Client: Sparrow Health Bariatric Department

This hospital department needed to increase lead generation and conversion. I evaluated the content for the strength of lead generation and conversion. I delivered a gap analysis of the bariatric content, optimizing for patient clarity and lead capture, likely leading to higher lead volume by ~20 %.

• Audience: Our audience was prospective bariatric patients.

• Goals: The goal was to increase leads and conversions.

• Objectives: My goal was to find content gaps, help the department better explain the lengthy treatment and recovery process to convince prospective patients they would be in good hands.

• Actions: I collaborated with the UX and CX teams to establish overarching analysis criteria, analyzed site content, and summarized actionable recommendations.

• Deliverables: Slide deck and web copy

• Strengths: On the positive side, the site's tone was warm and welcoming. The videos were informative and offered important social proof. The content broke myths about bariatric treatment and was scannable and readable.

• Opportunities: On the negative side, I found the videos were too long and didn’t clarify staff roles. There was a lack of content on costs and safety risks, which were big concerns for patients. The health assessment was not robust and could mislead patients about eligibility. There was a disconnect between what the department offered and what patients needed to prepare for the long treatment process.

• My recommendations: 

• Make videos easier to consume
  Shorten the videos to ~ 2 minutes and ensure essential content is also offered in text format.

• Improve content flow and hierarchy
  Explain the process more comprehensively with better content bridging and an information hierarchy. 

• Make social proof more visible
  Pull out quotes in the testimonials to draw attention.

• Deepen rationale for surgery
  Add content on health conditions that bariatric surgery helps overcome.

• Publicize telehealth option
  Make sure this option is well-marketed since treatment includes a lot of follow-ups.

• Get specific
  Clarify offerings like ‘24/7 support.’

• Keep site updated regularly
  Regularly remove dated content and fill in gaps as the program evolves. Consider a quarterly schedule.

• Create content that will prepare patients
  Consider creating tools like a pre-op and post-op guide, FAQs, a virtual tour of facilities, and a discussion checklist for doctor visits.Opportunities: On the negative side, I found the videos were too long and didn’t clarify staff roles. There was a lack of content on costs and safety risks, which were big concerns for patients. The health assessment was not robust and could mislead patients about eligibility. There was a disconnect between what the department offered and what patients needed to prepare for the long treatment process.

• What I learned: Some medical treatments, especially those that affect confidence, require enormous amounts of trust-building. The content had to be clinical and efficient, but also in-depth and empathetic. Captivating videos can still be too long.

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