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. Our 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. More specifically, the new digital platform needed to fulfil the below requirements:
Our approach to the project was very much a collaborative one. We listened to The Priory’s vision for the website and worked closely with their digital marketing team to ensure the build of a successful digital tool that met their specific requirements.
The 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.
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.
We developed the website on the Umbraco CMS platform. As part of the design process, we created a set of design assets tailored to Priory’s content requirements. With Umbraco, the marketing team at Priory can easily create landing pages by placing these assets in any order they wish via a drag-and-drop tool.
Videos can be embedded to support text and present the various assessment and treatment options, with an accordion element that covers key areas including an overview of the disorder or 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.
The Priory Group initially approached us in March 2016 to collaborate with them on a single project. As of July 2018, we have worked alongside Priory for the development of four websites, with plans for a fifth site launching in 2019.
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. Priory have always had a close working relationship with CSI Media and they are our go-to agency for all new web projects.