Digital Strategy & Corporate Website Redesign
\ CASE STUDY
IN PARTNERSHIP WITH
PROJECT OVERVIEW
Select Medical is the US's leading post-acute care provider, with 140 hospitals and 1400 outpatient clinics across the US. Select Medical partnered with C\R to develop a digital strategy to engage consumers in searching, discovering, and selecting post-acute care services that would best serve their patients, caregivers, and partners.
“Frances’ ability to listen, synthesize, and create a strategic digital innovation roadmap is unmatched. Her blend of high-level problem-solving skills, keen intuition and creativity has been an invaluable asset to my company and team. She is a consummate collaborator who is always ‘on’.”
- Shelly Eckenroth, SVP Communication, Branding and Experience, Select Medical
Identifying unmet needs
C\R did a three-day intake across the Select Medical organization to identify unmet needs and understand the key values, themes, and business metrics essential to create a successful digital consumer strategy for the corporate website.
Creating an exceptional experience
We identified and segmented the audience personas to create a D2C digital strategy. A fresh brand approach was developed along with a new CMS. Templates and modules were designed that enabled the corporate marketing team to update site content as needed directly.
Building for impact
C\R developed the digital strategy and oversaw the implementation of the project in tandem with the SVP of Branding and Communications. The initial pilot served as the impetus for Select Medical to build internal digital web capabilities and modernize its web environment and tools.
Piloting for scale
The brand is now updating all the hospital sites with the new brand and CMS. Centralized management of web assets and content has streamlined the web process and greatly improved customer satisfaction.