OPTUM/CRYSTAL RUN HEALTHCARE
Strengthening a Leading Healthcare Brand Through Strategic Website Restructuring
THE
CHALLENGE
As one of the largest and fastest-growing multi-specialty medical groups in New York State, Crystal Run Healthcare faced a complex digital challenge: maintaining a robust, content-rich website that could keep pace with their rapid expansion while remaining user-friendly, compliant, and aligned with evolving patient needs.
The existing Drupal-based site had grown over many years into a deep repository of information—hundreds of provider profiles, dozens of specialties, and multiple locations. However, its structure made navigation cumbersome for patients and staff alike.
Crystal Run sought a partner who understood both healthcare communications and technical architecture to reimagine the site’s structure without a full redesign.
Having partnered with Crystal Run Healthcare for many years on advertising campaigns, brand strategy, and digital initiatives, Ashworth Creative was entrusted to lead a full website restructuring effort.
Our team collaborated closely with Crystal Run’s internal IT and marketing departments to:
Conduct a comprehensive site audit to identify redundancies and navigation challenges.
Rebuild the site architecture around patient experience— making it easier to find providers, specialties and locations.
Update templates and taxonomy to improve content management and searchability.
Maintain brand consistency, ADA compliance, and responsive performance across all devices.
Ensure seamless coordination with Crystal Run’s IT infrastructure and patient data systems while preserving Drupal security and stability.
This was not a full visual redesign, but a strategic restructuring project—focused on scalability, clarity, and long-term functionality.
THE
ASHWORTH CREATIVE
SOLUTION
THE
RESULTS
The restructured CrystalRunHealthcare.com now delivers a cleaner, more intuitive user experience that mirrors Crystal Run’s reputation for accessibility and innovation. Patients can more easily locate care options, while internal teams benefit from an improved CMS workflow.
This project came at a pivotal time in the organization’s history, as Crystal Run Healthcare joined Optum, a health services and innovation company under UnitedHealth Group. The updated structure now provides a scalable digital foundation for ongoing growth under the Optum umbrella.
Ashworth Creative’s long-term partnership with Crystal Run has been instrumental in strengthening brand trust, improving digital performance, and supporting their evolution from a regional healthcare leader to a nationally recognized Optum partner.
20% faster average page load time across key pages
Simplified navigation, reducing user clicks-to-find by 35%
Improved mobile engagement and time on site
Streamlined backend structure for easier internal content updates
Scalable site architecture to support future Optum-branded integrations
KEY OUTCOMES
