While our brand voice and tone should remain consistent regardless of our audience, it is important to understand who our audiences are on the site and what they are looking to consume so we can tailor our content and site structure to fit their needs.
Patient or Visitor
Patients and Visitors want to understand who Miller Children’s is and how they can serve their needs now and in the future. They also need to be able to easily access important information about their visit during a stressful time. We need content to be easily accessible and digestible for this audience. They are likely to be going through a monumental or challenging time in their lives and desire content that provides clarity and ease by speaking to them in their terms.
Top Relevant Content
- myChart
- Services/Specialities
- Provider Search
- Wellness/Health Education
- Events
- Research and Clinical Trials
Top Conversion Actions
- Existing Patient or Visitor
- myChart Access
- Pay My Bill
- Schedule an Appointment
- Event or Class Registration
- Contact Us
- Get Directions
- Prospective Patient
- Schedule an Appointment
- Event or Class Registration
- Fill out New Patient Forms
- View Accepted Insurances
- Contact Us
- Get Directions
Healthcare Professional
Healthcare Professionals are typically accessing the site as a utility. They may be using the site to search for and refer other physicians or find other support content that helps them do their job. Prospective physicians may be looking to see what Miller Children’s offers physicians who practice within their network. Healthcare professionals understand what other hospitals offer so they are looking to see how Miller Children’s is different.
Top Relevant Content
- Provider Search
- Locations
- Services
- Research and Clinical Trials
- Continuing Education
Top Conversion Actions
- Refer a Patient
- Schedule an Appointment
- Share Content
- Physician Login
Resident or Fellow
Residents and Fellows are also using the site as a utility. They need quick access to relevant tools and content. They want to understand how Miller Children’s can or will aid in their education and growth. They know what other hospitals are doing so they expect to learn about how Miller Children’s is different.
Top Relevant Content
- Intranet
- Employee Resource Center
- Careers
- Provider Search
- Residency and Fellowships
Top Conversion Actions
- Get Remote Access
- Get Technical Support
- Review Provider Data
Volunteer or Donor
Volunteers and Donors care about their community and want to make an impactful difference. They know at some level that Miller Children’s is supporting the community in big ways, but they might be unsure as to whether or not Miller Children’s is the best place to donate their time and dollars. They want to learn about exactly how their donation will impact the community and easily see how they can get involved.
Top Relevant Content
- Ways to Give
- In the Community
- About Us (annual reporting, leadership, etc.)
Top Conversion Actions
- Donate
- Contact Us
- Share Content