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Genesis Healthcare System

Personalizing the Healthcare Experience With Acquia and Drupal

What if... we could deliver a personalized healthcare site and launch in just six months?

Genesis HealthCare System is an integrated healthcare delivery system based in Zanesville, Ohio. The System includes a not-for-profit hospital and an extensive network of more than 300 physicians and multiple outpatient care centers throughout the region.

Genesis Healthcare System logo
Younger male doctor talking with two older patients and looking at iPad.

Migrating from a Legacy CMS to Drive Personalized Experiences

Genesis’ legacy content management system (CMS) did not support the easy content creation or provide personalized and interactive patient experiences. The organization chose Drupal as its new platform and, based on our deep healthcare experience and expertise with its legacy CMS, asked us to help build a new site. Genesis was also impressed with our pre-built tools and accelerators designed to import content from the legacy CMS to Drupal and ensure a streamlined and rapid launch.

We chose Drupal 9 and the Acquia Site Studio accelerator kit because they offer the ideal authoring experience for the Genesis marketing team and provide full site control.

Male doctor talking with older female patient and smiling.

Creating the Right Strategy for Success

First, we led workshops with key stakeholders to establish personas, audience segments, business goals, and key performance indicators (KPIs). We wanted to understand how the company’s leadership, physicians, and staff would measure the success of the project and what different users needed from the site.

These findings influenced a new content strategy, information architecture, design, and a roadmap for future enhancements.

Empowering Internal Teams and Patients With the Tools They Need

Drupal allows Genesis’ marketing team to build complex new pages without the need for developers or third parties. The user-friendly authoring capabilities also remove the web administration burden from the small web team.

To enable online scheduling and help increase patient acquisition, we integrated the Find A Doctor tool with Epic Open Scheduling so patients can easily find a doctor and schedule appointments online.

Genesis HealthCare System quickly modernized its website and has a tailored roadmap to drive ongoing digital engagement and improve the patient and visitor experience.

A Personalized Patient Experience

Utilizing the KPIs established in the stakeholder workshops, we worked with the marketing team to establish meaningful personalization strategies to improve the customer experience.  Based on our understanding of the different segments within the client population, we adjusted the content strategy to emphasize key next steps for users along their journey.

Using Acquia Personalization, which is integrated into Drupal, marketers can quickly create and deliver tailored content based on different patient acquisition campaigns.


Female doctor on iPad screen during a virtual appointment.

Designed, Built, and Launched in Just Six Months

Utilizing Acquia Site Studio and the free modules supported by the Drupal community, we designed, built, and launched the new site with enhanced features and functionality in just six months.

Genesis HealthCare System quickly modernized its website and has a tailored roadmap to drive ongoing digital engagement and improve the patient and visitor experience.

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