Allscripts Success Story
The Allscripts’ website was using an archaic, error-prone development platform with no new branding or significant content upgrading in six years—causing target audience confusion, site navigational issues, and missed awareness and revenue opportunities.
Messaging was not clear, and the site was not properly set up for SEO and performance metrics analysis and reporting.
Partnering with ReviveHealth, an agency out of Nashville TN, I served as the senior content strategist on this five-month project. We conducted a client discovery session—producing a full website performance audit, target audience recommendation, key messaging strategy, and page by page site and UX experience plan.
Overseeing a team of five writers and two designers, we decreased the main navigational options to just three primary audiences (from a robust persona effort) and reduced the overall site size from 211 pages to 61, removing products and services that were no longer revenue generating or pages that were broken, and streamlining content to customer-focused, actionable language.
With the go-ahead from the CEO, began renovating Allscripts six international sites, converting to new design and customized CSS/CMS system.
Client then asked me to manage the site launch for 2bPrecise, an innovative precision medicine (PM) open-platform technology company (subsidiary of Allscripts). The singular, driving pain point was that they needed a Phase I micro site launched within three weeks, in time for Allscripts’ large, proprietary industry and partner event.
Partnered closely with site designer to create a visually dynamic, content-rich 5-page micro site that included a precision medicine education (+PDF brochure), description of three solution offerings, bios and photos of the executives, news and events listing, and a way for the audience to engage (CTAs).