Account Strategist:
Will Melton


Full Stack Developer:



Case Study: Website Consulting and Planning Project for Billion Dollar Healthcare Company



Aledade is a public benefit corporation and the largest network of independent primary care providers in the country. They help independent practices, health centers and clinics deliver better care to their patients and thrive in value-based care.

Through its proven, scalable model, which includes cutting-edge data analytics, user-friendly guided workflows, health care policy expertise, strong payer relationships and integrated care solutions, Aledade empowers physicians to succeed financially by keeping people healthy. Together with more than 1,500 practices in 45 states and the District of Columbia, Aledade shares in the risk and reward across more than 150 value-based contracts, representing more than 2 million patient lives under management.

The need:

Aledade was looking for an agency partner to guide them through the process of rethinking and redesigning their website, and they were referred to Xponent21.

One of Aledade’s primary aims for the new website was to deliver an experience that seamlessly served the needs of their different stakeholders, and was especially tailored to the different types of medical practices they serve. To support success in achieving this goal, our team worked with Aledade on technical strategy, user experience (UX) planning, and content strategy, as well as web design and development.

Having recently launched the second phase of the website project, we wanted to highlight the work that went into planning for the new website.

Our Approach

Persona Research & Development

Persona Research & Development

To tailor the website experience to the diverse needs of Aledade’s clientele, ranging from private practices to community health centers, we embarked on a Persona Research & Development process. This involved creating detailed personas for each client type, grounded in real insights and data.

Our process began with comprehensive customer interviews. We meticulously managed every aspect, from scheduling to crafting the interview questions, ensuring a smooth experience for both the Aledade team and Aledade’s clients. The objective was to build a nuanced understanding of each client type, capturing details such as the language that resonates with them, their primary concerns and stressors, the value they find in their partnership with Aledade, and their preferred industry resources, including publications and events.

Further expanding our understanding, we conducted extensive market research to grasp the interests, preferences, and influencers of the broader target audience. This research covered the spectrum from podcasts and hashtags to thought leaders, aiming to uncover actionable insights on how to effectively reach, engage, and convert the target audience.

The insights gleaned from these personas were crucial. They directly informed the design of the website’s navigation paths, ensuring that each user’s journey was meticulously optimized for maximum engagement and conversion.

User Experience (UX) and Content Strategy

User Experience (UX) and Content Strategy

Creating an effective website requires more than just presenting information; it demands a strategic approach to engaging with prospective customers in a way that builds trust, informs accurately, and invites new opportunities. Understanding the diverse needs of all visitors is fundamental to this process. To meet this challenge, we employed our proprietary Pathway Builder™ methodology, a comprehensive strategy designed to deeply understand and cater to user needs at every touchpoint.

This methodology begins with an in-depth analysis of user behavior, preferences, and engagement patterns. By mapping out the user journey, we identify critical interaction points and opportunities for engagement. This process allows us to craft a site navigation architecture that is not only intuitive but also aligns with the users' natural decision-making processes. Our content strategy is then developed to address the identified needs, providing clear, engaging, and useful information tailored to the various personas visiting the site.

Through the application of our Pathway Builder™ methodology, we ensured that the new website not only serves as a digital space for Aledade to share its message but also as a dynamic tool for connecting with and converting prospective clients. The result is a user-centered website that stands as a testament to Aledade's commitment to excellence and innovation in healthcare.

Technical Strategy

Technical Strategy

Addressing the technical demands of this project required a robust and flexible solution. Managing the launch of Aledade's website presented a unique set of challenges, notably navigating the complexities of a regulated industry and coordinating across diverse teams and departments.

Our solution was to implement a WordPress multisite framework, a decision that facilitated the efficient management of Aledade’s expanding digital ecosystem. This framework not only enabled us to execute the launch in several phases but also ensured that all aspects of the site remained interconnected. Furthermore, multisite offers the flexibility to support future expansions, allowing for the addition of new sites tailored to different business segments.

The initial phase focused on launching the Resources (blog) section of the website. This strategic choice allowed us to prioritize immediate needs while allocating sufficient time for comprehensive stakeholder review of the website's core content. By categorizing the Resources content, we were able to introduce distinct design layouts for various content types, enhancing user navigation. This approach also improved the site search functionality, aligning it more closely with Aledade’s business objectives by utilizing dynamic content display based on tags and categories.

Our overarching goal was to simplify website management for Aledade’s extensive marketing and content team. By accommodating diverse roles and access levels, we ensured a streamlined process for content updates and site maintenance, making the management of the website as intuitive and user-friendly as possible.

The Results

Our collaboration with Aledade culminated in the on-time delivery and launch of both critical phases of the website, marking a significant milestone in supporting Aledade’s rapid growth and strategic market positioning.

This partnership goes beyond a project completion; it’s an evolving relationship dedicated to continuous improvement and innovation. The website’s success in meeting diverse stakeholder needs has set a new benchmark for excellence in digital healthcare communication. As we look to the future, Xponent21 and Aledade are exploring new ways to leverage digital tools to further enhance user experience and engagement.


Closing Reflections

Our approach in this project, grounded in meticulous market research and client empathy, exemplified how data-driven insights and human-centered design can converge to create a website experience that not only informs but connects.

The new website is more than just a digital space; it’s a testament to Aledade’s commitment to excellence in healthcare and its trust in Xponent21’s ability to bring that commitment to life online. Our partnership with Aledade reflects our dedication to understanding our clients’ worlds and their audiences. It is through this deep understanding that we craft digital experiences that are not only visually appealing but strategically sound and profoundly engaging.

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