Covenant Health System Website Case Study

CHALLENGE
As its region’s largest health system, Covenant Health System believes it is their responsibility to provide the best possible care for each of the 1.2 million people they serve. In late 2006, Covenant was in the midst of a major effort to develop a strategic communications and marketing plan. As a result of these initiatives, Covenant needed to consolidate multiple websites into one that would extend Covenant’s overall brand position and key equity elements online, providing a positive, engaging and holistic user experience.

INSIGHT & STRATEGY
Covenant’s website was one of its most visible and potentially effective communication channels. Covenant’s main objective was to reorganize, redesign and brand CovenantHealth.org to position the site as a health care information destination, attracting and influencing patients’ and physicians’ health care purchasing decisions and potential recruits’ interests.

EXECUTION
Proper planning and organization of this project was the most important part of creating an effective website. We worked extensively with the client to establish the scope, budget, timeline, production schedule, basic structure, visual style, technical needs, content, target audience and primary messaging.

RESULTS
We completed a website redesign that reflected Covenant’s new brand identity and provided a cohesive, user-friendly experience. The new site made it easy to find information while providing solid content and functionality. Covenant Health System took the time to step back and analyze the business objectives of the site and overall Internet efforts, and to develop a long-term plan for getting the most from this communication channel.