Why the University of Kansas Health System Chose Iteration Over a Full Site Redesign
During a period of rapid growth through acquisitions, a health system may not have the luxury of time needed for a full website redesign.
// By Althea Fung //
When healthcare organizations grow through acquisitions, digital teams often inherit a familiar challenge: quickly bringing new locations, providers, and audiences into an existing digital ecosystem.
The most commonly chosen solution is often a full website redesign. Acquisitions frequently bring new brands, expanded service lines, additional locations, and competing stakeholder priorities, which can make a fresh start seem like the simplest way to create a unified digital experience.
But, as Dan Campagna, strategic services director at Primacy, and Marcia Francis, assistant director of marketing, digital strategy at The University of Kansas Health System, explained, that approach isn’t always the right one.
Marcia Francis, assistant director of marketing, digital strategy at The University of Kansas Health System
With acquisition-related changes underway and a major EMR transition on the horizon, the organization needed a faster path forward. “We didn’t have the luxury of a 12- to 15-month redesign timeline because the deadline was the deadline,” Francis said during the 2025 Health Care Internet Conference presentation, Future-Proofing Digital Experiences Through an Iterative Approach Amidst Rapid System Growth.
In a recent follow-up email, she noted, “When clinical operations flipped the switch on the EMR, the website work had to be complete. There was virtually no wiggle room.”
Read on to learn how targeted improvements vs. a complete website overhaul delivered value more quickly for The University of Kansas Health System.
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