Atlantic Health System
I helped AHS completely re-think how they delivered vital healthcare content to their patients
At a glance: Brand Messaging Strategy, Information Architecture, Taxonomy, Content Modeling, Content Governance, CMS
The 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With years worth of cluttered content, an outdated information architecture, and a legacy CMS that made it hard to update content efficiently, Atlantic Health System was struggling to provide the cohesive,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.
The Insight
As an organization that strives to always place the patient at the center of their care model, they knew they needed to optimize their content to improve the healthcare journey—from information on routine care to the most cutting-edge treatments.
As a firm believer in the power of structured content to help organizations efficiently manage and deliver enterprise-level content, I knew that they had an opportunity to provide their patients with dynamic, vital healthcare content at scale.
The Work
As the lead content strategist on their 2-year long website redesign, I helped Atlantic Health System completely re-think how they managed and delivered content to their audiences.
I developed a brand messaging strategy that guided high-level copywriting across the site and helped communicate their mission, values, and key differentiators.
I 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.
I created flexible, intelligent page templates for specialties, conditions, treatments, and locations that pulled in related content dynamically.
I implemented a structured content model that streamlined content management to reduce manual updates and ensure that critical health information remained consistent and up-to-date.
I created a 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.
The Results
Today’s healthcare consumers demand seamless experiences that meet their needs at every step along the way. For Atlantic Health System, creating an integrated, customer-focused digital ecosystem means they can spend more time focusing on delivering impactful experiences that support both patient engagement and professional healthcare excellence.