"Can We Just Put The Old One Back?" Sustaining a Consumer-Focused Content Strategy

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.