When HCA Healthcare purchased Florida medical tech startup InterMedHx, I was engaged to help rewrite the company's web site along with its descriptive and sales print collateral. I worked with an HCA marketing executive and with founding company personnel to review and re-create the company's original materials, extensively reworking the language. I also collaborated with a graphic designer on print pieces ranging from case studies to testimonials to sales sheets. Finally, I worked closely with HCA's web design and development team to make sure that website content, form and function worked together.
The web site included History, About and Executive Biography pages, along with descriptive pages for six separate products: medical history, a check-in kiosk and associated software, tools for building patient loyalty and more. I consulted on front-page feature language, menu order and content, and broad details of site navigation, within the parameters of the site template. Among the print components were print versions of much of the web site, reworked testimonials and case studies. I also conducted an interview with a C-level financial executive for HCA, and created a print article that explored the company's decision to buy the InterMedHx line and install it first in HCA facilities and eventually in other hospitals and medical offices.