In discovery we learned: Users aren’t siloed - their journeys cross healthcare, education, and research needs. A unified experience should surface relevant connections. Content and navigation needed to be intuitive, purposeful, and designed for task completion.

MUSC needed an ecosystem that elevates the institutional mission and brand while enabling efficient cross-domain content reuse and governance. It needed to reduce cognitive load while increasing engagement and supporting KPIs across care, education, and research.

At the heart of the work was MUSC’s tripartite mission: World-Class Care. Impactful Research. Educating the Next Generation of Leaders.

We translated that mission into a singular experience that communicates how MUSC creates real-world impact focusing on three strategic principles:
 

• One Foundation, Many Expressions: A shared experience across the entire ecosystem that still allows MUSC Health and the Medical University to express their unique brand attributes through distinct logos, colors, and imagery, and tailored messaging.
   
• Clarity at Scale: Design frameworks defined at the enterprise level that cascades down to hospitals, clinics, labs, colleges, and centers.
   
• Experience that Moves People to Action: Every decision was tied back to measurable outcomes, making it easier and faster to book appointments, apply to academic programs, explore research initiatives, and engage with MUSC’s impact locally and globally.

Primacy delivered a unified digital experience that connects MUSC’s healthcare, education, and research missions while making it easier for patients, students, and other audiences to find what they need. Built on the latest Sitecore platform, the solution integrates complex databases, powerful Coveo search, and DexCare to improve provider and service discovery and create clearer pathways to care. A unified information architecture, modular design system, and content governance model simplify navigation, strengthen SEO, and give MUSC a scalable foundation to manage and grow its digital ecosystem.

The new MUSC digital ecosystem delivers a more unified and effective experience across the organization. It leads with clarity, consistency, and storytelling that connects the organization’s different offerings and areas of expertise. Users can now seamlessly travel throughout the MUSC ecosystem, get the information they need to make key decisions, and get plugged in to the community.

The impact extends beyond the experience itself. Since launch, MUSC has seen a 29% increase in users, 32% growth in new users, and a 139% increase in average engagement time, demonstrating stronger audience reach and deeper engagement. The transformation has also earned national recognition through the 2026 eHealthcare Leadership Awards, reinforcing MUSC's position as a leader in digital healthcare experiences.