Challenge
Middlesex Hospital, a community hospital located in Central Connecticut, was in need of a highly-flexible content building and sharing model that would make it easier for its marketing department to run promotional campaigns more effectively. In order to create a modern, responsive website, we would need to work closely with our client’s 3rd-party brand and messaging agency. Whereas the agency was responsible for the original branding guidelines and overall page layout designs, our team was tasked with building the front-end and back-end code necessary to run the designs in a new, complex content management architecture.
Solution
By working directly with Middlesex’s marketing team, we were able to identify several significant content areas that would prove to be instrumental in making these dynamic changes a reality. Through intensive planning and business requirements gathering sessions we were able to identify and then build several new features and functionality in the back-end enterprise content management system that would power the new site.
Solution Highlights
- New, completely redesigned, responsive website
- Enterprise content management
- Created a sophisticated, modular content authoring tool
- SmartER appointment scheduling
- ER Wait Times site
- Middlesex Health Primary Care microsite
- Schema
- Online donations
- Newsletter management
- Mayo Clinic health content integration
- Event management system
- Google Calendar, Maps API integration
- Yext integration for Locations and Providers
- YouTube API integration – channels, playlists, videos
Results
Creation of the new Middlesex site allowed the hospital to meet its audiences more effectively across all devices. Equipped with a new model for adding and arranging content in their site, Middlesex’s marketing department was given extreme flexibility in delivering timely, accurate content and self-service tools to its visitors. The site has seen a steady increase in traffic since the new site was launched.
