Reimagining Siteman’s online presence to enhance user experience, brand impact, and engagement.
Problem to solve:
The existing Siteman homepage effectively conveys expertise through an organized content structure, with clear emphasis on Siteman’s achievements and advanced treatment options.
The visual hierarchy favors institutional excellence; medical expertise dominates the page, and there is a clear message about technological and clinical leadership. This emphasizes Siteman’s position as a world-class treatment center.
However, I also saw an opportunity to elevate the emotional and empathetic side of patient care in the design and content to create a more patient-centered experience. That approach had the potential to be a clear differentiator.
How I helped:
- Placed Empathy on Equal Footing with Expertise: Introduced more visible sections focusing on patient experiences, success stories, and support services. Recommended that empathetic messaging should sit alongside the more fact-based content.
- Added Patient-Centric Testimonials and Imagery: While maintaining privacy, recommended adding real patient testimonials, authentic-feeling images of patients with their families, or visuals of moments of recovery. This approach will humanize the experience and reassure visitors.
- Reconsidered the Tone for Content: Infused warmth into the language. Phrases like “We’re here to support you” and “Personalized care for your unique journey” go a long way in softening the clinical tone.
- Strengthened the Emotional Appeal in CTAs: Microcopy like “Request an Appointment” should be supported by more emotionally engaging text. Proposed alternatives like “Let us guide you through the next steps” or “We’re here to help — schedule a consultation today.”
By balancing the essential messaging of institutional expertise with a more compassionate and emotionally aware approach, I effectively reimagined the Siteman online presence to connect strongly with its patient base in a very human, empathetic way while maintaining its strong reputation.