Case Study: UMass Memorial Health Care achieves unified content management and analytics with Bridgeline Digital iAPPS

The iAPPS Product Suite Gives Hospital Marketers Responsive, Unified Content Management and Analytics

UMass Memorial Health Care, the largest health system in central and western Massachusetts with five hospitals and hundreds of clinics and specialists, faced a fragmented umassmemorial.org that functioned as multiple “sites within sites.” The marketing team was dependent on IT for every content change, analytics were split across units, URLs were cryptic, and the site had thousands of duplicate or outdated pages — all while needing to integrate third‑party systems and improve search visibility without immediately redesigning the front end.

Bridgeline Digital implemented the iAPPS suite — primarily iAPPS Content Manager and iAPPS Analyzer — adding ISYS enterprise search, a content audit that removed thousands of pages, targeted information‑architecture tweaks, quick‑links, and built‑in SEO features (friendly URLs, editable metadata, XML sitemap). The result: unified analytics, faster marketing‑driven updates, improved internal search and usability, better search rankings for satellite hospitals, and time/cost savings; UMHC plans further UX work and to add iAPPS Marketier.

UMass Memorial