Healthcare Website Redesign Services

The Vendor is required to provide in large-scale healthcare web redesign, brand integration, user experience (UX), and content strategy.
- Partner with the university’s health marketing and communications department, and other stakeholders, to redesign and consolidate our primary healthcare website.
- The project will enhance brand positioning, improve patient and provider digital experiences, and establish a scalable and sustainable web ecosystem in the short term that encompasses our clinical delivery services and in the long term can scale to include all other missions (research, education, and community engagement).
- Branding and Messaging
•    Develop master brand messaging to guide all website content and communications, with emphasis on the university’s differentiators as a premier regional academic medical center (notably research and innovation, and where appropriate, education and community engagement).
•    Create one to two brand anthem videos that represent the university’s identity at the highest level and can be deployed across web and other platforms. Video(s) should have a primary runtime between 60 seconds and 3 minutes, and be adaptable into condensed versions of 30-, 60-, and 90-second spots suitable for television, online advertising, and social media channels.
•    Conduct a comprehensive review of existing internal and external brand messaging across all university health web properties, digital channels, and key communications. This includes assessing tone, terminology, and narrative alignment between clinical, research, and academic content. 
•    Deliver a message alignment report with a framework outlining how key brand themes, differentiators, and value propositions should appear across all platforms and specialties within agency brand. Also provide recommendations for ongoing governance and content management practices to prevent message fragmentation or duplication in future updates.
•    Provide recommendations for maintaining ongoing message alignment between clinical, academic, and research content.
- Design and user experience
•    Conduct a comprehensive audit of the existing institutional design system used across more than 16,000 clinical pages on our acquia CMS on Drupal. Deliverables should include a design system audit report summarizing strengths, gaps, and opportunities, with recommendations for modernization, consolidation, and improved cross-site consistency.
•    Lead design exercises to create and approve a new website design and updated design system components, ensuring system-wide adoption.
•    Perform a user experience assessment for key personas (new patients, returning patients, referring providers, internal users, and AI personas). The assessment should include user research, usability testing, and journey mapping to identify pain points and opportunities for improvement. Deliverables should include persona summaries, journey maps, and UX recommendations tied to measurable performance goals such as task completion, accessibility, and satisfaction metrics.
•    Deliver designs that significantly enhance digital transactions including, but not limited to, scheduling, finding providers, locating facilities, paying bills, referring patients, and accessing clinical resources (i.e. Mychart).
•    Develop a rollout plan for implementing the new design across the website. The rollout plan should include phased implementation milestones, pilot testing strategies, and a content migration roadmap. Vendors should describe how they will support the internal development team through documentation, training, and quality assurance to ensure consistent implementation across all web properties.
- Content strategy and development
•    Conduct a full audit of website content voice and tone.
•    Provide direction for content updates and rewriting, aligned to new brand positioning.
•    Incorporate AI-enhanced search and SEO strategies (including geo-based SEO adjustments).
•    Revise, consolidate, and update content to reflect current best practices in healthcare communications.
•    Ensure that research and education are represented appropriately at the brand level without overwhelming patient-facing content.
- Tools and technology
•    Provide a new feature tool strategy recommendation for the redesigned website, addressing build/buy/implementation options.
•    Implement recommendations for leading edge tools that enhance patients and providers' experience to access care.

- Contract Period/Term: 5 years
- Pre-Proposal Conference Date: October 30, 2025
- Questions/Inquires Deadline: November 13, 2025