Merian Iselin Clinic:
Digital Brand Presence On Craft CMS

Merian Iselin Clinic

Concept, design and development of the new web platform with Craft CMS

The Merian Iselin Clinic selected us to develop a new overall presence from various individual appearances, which represents the traditional brand "Merian Iselin" in an appropriate manner and lets it shine in new splendour. This new digital presence serves as a central information and functional hub that is also visually more harmonious and modern. The greatly improved user-friendliness strengthens the brand in the long term. It enables a positive user experience and contributes to high customer satisfaction. The new Craft CMS impresses with its intuitiveness and makes life easier for editors.

Solution

The aim was to make the digital services and functionalities intuitively accessible for the respective stakeholder groups and to present the Merian Iselin brand in a new way.
In doing so, we

  • improved the customer journey and optimised content
  • simplified and optimised processes
  • organised business resources in the best possible way 
  • ensured content accessibility and comprehensibility
Services

 

  • Requirements Engineering
  • Solution Design
  • User Experience Design
  • Visual & Interaction Design
  • Back and Front End Development
  • Testing
  • Project Management according to Scrum

 

Initial Situation

The Basel private hospital's old website from 2017 needed to be modernised and harmonised. The previous website had grown over time and was therefore fragmented. User-friendliness in particular had a lot of catching up to do. In addition, various technologies were in use and the website did not meet the client's requirements in terms of content, visuals or structure. The digital customer approach was non-existent.

Approach

The patient experience was initially formulated as follows:

  • Service differentiation between Premium Gold, Premium Silver and generally insured patients
  • Patients must be able to understand quickly and easily how to get to us and what their path is in the clinic. 


The launch was a success thanks to the achievement of the following milestones:

  • Vision and conceptualisation of target experience
  • Derivation of information architecture and pages
  • Storytelling anchored as important marketing element
  • Visual & interaction design: conception and implementation including research (styles/moods, competitor analysis, benchmarks) 
  • Concept presentation including preparation of requirements (in particular marketing, SEO/SOM, technology/CMS, proposal for implementation and partnerships)
  • "Mobile-first" prototype
  • Agile development in an interdisciplinary team

”

The collaboration with the YOO team was great. As a customer, we were kept well informed about the next steps at all times and were able to actively participate in the processes. A clear, user-friendly structure was very important to us, but the new homepage also had to be visually appealing. The feedback we receive emphasises precisely this. Job successfully done, thank you YOO!

Dominique Reinhard

Head of Communications & Marketing

Implementation and Solution

Patient journey stringently mapped: 

Merian Iselin Clinic now consistently places the needs of patients at the centre. With a customised patient journey, the clinic is able to meet people's needs even better and improve service quality. It is now also possible to offer stakeholders additional information or self-service functions via digital touchpoints.

Digital services and functionalities are now available to the relevant stakeholder groups in a simple and intuitive way.

To achieve this, we have:


  • Optimised processes
  • Considered the user journey
  • Optimised content
  • Organised business resources optimally
  • Ensured accessibility and comprehensibility of content.

 

We used the editor's favourite tool for the hospital's new website: Craft CMS. This is characterised by modern technology, very high user-friendliness and a high degree of flexibility during implementation. Simply put: a modern, contemporary CMS.


Success factors

 

  • Agile approach and product development according to Scrum principles.
  • Transparency throughout the entire development process with regard to planning, dependencies, time and costs.
  • Weekly coordination with the customer. The customer was brought up to date week after week. Mutual feedback was a great added value in this project, which lasted almost six months. 
  • The entire content was ready before the start of development and could be gradually migrated.
  • Very reactive team with several contact persons who were available at all levels of the project and answered open questions quickly.


Pain Points & Learnings

 

  • Merian Iselin clinic's previous website was divided into many individual websites - each for its own target group. In addition, they were all technically independent. Reconciling these websites and information while taking into account the requirements and priorities of all departments required a great deal of sensitivity on our part, as well as on the part of the Merian Iselin contact person.
  • The content migration was a mammoth task. The content first had to be recorded and structured in close collaboration with the customer. 
  • Due to the coronavirus pandemic, the start of the collaboration and the beginning of the implementation was a major challenge. Thanks to digital tools, remote workshops were nevertheless possible without any problems.

Technology

  • PHP
  • Craft CMS
  • Yii
  • HTML (Twig)
  • Sass
  • TypeScript
  • MySQL
  • Sketch
  • Abstract

Who is the Merian Iselin Clinic?

The Merian Iselin Clinic is the leading health center for orthopedics, urology and surgery in north-west Switzerland and a highly renowned sports medicine clinic, designated with the accreditation Swiss Olympic Medical Center. Thanks to highly-qualified teams, consistent specialisation in the field of orthopedics and urology combined with a regime of ongoing continuous technological and infrastructure development, Merian Iselin Clinic is one of the most modern clinics in Switzerland.

As an inpatient clinic, it provides the infrastructure with high-end technology and staff for around 100 accredited doctors.


By focussing on "sensual objectivity", the Merian Iselin Clinic focuses on the patient experience as a clinic hotel with around 130 beds and a panorama restaurant with gourmet cuisine.

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