Goal

What the client needed to achieve

Following a merger, a large healthcare system needed to consolidate multiple “Find a Doctor” websites to create a more accurate and user-friendly patient search experience. However, inconsistent provider data across business units and the absence of a centralized “source of truth” made this goal challenging.

To address these issues, the organization implemented Phynd, a provider data management and search platform, as the foundation for an Enterprise Directory. Sendero was engaged to stabilize and optimize the system, ensuring accurate data, improved consumer search results, and sustainable processes across the enterprise.

Results

A unified, accurate directory powering a better patient experience

42%

of providers’ data enhanced for improved search accuracy

150+

marketing and operations professionals trained on Phynd tools

300+

tickets resolved to clear the data issue backlog

84

specialty groups and 15 service lines optimized

Delivery

How Sendero delivered

Sendero structured the initiative into two workstreams — stabilization and optimization — focusing first on data accuracy and then on enhancing search functionality. The team collaborated with the client and Phynd to implement structured, scalable solutions and improve communication across business units.

Highlights:

Executed data cleansing and mapping activities, including insurance normalization and specialty mapping
Implemented an online ticketing form to streamline issue tracking and resolution
Facilitated 21 working sessions with specialty groups to refine taxonomy and terminology
Partnered with Phynd to deploy optimized data in a test environment before production rollout
Developed job aids, training materials, and governance documentation for long-term sustainability
Trained over 150 team members to effectively manage and curate provider data within Phynd

Practice

Creating clarity through connected data

By partnering with Sendero, the healthcare system transformed its fragmented provider data into a single, accurate, and actionable directory. The result: stronger data integrity, improved patient search experiences, and a sustainable structure to support continued digital growth.

Key Contacts