DIGITAL REBRANDING IS A MARKETING TONIC FOR HCA HEALTHCARE
HCA Healthcare is one of largest private healthcare providers in the United States. They expanded their business in the United Kingdom by acquiring several prestigious private hospitals, mainly in London and Manchester.
Each of the hospitals had their own website and HCA wished to unite them under a single brand. This would help patients find the ideal location and expertise to match their medical needs.
The project was therefore to re-platform several websites and to integrate them in a single user experience with a refreshed brand identity.
I was one of two content strategists on this project. My tasks included:
auditing all existing content assets
designing the new information architecture
identifying content types
creating templates in Gather Content
exporting content into the new CMS
HCA's ambition was to expand their digital offering to multi-devices, including Amazon's Alexa, and the CMS needed to be structured to make this possible in the future.
Client: HCA Healthcare