Brooks Rehabilitation Hospital Website Design

Overview

Brooks Rehabilitation Hospital is a 143 bed acute rehab hospital in Jacksonville, FL with 26 facilities in an outpatient network. The challenges included the integration of a new offline branding campaign with web site, expanded awareness outside a 45 minute radius, and the support of the new health & fitness retail outlets.

The Problem

In 2006, Brooks Rehabilitation engaged us to tear down their long-since abandoned web site with the hopes of building something more “in-brand” to their new ad campaign. MedTouch was asked to benchmark the existing site, to develop strategic new media marketing objectives, to partner with the agency of record to enhance the look of their site, and to write top-level content to serve as “landing pages” for offline and online branding campaigns.

The Solution

• Conduct usability testing throughout the design phase
• Develop content plan 
• Focus messaging, navigation, and homepage real estate through presentation of wireframes
• Increase awareness online without any additional advertising spending
• Increase awareness outside the 45 minute radius of their physical service area
• Drive interest/talent to their top program centers
• Lower their embarrassingly high homepage abandonment rate (60%)

The Results

• Tripled visitors by a more search-engine friendly site organization and CMS.
• Expanded awareness outside 45 minute radius, citing site traffic from three targeted new states.
• Reduced home page abandonment rate from 62% to 18%, and doubled average page views from 2.3 to 4.5 pages per visit.
• Increased traffic 600% in the last three years.

Awards

• Brooks has received 9 National and Regional awards for outstanding design, use of media, and copy.