Ntara created a brand-new provider and location database that serves up real-time information like directions, physician specialties, and facility hours. Our team created specific personas and made data-driven decisions for site design, user experience, content, and menu hierarchy based on what Vidant’s stakeholders desired from a site. Ustin Ntara’s Blueprint and nSight Customer Segmentation study methodology, we used primary research to create personas and customer journey maps with specific channels and appropriate communication tactics that considered every interaction within Vidant’s digital ecosystem.  The updated site is mobile-responsive and focuses on business requirements that help the Vidant team achieve its mission of improving the health and well-being of eastern North Carolina.

Optimizing an approach to healthcare UX that anticipates user needs

Through our proprietary Blueprinting and nSight segmentation study, we surveyed more than 3,000 patients, their families, physicians, and community leaders in the 29-county area. Ntara partnered with Vidant to identify the business requirements of its new website, and formulated persona groups who access the site most frequently based on survey data. We also helped create a digital roadmap for future growth and optimization. We interviewed and quantified the responses of more than 80 stakeholders to understand how information impacts each individual patient. Ntara consulted with Vidant to identify business goals and align those goals with solutions that would provide the best return to the company and the community. Ntara built – and over the course of 3 years, achieved – a 36-month roadmap to identify what needed to be done first, what could be accelerated or decelerated based on changing business needs, and budget and timelines for all initiatives.

Creating an ecosystem that's more accessible

In July 2017, mobile traffic exceeded desktop traffic for the first time in Vidant’s history. VidantHealth.com did very well in the first month after go-live, and continues to perform.
Comparing January – July, year-over-year, the site achieved:

  • 3.5% increase in pages per session
  • 12.2% increase in average session duration
  • 9.5% increase in total time onsite
  • 13.4% improved bounce rate
  • 2.3% increase in number of sessions per user
  • 12.8% improvement in mobile bounce rate
  • An increase in percentage of mobile traffic as a total at 50%--the highest it’s been in site history.

 

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