Ascension Health

How Critical Mass is using technology and digital design to help the world’s largest Catholic healthcare system unify their brand.

Ascension was growing rapidly, but their digital presence and marketing efforts weren’t keeping up. A myriad of local marketing teams had their own agendas, and a digital ecosystem comprising over 100 sites (with different platforms and tracking solutions) made it impossible to bring the markets together from a technology or brand standpoint. To undertake a major rebranding initiative, they first needed a consistent, overarching design approach.

Critical Mass was initially engaged to guide Ascension through a migration project of its patient websites, using the Sitecore platform. The challenge was to create a standardized, centralized and streamlined digital presence—and deliver a personalized, best-in-class customer experience.

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With a long view toward ongoing refinement and optimization of Ascension’s digital properties, we performed a top-to-bottom audit of their entire program. Within 120 days, we delivered a comprehensive roadmap for migrating, retiring or consolidating the dozens of disparate Ascension-owned sites onto a standardized multi-site Sitecore instance. We also provided extensive governance recommendations, key future-state templates and design-style development to influence and support the overarching Ascension rebrand.

Building on the success of the project’s first phase, Critical Mass is leading customer-journey optimization across digital properties, as well as patient-engagement and goal-setting efforts. We’ve refined Ascension’s segmentation research and identified opportunities to use the backend investment through key personalization drivers like geolocation and user behavior. As the site migration continues, the dot-net environment will facilitate even greater personalization and give Ascension truer ownership over its data. The first site of the new national platform launched in June 2017.

The digital ecosystem we’ve created will empower the Ascension team to make network-wide decisions about everything—from digital content and site navigation to media spend. The single CMS will provide both significant cost savings and more effective oversight of the network’s 109 active sites. And through additional capabilities like data strategy, holistic reporting, integrated CRM tools, digital style guides and tool kits, Critical Mass has given Ascension even more ways and opportunities to fulfill their brand promise.

See the Ascension Health website here.

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