Banner Health, a leading health network in Arizona and across the southwest, needed a new website and content strategy to better convey their level of medical excellence and brand proposition. The ask was to increase appointments for new as well as for existing patients.
OUR WORK | Customer Experience
Positioning a Leader
- Generate Interest
- Banner Health Website
- The Ask
- Increase engagement, awareness and conversion
Generate Interest
Highlights:
- Global Content Strategy
- Information Architecture
- Responsive Design
- Modular Approach
- Copywriting
- Generate Interest
- Banner Health Website
- The Challenge
- Show the range and depth of care in an approachable way
The voice and tone of the existing Banner site was steeped in cold medical jargon, and gave information on conditions but was not promoting Banner Health. Also important was to change the perception of Banner as just “big medicine” hospitals, and to promote their clinical and “every day” care. The existing site had a singular page template with limited visual interest across every service line, treating each condition in the same manner.
- Generate Interest
- Banner Health Website
- The Results
- A warm welcome at the “front door” to Banner Health
110M
visits in 2020, increasing from 7M in 2017
Propane crafted human-centered experiences and content strategy to competitively position and showcase Banner Health’s service lines. The new website also cross-promotes appropriate care options in order to educate and promote visitors to take action. All of this is executed within purpose-led page templates that deliver upon the need of the service line to start a long-term relationship with a patient, to support them, to help them quickly achieve a task, or to reaffirm Banner Health’s credentials.
The Propane team can navigate complex UX needs, provide creative that has the right amount of push while staying on brand, and employ developers that remain a seamless extension of your IT department. No project is too complex for the Propane team.
Alexandra Morehouse, CMO
