A clinically integrated network created to broaden and simplify North Texans’ access to leading medical care, Southwestern Health Resources (SWHR) blends the strengths of two of the state’s largest health care providers — Texas Health Resources and UT Southwestern Medical Center. The resulting SWHR aims to better serve patients by offering the complete continuum of care, from the most basic to the most complex.
Southwestern Health Resources’ website is a far more complex site than a casual visitor may suspect; a B2B and B2C site, its target audiences include physicians, employers, brokers, and healthcare organizations, each with different content requirements and marketing goals. The project’s tight timelines and the disparate data systems and sources presented challenges, and the site needed an effective way to allow visitors to search and connect with the network’s 4,000 physicians at more than 1,000 different locations.
The formation of SWHR was a win for the people of North Texas, but its website didn’t accurately reflect its many advantages. SWHR brought in Isobar to revamp and implement a new digital presence that quickly and effectively delivered benefits and proof points to the three distinct audiences it serves.
Building the site on Drupal, Isobar led the SWHR redesign, focusing the site on few vital calls-to-action and messages and letting the network’s story shine through in a way that is genuine, approachable and most importantly, human. Additionally, Isobar created a robust search application whose datasets change on a daily basis.
The SWHR site has experienced unparalleled success since the launch of the new site. Organic traffic is up a whopping 472 percent, and 6.5 percent of users click to make an appointment, a conversion stat which SWHR team members believe will improve further as additional personalized content is added to the site.