Rush University Medical Center (Rush), located in Chicago, Illinois, is a not-for-profit health care, education and research enterprise comprising of Rush University Medical Center, Rush University, Rush Oak Park Hospital (ROPH) and Rush Health. Rush generates almost two billion dollars in annual revenue.
Like many medical practices, ROPH had a website with many stakeholders. Internal politics and competing priorities removed the focus away from ROPH’s most important audience: patients.
I designed ROPH for Centretek to reinvent its digital strategy and website to offer a truly patient-centric online experience. Our approach pivoted the website focus from traditional, organizational driven content display to an experience designed to expand brand awareness, engage users through meaningful content rich conversion paths and activate them with strategically minded calls to action, tools, landing pages, social integration and integrated digital campaigns.