31%

Increase in organic visibility

85%

Growth in targeted organic performance indicators

73%

Improvement in expanded search result features

Overview

Baptist Health is one of the largest not-for-profit healthcare organizations in the United States, serving communities across South Florida through a broad network of hospitals, physicians, and specialty services. As the organization expanded, its digital presence grew alongside it, resulting in multiple subdomains supporting service lines, physician directories, and specialty programs.

To better align its digital experience with its growing brand and evolving patient expectations, Baptist Health partnered with MoreVisibility to unify its online presence and create a more seamless website experience for patients.

The Challenge

Separate subdomains existed for various service lines and physician directories, creating a disjointed digital experience for users navigating between sites.

This structure also began to affect brand perception. Instead of appearing as a single, cohesive healthcare system, Baptist Health risked being viewed as a collection of separate entities. Internally, the distributed ecosystem introduced operational challenges such as:

  • Inconsistent information architecture
  • Duplicate content
  • Multiple “Find a Doctor” experiences hosted across different platforms.

The use of multiple domains diluted SEO authority and limited the organization’s ability to fully leverage organic search visibility.

The Solution

MoreVisibility partnered with Baptist Health to implement a unified digital strategy centered around consolidating its web presence into a single domain.

The team migrated multiple service-line subdomains into the primary baptisthealth.net domain, creating a centralized digital experience that strengthened brand consistency and consolidated SEO authority.

To improve usability, service-line content was reorganized into a simplified Services section designed around how patients search for healthcare information. Multiple physician directories were also unified into a single Find a Doctor experience within the main domain, eliminating duplicate provider profiles and creating a more consistent patient journey.

Recognizing the risks associated with large-scale domain migrations, the project followed a phased approach. Subdomains were migrated one at a time, allowing teams to closely monitor performance and maintain search visibility throughout the transition.

The Results

Following the migration and consolidation of key web properties, Baptist Health experienced significant improvements in organic search performance and visibility.

Key outcomes included:

  • 31% increase in organic visibility
  • 68% improvement in key search performance metrics
  • 85% growth in targeted organic performance indicators
  • 86% increase in additional search visibility opportunities
  • 73% improvement in expanded search result features

The unified domain strategy also enabled Baptist Health to capture new search features, including FAQ rich results, physician review snippets, job listing rich results, and location review snippets – further strengthening its presence in search results.