Websites of Impressive Healthcare Companies are Often, Well, Less Than Impressive
CareCentrix is a post-acute care company managing care for 26 million members and earning annual revenue exceeding $4.5 billion, delivering on their vision to make the home the center of patient care. However, CareCentrix identified larger challenges impeding further growth – they had trouble articulating a complicated business model to attract the right audience in an already-misunderstood branch of healthcare. It was time for a new approach.
When CareCentrix enlisted ReviveHealth, we started with some house-cleaning: the website had less-than-desirable engagement metrics including a 60% bounce rate, declining organic search traffic, as well as multiple audiences with unique content needs. CareCentrix's online presence was a missed opportunity to connect the right prospects with the company's robust content. The new website would be a test for what marketing could do for CareCentrix's core business.
CareCentrix wanted a full website redesign including CMS migration, and they wanted to move fast. ReviveHealth analyzed the traffic and user behavior to demystify what drove visitors to the website, and what motivated those visitors once they arrived on the site. To work within the compressed timeline, we recommended an iterative approach. This allowed us to successfully launch the site within nine weeks, with three subsequent website updates each focused on optimizing and building upon design, user experience, conversion rate, and SEO.
In the first two months:
500% increase in qualified leads
20% improved bounce rate
25% overall traffic increase
After the website launched, CareCentrix asked ReviveHealth to run an SEM pilot program to see if there was a better opportunity to drive traffic and leads than there had been with the previous design. Utilizing a call-to-action to download a relevant whitepaper or request a consultation with a specialist, the new program has been significantly more successful than past attempts. CareCentrix has seen improved click-through rates well above healthcare industry benchmarks, conversion rates nearly 2% higher than benchmarks, and improved impression shares.
Because of the great partnership established between CareCentrix and ReviveHealth, our work with them now includes creative and content services that go far beyond the website, including tradeshow booths, infographics, interactive demo tools, and ongoing paid search strategy and execution.
ReviveHealth works closely with CareCentrix to analyze website behavior and consistently optimize design, content, UX, SEO, and lead-gen based on performance and results.