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HCA Virginia Content Development

HCA Virginia Content Development



The Process



HCA Virginia had six separate websites. A content inventory, content audit, and gap analysis of all websites uncovered duplicate content, under–represented services and locations, and opportunities to better use health library content.

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A thorough competitive review, dozens of interviews and an analysis of hundreds of marketing materials helped define HCA Virginia’s points of differentiation and ensured the Web communicates value to consumers.

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A content blueprint developed for every major service lined included important content components, such as key messages, calls to action and opportunities for health library content integration.

The Results


Improved Information Architecture

The new information architecture is intuitive, comprehensive and user-focused. It keeps site visitors focused on benefits of the system and not the distinct facilities.

Less Content Graphic

Less Content, More Impact

Reducing the number of websites and Web pages removed duplicate content and made ongoing maintenance more manageable.

HCA Web Page

Optimized Web Pages

Four hundred pages of new content persuasively explains why HCA Virginia is the first choice in the region for care.

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Fun Fact:

By reducing the number of Web pages from 2,100 on three sites to 450 on the new system-wide site, our collaboration resulted in fewer and better pages for HCA Virginia to maintain, so their Web team can focus on regular content updates that keep the site fresh and appealing to both search engines and visitors.


"When we began the transition to a single cohesive website it became apparent we needed outside help to create a unified voice. Geonetric’s skilled content team did an amazing job. They provided guidance at every turn and helped us tell our story on the Web."

Grant Sanborn - Director of Interactive Marketing at HCA's Capital Division

The Concept

HCA Virginia Reinvents its Website

A comprehensive website that tells the story of six hospitals, 55 physician practices, five imaging centers and three surgery centers.

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About the Client

About the Client

HCA Virginia includes seven hospitals, 2,500 affiliated physicians, and more than 70 community-based providers. Its parent company, Hospital Corporation of American (HCA, Inc), is headquartered in Nashville, Tennessee, and is the world's leading provider of healthcare services.


  • Hermes Creative Awards
  • eHealthcare Leadership Awards
  • MarCom Awards
  • w3 Awards

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Get expert content creation.

Writing original, valuable healthcare content can be challenging. Whether you need to overhaul your website, integrate separate sites or develop the content templates and tools that help your teams work more effectively, you can depend on Geonetric to provide the expert content support you need. We have thousands of pages of healthcare content under our belts, and a full suite of content services that leading healthcare organizations like yours rely on for their success.

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