Arkansas Children's Hospital

A new digital home for patients - and parents.

Takeaways

Transforming a traditional hospital website into one designed for families.

Creating a sense of “digital home” where patient families can find comfort, information, and support.

Delivering an intuitive experience that connects families to the resources they need, when they need them.

Creating a digital home with a new front door

Arkansas Children’s Hospital set out to create a better web presence for their patient families. Their in-hospital care was amazing, but it wasn’t replicated virtually. When they partnered with White Rhino, they got a new website – and a revitalized brand experience.

Behavioral key

Unlike most healthcare providers, the primary users of children’s hospital websites are not the patients. We began our B2Me research by investigating what the psychological and practical needs of the users – the family – were all about. We quickly understood that caregivers lose a sense of identity as “parents” and yearned to understand the journey their child would be on.

When you have a kid that lives in the hospital, you don’t get to make those daily decisions like you do at home.

Once we understood what parents felt was missing, we mapped a website strategy to fill those voids. We wanted to push beyond a Digital Front Door and create a place where parents could truly understand, navigate, and coordinate care.

Three-fold strategy:

Support families across their journey as they coordinate their child’s care

Implement best-in-class search to quickly connect families to the information they need

Roll out industry-leading personalization to deliver the right content at the right time

We also learned through our research that families preferred visuals and content that showed children at home – enjoying the childhood they truly deserve.

What I was most worried about was the kind of care my son was going to receive and the journey he was going to be on.