A new era in healthcare information

Australia’s Primary Health Networks have been established by the federal government with the shared goal of better primary healthcare for all. South Eastern Melbourne Primary Health Network (SEMPHN) covers one of the largest and most diverse regions in Victoria, with a population of approximately 1.5 million. Plural took the opportunity to plan, design and redevelop the SEMPHN website, taking it from ineffective to functional. The task was twofold – to address the admin and content delivery to build an easy and accessible website for healthcare professionals needs. Plural engaged the client in a series of co-design workshops to produce a bespoke healthcare information hub.

How might we enable leaders, facilitators and influencers towards the shared goal of better primary health care?


As an information and resource hub, the SEMPHN site lacked efficient structure which proved difficult to promote specific information and to navigate. Information and resources were increasingly harder to find as the site grew which not only affected the customer journey, but also the brand’s trust and credibility. For their main audiences of healthcare professionals, general practitioners and the community, SEMPHN placed the accessibility and structure of information of utmost importance.

The site was overwhelmingly text heavy and gave very little opportunity for graphical assets such as icons, images and quick links to help the user navigate an efficient path to information.


Plural employed the five elements of UX – strategy, scope, structure, skeleton, and surface to align the needs of the client, the user and the technology. 

In a series of stakeholder engagement workshops and consultation, we worked with the SEMPHN team to deliver a custom information tool that relieved the organisation’s barriers – information and resources were easier to categorise, easier to structure and easier to find for their users. We developed a set of functional and user requirements and information architecture was reviewed and reconfigured to closer align with the user experience. Design took on a clean, branded appearance to highlight key areas of information for a navigable user journey. Using the Duda Content Management System (CMS), a frontend editing tool, enabled real time page editing with intuitive drag and drop functionality, saving them time, money and resources.

The outcome provides long term efficiencies, flexibility and a future-proofed tool for consistent and easily accessed healthcare information.


The change is remarkable. We’ve adapted to a much leaner process, providing a more efficient structure in far less time. Complexity was solved, results and analytics improved and we as an organisation are confident to deliver information to help people in south east Melbourne get the health care they need, when and where they need it.

Kym Westbury, Communications Manager, Strategic Relations, SEMPHN

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