Draw began with a quick fix to improve conversions on the customer enquiry form, including calls to action and a simple search tool to allow the marketing team to better understand the breakdown of website users. This piece of work had 17,000 responses, a massive 560% over the expected number, and the success of this work led to a full website redesign and build.
We conducted 10 focused workshops at Spire Hospitals and Draw offices, with a wide group of stakeholders (including doctors, consultants, patients, BDMs, marketing team, IT and jobseekers) which helped us to capture and prioritise the audience needs based on timelines and budget.
We brought together experts from across the Spire business to create steering teams - from internal teams such as IT, web users, legal and professional advisors, to business units including cosmetic surgery, Lifescan and Perform, and hospitals from Montefiore on the south coast to Edinburgh’s Murrayfield.
We listened to what the hospitals and different business units needed on the website. We found out more about the audiences and the differences and commonalities within the self-pay and PMI journey. And we learnt along the way how much we can achieve when we share ideas.
Design and technical solution
The website was built with Umbraco and the pages were designed using a master template that allows a collection of modules. From there content editors can add as many or few modules as they wish to create. In order to keep consistency across the real estate, each page was restricted to a certain collection of modules.
With a project of this size, where every part of the agency is involved, we frequently use a mixed methodology of waterfall and agile. This allows us to work in a more fluid way so we can deliver results for the client faster and more efficiently. Another tool that was pivotal to the success of the project was JIRA, a project management tool that was used to keep track of tasks, sprints and progress supplemented by daily scrums.