HEALTHeLINK (HeL), a Buffalo-based healthcare network, offers a secure platform for storing and transferring electronic medical histories. For their 2023 annual report, presented online in 2024, HeL aimed to enhance user experience by:
• Aligning more closely with the rebranding of their main website
• Using updated stock images reflecting a diverse audience
• Adopting more accessible language to lower the reading level
• Increasing the average page view time from 5 seconds to 10 seconds
To achieve this, 19 Ideas was tasked with leading the website development for the report. Target audiences included HeL’s board of directors, community partners, physicians and national associations.
19 Ideas began by researching HeL’s previous reports to understand the brand. We assessed HeL’s distribution strategy to ensure the web-based report maintained its integrity across channels. Discovery meetings between our team and HeL provided valuable insights into the content and industry nuances.
After research, we moved to content strategy, gathering all content from the existing website. Our content strategist, lead designer, and lead website developer created a static wireframe outlining the key elements of the report.
Upon approval, we transitioned to the high-fidelity phase, applying visuals to the report. We broke the report into bite-sized slides and integrated animations between pages, creative data depictions, and new stock images to ensure diversity.
After receiving the copy from HeL, we used web-based tools to assess tone and reading level, copy-editing to preserve professionalism while minimizing clinical jargon. Once the report was finalized, we conducted assessments to ensure ADA compliance and device optimization. Tracking pixels and Google Analytics were installed to measure performance.
Upon launch, HeL was thrilled. Site views increased by at least 5%, and page view time rose from 5 seconds to 16 seconds—a 220% increase, showing greater reader engagement.
Additional Credits:
Amber Rampino – Creative Director
Hannah Lin – Associate Creative Director
Mina Kessler – Lead Designer
Dan Gigante – Developer
Brian Battenfeld – Developer
Fred Nyame – Developer
Christa Glennie – Senior Copywriter
Marley McCormick – Brand Manager
Janelle Harb – Project Coordinator
Bob Henry – Director of Digital Experience
Samantha Epps – Digital Marketing Specialist
