Winning over the Weekend Warrior

 

Client


Andrews Sports Medicine & Orthopaedic Center worked with Healthgrades to implement a new, bold, and engaging website that celebrates the competitive spirit.

www.andrewssportsmedicine.com



Download full client story

Situation

Dr. James Andrews is an internationally known and respected orthopedic surgeon recognized for treating some of the most high-profile professional and collegiate athletes in the U.S. However, Andrews Sports Medicine & Orthopaedic Center wanted to change the perception that they only serve prominent athletes and sought to attract a broader market.

Solution

To increase their appeal to 35 to 55-year-old “weekend warriors” and simplify appointment scheduling, Healthgrades incorporated responsive, mobile-first design, developed user personas from multiple data sources and implemented a streamlined 2-step physician search.

The new site’s key design elements of high-contrast, angled section separators capture the feeling of motion and speed, while the homepage’s bold, short messaging, confident typefaces, and striking photography engage users wanting “to aggressively pursue victory over injury.”






A Plan for Success

Research

In depth market research, brand analysis, competitive analysis and user studies

User Personas + Strategy

User personas focused on needs, goals and priorities that guide website architecture

Content Strategy

SEO content using the brand voice and focused on consumer needs

Wireframes + Design

Iterative wireframe and design process based on project goals and user behavior

Development

Built on robust, flexible Wordpress CMS using HTML5 and CSS3

UX + QA Testing

Testing across devices and screen sizes, with a focus on the mobile experience


Step-By-Step Physician Search

A faster way to find the right orthopedic physician

 







Interactive Graphic

Self-diagnosis leading to appointment request





“Since the launch, we’ve been getting more appointment requests than we can handle.”

Ron Rickel

Director of Marketing & PR
Andrews Sports Medicine & Orthopaedic Center

Results

+37%

total sessions

+22%

average time on site

24%

bounce rate improvement

702

physician specific appointment requests (in only 3 months)

*Results based on a three-month time period post website launch, compared to the same time period the previous year.

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