Background
Pipeline Health needed a clearer digital ecosystem for a large US healthcare system made up of 7 hospitals.
Each hospital had its own website, layout, CMS, update process, and content schedule. That created a disconnected experience for patients and made it harder for people to find the information they needed across the wider Pipeline Health system.
For a healthcare organization, that friction matters. Current and prospective patients were coming to the site to find services, locations, resources, and next steps for care. The existing digital setup made that harder than it needed to be.
Pipeline Health partnered with Marcel Digital to rebuild the experience around a more unified healthcare brand, stronger information architecture, better navigation, and a content structure that would make the site easier to manage over time.
Solution
Marcel Digital led a full discovery and research process with the Pipeline Health team to understand the biggest user, content, and operational challenges across the 7 hospital websites.
The project included stakeholder interviews, a new information architecture, updated navigation, improved page layouts, and a cleaner design system built around healthcare user needs. Marcel Digital also used on-page analytics to understand how people were interacting with the existing sites and where the new experience needed to be clearer.
The redesigned Umbraco website gave Pipeline Health a more consistent structure across its hospital system. Patients could move through predictable layouts, find information more easily, and access important resources with less friction.
The new setup also improved the internal editing experience. Marketing teams gained more flexibility to update and create content without relying on slow or inconsistent site update processes, helping reduce turnaround time for website changes.
Impact
The new Pipeline Health website created a more unified digital experience across 7 hospitals, giving patients clearer access to healthcare information, services, and resources.
Marcel Digital improved the site structure, navigation, and page layouts using UX and SEO best practices. A successful SEO migration helped increase organic traffic over time, while the improved content structure and predictable layouts supported stronger user engagement across the hospital sites.
The project also gave Pipeline Health’s internal teams a better way to manage content. More marketing team members could make updates, create pages, and keep healthcare information current, without the same level of dependency on technical support.
The result is a cleaner, easier-to-use Umbraco website that supports Pipeline Health’s brand, helps patients find care faster, and gives the organization a more scalable foundation for future digital growth.
Results
