Tenet Healthcare (formerly Vanguard Health Systems) realized its market websites needed to be redesigned and rewritten in order to become true referral sources for their hospitals. By shifting the copy’s focus from the hospital to the consumer, we created new content for five market websites representing 20 freestanding hospitals. New content led to dramatic increases in consumer time on site, page views and traffic to key service lines.
34% increase in page views per visit within 30 days of launch
470% growth in visits to primary service line pages
Challenge
Make hospital websites more of a resource for the consumer than an advertisement for the hospital; Increase hospital revenue from web referrals
Solution
Create content that meets the needs of the consumer first; Leverage the knowledge of hospital staff and physicians by writing copy in a way that answers the question, “How does all of this help me?”