Halifax Health
The Situation
Halifax Health is in the midst of undergoing an ambitious multi-year transformation that will elevate it to be one of Florida’s leading medical centers. Along with expansions to it facilities, staff and advanced technologies, Halifax is re-branding itself to project an image more in keeping with an industry leader.
Halifax Health realized that for many people, the first experience with the Halifax Health brand would be via the Web site. Effectively, the site is the organization’s front door. With numerous offline efforts and millions of dollars invested in offline communications, it was understood that the Web site would be a critical component in helping to re-shape the brand identity.
In addition, Halifax needed to re-launch their site on a highly accelerated schedule before any other marketing materials were developed. The challenges this posed for the Acsys team were significant from every angle.
The Solution
To ensure a timely launch of the Web site, Acsys applied a rigid process, establishing clear delivery dates for key milestones and identifying roles and responsibilities for the client as well Acsys team members.
Before designing and building the site we conducted a two-day workshop with key stakeholders to determine the various needs of the organization and establish consistent expectations. We worked closely with the marketing team to establish the overall look and feel—moving away from the conventional color scheme and layout formats to deliver a highly differentiated experience.
One of the key hurdles Acsys identified as part of this process was the lack of usable copy and photography for the new site. Because this critical gap was learned early on, we were able to bring on additional resources to handle the extra work which included content writing and photo shoots. And because we were able to plan around these issues in advance, we were able to minimize the impact on Halifax’s budget.
Further, we helped Halifax streamline and coordinate their own internal processes, making future updates and improvements easier and more cost effective.
The Results
- The Web site was designed, coded and deployed in 5 weeks. The site included several robust presentation and functional elements (e.g. Flash, AJAX).
- The Web site was the first communication piece to market for Halifax in their re-branding efforts.
- The site’s new navigation scheme improved and streamlined the experience for visitors to the site.
- Surveys completed shortly after the site launched showed highly favorable results with regards to design and usability.