Banner Health’s Location Pages Upgraded

Phoenix, Arizona-based Banner Health’s digital team adopted an e-commerce mindset to modernize the health system’s location pages, making it easier for patients to access the services and care settings of their choice.

// By Wendy Margolin //

Sometimes, creating the simplest online patient experiences requires the greatest effort. That was the story behind Banner Health’s location pages, which received a facelift this year.

Updating the health system’s 575 location pages was the last big hurdle the digital marketing team had to tackle to complete its consumer journey project.

Banner’s updated website looked great, but the location finder for services, running on eight-year-old technology, was a problem.

Chris Pace, senior director of digital marketing at Banner Health

“Banner had a bit of a digital identity crisis because it had a modern look and feel, but the functionality was still lagging,” says Chris Pace, senior director of digital marketing at Banner Health.

Pace and his team wanted the health system’s location pages to be as functional as e-commerce hospitality websites like Airbnb and Marriott, where shoppers always have a way to complete the transaction. That’s not always the case in healthcare. The team needed to think creatively about how to build flexible calls to action aligned with users’ search queries.

Prioritizing consumerism is crucial for healthcare providers, especially as the leading edge of Gen Z, now in their 20s, begins to shop for healthcare. Read on to find out how Banner Health followed the model of the hospitality industry to make its website location pages consumer-friendly.

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