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Aerial photo of the Baptist Hospital campus

Baptist Health South Florida

Making it easy for patients to get the care they need

About Baptist Health South Florida

Baptist Health South Florida is the largest healthcare organization in the region, with 11 hospitals, nearly 24,000 employees, 4,000 physicians and 100 outpatient centers, urgent care facilities and physician practices spanning across Miami-Dade, Monroe, Broward and Palm Beach counties. Baptist Health has internationally renowned centers of excellence in cancer, cardiovascular care, orthopedics and sports medicine, and neurosciences. They have been recognized for being among the best healthcare providers in the country by U.S. News & World Report.

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As part of their digital transformation, Baptist Health needed to both elevate their brand and redesign their website to make it easy for patients to accomplish key tasks.

Solution teamed up with Baptist Health, Martek Health and Merge. Our job was to deliver the visual redesign as well as the user-experience design for the site as a whole. Our final deliverable was a scalable design system in html/css.


Baptist Health was able to rapidly spin up an award-winning COVID-19 site using our design system even before the new platform launched. In addition, Baptist Health has acquired 3 hospitals since our engagement ended. Investing in a scalable design system has already paid dividends by allowing the Baptist Health team to implement the designs for those new hospitals even before the original site launched.

The Situation

Competition for primary care patients across the healthcare industry is fierce. Patients are increasingly expecting their health providers to deliver faster service, better value, and the increased convenience they find in retail. 

Baptist Health South Florida’s website was designed over a decade ago and in that time the health system has grown rapidly. They needed:

  • A brand refresh to more effectively position Baptist Health as the leading lifestyle health care provider in the Greater Miami area 
  • A website user experience that helps customers find the care they need fast 

The Solution

Baptist Health assembled a team: Martek Health, to coordinate their digital transformation;, to refresh the brand, develop a new content strategy and information architecture, and build a scalable design system; and Merge to implement the platform in Sitecore.

Award-winning design

Beautiful visuals are a key element of retail and product experiences, and in the health vertical they are even more important. Visitors to health care sites are often under stress, and clear page layouts and beautiful images help them feel more confident that they are in the hands of experts. The Palantir team elevated the Baptist Health brand with a fresh, bright color palette, warm imagery, and modern typography. The overall feel was inspired by lifestyle brands rather than traditional health care visuals. Our design won Gold in the 2020 eHealthcare Leadership Awards.

Screenshot of Baptist Heath home page with a photo of a family blowing bubbles

Scalable Design System

We used those core brand elements to build out a robust design system: a set of elements, components and page templates. The original Baptist Health site relied on a set of page templates; the new design system provides the team with a “Lego set” of components that can be used to create consistent, beautiful user interfaces as new needs arise. This component-based design approach enables the Baptist Health team to scale and adapt their digital presence as they acquire new locations and practices. Our scalable design system provided the building blocks for Baptist Health to create a microsite that won Platinum for Best COVID-19 Pandemic Related Communications in the 2020 eHealthcare Leadership Awards.

Center the “Get Care Now” user flow

When a visitor comes to the website seeking immediate care, they aren’t in a research mindset. They need immediate help. They are looking for key words and calls-to-action that quickly guide them to the information and action they need to take, and they don’t want to get stuck on a dead-end page full of text. 

Our design process centered around “Get Care Now” as a core engagement outcome of the site. Using personas, analytics and ethnographically-informed user journeys, we iterated rapidly in lo-fi sketches on how to accurately represent how customers get to the site, how we catch their attention amidst all the other information, how we help them make a decision fast, and get them to the best action step.

Questions we help patients answer immediately:

  • I don’t know what’s wrong with me, help me figure out where to go.
  • What’s the difference between making an appointment and seeing a provider NOW?
  • What’s the difference between Urgent and Emergency care?
  • How can I avoid wait times or find the shortest one?
  • Is Virtual Care an option for me?
Image of "Get Care Now" page with prominent callouts for "Virtual Care", "Urgent Care" and "Emergency Care"


Before the new platform could launch, the Baptist Health team had to pivot to support the COVID-19 crisis response online. The fastest past to getting a site live was to use our design system on the new platform. Their award-winning COVID-19 site is a testament to the flexibility and responsiveness of the platform we designed.

Baptist has also acquired four hospitals since our engagement ended. Investing in a scalable design system has already paid dividends by allowing the Baptist Health team to implement the designs for those new hospitals even before the original site launched.

In addition, the new look and feel was such a hit that the Baptist Health Center for the Advancement of Learning hired the Martek/ team to extend the design system and Sitecore build to incorporate new pages, flows, and templates to support them as they expand their offerings. 

Let’s work together.

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