Integrated Web Content Benefits LewisGale Regional Health System Users

As more hospitals, outpatient centers and physician practices join forces to share expensive technology and gain from the knowledge and skill of experienced clinicians, the need to speak with a unified voice online becomes imperative. HCA’s Capital Division has partnered with Geonetric to meet that and other goals for its multiple facilities and websites.

Content Mash-Up

Beyond the organizational and emotional upheaval brought on by merging business cultures when hospitals and medical groups combine their efforts comes the challenge of creating a new Web presence. The new “system” website must build on the stellar reputations of the individual players while highlighting the benefits users will receive from their newfound access to resources across the entire system. Often, that means creating a new Web presence that’s a mash-up of all the existing websites – and rethinking everything about content and users in the process.

Latest HCA Capital Division Web Update

As HCA’s Capital Division continues its Web restructuring activities, the latest site to launch is LewisGale Regional Health System, the hub of its Southwest Virginia market. LewisGale incorporates four hospitals, six outpatient centers, two cancer centers and 700 physicians. While based in Salem/Roanoke, the entire service area stretches from Alleghany Highlands and Rockbridge County on the north to the Roanoke and New River Valleys on the south, a distance of more than 100 miles.

LewisGale: Integrated Message for System Services

LewisGale’s far-flung individual players recognized the need for an integrated message – one that reflects the system’s hub-and-spoke approach to delivering a wide range of sophisticated services – and they invested in a partnership with Geonetric to make that happen. We built on the awareness that the region is filled with small communities where personal relationships are key.

Because area residents are used to getting care close to home from doctors and nurses they know and trust, we knew it was crucial for the website to maintain the essence of LewisGale’s century-old, well-known brand – their highly regarded, effective and compassionate care.

New Web content developed for the site assures LewisGale’s communities and users – no matter where they live in the region or where they start in the system – of fast access to expert acute care with top quality results.


The new content also illustrates that, when needed, local providers can connect patients with specialized care or transfer them within the system while maintaining continual, two-way communication to monitor those patients, who will return for local follow-up and ongoing care close to home.

Change as Opportunity for Integrated Web Presence

As with the newly launched website for HCA Virginia in Richmond, LewisGale used the transition from individual hospitals and practices to an integrated system as the springboard for transforming their online presence.

Building on the HCA Virginia groundwork, LewisGale’s new site uses the same Capital Division look and feel to promote the power of their network, expertise and technology.


This approach also lets LewisGale highlight individual hospitals when appropriate.


Simpler Structure, Responsive Design, Better Information

LewisGale’s new website content, new site structure and new responsive design make it easy for their consumers, communities and physician practices to find information about services at the system level and follow the path to accessing the care they need close to home. The total number of pages on the site was significantly reduced while an informative presence was created for services that were previously invisible.

Learn more about the HCA Virginia website project and watch our webinar, The Content Conundrum.

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This entry was posted in Content, Marketing, Site Launch, User Experience by Jill Jensen. Bookmark the permalink.
Jill Jensen

About Jill Jensen

As Geonetric’s content director, Jill’s strategic organization skills and her extensive writing/editing background help clients streamline their websites and tell their stories through clear and memorable copy. With 35+ years of experience, this digital/content strategist and wordsmith has done it all—information architecture, content strategy, creative writing, technical writing, copywriting and ghostwriting—for a wide range of clients. At Geonetric, she has worked on projects for clients such as HCA Capital Division, Avera Health, Adventist HealthCare and University of Colorado Health. She holds a bachelor’s degree in telecommunicative arts and journalism and mass communication from Iowa State University.

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