Case Studies / WEB

Optimized doctor directory for children’s hospital

Children's Hospital of Omaha.


We built a doctor directory to power simple discovery for patients that wins in organic search.


Children’s Hospital & Medical Center, Omaha



Children’s Hospital & Medical Center is the only full-service, pediatric healthcare center in Nebraska, providing expertise in more than 50 pediatric specialty services to children across a five-state region and beyond. They needed a doctor directory to represent their more than 1000 doctors.

animated gif of doctor directory

The challenge

The features required more than just a simple directory. It needed to:

  • Allow for search autocomplete for users searching by doctor name, location, or specialty
  • Include API integration for Cactus, their provider management platform to power the directory with up-to-date information
  • Allow providers to be listed at multiple practices and locations
  • Create search-friendly doctor profiles so their website is the number one result, rather than ZocDoc, WebMD, or Vitals

Our approach

Our web development team built a custom directory that pulled information from their provider management database into individual custom posts in WordPress.

Because it was built in WordPress, we used the built-in taxonomy infrastructure to create categories for physicians based on practice, location, specialty, and medical conditions to help refine the search and listing functions.

Additionally, the custom directory included practice and location information connecting providers, their services, and their practice information with Google Business listings and mapping.

With the directory, each provider, practice and physical location has a unique url providing extensive depth of content, and also reflecting the  real world locations where the providers practice.

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