The Challenge
When Greenlight Health Data Solutions and Pattern Health announced their merger in December 2024 (covered by nearly 650 media outlets), FatLab's role shifted from maintaining Pattern Health's website to executing the full website merger. The combined company needed a unified web presence under the Greenlight Health name that could serve four distinct audiences: healthcare providers, life science researchers, insurance companies, and patients. Every page from the old Pattern Health site needed to redirect properly so that links from research publications, press coverage, and search engines wouldn't break.
Our Solution
FatLab executed a controlled rebrand rather than an expensive, time-consuming rebuild from scratch. The existing website, with its proven page-building system, 27 lead-capture forms feeding into the sales CRM, and research portfolio, was strong enough to carry forward. New brand colors and visual identity were layered in, navigation was restructured around the four-audience model, and all new pages were built using the existing page layouts without any template modifications. A custom URL analysis tool mapped all 133 old web addresses to their new locations, preserving search rankings and ensuring links from press coverage and research citations still worked. The 27 forms continued feeding into the sales pipeline without a single interruption.
What We Built
- Full acquisition rebrand executed on the existing website without a costly ground-up rebuild
- Content restructured for four distinct audiences under one unified navigation
- 85 URL redirects preserving search rankings and links from press coverage and research citations
- 27 lead-capture forms maintaining uninterrupted sales CRM pipeline throughout the transition
- A 42-item research portfolio showcasing the combined company's body of work
- New brand identity layered into the existing design system for a clean visual transition
- An interactive EHR ROI calculator, built as a portable WordPress plugin and wired into Salesforce Pardot for lead capture
Project Overview
Greenlight Health Data Solutions is a healthcare technology company formed through the December 2024 merger of Greenlight Health and Pattern Health. The combined entity, whose merger was covered by nearly 650 media outlets, serves healthcare providers, life science researchers, insurance companies, and patients through data-driven health technology solutions.
FatLab's relationship with the organization dates back to 2020, when it began managing Pattern Health's WordPress site - a custom UnderStrap theme with 28 flexible content layouts, 27 Gravity Forms feeding into Salesforce Pardot, and a research portfolio powered by FacetWP. When the merger was announced, FatLab's role expanded from ongoing maintenance and support to executing the full website merger: rebranding the existing theme, restructuring content for the combined company, migrating 133 legacy URLs, and launching the unified site as greenlighthealth.com.
The project was a rebrand, not a rebuild. Pattern Health's custom theme had been refined over years of active development. The flexible content system, CRM integration, and portfolio architecture were all working well. Scrapping that foundation in favor of a ground-up rebuild would have introduced unnecessary risk and cost for a company that needed to move quickly after a high-profile merger announcement. FatLab's familiarity with every layer of the existing codebase made a controlled rebrand the clear path forward.
The Merger
Why Rebrand, Not Rebuild
The decision to rebrand the existing theme rather than start from scratch was deliberate. Pattern Health's custom UnderStrap theme had matured into a capable platform: 28 flexible content layouts powered by ACF Pro gave the content team full page-building capability, 27 Gravity Forms were actively feeding lead data into Salesforce Pardot, and the FacetWP-powered research portfolio was serving its audience well. The modular functions.php architecture, which loaded 22 includes across feature modules, kept the codebase organized and maintainable.
A rebuild would have required re-engineering every integration, re-testing every form-to-CRM connection, and re-validating the entire flexible content system. The existing theme had the structural capacity to absorb a rebrand. What it needed was a new visual identity, restructured navigation, expanded content, and careful URL migration, not new architecture.
Content Restructuring
The merger, backed by $6 million in investment funding, brought together two companies with distinct audiences and content libraries. Pattern Health's site was oriented toward research and patient engagement. Greenlight Health's identity encompassed a broader scope: healthcare providers, life science researchers, insurance companies, and patients. The content architecture needed to serve all four audiences from a single, coherent navigation structure.
FatLab restructured the site's navigation around this four-audience model, reorganizing existing pages, creating new landing pages for the combined company's service lines, and integrating merger announcement content, including press coverage and the Greenlight Intelligent Health Data Platform launch in November 2025. Every new page was composed using the existing 28 flexible content layouts - no new template development was required, which validated the original decision to carry the theme forward.
URL Migration
Pattern Health's site had been live for years, accumulating indexed pages, inbound links from research publications, and media coverage URLs. When the site relaunched under the Greenlight Health domain, every legacy URL needed to resolve correctly. Broken links from research citations or press coverage would have undermined the SEO equity the combined company was inheriting.
FatLab analyzed all 133 Pattern Health URLs using a custom fuzzy-matching tool that compared each legacy URL against the new site structure. The tool generated confidence-scored matches, flagging high-confidence redirects for automatic implementation and surfacing ambiguous cases for manual review. The result was 85 active 301 redirects managed through the Redirection plugin, preserving link equity from indexed pages, research publication references, and media coverage generated by the merger announcement itself.
Technical Implementation
Theme Architecture
The site runs a custom UnderStrap child theme built on Bootstrap 4 with 35 SCSS source files. The rebrand centered on the SCSS color system: new Greenlight brand variables were layered alongside the existing Pattern Health palette, allowing a phased visual transition without breaking module styles that referenced the original color variables. Typography received targeted adjustments to align with the new brand guidelines while maintaining readability across the existing layout system.
The theme's navigation architecture carries a dual SCSS structure - an inherited pattern from the original build that FatLab documented thoroughly. Consolidation into a single navigation SCSS file was attempted twice during the engagement, but both attempts introduced regressions in responsive behavior. The pragmatic decision was to document the dual architecture and maintain it rather than risk breaking navigation for a purely organizational improvement.
The 28 flexible content layouts remained the backbone of every page on the site. These ACF Pro-powered modules cover the full range of content presentation needs, from hero sections and feature grids to testimonial carousels and call-to-action sections. During the rebrand, new Greenlight Health pages were composed entirely by arranging existing layouts, a direct reflection of how well the original content system was designed.
Pardot CRM Integration
The site's 27 Gravity Forms serve as the primary lead-capture and CRM pipeline for the organization. Every form submission is sent to Salesforce Pardot via CRM Perks Pro, which manages the integration between WordPress and Salesforce's marketing automation platform.
The integration maps Gravity Forms fields directly to Pardot Contact, Organization, and Deal objects. When a visitor submits a form, CRM Perks Pro automatically syncs the submission data to the appropriate Pardot records, creating new contacts or updating existing ones based on email matching. Picklist fields synchronize between Gravity Forms dropdown values and Pardot field options, ensuring data consistency across both systems. The integration includes error handling with retry logic for failed submissions, preventing data loss during API timeouts or Pardot service interruptions.
This CRM pipeline continued operating without interruption through the entire rebrand. Forms, field mappings, and Pardot connections carried forward unchanged - one of the clearest benefits of the rebrand-over-rebuild approach.
Research Portfolio
The site's research portfolio showcases 42 items representing the combined company's body of work across healthcare data, patient engagement, and research outcomes. FacetWP powers the filtering interface, letting visitors narrow the portfolio by research area, solution type, and other taxonomy-driven criteria. The Portfolio Keywords taxonomy provides granular tagging for precise filtering across the collection.
The portfolio system uses a custom post type with dedicated single and archive templates, grid-based listing pages, and automatic related-item surfacing based on shared taxonomy terms.
Custom Post Types
The site manages structured content across four custom post types:
| Post Type | Count | Purpose |
|---|---|---|
| Portfolio | 42 | Research portfolio items with FacetWP filtering |
| Team | 12 | Staff profiles and leadership directory |
| Exchange | 7 | Knowledge exchange and resource content |
| Testimonial | 5 | Client testimonials for flexible content integration |
ACF Pro drives the editorial experience with 10 field groups containing 84 top-level fields and over 301 sub-fields across repeaters, flexible content layouts, and group fields.
Plugin Stack
| Category | Key Plugins | Role |
|---|---|---|
| Content | ACF Pro, Classic Editor | 28 flexible content layouts, 84+ custom fields |
| CRM | CRM Perks Pro, Gravity Forms | 27 forms feeding into Salesforce Pardot pipeline |
| Search/Filter | FacetWP | AJAX-powered portfolio filtering |
| Carousel | Slick.js | Responsive content carousels and sliders |
| Redirects | Redirection | 85 active 301 redirects from Pattern Health URLs |
| SEO | Yoast SEO | Search optimization and meta management |
| Performance | Breeze, Imagify | Caching with Varnish integration + image optimization |
| Security | Cloudflare, Imunify360 | WAF, CDN, DDoS protection, malware scanning |
24 active plugins total, each serving a defined purpose within the site's architecture.
Custom Application: ROI Calculator
In 2026, Greenlight's marketing team set out to give prospective insurance and underwriting clients a self-serve way to quantify the financial impact of EHR data integration before ever talking to sales. Greenlight's own team had prototyped the tool as a single-file React application - a self-contained EHR cost/benefit calculator with a handful of headline inputs and a full set of advanced assumptions. What they needed was a partner to turn that prototype into a production feature that lived natively on greenlighthealth.com and fed qualified leads straight into their sales pipeline. FatLab did exactly that.
Rather than bolt the prototype onto the site as an embedded iframe or a one-off page, FatLab rebuilt it as a portable, self-contained WordPress plugin that drops onto any page with a single shortcode. The React front end was carried forward, but the build was streamlined for production: the in-browser transpiler the prototype relied on was removed and its JSX pre-compiled ahead of time, trimming roughly 300KB from the payload and eliminating runtime compilation. The calculator's styles were scoped so they couldn't collide with the surrounding theme, and the entire feature was isolated in its own plugin so it can be updated, versioned, and rolled back independently of the rest of the site.
The calculator models underwriting economics from three primary inputs - annual APS request volume, cost per APS, and average turnaround time - backed by thirteen advanced assumptions a user can expand and adjust. As the numbers change it renders a live SVG waterfall chart, headline savings and business-growth cards, and a row of KPI tiles, and it lets a prospect save the entire analysis as a PDF.
EHR Cost/Benefit Calculator
A client-built React prototype rebuilt as a production WordPress plugin and wired into Salesforce Pardot. It turns an interactive ROI exercise into a lead-generation engine: prospects model their own underwriting economics, and the scenario they build - not just their contact details - flows into the sales pipeline.
Turning Engagement into Pipeline
The real value of the tool is what happens the moment a prospect runs their first scenario. A registration prompt appears exactly once - the first time a user calculates with their own numbers - capturing name, company, and email without nagging on every keystroke. That submission posts server-to-server to a Salesforce Pardot Form Handler, the same marketing automation platform behind the site's 27 lead-capture forms, so a new calculator lead lands in the same pipeline the sales team already works.
Crucially, the integration doesn't just capture contact details - it captures the scenario. The specific values a prospect modeled (their APS volume, cost assumptions, and the total benefit the calculator projected for them) are mapped to custom Pardot prospect fields, giving the sales team a concrete, data-backed starting point for follow-up. The calculator also tracks when a prospect saves their results as a PDF - a strong signal of intent.
Because a duplicated record is worse than no record in a CRM, FatLab hardened the submission path against double-clicks with a synchronous in-flight guard, so even a rapid double-tap on "Calculate" produces a single, clean Pardot prospect. The tool launched on a dedicated, search-indexed /roi-calculator/ page - another lead-generating asset built on the same WordPress foundation FatLab has maintained since 2020.
Security and Infrastructure
The site runs on FatLab's managed cloud hosting with Breeze caching using Varnish integration for server-side page caching. Imagify optimizes images with WebP conversion, reducing payload sizes across the image-heavy portfolio and content pages. Cloudflare provides WAF protection, CDN distribution, and DDoS mitigation at the network edge.
The hosting environment remained stable through the entire rebrand process. No server migration was required. The domain transition from Pattern Health to greenlighthealth.com was handled at the DNS and WordPress settings level, with the underlying hosting environment continuing to serve the same application instance. FatLab's ongoing support ensured the transition was seamless, with zero disruption to the 27-form Pardot pipeline or any visitor-facing functionality.
Results and Impact
The Greenlight Health rebrand demonstrates the value of long-term technical partnerships. FatLab had maintained Pattern Health's WordPress site since 2020, accumulating deep familiarity with the theme architecture, CRM integrations, content workflows, and hosting environment. When the merger created urgency for a full website transformation, that institutional knowledge enabled a controlled rebrand rather than a costly, time-consuming rebuild.
The numbers tell the story: 28 flexible content layouts carried forward without modification, composing every new page on the Greenlight Health site. 27 Gravity Forms continued feeding into Salesforce Pardot without a single integration change. 85 active 301 redirects preserved SEO equity accumulated over years of Pattern Health's online presence. The entire rebrand, visual identity, content architecture, URL migration, and domain transition were executed on the existing codebase.
For Greenlight Health, the approach delivered a unified web presence that matched the ambition of a high-profile, investor-backed merger without the risk or timeline of a ground-up rebuild. For FatLab, it validated a core principle: well-architected WordPress sites built with flexible content systems and modular codebases can absorb significant business changes without being replaced. The best theme is often the one you already have.
Results
- Full acquisition rebrand executed on existing codebase without a ground-up rebuild
- 28 flexible content layouts carried forward, composing new Greenlight pages without theme changes
- 85 active 301 redirects preserving SEO equity from Pattern Health's indexed pages
- 27 Gravity Forms maintaining uninterrupted Salesforce Pardot CRM pipeline
- 42-item research portfolio with FacetWP filtering showcasing combined company heritage
- Content architecture restructured for four distinct audiences under unified navigation
- Interactive EHR ROI calculator delivered as a portable WordPress plugin, feeding qualified underwriting leads into the same Salesforce Pardot pipeline