Case Study – Salemhaven
Salemhaven is a privately-owned, non-profit Long Term Care and Rehabilitation Center with 110 beds for patients, as well as skilled nurses. Both Medicaid and Medicare certified, Salemhaven is committed to providing general medical and ‘round the clock nursing care, as well as specialized services necessary for individual patients. Additionally, this unique organization and facility works daily to maintain the independence of all residents by providing all the comforts of home and ensuring there is no loss of dignity. Patients and visitors can also find peace and relaxation for their golden years in the comfort of the wooded campus of the Silverthorne Adult Day Center, which provides an active and engaged lifestyle for seniors.
The Salemhaven project was a unique one for The Discovery Communications Group, as Salemhaven and Silverthorne Adult Day Center is a multifaceted organization. With three distinct entities and services including Long-Term Care, Rehabilitation and the Day Center, Salemhaven wanted a streamlined design that encompassed all they do. However, this presented a unique challenge in terms of search engine optimization (SEO). We did not want to confuse the search engines with three distinct departments on one site.
The solution for was to take the Salem Haven website and create a campus type feel that encompassed all three departments but separated them for the search engines, as well. Salemhaven wanted, in particular, to grow the Rehab part of the business. By separating the three departments, we were able to hyperfocus upon particular elements of the website that Salemhaven really wanted highlighted for potential patients and their families.
The next particular challenge faced was creating and developing a uniform design for the main campus website and the separate microsites, as well. We wanted the brand entity to encompass all of the microsites, and allow for proper cross-linking for the brand, as well. This was a strategic move, in large part, because people that go to Salemhaven looking for a nursing home might someday be looking for Adult Daycare or the Rehab facility. It was important for Salemhaven to encompass the different elements of their business in a streamlined manner that still allowed for the separation of the distinct entities.
The final product and website for Salemhaven was built into Content Management System Made Simple (CMSMS) and is a true reflection of their mission and brand and incorporates three distinct microsites to illustrate the different facets of their business. With a streamlined color palette, powerful callouts on the main campus website, and a straightforward navigation, web visitors can choose which Salemhaven experience they wish to have. By working closely with the client to obtain client, flesh out the design elements and strategically coordinate SEO strategies, the overall Salemhaven site came together very well.
Melissa graduated from the University of Utah in 2008 with a degree in Editorial Journalism and a minor in French. After spending several years working in copy writing, grant writing and web marketing in Salt Lake City, Utah, she relocated to New Hampshire to work as the marketing coordinator for a non-profit ski destination. Melissa specializes in copy writing, web content, editing and social media.
