Count On Coffey

By Melissa Queen, Digital Services Manager

Hendrick Health partnered with Coffey Communications to redesign its website with a stronger focus on patient experience, usability and long-term flexibility.

Project goals

• Improve the patient-user journey and digital experience.
• Create more consumer-friendly access to services.
• Improve internal site search.
• Maintain the Hendrick Clinic brand identity across the broader health system.
• Highlight the organization's expanding network of care.

Building a stronger content strategy

Coffey began with a comprehensive content audit to evaluate site architecture and search performance. The team identified opportunities to simplify navigation and consolidate service line content into a centralized Services section.
Coffey also rewrote 34 key service line pages using patient-friendly storytelling and search engine optimization (SEO) strategy to improve engagement and visibility.

Smarter search and provider tools

Internal site search was a major frustration for users on Hendrick Health's previous website. To improve the experience, Coffey implemented smart search functionality and made search a prominent feature on the homepage.

The project also included a custom API integration with MD-Staff, Hendrick Health's credentialing platform. This integration automatically updates provider information while still allowing the marketing team to enhance featured provider profiles with more consumer-friendly biographies.

A more welcoming design

Hendrick Health wanted a website that felt approachable, timeless and reflective of its growing community. The redesign introduced cleaner layouts, inviting typography and a custom color palette that creates a more welcoming digital experience.

The results

With a modern design, stronger content strategy and integrated provider directory, Hendrick Health's website now better supports patients, staff and future growth.

Categories: Case study