How the Vanderbilt Health Consumer-Focused Website Boosts Engagement and Conversions
Vanderbilt Health leveraged a comprehensive health library and headless CMS to vastly increase the number of conditions featured on its digital properties, presenting provider, location, specialty, and condition information and online self-scheduling options.
// By Althea Fung //
Websites play a crucial role in how consumers access information and make decisions. When designed properly, websites provide convenient, easy access to products, services, and information, and drive engagement and loyalty.
Increasingly, companies turn to automation to help consumers find services and information they need.
A 2021 Salesforce survey found that automation solutions increased productivity for more than 90 percent of workers. About 85 percent said these tools boosted collaboration across their teams, and almost 90 percent also said they trusted automation solutions to get more done without errors and help them make decisions faster.
By using technology to streamline the content process, organizations can reduce the time spent on content ideation, research, and development.
Travis Waters, associate director of Digital Experience Analytics at Vanderbilt Health
At Vanderbilt Health, Travis Waters, associate director of Digital Experience & Analytics, was eager to tap into emerging technology to redefine the seven-hospital health system’s approach to its online presence.
“We have [a few] editors for our children’s and adult websites, but they can only produce so much content,” Waters explains. “We decided to leverage the power of structured and automated content creation, seeing it as a significant opportunity to assist our editors and enhance the user experience.”
Using this automated content creation process, Waters’ team has significantly improved user engagement and increased conversions.
Read on to learn how Vanderbilt Health deployed technology to build on the capabilities of a small content team and better represent the breadth and depth of Vanderbilt’s clinical expertise.
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