Atlantic Health System
I helped AHS completely rethink how they delivered vital healthcare content to their patients
At a glance: Structured Content, Brand Messaging, Information Architecture, Taxonomy, Content Modeling, Governance, CMS, AEM
For large healthcare organizations, the need to keep content accurate and up-to-date is critical. From new providers, locations and services to the latest promising research and clinical trials, making sure that patients and medical professionals have access to timely information even has the potential to affect health outcomes.
But keeping content fresh is easier said than done. For Atlantic Health System’s small (but mighty) content team, the practical reality of managing thousands of pages of content was a constant challenge. With years worth of cluttered content, an outdated information architecture, and a legacy CMS that made it hard to update content efficiently, Atlantic Health System was struggling to provide the cohesive, compassionate content that their patients deserved.
A golden opportunity to improve efficiency
AHS is an organization that strives to always place the patient at the center of their care model. That’s why they knew they needed to improve how they delivered content across the healthcare journey—from information on routine care to the most cutting-edge treatments.
After reviewing their existing library of content, as well as the content management system that housed it, I saw an opportunity to help them increase efficiency and consistency. By moving from a static, page-based paradigm to a dynamic, structured content framework, they would have the ability to serve content using the COPE model (Create Once, Publish Everywhere).
Defining semantic relationships
Instead of treating every specialty, condition, treatment or service page as a separate entity in the system, we worked with the AHS team to define the semantic relationships between them on the back end.
We tagged every condition with a list of relevant specialties (for instance, Brain Tumors fall under both Cancer Care and Neuroscience).
We tagged all treatment options and diagnostic services with their relevant conditions (for instance, MRIs scans are often used to diagnose a range of conditions).
And we connected all of them to the hundreds of Providers and Locations throughout the network.
Using Adobe Experience Manager’s content and experience fragment model, content could be displayed dynamically in multiple places based on relevant tags and relationships, eliminating the need to update content on a page-by-page basis.
From hours to minutes
For the AHS web content team, this new model was a game-changer. Tasks that used to take hours to complete were reduced to minutes. For example:
If the team published a new Health and Wellness article about diet changes that can help improve bone density, it would automatically be displayed on all pages that were tagged Orthopedics.
If details about a Pediatric program or service needed changing, they could make the change in one place in the CMS and have it update everywhere it was mentioned across the site.
If a new cancer treatment became available, they could tag the content with related conditions and have it show up in multiple places across the site.
Supporting healthcare excellence
Today’s healthcare consumers demand seamless experiences that meet their needs at every step along the way.
Our innovative use of Adobe Experience Manager’s content framework allowed Atlantic Health System to move from a labor-intensive, static model to a smart, automated system. This shift not only streamlined the content management process, saving valuable time, but also ensured that critical health information remains consistent and up-to-date across their platform. As a result, AHS is better positioned to focus on delivering impactful content that supports both patient engagement and professional healthcare excellence.
Additional strategic work
In addition to a structured content model that streamlined content management to reduce manual updates, I also collaborated with the client to deliver additional strategic outputs, including:
Brand messaging strategy that guided high-level copywriting across the site and helped communicate their mission, values, and key differentiators.
Updated their navigation and IA to make it easier to find critical information, with a site structure based on patient needs and informed by historical data.
Flexible, intelligent page templates for specialties, conditions, treatments, and locations that pulled in related content dynamically.
Governance framework to ensure that the site stays relevant and engaging, reducing errors and redundancies while supporting better decision-making by providing clear content goals and guidance at a granular level.