Baptist Health Center for the Advancement of Learning

The Baptist Health South Florida system is growing, and a key element of their growth strategy is expanding their education offerings. Their data show that 60% of their alumni remain in South Florida after graduating, so elevating their educational offerings should ultimately improve their hiring pool. The new Baptist Health Center for the Advancement of Learning needs a new website to help:

• Fill the recruitment pipeline across all disciplines
• Attract and retain lifelong talent
• Demonstrate the culture of interprofessional education across the health system and the education practice
• Promote philanthropic opportunities for scholarship donations

Baptist Health assembled a team: Martek Health, to coordinate their digital transformation; Palantir.net, to refresh the brand and build a user-centered design team; and Merge, to implement the platform in Sitecore.

As a new institution, the Baptist Health Center for the Advancement of Learning website is critical to building the brand.  We extended the award-winning visual design we created for the Baptist Health South Florida health system: fresh, bright colors, warm imagery, and modern typography. The overall feel was inspired by lifestyle brands rather than traditional educational institutions. By extending the new Baptist Health look and feel to Baptist Health Center for the Advancement of Learning we ensured that the new institution would be instantly recognizable as a part of the Baptist Health South Florida health system.

We extended the robust design system we built for Baptist Health to incorporate a new set of pages and elements suited for an academic institution, including:

• Rotation schedule
• Faculty bios
• Eligibility requirements and application schedule
• Program details: accreditation and size

This expanded set of components and pages now enables the Baptist Health Center for the Advancement of Learning team to spin up new departments and gives them the tools to scale as their programs do.

Baptist Health Center for the Advancement of Learning is a new institution, but many of the programs have existed for decades. The new site must make their range of programs easy for visitors to scan and navigate.

Dr. Hernandez, Baptist Health Center for the Advancement of Learning’s Chief Medical Officer, set our north star as we began our UX work: “We must approach this from the audience’s perspective, not from our internal bias.”

We operationalized this goal by organizing content by educational outcomes:

• Residencies and Fellowships
• Certificate Programs
• Student and Visitor Programs
• Research and Library Services
• Continuing Education

This approach is centered on audience needs: A visitor interested in Residencies and Fellowships can quickly surface all opportunities available, rather than visit each discipline (medical, nursing, pharmacy, etc.) to see what, if any, residencies are available.

Because each page in this flow is similarly structured, this approach to content organization also simplifies the content creation and administration process.

The core business goal of this site is to get potential students into the pipeline for educational programs, and that starts with making BHCAL’s range of programs easy to scan and navigate.

Dr. Hernandez, Baptist Health Center for the Advancement of Learning’s Chief Medical Officer, set our North Star as we began our UX work: “We must approach this from the audience’s perspective, not from our internal bias.”

We operationalized this goal by organizing content by educational outcomes rather than by discipline. With the user-research informed structure we developed, a visitor interested in Residencies and Fellowships can quickly surface all opportunities available, rather than visit each discipline (medical, nursing, pharmacy, etc.) to see what, if any, residencies are available. And because each page in this flow is similarly structured, this approach to content organization also simplifies the content creation and administration process.