Children's Hospital of Richmond at VCU
Improving Digital Experiences to Nurture the Champion in Every Child
Services
Business and technology strategy
Creative communications and design
Website strategy and development
Creative communications and design
SEO and voice search optimization
Powerful 3rd party integrations driving ROI
Digital creative campaign concepting
Enterprise ASP NET development
Custome eTool and applications
API and mobile app development
Alignment of workflows with business processes through Salesforce CRM
Governance and staff consulting
Business intelligence strategy and dashboard design
Challenge
With new VCU Health corporate branding, the Children's Hospital of Richmond at VCU needed to effectively reflect the new system brand and maintain their dedicated identity as a children's hospital.
In addition, the team needed to more clearly emphasize priority service lines to showcase the depth and breadth of clinical pediatric care available.
Outcome
-Implement an audience-focused strategy to improve the user journey and achieve organizational goals.
-Deliver brand alignment, unified content strategy and a strong user-friendly approach.
-Launch on a new digital experience platform to enable organizational efficiency and bring opportunity for a more personalized user experience.
-Maintain tight collaboration and communication at ever stage throughout the process across multiple agency partners.
Results
By using strategic web content and improved features and capabilities, overall traffic increased and an enhanced experience for users was established. What's more, the new digital experience platform enables a unified content strategy across the organization, enabling tools for more personalized user experience.
73.7%
Organic traffic growth of post-launch with stronger search engine optimization
229,500
Total sessions
01:24 m
Average time on page
Our Approach
Core Activities & Deliverables
Stakeholder interviews
Align goals and opportunities through stakeholder interviews with clinical leadership, faculty and the Family Advisory Network.
Flexible component-based design
Implement digital experience platform for flexible component-based design and to enable personalized user experience.
Drive engagement with blog
Drive engagement of internal stakeholders to review content and increase participation in new features such as the Advancing Children's Health Blog.
Research and analysis
Develop a focused information architecture, guided by web and content best practices for pediatric hospitals, including research and analysis across various platforms.
Overall site functionality
Improve overall site functionality to deliver a more engaging and intuitive experience for all audiences.
Robust linking strategy
Enhance user journeys through a robust linking strategy from diagnosis through recovery.
We appreciated the insight from the MERGE team on web best practices and platform knowledge."
MERGE is a true digital partner, exceeding expectations throughout the project."
We felt we were truly a team as together we achieved all goals and delivered an impressive website with significantly improved engagement."
