Project Overview
Octopus Clinic had created a website themselves on the free site ‘Weebly.’ Incredible amounts of (well respected) content was being generated by the team but the information was incredibly fragmented and hard to find.
Cascade Studio set about creating a stylish new website design that would provide an excellent browsing experience for anyone needing to access medical information relevant to a wide range of conditions treatable with physiotherapy.
Project Commissioner
Project Creator
Team
Lucy Macdonald, Director, Octopus Clinic
Jennifer Adler-Potts, Head of Creative, Cascade Group
Matt Burgin, Senior Creative
Project Brief
1) Give information to patients who want useful advice on their pain or injury and what physiotherapy and osteopathy can do for them
2) Give patients and consultants a clear idea of what decent Physiotherapy and Osteopathy should involve so they can be empowered to seek a second opinion if they are dissatisfied with their current treatment thereby improving the profile of Physiotherapy and Osteopathy.
3) Give information on injuries.
4) Communicate our expertise.
5) Convert browsing users into new patient bookings.
6) Support SEO and content marketing initiatives to spread this knowledge.
Project Need
The content on Octopus Clinic's existing website held a wealth of information about physiotherapy, medical conditions, parts of the body, exercises and they had recently generated hours of video content, all of which was buried throughout the site.
Each piece of content was perfect for SEO purposes but was getting lost on the site so that visitors didn't get as much as they should have from their visit.
User Experience
Cascade Studio worked on a full analysis of the content. Placing all the content on one page was impossible and lacked SEO value. Exercises and information could overlap and be relevant to a multitude of body parts and medical conditions which if repeated could make Octopus Clinic fall foul of duplicate content or get missed by the visitor.
To tackle this, it was decided that each piece of content should have its own page but that the site should aggregate content into landing pages (essentially a customised and relevant home page) based on injury location, medical condition or lifestyle. This improved the user experience without damaging SEO.
Project Marketing
By allowing each article, exercise or piece of information to have its own page, each could be also shared and promoted via social media. Using hooks and keywords improved click through rates.
A limited amount of video content has been made public, whilst a simple sign-up process allows them access to the rest. Helping Octopus to grow as a business whilst informing patients beyond just their own.
If the user clicks through to a page but then starts to scroll back up to the top, a pop-up appears encouraging them to join the mailing list, again supporting the business whilst educating visitors beyond their first visit to the site.
To support this, Cascade Studio developed an autopopulating email newsletter template utilising the Wordpress REST API so that new content was shared regularly and with little effort required by the Octopus team.
Project Privacy
All content on the Octopus website is public domain. Their ambition is to help people "get rid of pain for good" and promote best practice in their industry as well as generate business for themselves.
Digital - Health
From ground-breaking apps accelerating medical research to apps helping consumers make healthier choices, we're looking for apps that are making health information and medical services more accessible to all.
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