Leading Content Strategy for Intermountain Healthcare’s Web Overhaul

Four acquired networks, four domains and 30,000 URLs consolidated into one site.

Intermountain Healthcare is a large healthcare network serving millions of people across several states. The organization recently acquired several smaller healthcare networks and sought to unify its web presence to provide a cohesive experience for its expanded customer base. The project entailed consolidating 30,000 URLs across four domains into a single, integrated website.

Multistate Healthcare Network

Intermountain Healthcare needed to rebrand and roll out a unified web experience to accommodate its newly expanded customer base. The acquired networks each had different regulatory requirements, team structures, technologies, and content approaches. Unifying these varied elements into a cohesive content strategy aligned with Intermountain Healthcare’s organizational goals was a complex challenge. To tackle this, the primary agency contracted by Intermountain Healthcare brought in Common People as the lead content strategy consultant.

Common People began the project fully embedded within the agency’s team, presenting itself as part of the agency to ensure seamless collaboration and client interaction. Here are the steps and strategies employed:

• Stakeholder Interviews: Conducted dozens of stakeholder interviews across the four organizations. These interviews were recorded and analyzed using tools like Otter and AirTable, making qualitative feedback quantifiable and actionable.
• Determining User Priorities: Based on interview data, user flows were designed to address user needs, and a list of user priorities and goals was created.
• Content Models and SEO Considerations: Developed content models and considered SEO factors to ensure the new site maintained its search rankings while improving user experience.
• Integration of External Content: Incorporated an API from Wolters Kluwer for up-to-date medical information, significantly reducing redundant content and updating efforts.
• Content Governance Guidelines: Established content governance and brand messaging guidelines, opting for a hybrid model that balanced decentralized content updates with central oversight.
• Content Operations and Supply Chain: Created content models, identified content areas, and documented every necessary detail for developers. Mapped URLs for the merging domains and implemented a 301 migration list to ensure no pages were left behind.
• Automation and AI Utilization: Leveraged ChatGPT-3 to categorize blog content and integrate it into a new taxonomy, saving significant time and effort.
• Global Team Coordination: Oversaw content input from a team based in the Philippines and continuously improved workflows to maintain high-quality content production.

The project was a resounding success, delivering:

• Enhanced User Experience with a clarified user journey and more contextual blog experiences.
• Significant Time Savings in content categorization, saving thousands of hours.
• Streamlined Content Governance, allowing for quick implementation of updates while maintaining brand consistency.

The Intermountain Healthcare website launched successfully, achieving a cohesive and user-friendly digital experience that met the client’s expectations and set a new standard for digital healthcare experiences.