The Priory approached CSI Media to deliver a new website for the main brand. The Priory Group is the largest independent provider of behavioural healthcare in Europe. They are committed to providing the best care and treatment for people with addictions, mental health and eating disorders supporting the needs of over 30,000 people annually at more than 500 sites across the United Kingdom.
The website plays an instrumental role in attracting private patients and generating NHS referrals for The Priory Group. The aim was to develop an enhanced online experience for visitors to the website and provide a flexible promotional tool for the digital marketing team at Priory. Specifically, the new digital platform needed to fulfil the below requirements:
- Present the various treatment and rehabilitation programmes for people with addictions, mental health and eating disorders.
- Provide information that caters to patients, loved ones looking for treatment for a spouse or child, NHS clinicians and GP’s.
- Increase engagement rates in terms of phone calls, enquiries and brochure downloads.
- Deliver a flexible and efficient content editing experience for the marketing team at Priory.
- Support the digital marketing team with modern tools for website optimisation.
CSI Media worked very closely with The Priory’s digital marketing team throughout the project to ensure that the website met their specific requirements, from a design and functional perspective.
The Priory’s new website incorporates key functionality on a modern and responsive design that is welcoming, intuitive and engaging. Key brand elements have been retained for familiarity, whilst hero images give the website a warm feel – an important consideration given the nature of the service.
CSI Media developed the website on the Umbraco CMS platform. As part of the design process, they created a set of over 20 branded assets tailored to Priory’s content requirements, including text, slideshow, teasers, a map, media, an accordion and call to action blocks. With Umbraco, Priory’s marketing team have the freedom to create new landing pages by placing these assets in any order they wish via a drag-and-drop tool. They can also easily modify existing pages.
Videos can be embedded to support text and present the various assessment and treatment options, whilst the accordion element allows for Q&A’s on the disorder/addiction, the causes, signs & symptoms, self-help tips and recommendations. Furthermore, the Umbraco solution provides a plethora of SEO tools; this is particularly important given the competitiveness of the healthcare industry.
James Cordall, Head of Digital Marketing at The Priory Group said:
Umbraco gives us all the functionality we need to develop conversion-focused templates as well as excellent options for SEO. The Umbraco CMS is very intuitive and team members at all levels are quickly able to learn the skills to create and publish new content.
Case studies and user-testimonials provide a personal, first-hand insight from those who use the residential and community-based care services, whilst a smart search function enables users to find a private or NHS hospital via location, condition and/or specialist. Finally, there are landing pages for each of the hospitals and conditions, providing care users, families and health professionals with helpful news, tips and advice.
The Priory Group initially approached us in March 2016 to collaborate with them on a single project.
Following the success of The Priory Group website, the digital marketing team at Priory have approached CSI Media to create a further four websites, allowing The Priory to deliver targeted content and information for their sub-services: Adult Care, Education and Children’s Services, a behavioural healthcare service in Abu Dhabi, and a rehab centre in Surrey called Life Works:
James Cordall, Head of Digital Marketing at The Priory Group stated:
I have worked with CSI Media for the development of multiple website builds now and have been thoroughly impressed by their work. They make my job easy as they constantly deliver and think outside the box. They outperform any other agency we work with and go above and beyond what we’d expect.
About CSI Media
CSI Media is an award-winning digital agency who design and develop websites and bespoke software solutions tailored for your requirements.