Cooper and Inspira
Redesigning a website to drive stronger conversions
Challenge
Transforming cardiac care access with a patient-first digital experience
Cooper and Inspira, a partnership between Cooper University Health Care and Inspira Health, offers Southern NJ’s most comprehensive cardiac care program. Its mission is to expand access to efficient, high-quality care across more locations throughout Southern NJ.
Cooper and Inspira tasked Havit with developing an integrated digital marketing platform that increased in-market awareness and brand consideration, while ultimately leading to more scheduled appointments and new patient conversions. At the heart sat their website, which became one of the main focuses and levels of effort.
Solution
Addressing immediate needs while designing for future functionality
Following a comprehensive assessment of the client’s digital capabilities and site, it was determined that a new website with improved features was necessary to support the client’s long-term objectives.
To balance delivering quick value and user support with the importance of stakeholder input and securing buy-in for future features, Havit implemented a three-phase strategy.
- Triage the existing site for optimal performance.
- Launch an interim site to address immediate and more basic user needs.
- Develop and build a new website with an improved site structure, content framework, and integration with the client’s call center for callbacks and real-time patient scheduling.
Impact
Optimizing the digital patient journey to convert awareness into appointments
Havit redesigned the online patient experience for Cooper and Inspira Cardiac Care with intuitive navigation, provider search, and an updated visual design that aligns with the new brand identity. Each stage of the strategic development plan resulted in significant changes in acquisition traffic.*
- Phase 1, Triage = 46% increase in unique pageviews
- Phase 2, Interim Site = 119% increase in unique pageviews
- Phase 3, New Site = 1771% increase in unique pageviews and a 55% increase in engaged sessions from Phase 2 to Phase 3
*Result increase determined by baseline number of unique pageviews to site, from when Havit took on management of site in November 2020.
