“Geonetric’s content team did an exceptional job helping us communicate the essence of our new brand and raise awareness of our clinical services. They’re skilled writers with unmatched healthcare expertise.”
Terri Skitch, Digital Media Marketing Manager
As one of the best-kept secrets in southern California, PIH Health wanted to spread the word about its outstanding staff, technology, care, and amenities. The non-profit regional healthcare network—an integrated delivery system—had recently formed through the merger of a hospital, physician group, and other entities. PIH Health knew the community wanted to hear about the many services newly available through a convenient, integrated network of care close to home.
An essential tool for communicating that message? Fresh content for the organization’s new, system-wide website. The content would need to not only promote clinical services, but also strengthen the connection to an ethnically diverse community, educate patients about health and wellness, and support fundraising and employee recruitment.
Geonetric talked with PIH Health stakeholders to identify service lines with opportunities for growth. Then, content writers interviewed doctors, nurses, and other medical professionals to get details about specific departments’ services, approach to care, and competitive advantages.
Before writing, Geonetric worked with health system marketing staff to establish a clear and accessible writing approach intended to reach the primary PIH Health audiences, as well as a warm and welcoming, yet authoritative, voice and tone. Writers used this approach while crafting 120 pages of new copy—including content for more than 30 service lines not previously represented online, as well as pages targeted to physicians and hospital visitors.
All content directly addresses website visitors with an inviting style that focuses on the benefits of choosing PIH Health for medical care, a career, donating, or volunteering. Patient-geared pages highlight healthcare professionals’ expertise, trustworthiness, and personalized care, so a diverse community feels comfortable coming to the health system. Copy is readable by visitors of varying literacy levels. Relevant geographic keywords and alternative terms optimize content for search.
Most importantly, content drives users to convert. Because PIH Health’s audience includes many immigrants who prefer to communicate primarily through word of mouth, calls to action highlight not online forms, but phone numbers that users can easily share with friends and family who have limited internet access.
An extensive content section about primary care, a growing service line for the health system, advises patients on choosing a doctor and describes the importance of preventive services. Users also learn when and how they should seek a second opinion. To help shift emergency-department traffic to urgent care, a new webpage—linked from the website’s main navigation—explains how patients can determine the right place to seek care for their condition.
Reaching Out to the Community