Web Development
Midwest Orthopedics at RUSH (MOR) is a leading orthopedic care provider and an integral part of RUSH University Medical Center in Chicago. Specializing in joint replacement, sports medicine, spine care, and other musculoskeletal treatments, MOR is recognized for its team of highly skilled physicians, innovative treatments, and cutting-edge research.
The Challenge
MOR sought to modernize its website management process and strengthen overall site performance. While the existing Drupal CMS covered the basics, it made routine updates, such as spacing adjustments or layout tweaks, time-consuming and difficult for the marketing team to execute independently. This slowed down optimization efforts and limited the organization’s ability to move quickly. To support long-term growth and empower its team, MOR partnered with Marcel Digital to enhance its digital foundation and transition to a more flexible, intuitive platform.
Limited Ability to Make Quick, Seamless Updates
Routine content and layout adjustments required more effort than necessary, reducing marketing efficiency and slowing optimization cycles.
Performance & User Experience Constraints
The existing setup created barriers to improving site speed, consistency, and overall user experience.
Need for a More Agile, Scalable Website Platform
MOR needed a future-ready foundation that would give the marketing team more control, support rapid iteration, and enable smoother, more efficient growth.
The Analysis
Marcel Digital began by evaluating how MOR’s team was using the existing Drupal CMS and identifying the roadblocks that slowed down their ability to manage and optimize the site. Through stakeholder interviews, workflow reviews, and a technical assessment of the CMS, the team gained a clear picture of the inefficiencies preventing MOR from moving at the pace their marketing goals required.
Evaluating Content Workflow & Update Efficiency
The analysis revealed that everyday updates, such as adjusting spacing, modifying layouts, or refreshing content. required a level of effort disproportionate to the task. These bottlenecks made improvements time-consuming and discouraged experimentation, limiting MOR’s ability to optimize content quickly.
Assessing Performance & User Experience Constraints
Technical reviews showed areas where the current setup hindered site speed, stability, and consistency. These issues affected both visitor experience and the marketing team’s ability to refine user journeys, underscoring the need for a more modern, performance-ready infrastructure.
Identifying the Need for a More Flexible, Scalable Platform
Stakeholder feedback highlighted a desire for greater autonomy and agility. The team needed a CMS that allowed for quicker updates, easier control over design elements, and a structure capable of supporting evolving digital goals. These insights confirmed the need for a more intuitive, scalable system that aligned with MOR’s long-term growth plans.
The Solution
Marcel Digital collaborated closely with the team at MOR and the branding and design team at The Motion Agency to create a comprehensive strategy for the new website.
Collaborative Planning & Alignment
Multiple planning sessions ensured both teams were aligned on goals, roles, and deliverables. Early involvement with the MOR team also set the stage for a smooth transition, supported by comprehensive training on Umbraco’s functionality and workflows.
Content Strategy & Migration
To improve consistency and ease of management, Marcel Digital built structured templates for key content types, such as locations, physicians, and services. A dedicated content management lead oversaw the migration process, ensuring accuracy, organization, and efficiency throughout. These efforts established a strong foundation for scalable, easy-to-maintain content.
Development Enhancements & Editing Experience
The development team introduced meaningful upgrades to the content editing experience. A new block grid editor enabled more flexible page structuring, while an interior page preview feature allowed editors to see updates in real time before publishing. Automated migration tools reduced manual workload and improved data accuracy, and pre-built templates for providers and locations streamlined ongoing content management.
The Results
The improvements delivered by Marcel Digital and The Motion Agency significantly strengthened MOR’s digital capabilities. With the new CMS, the marketing team can now manage content updates quickly and independently, supported by structured templates that ensure consistency and professionalism. Automated content migration reduced manual entry time and costs, streamlining the transition process.
Improved Performance & User Experience
The updated site delivers faster load times, smoother functionality, and a more intuitive experience for visitors and internal teams alike.
Greater Creative Control & Flexibility
The block grid editor enabled MOR’s team to build dynamic, engaging pages without relying on technical resources.
A Future-Ready, Scalable Platform
By moving to Umbraco, MOR now operates on a modern, growth-ready foundation that supports long-term digital strategy and ongoing optimization.
