Orlando Health Digital Platform
Orlando Health is a private, not-for-profit network of community and specialty hospitals. Orlando Health is comprised of several leading Central Florida hospitals, including Orlando Regional Medical Center, Arnold Palmer Hospital for Children, Winnie Palmer Hospital for Women & Babies, Dr. P. Phillips Hospital, South Seminole Hospital, South Lake Hospital (50 percent partnership), Health Central and UF Health Cancer Center – Orlando Health. In order to remain a competitor among other Florida hospitals, the company needed to set itself apart from the healthcare industry standard of hard content and cold presentation, and transform their website into one that people actually want to look at.
Serving nearly two million Central Florida residents, and boasting a relationship built upon confidence and trust, Orlando Health looked to Lightmaker, a local digital agency, to get the job done. Lightmaker made it a priority to increase patient retention and to guarantee all patients visiting the new website could easily complete all hospital/healthcare interactions online. Lightmaker noted an important trend in the healthcare industry: websites should be much easier to navigate for the patient and/or the family of the patient. In the interest of making the website a better selling point, Lightmaker devised a strategy around making it easier for a potential patient to learn about Orlando Health while convincing them to choose Orlando Health over other Florida hospitals. Then, Lightmaker wanted to take it a step further and ask, “How can we make sure they come back?” The answer: content connection. With more than 14,310 team members and 2,206 physicians, Lightmaker knew the goal was to redesign the website and connect the various positions and different specialties, with a greater focus on service lines (geriatrics, cancer, cardiology, etc.).
Lightmaker recommended using Sitecore to build a more sophisticated content structure because it is the most advanced CMS equipped to handle the number of various content structure/relationships happening between centers and specialties. Lightmaker conducted a discovery process and held various interviews to learn why Orlando Health wanted to redesign and rebuild its website. After hosting several content and feature audits, Lightmaker took a deeper look at the current features and templates to evaluate what was working well and what was not, with the intention of finding an efficient adaption method. Lightmaker then devised a new approach to ensure patients would be able to research all healthcare services Orlando Health offered, connect on a digital level with expert physicians, and easily request an appointment. Lightmaker realized the most important feature missing from the website was the ability request an appointment right from the Orlando Health website. Lightmaker also introduced a new physician finder that integrates all physician data into one main site. This innovative feature guarantees all physicians have their own profiles so patients have access to biographies where they can easily learn more about the physician and develop a personal digital relationship.
Lightmaker has completed Phase 1, and the new platform will open the door to more opportunities, such as the creation of user flows. The new website has given Lightmaker the groundwork to do bigger and better things with Orlando Health – there are already numerous additional digital features in the pipeline.
“This site is significantly changing Orlando Health’s digital landscape, and not only from a visual perspective. It will have a sizable positive impact on the business.” – Kelli Polson, Digital Product Manager.