Connecticut Children's | New Health System Website
Category for Consideration:
Website |
Overview:
As the state’s only health system dedicated to kids, Connecticut Children’s brand and digital experience needed to accurately reflect their commitment to pioneering research advancements, and promoting optimal health, well-being, and childhood development. Over a 15-month journey, they reimagined their health system website.
Situation Analysis:
Connecticut Children’s last updated their health system website in 2017. Key issues included antiquated design, difficult navigation, excessive load times, frequent downtime, cumbersome manual processes for maintaining the Find-A-Doctor section, a lack of flexibility, and the absence of mobile optimization.
Market research showed a perception of Connecticut Children’s as primarily a hospital. This insight highlighted an opportunity to position the organization as a fully integrated health system as they grow operationally and geographically across the state. With the “Beyond Imagination” campaign, they embarked on a complete website re-platform and redesign.
Statement of Objectives:
- Shift public perception from a hospital to a health system, enhancing brand awareness of top academic and science-driven clinical care, innovation, and overall well-being.
- Create a best-in-class mobile-first digital platform that represents Connecticut Children’s expanded reach, captures the nurturing warmth of clinicians, and drives immediate action, repeated engagement, and long-term advocacy.
Program Planning and Strategy:
In partnership with Primacy, the project began in October 2022, focusing on stakeholder interviews, competitive assessments, business requirements, wireframe development, content audits, and schematics for the new site. A steering committee comprising executive leaders, physicians, and operational team members guided project milestones.
Two homepage concepts were developed and focus-tested, establishing clear communication that Connecticut Children’s is more than just a hospital. Further testing on navigation and intuitive design ensured key stakeholders could efficiently accomplish tasks. Clinical leads reviewed site content for accuracy, and consolidation opportunities were assessed for the 2,000+ page site to improve organization and cross-promotion.
Results Documentation:
Engagement has been outstanding, with content surpassing industry benchmarks and projected KPIs. The audience has responded positively to the new digital experience.