Driving growth for the hospital services group

Driving growth for the hospital services group

Through hospital joint venture partnerships, DaVita collaborates with hospitals in delivering high quality and innovative kidney care in a hospital setting. The DaVita Clinical Marketing team is responsible for expanding the company’s nationwide network of dialysis centers, so they reached out to the interactive team to redesign the 3-page Hospitals section on DaVita.com.

01 / KEY HIGHLIGHTS

• Redesigned 3 landing pages to create a cohesive Hospital Partners section
• Transformed dense, text-heavy content into scannable, visually engaging pages optimized for busy executives
• Added simple contact forms to each page to streamline lead generation

02 / RESULTS & IMPACT

Drove significant business outcomes within months of launch:

• 7 partnership inquiries received in a single month following launch
• 1 signed contract closed from generated leads
• $1.4 million potential revenue from second qualified lead in RFP stage

03 / PROJECT GOALS

Hospital administrators and clinical directors are busy and need to quickly understand the value of signing a joint partnership contract with DaVita. The Hospitals section was outdated and full of dense copy, so it needed a visual refresh to make key information easy to scan and to help drive growth. While contracts aren’t signed frequently, each new partnership can have a significant financial impact.

Our Objectives

• Drive hospital administrators, executives, and clinical directors to fill out lead forms
• Present partnership value proposition in an easily scannable, visually engaging format
• Create a cohesive experience across all 3 pages that reflects DaVita’s brand standards

04 / DESIGN PROCESS

Stakeholder Alignment & Content Strategy
I worked closely with our project manager, the DaVita Clinical Marketing team, and our marketing writer to navigate a complex stakeholder landscape. The review team included the Patient Pathways team, DaVita’s Chief Medical Officer, and legal/compliance. Early communication about processes and milestones was essential to keep the project on track and within scope.

One of the biggest challenges was working with the client to tell their story more concisely. We presented best practices and real-life examples during discovery to help stakeholders understand the value of shorter copy for an executive audience.

Visual Design & Brand Cohesion
I worked closely with our Brand Creative Director to ensure a cohesive look and feel across all 3 pages. For time-pressed hospital executives, I transformed dense copy into concise bullet points with icons for visual interest and displayed key statistics visually to quickly communicate value.

User-Centered Information Architecture
Understanding what matters to this audience, I prioritized scannable content hierarchy and added simple contact forms to each page, making it easy for potential leads to inquire about partnership opportunities.

The Hospital Partners section update included redesigning 3 landing pages.

05 / SOLUTIONS

Scannable Content Design
Transformed copy-heavy pages into visually engaging layouts with concise bullet points, icons, and visual data displays tailored to time-pressed executives.

Streamlined Lead Generation
Added simple, accessible contact forms to each page, removing friction from the inquiry process.

Cohesive Multi-Page Experience
Created unified design language across all 3 landing pages, ensuring consistent brand presentation and user experience throughout the Hospital Partners section.

06 / WHAT I LEARNED

Stakeholder management at scale requires proactive communication. With so many stakeholders involved in this project, from Clinical Marketing to the Chief Medical Officer to legal/compliance, I learned that clearly communicating processes and project milestones early sets the project up for success and helps manage scope.

Sometimes the best design solution is helping clients say less. The discovery phase exercise where we presented best practices and real-life examples of concise copy became a turning point. It helped stakeholders realize that for busy executives, less is more, and this approach helped this client (and many others since) embrace shorter, more impactful copy.