What We Did

Hospitals are places where patients expect care, but navigating the world of insurance, appointments and diagnoses is often complex and overwhelming.  A hospital’s website, their virtual “front door,” is a great place to streamline that patient experience. Patients expect self-service tools that help them make their own, informed decisions. They want control of their healthcare journey. So what happens when you give it to them?  


GWU homepage header with tagline

Our Impact


increase in time on site


increase in Careers Tool usage


increase in Online Bill Pay usage


increase in Find a Doctor usage

Mac desktop computer showing GWU homepage with the headline

CX Strategy

Consumers have come to expect the simplicity and ease of use they get with their favorite apps everywhere. For UHS, making health a positive, local, empowering experience is crucial to delivering on its brand promise of being responsive and compassionate to its patients.

Hero Digital worked with UHS to improve patient experience across 30 of their acute care hospital websites with a multi-faceted CX plan. Starting with primary research, including customer interviews and surveys, Hero came to a detailed understanding of the sites’ main users—patients, career seekers and employees—and their pain points: paying bills, finding doctors, and searching for careers. To solve for these, Hero designed and developed new website tools, including a Physician Directory, Find a Doctor Tool, and Careers Hub, all of which work toward building conversion funnels based on both satisfying patient needs and improving operational efficiency.

UHS logo with eight repeated graphics over a blue background
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Products + Experiences

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Products + Experience

Universal Health Services, Inc. (UHS) is one of the country’s largest hospital management companies, with more than 350 acute care hospitals, behavioral health facilities, and ambulatory centers across the U.S. The company approached Hero Digital wanting to streamline the patient journey across all 30 acute care hospital websites to better address patient needs. 

Guessing at those needs wasn’t good enough. We wanted to hear from patients themselves to help us create a truly patient-first experience. So we worked directly with patients to interpret their needs, design consistently branded components, and continually modify the experience based on their feedback. Our site design earned an Award of Distinction from the 2018 eHealthcare Leadership Awards.

User viewing GWU iPad interface with Find a Doctor page accompanied by the headline
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Data & Insights

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Data & Insights

After launch, the Hero Digital team closely monitored the performance data of the new components across the UHS network of sites and saw that they exceeded goals. We used this insight to redesign the homepages based entirely around the idea of primary and secondary patient actions. We then associated value with these actions, which both created a basis for comparison between hospitals and helped guide the strategy for patient-action funnels.

As optimization of UHS’s websites continues, the company has increased its focus on providing easily accessible content around acute care services in the next step towards patient-first experience.

UHS iPhone interface with GWU Hospital stats page
UHS iPhone interface with GWU Hospital news page
UHS iPhone interface with GWU Hospital Award page
Hero is not just an agency; they are a strategic partner for our business.
Gerard Gober Head of Digital Strategy and User Experience, UHS
Full desktop screenshot of UHS GWU Hospital website
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