Client: Hospital Bariatric Department

• Audience: Prospective bariatric patients

• Goals: Increase visibility and patient conversions

• Objectives: To find content gaps, help the department better explain the treatment process, and prepare patients.

• Actions: Established analysis criteria, analyzed site content, and summarized actionable recommendations.

• Deliverables: Slide deck, website copy

• Findings:

  • 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. The content was also very scannable and readable.

  • Opportunities: On the negative side, 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.

• 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.

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