WEBSITE REDESIGN & STRATEGY !Tender Touch Rehab Services, LLC

by Gabriela Feijoo

Table of Content •  Client Profile •  Objectives •  Current Challenges •  Competitive Analysis •  Audience Analysis •  Recommended Website Components

Messaging and Content Site Features

Engagement Factors Conversion Funnel

•  Design Recommendations

Client Profile Tender Touch seeks to provide the highest quality of rehabilitation management services with the goal of promoting clinical excellence through:!

•  Ongoing education and training •  Clinical program development •  Regulatory compliance •  Comprehensive rehabilitation management!

Tender Touch partners with hospitals and clinics to audit and propose customized plans that meet the clients’ unique needs, transforming their rehab departments to outstanding ones. It brings all the necessary resources to run a superior rehab program:

Robust clinical and screening programs, including Physical, Occupational, and Speech Therapy

Highly qualified clinical staff as well as experts for facility training

Continuous auditing, medical records review, and claims management

Improve website traffic and target audience engagement to gain online presence

Objectives

Build partnerships with hospitals and clinics seeking to implement superior rehab programs

Increase awareness about the professional and educational opportunities that Tender Touch offers

Repetitive content within navigation drop down menus

Current Website Challenges

Website design lacks responsiveness

Difficult to understand, at first sight, what the company does and how they differentiate from competitors

“Upcoming Events” section is outdated

Difficult to find key information and resources in a timely manner

Several broken links, including: –  Employee Login –  Homepage image –  Upcoming Recruiting Events >

Download Application

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Competitive Analysis

Unique Features! •  Scholarship and Mentorship

programs •  Video gallery with patient

testimonials and employee stories

•  Online quiz to find out if “fox is

right for you” !(foxrehabcareers.org)

•  Technology: “Motion tablet” with health records system and point of service documentation for employees

•  Links to social media pages

Messaging!

•  Mission statement is clear and compelling right in the homepage

•  Consistent brand messaging

across Fox Rehab main website and Fox Careers (ex: “Find it at Fox”, “I RE…”)

•  Call-to-action buttons inviting viewers to learn about Fox Careers and employee stories

•  Emphasis on employee achievements, and opportunities

Products/Services!

•  Physical, Occupational, and Speech Therapy

•  Specialty Therapy programs, such as Oncology / Driving Rehab, and Dementia Caregiver training.

•  Continued Education programs for employees and healthcare professionals, and website Fox4U dedicated for employee access only

•  Merchandise sold through foxrehab.store.org

Competitive Analysis

       

Unique Features! •  The GRS Customer Portal offers

quick access to reports and health resources (my.genesisrehab.com)

•  Educational resources for employees, such as GRS Online University (powered by Care2Learn)

•  GRS sponsors Rehab.com, an online community for therapists and their patients

•  Plugin with “Hot jobs near you” (Join Our Team section) allows quick access to job postings

Messaging!

•  Every page has clear call-to-action buttons, inviting audience to contact/learn more about services, partnerships, and careers

•  The slogan, “Your Premier Rehab Provider”, is visible at the top of every page, as well as a brief company overview at the bottom navigation, helping reinforce their brand

•  Voice and layout is directed towards a more traditional audience (whereas Fox Rehab’s layout appeals to a younger audience)

Products/Services!

•  Physical, Occupational, Speech Therapy, and advanced Respiratory Health services

•  Specialty programs such as Dementia Care, Driving Rehab, Fall Risk Management, among others

•  Health and wellness programs for Seniors Pursuing and Active living, includes classes and seminars

•  Consulting service provider of

operational, clinical, financial, and educational solutions

Competitive Analysis

       

C H A L L E N G E S   O P P O R T U N I T Y          

Foxrehab.org divides into 5 separate websites, causing difficulties for new users to navigate through and for admins to maintain content up to date and monitor functionality (ex: links to the Fox Blog and “Current job openings” give error)

Lack of call-to-action buttons in key areas (ex: no “Apply” button for PG Residency Training Program) Continued Education website lacks brand consistency and content is redundant to what is already exposed in Fox Careers website

Though the necessary information is well organized, the GRS website is text heavy and the content layout can lose audience’s interest quickly, increasing the probability of new users spending less time on the website

Neither of the competitors have a responsive web design, which is a key differentiator

Audience Analysis Demographic!

Consumers: Patient, family member, or doctor Student, recent grad, professional in healthcare industry Industry Customers: Hospitals, clinics, and school settings

Geographic!

Northeast area of the United States, including NJ, NY, PA, and DE

Psychographic!

Interested in physical, occupational, speech therapy, specialized treatment programs, and rehabilitation management services

Behavioral!

Potential / first-time user in research stage of the consumer decision process, seeking for high quality health results!!Loyal regular user that enjoys and promotes the benefits of the brand

Audience Analysis Profile 1!

Patient, patient’s family member or doctor interested !in having / recommending specialized rehabilitation programs in the Northeast area of the US.

Profile 2!

Hospitals, clinics, or schools interested in partnering with an organization specialized in clinical and rehabilitation management services.

Profile 3 !

Student, recent grad, or professional in the healthcare industry looking for career and educational opportunities within an organization specialized in clinical and rehabilitation management services.

B2C

B2B

C2B

Tender Touch Rehab Services, LLC

WEBSITE RECOMMENDATIONS

Messaging & Content

Mission Statement!We help people rebuild their lives through clinical excellence and compassion by believing in the innate strength within

everyone and that a positive, life-affirming outcome is always possible with determination and a Tender Touch.

We help people rebuild their lives through clinical excellence and compassion. We are dedicated to provide the highest quality of

Physical, Occupational, Speech Therapy, and the clinical management services you need to achieve your personal and !

business goals. !

Short Company Description !

Messaging & Content H O M E PA G E C O N T E N T  

Headline!“Rebuild your life and do what you love again”

Sub-headline and CTA!“We’ve help over 10,000 people reclaim their lives through the highest quality of rehabilitation services”  

Call to Action!Learn more about the Tender Touch Experience  

Updatable Sliding Panels!Visually inform and promote the brand. Examples:

•  Innovation at Tender Touch •  Featured Employee / Student Story •  Upcoming Seminar / Recruiting Event!

  Visual Icons!

Featured Offerings or benefits of being part of the Tender Touch community with CTAs  

Messaging & Content C O N T E N T L AY O U T & PA G E S  

Join Our Team! Working at Tender Touch Culture Benefits and Compensation Package Facilities Find Your Passion Areas of work Featured Employee Stories Current Openings Education & Development! Online University! Continuing Education Programs! Upcoming Seminars / Courses Student Affiliations!

Online Resources!

For Patients! For Clinics

Contact Us!

About Us! Our Mission The Tender Touch Experience Why we are different Guiding Principles! What to Expect! Our Community

Services!

Therapy Options Clinical Programs Facility Education and Training Regulatory Compliance

Partner with Us!

Our Promise Business Services Our Technology

Messaging & Content C A L L T O A C T I O N E X A M P L E S  

Partner with us. We offer customized solutions to meet your patients’ unique needs and optimize your business results. !Request a proposal.

How is the therapy experience with Tender Touch? !Play the video below to learn more.  

Make a difference. Help us change people’s lives and we’ll help you take your career to the next level. Learn more about career opportunities.  

We have an Online University. Join our team of therapists and enjoy unlimited access to educational resources. Search current openings.  

Students, gain hands-on experience working alongside our dedicated clinical instructors. Learn about our Student Affiliations.  

We can assist you paying off your tuition and student loans. Apply to our Tuition Forgiveness Program.  

Site Features Usability and Responsiveness Easy to navigate with a great look and feel, providing a web design that optimizes across desktop, mobile and tablet devices

Online Resources Access to health and wellness articles, academic studies, published works and findings about the healthcare industry.

Video Gallery Comprised of patient testimonials, employee stories, staff describing the Tender Touch Experience or demonstrating the rehabilitation processes

Referral Service Have visitors recommend the website to family and friends to boost traffic and generate a mailing list

Event Calendar Display upcoming seminars, recruiting events, and courses in the “Join our team” section

Interactive Map Show Outpatient coverage area and office locations in “Contact us” page

Employee Account Create a subdomain for employee accounts to provide them with a customized experience

Newsletter Manager Weekly or monthly updates featuring latest happenings at Tender Touch, such as latest blog posts, new rehab technology, seminars, and community events.

Engagement Factors Social Media Integration!!Create social accounts (Facebook, Twitter) and promote them on the website, helping boost SEO, improve brand footprint, and build an online following.

Blog! Take the opportunity to give Tender Touch a voice and promote their healthcare expertise to become a thought leader in the community. Blogging fuels SEO, builds trust, relationships and sales.  

Employee Dashboard! For the employee account, provide a customizable dashboard with current patient profiles, progress analytics team chat, calendar with upcoming appointments and events, and other features to optimize work efficiency and increase engagement in the Tender Touch Community.  

Inquiry Builder! An interactive feature for potential partners that creates a service bundle that best satisfies their business needs. Includes CTA to encourage a request proposal

Conversion Funnel

S E N D R E F E R R A L F O R M  

Traffic from social media post, blog post, organic, direct, affiliations, and referrals

Homepage

Non-intrusive pop-up for referrals

Conversion Points!

•  Subscribe to Newsletter!

•  Share blog posts •  Send referral forms •  Learn more

Tender Touch Experience

O B J E C T I V E : I N C R E A S E B R A N D A W A R E N E S S  

Example

Conversion Funnel

R E Q U E S T P R O P O S A L  

Traffic coming from organic, direct, referrals, and ads

Homepage

CTA to Partner with us page

Launch Inquiry Builder

O B J E C T I V E : B U I L D PA R T N E R S H I P S  

Conversion Points!

•  Launch Inquiry Builder •  Direct request proposals •  Send email form •  Call for more information

Example

Conversion Funnel

A P P LY F O R J O B  

     

                   

Traffic from organic, direct, social media post, newsletter, affiliations, and referrals

Homepage

CTA to “Working at Tender Touch” section

Current Job Openings

O B J E C T I V E : I N C R E A S E I N T E R E S T O F C A R E E R O P P O R T U N I T I E S  

Conversion Points!

•  Request information about student affiliations

•  Apply to Tuition Forgiveness Program

•  Apply for job positions •  Sign up for Seminar/

Course

Example

Landing Page Sample I N C R E A S E A W A R E N E S S A B O U T C A R E E R O P P O R T U N I T I E S  

Grow your career in Rehabilitation Services Help us change people’s lives and we’ll give you all the tools and resources you need to grow your career in Physical, Occupational, and Speech Therapy. With Tender Touch, you can achieve your professional and educational goals. Seriously.

Unlimited access to! the Tender Touch !Online University.!

Learn more

Hands-on experience and training through our

Mentorship Program.!Learn more

Don’t worry about student loans with our Tuition Forgiveness Program.

Learn more

DESIGN RECOMMENDATIONS

ABOUT US SERVICES PARTNER WITH US JOIN OUR TEAM ONLINE RESOURCES CONTACT US

EMPLOYEE SIGN IN BLOG (800) 123 4567

Rebuild your life & do what you love again We’ve help over #### people reclaim their lives through the highest quality of rehabilitation services.! Learn more about the Tender Touch Experience.

Learn more Learn more Learn more Learn more

Mobile R E S P O N S I V E A C R O S S D E V I C E S  

Rebuild your life & do what you love again We’ve help over #### people reclaim their lives through the highest quality of rehabilitation services. Learn more about the Tender Touch Experience.

THANK YOU

F o r m o r e i n f o r m a t i o n p l e a s e c o n t a c t :

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