case study

Creating a member-centric site for a managed care organization

Four people working together at a white table.
An image of the Cardinal Innovations home page

The challenge

Because of the statewide expansion of its model of managed care in 2011, Cardinal Innovations saw rapid growth. As the organization grew, its website became fragmented and disorganized, eventually serving primarily as a document repository. The site featured more than 3,000 valuable PDFs that were difficult to find, impossible to catalog, and provided no SEO benefit. The site didn’t convey their mission. It was not user friendly, lacked mobile accessibility, and didn’t meet the needs of their diverse user groups.
A cropped image of a man holding a mobile phone with the Cardinal Innovations website pulled up.

Our approach

We kicked off this engagement with a full GuidePoint Study research engagement. Our goals were to identify relevant industry trends, opportunities within their competitive set, and the needs and preferences of their unique audience segments. Additionally, we conducted an audit of their internal digital processes and systems and a full CMS evaluation to ensure they chose the platform that best met their business needs. We pulled all this research together into a complete website redesign.

An image of a silver laptop with the Cardinal Innovations website pulled up.

Final experience

We built Cardinal Innovations a brand new, member-centric site on Kentico. The site is optimized for organic search and features a new, easy-to-use menu to help audiences navigate to relevant content quickly and easily. Critical information is now presented in a way that is easily understandable to a variety of complex audiences. And, through a managed digital services contract, we continue to enhance and optimize the site to meet the evolving needs of its visitors.

Results

51%

0 %

Drop in site searches

80%

0 %

increase in ranking organic keywords

15%

0 %

decrease in bounce rate

Accessibile content strategy

Simplifying and optimizing content

We conducted a full content audit for thousands of pages and worked closely with the client to determine what was still relevant, what was necessary for members and stakeholders, and what met their regulatory requirements. We worked to rewrite all content in a new, simple, compassionate tone that better aligned with Cardinal Innovations’ brand. And their new site now meets a reading grade level appropriate for all its members and aligns with WCAG 2.0 requirements.
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Two people smiling, looking at a mobile phone together.

CUSTOMER SEGMENTATION STUDY

Business decisions based on real customer data

Before the web redesign work began, we conducted customer segmentation research—a wise move for any B2B manufacturer considering a direct-to-consumer shift. These insights helped the team make confident business decisions, adopting some of the key strategies we recommended such as product reviews, private label credit cards, financing, last-mile delivery, and more.

Black Cardinal Innovations Healthcare logo

About the client

Cardinal Innovations Healthcare is a Medicaid managed-care organization (MCO) that serves members and families with intellectual and/or developmental disabilities, mental health, or substance use disorder (IDD/MH/SUD) diagnoses across 20 counties in North Carolina.

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