"Can We Just Put The Old One Back?" Sustaining a Consumer-Focused Content Strategy
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Unlocking new patient acquisition required rearchitecting the CHRISTUS Health website to meet the needs of the consumer and overcoming years of internally focused content. This session shares how a multi-hospital system built a consumer-focused website and shifted the significant burden of organizational complexity rightward and created streamlined patient access pathways. More importantly, it focuses on strategies to overcome a sustained onslaught of negative physician and administration feedback and vigorously defend a consumer-focused content strategy.
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