Marketer Website Scorecard
Healthcare

Thanks for viewing our website scorecard for healthcare brands. Below you’ll see scorecards for UC Health, Cooper University Health, and Parrish Medical Center. RSW/US has been supporting marketing agencies’ new business efforts with our outsourced agency new business/lead generation program and reviewing agency websites since 2005. To learn more, click here.

UC Health

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User Experience

Easy to navigate?

“Finding a Provider” is easy. When a patient jumps to the page, there’s an easy-to-use navigation system and all the home page menus are present, so the visitor is landing on a page with familiar surroundings. And it’s easy to get back to the home page by just clicking on the UC Health logo. Also, when a patient identifies a doctor, it’s easy to find their locations and their reviews.
“Billing” gets a little trickier because it looks and feels different than the home page or the “Finding a Provider” page, which makes it feel like it’s an older version of the site. The navigation menu and the overall look of the page are different, which makes the user experience a bit more clunky.
“Digital Health” is a relatively smooth experience. Anywhere a patient goes on that landing page, whether it be to something like “Video Visits” or “My UC Health”, the experience is roughly the same. Same “Menu” navigation, same ability to jump back to the home page, and overall, same look and feel.
When I click on the “My UC Health” words at the top of the home page, it drives me to a completely new page and unless I realize I’m on a new tab, I have no way to get back to UC Health’s home page, other than to start all over again. Giving patients the option to jump back home (by something as simple as clicking on the UC Health logo at the top) would be a win.
While finding UC Health’s services isn’t a problem, once again, the consistency as it relates to user experience is an issue. If I click on “neurocritical care”, I feel like I’m on the UC Health site I first visited. When I click on “Acute Pain”, it looks like the older version of the UC Health site.
One other note: it would be helpful for a patient to be able to easily jump back to the list of services from one of the service pages. Fully realize that most patients will come to the site exploring the one thing that is relevant to them, but it’s possible people may have a need to explore multiple service areas – and making it easier to do that would be helpful.

Clarity

Gets to the point?

The “new site” pages are to the point, not overly heavy in copy and easy to understand.
The “old site” pages are a bit more dense and are harder to find your way around and easily get the information one might need. This holds true for the “About Us” page and many of the pages that link off of that page. Unlike the “new site” pages which present themselves well and are easier to absorb because there’s more space between the words and images. On the “old site” pages, this isn’t the same. Harder to distill and get a clear picture of what UC Health is trying to communicate.

Positioning

Defines what brand does and how unique?

UC Health has a very solid positioning that speaks not just to the patients visiting their site or their hospital system, but it also speaks more broadly to a patient population that might look to UC Health for the best healthcare solutions.
They have adopted a very science-focused positioning that does a solid job of finding its way throughout all of the “new site” pages, but fails to translate well into the “old site” pages.
The only thing that we believe would make for a more believable and more powerful positioning is to pay it out more effectively on the home page. While I understand the desire to make it easier for patients or providers to find their way to their appropriate places on the site (by asking them to “Choose Your Path”), rather than consuming valuable real estate right under the top of the fold on the home page with the “Choose Your Path”, we would recommend providing patients with more reasons to believe (RTBs) why UC Health is so good. Sliding the carousel that is on the lower portion of the home page and the “Clinical Trials” section underneath the top of the fold will help this. Patients read UC Health’s promise and then immediately get exposed to the RTB.

Legitimacy

Instills confidence in brand?

UC Health would get a “5” if they had some measure of consistency in how they presented themselves across the site. The site is loaded with great information and solid RTBs, but it’s possible that patients might look at the site and wonder why this hospital system can’t get its act together and organize the site so it all looks cohesive and organized, the way they might want their treatment procedures to be – not random and tired looking during some parts of the procedure or process.

Consistency

Tells cohesive story across site?

Fix the old pages and the “2” would jump to a “5”. Dropping the mic!

Cooper University Health

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User Experience

Easy to navigate?

“Finding a Doctor” is super easy. There are three very welcoming buttons right under the top of the fold, one of which is “Finding a Doctor”. The search platform is easy for patients to use. And contacting a doctor is relatively simple. Also nice that you can send yourself an email with the doctor’s information so you don’t have to write anything down at the very moment you find it.
One issue related to finding a doctor that exists on the site: If a patient selects the “Make an Appointment” button at the bottom of the top of the fold on the home page, they are led to a page they can’t back out of and head back to the home page. You can use the back arrow, of course, but this isn’t the most user-friendly thing for a patient to do.
“Pay My Bill” is also set up nicely and is easy for patients to use. Unlike the “Make an Appointment” page, this bill pay page gives patients the opportunity to easily bounce back to the home page by clicking on the Cooper Health logo.
And finding Cooper University Health “Services” is super easy. They do a really nice job of giving patients the information they need, the ability to move back and forth between services, and easy access to the staff supporting a specific service. In addition, each services page includes videos about the area of concentration and related health issues. These pages likely leave a patient feeling comfortable and cared for.

Clarity

Gets to the point?

The site does a great job of very clearly spelling things out for patients.
Starting with the home page, the site tells patients who they are, makes it very clear relative to key needs (provider, bill pay, services, etc.), reinforces their value with info on their rankings, and then very simply spells out “Why Cooper” in terms that patients should find very easy to understand.

Positioning

Defines what brand does and how unique?

While Cooper University Health’s positioning (“To serve, to heal, to educate”) is pretty direct and clear, it’s not super differentiating. We suspect many academic health care systems talk the same story about serving, healing, and educating.
Instead of just talking about what the hospital does, we suggest they use education as the reason to believe why their healing is done better than other hospital systems. As an example, talking about it this way: “Where education better informs the healing and serving we do every day.” They could then talk about how the deep academic foundation of the hospital always keeps the staff in a learning and growing mode, which only serves to benefit the patients of Cooper Health.
Tying in clinical research, the classes and events the hospital hosts, and the fact that Cooper is the place where the region’s hospitals send their most complex cases can all work to support a teaching, learning, and advancement of expertise positioning for the brand.
Somehow, building out “serve, heal, educate” into something bigger and more powerful in how those three things together make for a better healthcare system would be helpful.

Legitimacy

Instills confidence in brand?

The site is so wrapped tight across every single page. Hats off to the hospital and their agency! Every service page has a link to the team, either videos or blogs about the service, and a very clear description of the hospital’s capabilities. Each page clearly answers what one would think are the pertinent questions a patient would ask, in an easy to digest manner.
And unlike UC Health, Cooper didn’t waste any of their homepage. They cut right to the chase with their ranking information, their clinical trial information, and their “Why Cooper” section.

Consistency

Tells cohesive story across site?

Not only does every page follow the same basic layout and structure, but there’s a general feeling of welcome from the very opening of the site, to the individual service pages that make it easy and comforting to get the information a patient needs and the supporting information about what the hospital knows and who is going to manage the care – which must be comforting to a patient thinking about reaching out to the hospital.

Parrish Medical Center

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User Experience

Easy to navigate?

We kind of feel like Parrish is trying to do too much and sell too much to visitors.
Regardless of what offering you land on (Medical Center, Medical Group, Health Network) trying to talk about all three on a single site makes for a confusing sale, regardless of what “offering” you land on.
Specific to the Parrish Medical Center, finding a doctor is relatively easy to do. Problem is, Parrish doesn’t do a good job of calling out the activity of “Finding a Doctor” on its home page. The call-out is buried in a sea of tabs up top and is positioned as “Our Providers”, which frankly could mean a whole bunch of different things and not necessarily something someone would immediately think means “find a doctor”.
In addition to the above, the activity of booking an appointment is confusing. There isn’t a lot of explanation as to what they are supposed to do, which makes for a poor user experience for patients.
Broadly speaking, the site feels clunky – trying to do too much, trying to say too much, and trying to let different messages carry across all the offerings without having any one overriding theme bringing them all together.

Clarity

Gets to the point?

So Parrish Medical calls itself “One of America’s Finest Healing Environments” but doesn’t really do or say anything to make patients understand what this means, nor do they pay it out in any way.
On the home page, there’s a lot of space wasted with the “About Us” selections on the left side and “Our History” stories below the top of the fold that could be used to more clearly articulate Parrish’s value to patients. With so much text and without a lot to help patients organize and process it, it will prove difficult for a new visitor to get the information they need to understand Parrish’s offerings and place their trust in them.
As an example, while a patient might walk away from the “Stroke” services page with information about what to look out for if having a stroke, Parrish isn’t terribly clear or convincing as to what they do to help stroke victims, how they do it, or who does it – all things that would help make Parrish a great alternative if a patient is seeking care for a stroke.

Positioning

Defines what brand does and how unique?

While the positioning is an interesting one (“One of America’s Finest Healing Environments”), the home page doesn’t adequately explain what this statement means, why being the finest is better, and what Parrish does to make patients feel this way. There are some elements of it in the large volume of text on the home page, but our feeling is that the website could do a better job of presenting their real value.
We suggest replacing the “About Us” space on the left side of the home page, which is a repeat of what’s in the drop-down up top, to clearly call out the reasons to believe (RTBs) why Parrish is the finest. As an example, there could be buttons that lead patients to landing pages that call out things like: “Evidence Based Healing”, or “Family Centered Model of Care”. These buttons could lead to landing pages that talk more specifically about these RTBs and maybe include videos or images that bring these things to life. Right now, there is so much text on the home page, it’s hard to really draw out the things one might need in order to believe this promise.
Another idea to consider is to use more images of the hospital to paint a picture of what “finest” means. Possibly call out specific features (e.g., service dogs, healing piano music). Even the “Healing Environment” page doesn’t give us a warm-fuzzy. The picture used there makes Parrish look sterile and cold.

Legitimacy

Instills confidence in brand?

There isn’t a lot presented on the Parrish Medical Center’s site that makes it stand out as a high-performing hospital. We would suggest eliminating the services buttons on the left of every services page and just give patients an obvious option to “go back” to all services, and use that real estate to showcase key doctors in the space, testimonial videos (move up from the bottom of some of the pages), and showcase an award the hospital has won – anything to give patients the confidence that a service offering is top-of-class.

Consistency

Tells cohesive story across site?

The site is very consistent in how it presents its information throughout. No issues with that.

Marketer Website Scorecard
Healthcare

UC Health

Cooper University Health

Parrish Medical Center

UC Health

User Experience

Clarity

Positioning

Legitimacy

Consistency

Cooper University Health

User Experience

Clarity

Positioning

Legitimacy

Consistency

Parrish Medical Center

User Experience

Clarity

Positioning

Legitimacy

Consistency

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Marketer Website Scorecard Healthcare

UC Health

Cooper University Health

Parrish Medical Center

UC Health

User Experience

Clarity

Positioning

Legitimacy

Consistency

Cooper University Health

User Experience

Clarity

Positioning

Legitimacy

Consistency

Parrish Medical Center

User Experience

Clarity

Positioning

Legitimacy

Consistency

Want to learn more about RSW/AgencySearch and how we can help you find better agencies, at no cost to you?

Newsletter Sign-Up

Site Map

Contact Us

Connect With Us

Marketer Website Scorecard
Healthcare