Regional Medical Facility

A nationally accredited spine care center had a modern, well-designed website — and a patient experience that wasn’t working. Conversion from web visits to appointments was low, and staff couldn’t pinpoint why. The assumption was a website problem. The reality was more complex.

Highdive conducted stakeholder interviews across the clinical and administrative teams, followed by ethnographic research observing patients attempting to onboard, find resources, schedule appointments, and navigate insurance — both in the facility and online. What surfaced had little to do with the website itself: parking confusion, childcare barriers, insurance friction, and a patient portal filled with content that didn’t match what patients actually needed.

We documented the full patient journey and shared it across the organization — giving every staff member visibility into the entire experience, not just their piece of it. That shared visibility directly informed a project to streamline onboarding, eliminating the repeated requests for the same information across departments.

Working alongside the marketing team, we built a retention program, standardized the branded experience across touchpoints, and created campaigns that engaged patients at key moments in their care journey.

Consumer Effort Score improved from 2.6 to 5.3 over twelve months. Appointment conversions increased. Churn decreased. Patients who previously left in frustration stayed — and referred others.