Transforming Covenant Health’s Digital & Brand Experience
Print Design, Web Design, Banner Ad Design, Presentation Design
Covenant Health System, the largest healthcare provider in West Texas and Eastern New Mexico, faced growing competition and fragmented online presence. With 13 disconnected websites, patients struggled to find the right care, and the lack of a unified digital experience weakened brand recognition.
I led the website redesign and brand experience refresh, ensuring a cohesive, patient-centered approach that improved usability, strengthened brand identity, and enhanced engagement across multiple touchpoints.
Challenge
Declining Brand Preference – Increased competition from regional care centers was reducing Covenant’s consumer awareness and loyalty.
Fragmented Online Presence – The healthcare system had 13 separate websites with inconsistent branding and navigation, making it difficult for users to find relevant information.
Inefficient Content Management – The decentralized digital structure made it hard for Covenant’s corporate team to manage and update content across the network.
Approach
Website Strategy & UX Improvements
Rebuilt the information architecture to create consistent categorization, clear navigation, and structured service lines across all Covenant websites.
Designed a unified web experience with standardized global elements, making it easier for patients to navigate services and for the organization to manage content.
Strengthened the brand’s patient-first positioning by incorporating real people, real places, and real stories from West Texas communities—building a deeper emotional connection with users.
Integrated Branding & Marketing Campaign
Developed a comprehensive, patient-centric advertising campaign, including direct mail, print ads, patient video stories, and experiential marketing.
Designed bright, engaging collateral (brochures, postcards, sales sheets) to target both consumers and physicians, reinforcing Covenant’s commitment to quality patient care.
Implemented strong calls-to-action to drive engagement, appointment scheduling, and brand loyalty.
Results & Impact
111% of Campaign Goal Achieved – Exceeding expectations with nearly 2,000 direct responses, including 781 scheduled screenings.
Overflowing Demand – The success of the campaign led Covenant to pause additional media placements and direct mail drops due to fully booked appointments.
Award-Winning Website Redesign – CovenantHealth.org received the Healthcare Provider Standard of Excellence Award from the Web Marketing Association, recognizing its improved usability, branding, and patient engagement.
ROI of $1.94 – Demonstrating strong financial success and campaign effectiveness.
Lasting Impact on Healthcare Marketing
Although designed in a pre-mobile-first era, this project remains a valuable case study in healthcare UX/UI design—emphasizing brand consistency, patient-centered storytelling, and strategic digital transformation. The insights gained continue to influence modern healthcare design strategies, ensuring that patients receive clear, engaging, and accessible digital experiences when searching for care.
