About Main Line Health

Founded in 1985, Main Line Health is a not-for-profit health system serving the Philadelphia area. The organization runs four of the region’s most respected acute care hospitals – Lankenau Medical Center, Bryn Mawr Hospital, Paoli Hospital, and Riddle Hospital – as well as a premier facility for rehabilitative medicine, Bryn Mawr Rehabilitation Hospital.


One of Main Line Health’s primary goals for its website, mainlinehealth.org, is to ensure visitor satisfaction through every online interaction. The organization noticed that its site visitors were struggling to complete key tasks on the website. Users were not able to quickly find doctor information, contact details for the closest healthcare provider, and accomplish other important actions. Many of these pain points were the result of the site reflecting MLH’s internal organizational structure rather than addressing patients’ needs. To resolve these challenges, MLH engaged in an effort to redesign its website. 


"Our goal is for our digital experiences to reflect our empathy and caring for our patients, and provide them with relevant choices without overwhelming them."

— Andy Gradel System Director, Digital Marketing
Main Line Health

Velir partnered closely with key stakeholders in MLH’s marketing and IT groups to deliver a website which meets the organization’s business goals and objectives. This included improving the efficiency of the staff that manages the site, and providing a stress-free and engaging experience for site visitors. 

The redesigned site presents a highly simplified user experience with just four main pathways to data. The new functionality and navigation is task-based and makes it easy for visitors to self-identify and find the information they are looking for quickly. 

Sitecore's Experience Database Manager (xDB) has been utilized to provide visitors with personalized experiences that allows individual business entities to be highlighted within the enterprise where appropriate. Deep integrations with Coveo and business systems like LVM’s contact center solution provide access to robust search functionality, and essential provider and class data. These updates not only allow the organization to more effectively promote services, it provides users with a less cluttered, more optimal path to finding the services and providers they’re seeking, which has led to a substantial boost in measureable conversions within just the first year following the site's relaunch.

Visit the site at www.mainlinehealth.org



High content sites work best when the content is supported by a well thought out taxonomy structure. The new solution utilizes consistent, site-wide taxonomy and tagging to enrich the content and direct users to related resources. It also supports a variety of rich text embeds and media that allows MLH to deliver more compelling and engaging experiences. 

Highlights include:

  • 500% increase in homepage interactions
  • 70% increase in location page visits
  • 119% increase in provider profile views
  • 21% increase in appointment request form submissions
  • 30% increase in click-to-call interaction
  • 99% increase in users consuming blog & patient story content

All of these features renew Main Line Health’s ability to supports its key audiences and build trust with them, ultimately fulfilling its vision of being the healthcare provider of choice within the communities it serves. 


Quick Facts