Redesigning for reach: How Maury Regional Health reimagined its digital experience
Maury Regional Health (MRH), a multi-hospital health system serving southern middle Tennessee, set out to revitalize its digital presence to better connect with patients, promote its broad range of services and strengthen its brand across the region. Working with Coffey, MRH launched a redesigned website that reflects a modern, consumer-first experience while addressing the complexities of a diverse healthcare system.
Project goals
- Strengthen brand reputation across the regional footprint.
- Increase patient engagement by highlighting the breadth of services and the convenience of accessing care at multiple locations.
- Address misconceptions that specialty care is only available in larger, metropolitan systems.
- Simplify and streamline website navigation for a more intuitive user experience.
- Balance a consumer-first approach with the needs of internal stakeholders.
A flexible CMS that balances automation with control
MRH needed a content management system (CMS) that could ease the load on its communications team—without sacrificing the ability to spotlight key details. The new site delivers on both flexibility and efficiency.
One standout feature: the Meet Our Providers sections within service pages. Some services required curated provider profiles to showcase strategic relationships or specialties. Others benefited from automatically generated lists. The system accommodates both, delivering a scalable solution with room for nuance.
Designing for engagement across campaigns and services
Previously, MRH used standalone microsites for various programs—a tactic that was hard to manage and didn’t deliver results. The redesigned website brings these efforts under one roof, with custom landing pages that live within the main domain.
These versatile pages are built to convert. They include clear calls to action that guide users to schedule an appointment, find a provider or make a donation. Each page stands on its own while remaining cohesive with the overall website design and brand.
A content strategy centered on users
A comprehensive content audit and site mapping process uncovered duplicated, siloed content and service pages that were competing for search visibility. Coffey helped MRH consolidate and restructure the site around a user-first content architecture.
In the new model, the Services section serves as a single source of truth. Previously, service information was scattered across directories, provider bios and location pages. Now it’s centralized—making it easier for users to find what they need; improving SEO; and reinforcing MRH’s position as a comprehensive, accessible provider of care.
Results
With its redesigned website, Maury Regional Health now offers a more intuitive, engaging and strategically aligned digital experience. It supports the organization’s mission to deliver exceptional care—and reinforces its role as a trusted health partner in the region.