Unifying FMOLHS Digital Identity

Challenge

Franciscan Missionaries of Our Lady Health System (FMOLHS) faced a significant challenge: enhancing brand recognition within a highly competitive healthcare market. Despite being the umbrella brand for several well-known hospitals across Louisiana and Mississippi, FMOLHS needed more than improved website visibility.

The core challenge was showcasing their full system capabilities that couldn't be achieved with disparate, individually branded websites. A unified web presence was key to showcasing all brands together, reinforcing FMOLHS's extensive capabilities and setting them apart in a saturated market.

The task was clear: FMOLHS needed to elevate their digital profile to showcase their full system capabilities and gain brand recognition by reducing several domains to one unified web presence. 

Outcome

UX Strategy

MERGE crafted a comprehensive UX strategy to establish a cohesive web presence for FMOLHS, blending system-wide information with regional nuances. This dual-level navigation allowed users to explore service-line content on a broader scale while also delving into specialized care within their local communities. The result was a digital presence that reflected the expansive care network of FMOLHS while preserving the familiar, local touch that patients and families cherished.

Content Strategy

A robust linking strategy was developed to interconnect various regions, locations, and services. This approach ensured users could effortlessly find the information they needed and discover the full spectrum of FMOLHS's capabilities, regardless of their entry point on the site. The seamless navigation enhanced the user experience by making the vast array of services easily accessible and interconnected.

Creative

To help FMOLHS stand out, MERGE redesigned the website with a unified brand identity that highlighted the Catholic Health system's deep faith roots and personal impact through healthcare. The new design featured vivid imagery reflecting religious affiliations, personal stories, and custom photography, immersing users in the FMOLHS ethos: "We listen. We heal." This creative direction highlighted the organization's commitment to their patients and staff, making the digital experience both visually appealing and emotionally resonant.

DXP Replatform

Building the new digital presence on the Sitecore DXP platform, MERGE established a central hub that unified the FMOLHS brand. This platform enhanced patient perceptions by presenting a cohesive experience across all channels and touchpoints. Incorporating user choice components and smart interstitial pages, the foundation was laid for future personalization efforts, ensuring that the digital journey could evolve with user preferences and needs.

Together, these strategies created a dynamic and engaging digital presence for FMOLHS, elevating the brand while maintaining a strong connection to the local communities it serves.

Results

The transformation of FMOLHS's digital presence resulted in the seamless unification of seven individual hospitals into a unified, cohesive brand. This streamlined approach not only showcased the extensive system-level care provided by FMOLHS but also highlighted the unique regional experiences that resonate within local communities. 

Additionally, the redesign emphasized FMOLHS's Catholic roots and mission, reinforcing their commitment to faith-based values and impactful healthcare services.

- Reduced 7 domains to 1 unified web presence
- Showcased the depth of system-level care and unique regionalized experiences
- Earned gold in the category “Best Site Design” at the eHealthcare Leadership Awards in 2023