Creating a member-centric site for a managed care organization
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.
Our approach
We kicked off this engagement with a customer segmentation research study. 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.
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.
By the numbers
51%
Drop in site searches
80%
increase in ranking organic keywords
15%
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.
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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