Redesigning a healthcare system’s appointment booking experience to increase conversions.
THE CLIENT – PROVIDENCE HEALTH & Services
Providence Health & Services is a not-for-profit healthcare system, operating 51 hospitals and over 1,100 clinics across seven U.S. states.
Our Results
358%
Increase in appointment bookings YoY
386%
Increase in Location Page Conversion rate
18 mo.
Engineering Backlog Avoided
Challenge
Providence wanted to deliver a more intuitive appointment booking experience to increase conversion rates and deliver better patient experiences.
Wheelhouse DMG has worked with Providence since 2013, supporting a number of strategic engagements including analytics strategy and implementation, system-wide content strategy, strategic engineering, SEO and digital advertising. In 2017, we were asked to develop and lead implementation of a new local SEO strategy for Providence.
This case study focuses on Phase 3 of our long-running Local SEO strategy project. At this stage in the engagement, we’ve optimized Local SEO across the system and our work is driving significantly more traffic via local listings. In Phase 3, we turn to our Technical team to leverage first-party data, technical and UX improvements to drive huge additional performance gains.
Approach
We architected an appointment booking experience that simultaneously improved the patient experience and reduced the marketing team’s reliance on internal developers.
Wheelhouse recommended a streamlined online appointment booking experience but were immediately presented with two, critical problems: the data required to power this new booking experience existed in disparate and unrelated systems and had never been combined in a single data store & the Providence engineering team had an 18-month backlog and couldn’t support this work. The Wheelhouse DMG engineering team developed a solution to warehouse and serve physician availability logic directly into a redesigned appointment booking experience.
Outcomes
Our solution significantly increased Providence’s online appointment booking metrics.
The approach that we developed enabled us to feed real-time data about physician, location, and appointment availability data into the appointment booking experience. It also enabled us to quickly run dozens of CRO experiments focused on reducing friction and increasing conversion rates throughout the local user flow. This ultimately led to an astounding 358% increase in online appointment bookings.
next steps
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“Wheelhouse epitomizes the true meaning of the word “partner”.”
– Jill Sato, Swedish/ Providence
