About Southdale Pediatric Associates
Southdale Pediatric Associates, Ltd. has clinics in three locations in the south metro area — Burnsville, Eden Prairie and Edina. The growing practice has approximately 45 board-certified pediatricians and 200 clinical staff of RNs, LPNs, lab & x-ray technicians, medical office representatives and administrative executives. Its physicians are among the most recognized in their field with 12 named “Top Doctors” and six as “Rising Stars” in MPLS St. Paul Magazine’s 2019 survey of local physicians. Typical patients range from newborn babies through college students.
Health care is one of the most competitive industries in the country because consumers have so many options to choose from. It’s imperative practitioners present compelling points of differentiation through their websites, which is where many first-time patients begin their search for providers. Even if it’s a referral, would-be patients visit a site before making an appointment. Southdale Pediatric needed a website design that instantly conveyed trust and a caring culture. Target audiences such as expectant parents (who spend the most time researching options), as well as busy parents in families that must change healthcare networks or move to the area are seeking peace-of-mind and reassurance they are receiving the best care.
The practice’s existing website design provided critical information to existing patients, but failed to attract and impress new clients and patients. A new site would have to address these shortcomings.
We found that new visitors to the old website were having a tough time finding essential information, like operating hours and locations. Additionally, the existing information architecture was challenging to navigate and confused some site visitors.
The primary goals of the new site were to convert visitors into new patients and retain existing patients. A “New Patient” section was added, which helped first-time visitors to the website find information without having to explore multiple pages. To help direct website visitors to the most popular pages, we changed the menu callouts to adjectives like: Schedule an Appointment, Pay my Bill, Talk to a Nurse, Research Health Information, and others.
Photographs and copy within the new site helped Southdale Pediatric differentiate itself from competing healthcare organizations. Key features highlighted included 24-hour nurse line, patients seen by doctors, not physician assistants, and others.
Following the launch of the website, we compared a before and after three-month snapshot of key Google Analytics KPIs. The site’s improved user experience and navigation led to significant jumps in page views across the website, averaging over 500% and a 7% decline in bounce rates. The new site is building trust and confidence in an extremely competitive industry and will continue to attract and retain new patients.
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