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Point One Zero planned a regional health system's move off an end-of-life content platform while its hospitals and clinics moved to a new brand. Instead of rebuilding every page twice, we ran both as one program organized around patient journeys, with the new brand carried by shared design components. The plan also covers how the system appears when patients ask AI assistants for care.
The content platform had a fixed sunset date, and the rebrand could not wait for it. Running them as separate projects meant rebuilding the site twice and risking an inconsistent patient experience in between. The existing site was organized around departments rather than around how patients look for care.
We mapped how patients move from a symptom question to a booked appointment and planned the new site around those journeys. We defined design system foundations so the new brand lives in shared components on the new platform. Visibility in AI assistants was planned as part of the patient journey, since many patients now start there.
Leadership received one executive plan that sequences the migration, the rebrand and the patient journey work together. Each page is planned to be rebuilt once, on the new platform and in the new brand.
Pages organized around finding care, not the org chart.
The new identity applied once through shared design components.
Discovery through AI assistants planned into the patient journey.
Migration, rebrand and journey work scheduled as a single plan.
One program replaced two, and every page is planned to be rebuilt once.