Unlike most healthcare providers, the primary user of children’s hospital websites are not the patient. We began our B2Me research by investigating what the psychological and practical needs of the users – the family, were all about.
Once we understood that parents lose a sense of identity as “parents” and yearned to understand the journey their child would be on, we mapped a website strategy to fill those voids. We wanted to push beyond a Digital Front Door and create a place where parents could truly understand, navigate, and coordinate care. Our strategy was three-fold:
Support families across their journey as they coordinate their child's care
Implement best-in-class search to quickly connect families to the information they need
Roll out industry-leading personalization to deliver the right content at the right time
We also learned through our research that families preferred visuals and content that showed children at home - enjoying the childhood they truly deserve.
Take a look behind the scenes at how we arrived at this reimagined digital experience – together.