University of Missouri Health Care Drupal Website

MU Health Care’s legacy website struggled to convert prospective patients, lacked a consistent content strategy and information architecture, and lagged in delivering a strong UX for mobile users. The website was built on a proprietary web content management system (WCMS) that limited the client's ability to effectively manage their website and support the needs of their diverse audiences.

MU Health Care partnered with Centretek to lead a strategy engagement that involved a wide number of internal stakeholders and consumers. Together, Centretek and the client developed clearly defined objectives, personas, measures of success, and guiding principles for the new website. The Centretek team then lead the website redesign and development in Drupal 8.

Why Drupal was chosen: 

MU Health's previous website was built on a WCMS that prevented MU Health Care from easily managing and updating their website. Centretek worked with MU Health to evaluate a number of WCMS options, and recommended Drupal for its proven track record, growth trend, wide usage in healthcare, and strong feature set.

General Strengths:

  • Open Source
  • Scalable Architecture
  • Strong Project/Product Trajectory
  • Proven
  • Strong UX and Usability
  • Strong Developer Community
  • Rich Module Library
  • Acquia-backed
Describe the project (goals, requirements and outcome): 

Project Goals

  • Support customer growth and retention
  • Better convey the organization's brand and address mispercptions
  • Provide a visually engaging design and consumer-friendly patient/user experience
  • Promote giving
  • Support recruitment efforts

Highlights of Website Overhaul

The new MU Health Care site launched on August 22, 2017, with the following highlights:

Award-winning user experience: The site won multiple golds at the 2017 W3 Awards and gold at the 2017 Daveys, awards specifically for smaller agencies. The prestigious W3 and Davey Awards are both judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of professionals from acclaimed media, advertising and marketing firms.

  • General website: Health care services – Gold (W3)
  • Website features: User experience – Gold (W3)
  • Websites: Health – Gold (Davey)

WCMS and hosting environment: The site is built on Drupal 8 and the Acquia Cloud, which provides 24-hour hosting environment coverage that effectively alleviates concerns regarding site down time.

Strategic use of video: The site features engaging custom shot videos throughout to showcase facilities, evoke emotional response from visitors and add the engagement of movement to the home page.

Consumer-focused content: The Centretek team delivered more than 400 pages of new consumer-driven content. Previous site content was internally focused and often driven by internal organizational structure; in addition, it was generic and didn’t highlight MU Health Care’s distinguishing capabilities as an academic medical center. The newly written content focused on addressing consumers’ need to find services related to their concern and highlighting treatment options and care specific to MU Health Care.

Improved search functionality: Through the combination of consumer-focused content and use of Solr, the site allows for an improved user onsite search experience with faceted, predictive (auto complete) and phonetic search capabilities.

Increased ability to address marketing challenges: Through extensive discovery and stakeholder engagement, the Centretek team developed a UX, design and content strategy that directly addressed MU Health Care’s challenges and misperceptions related to outdated facilities, lack of in-market awareness for specialty care, and leakage for specialty/complex care services to St. Louis and Kansas City.
For example, the site offers flexible templates that allow for customizable landing pages. The MU Health Care team capitalized on this flexibility, working with Centretek to develop different landing pages for each of the priority service lines. These differences highlight the unique capabilities and distinctions among priority service lines, while still maintaining the feel of the MU Health Care brand.

The site also incorporates slideshows and videos shot at the MU Health Care campus to showcase the facilities while making them more approachable to potential consumers.

Showcase the breadth of services and locations: The Locations section offers an interactive location search with mapping features built on top of Google maps. It also offers consumers the ability to customize their search by using their current location.

Leverage content marketing strengths: The site prominently features an Our Stories section that features patient stories showcasing the complex care MU Health Care offers. These patient stories were housed previously on a separate site, causing MU Health Care to lose out on the traffic being generated via social media channels. Now, the team is able to direct that traffic to MU Health Care, where the stories use Drupal’s taxonomy to cross-promote relevant clinical services throughout the site via contextual tagging.

About MU Health Care

MU Health Care is an academic health center comprised of five hospitals and nearly 60 primary and specialty-care clinics. MU Health Care has almost 6,000 employees and served 216,345 patients in fiscal year 2017.

Organizations involved: 
Key modules/theme/distribution used: 
Why these modules/theme/distribution were chosen: 

Custom theme and some custom module development. The community modules we selected are well documented and supported. Probably the most important module we used was Entity Reference and some associated bits and pieces to link together the different pieces of content (departments, tests & treatments, etc.). This type of content cross promotion through a centralized taxonomy is critical for a site like this.

Team members: 
Project team: 

Caroline Tillman
Ben Brasso
Patrick Wilson
Lynn Stahl
RuSean Myers
Glen Doss
Ryan Grieb