Virginia Mason Institute | Site Redesign

Content tailored to the customer

One of the challenges of this project was tailoring our messaging and benefit statements to three very different audiences. My first step was interviewing VMI’s marketing team and consultants to learn more about their customers, what kept them up at night, and how VMI has helped them in the past.

I used those insights to tailor our messaging to each customer persona.

Services page

The tile-based page allow users to see VMI’s wide range of services — without bogging them down with too much detail.

Services detail page

The new architecture simplifies content and offers a clear call to action.

Services

Content audit, content design, user journeys, copywriting

The project

Redesign a healthcare consultancy’s website to better showcase their capabilities and how they bring value to clients.

Virginia Mason Institute teaches quality improvement methods to healthcare systems and businesses around the world. Their website didn’t reflect the wide array of services they offer. And worse, the messaging wasn’t tailored to their unique audiences.

The strategy

Create a website architecture that organized content by role and by service. Develop messaging tailored to VMI’s audiences: healthcare executives, physicians, and business leaders outside of healthcare.

What I did

• Content design

• Message development for customer personas

• Wrote all website copy, from headlines and descriptions to labels and buttons