Healthcare · Behavioral health
The Robert Sylvia Group
A website for people looking for care, and for the families looking on their behalf.
Coverage, the two programs and the route to a first call are all answered in the opening screen, on a phone, by someone who may be doing this for the first time.
IndustryHealthcareBehavioral health
ServicesBrand and Creative, Digital Infrastructure
EngagementPositioning for the first call, then the platform that answers it
Websitetherobertsylviagroup.com
The challenge
The Robert Sylvia Group runs an outpatient mental health clinic and a psychiatric rehabilitation program in Baltimore, serving children, adults and families managing anxiety, depression, trauma and life transitions. They accept Medicaid, which decides who can walk through the door.
The person arriving on the site is rarely browsing. They are in distress, or they are a parent or a partner acting for someone who is, and they are usually on a phone. Three answers decide whether they call. Does my coverage work here, do you see someone my age, and can this happen from home. Everything else is secondary.
Built for a protected populationA behavioral health provider cannot market the way the rest of healthcare does. Patient stories and testimonials, the default proof device in every other category, are largely unavailable, so trust has to be built from clarity and tone. Intake moves a person toward a call while keeping clinical detail off a public form. And the pages that answer coverage questions have to be specific enough to be useful and general enough to stay accurate as panels change.
The approach
This engagement was the website, and the website had one job. Get a person from arrival to a phone call in as few steps as the questions allow, in language somebody under strain can process at speed.
02Brand and Creative
Plain language, calm pacing, and a tone that carries authority while staying easy to read quickly. A person deciding whether to call a behavioral health provider is doing something difficult, and copy written to persuade would get in the way of copy written to help.
03Digital Infrastructure
Coverage, ages served and telehealth reachable from the opening screen on a phone, with the clinic and the rehabilitation program given distinct paths so a visitor lands on the one that applies. One number and one route to a first call from any page.
The impact
The person arriving is in distress, or acting for someone who is, and usually on a phone. The platform is built around the three answers that decide whether they call: whether the coverage they hold is accepted, which of the two programs fits, and how to reach a person. All three are answered in the opening screen.Medicaid coverage is stated up front, in the opening screen, because the question that stops a first call is the one about paying for it. The outpatient mental health clinic and the psychiatric rehabilitation program each have a route of their own from there.
What we delivered
- Website design and build
- Information architecture, clinic and rehabilitation program
- Service pages for both programs
- Coverage and insurance guidance
- Telehealth and in-person pathways
- Intake and contact routing
- Mobile-first layout
- Resources section and search structure
NextNeuraceq