For Patients and Patient & Visitor Resources page

Data Analysis and Insights

Competitor analysis:

• Swedish

• MultiCare

• Virginia Mason

• Mayo Clinic

• Cleveland Clinic

• Seattle Children’s Hospital

Findings:​

• Most orgs have one or two PatientResources pages that are separate fromtheir homepage ​

• They all have less topics on their page(s)than UWM (whether competitors haveone or two Patient Resource page(s).​

• Find a Provider pathway is not on any competitors pages – this is in the nav​

• They add topic headers that help clarify what kind of patient need they're meeting

Most orgs do not include pathways to these topics:​

• Contact Us​

• Find a Provider​

• Medical Specialties ​

• Medical conditions​

• Patient portal​

• Pharmacy locations​

They have these topics in the nav, the footer, or tuck them under a different parent page. ​

Until we clean up these user journeys on the site, we've kept them on the page.

Data Guides Content Hierarchy​

We looked at data from both the Patient Resources page and patient-related clicks in the homepage navigation. By combining these insights, we created a single composite score to rank top patient topics. This gave us a well-rounded view of what content patients are actually looking for.