4 Examples of Phenomenal Health System Services Content

The most commonly researched online health topics are specific diseases or conditions; treatments or procedures; and doctors or other health professionals. For many health systems, that information is often found in their Services section. Patients can select a particular Service the hospital offers, such as Cancer Care, and read information about specific diseases, diagnostics and treatment procedures.

This is the foundation of health system Services content. But what components take a hospital from the “bare minimum” to “phenomenal”? What’s the difference between “eh” Services content and “great” Services content? I wanted to know the answer to this, so I researched health systems that broke the mold.*

This is what I found:

Massachusetts General Hospital


What it does right: Massachusetts General Hospital’s Services section is the definition of patient-centric. Each service has separate pages about the specialty doctors, treatments and services, research and clinical trials, news, patient resources and more.

Patient questions answered: Instead of only including the bare minimum, it includes a wide range of information that specifically answers patient questions, such as:

  • “What doctor would be treating me if I came to you for cancer treatment?”
  • “What’s the patient experience at your hospital like?”
  • “How can I prepare for my appointment?”
  • “What resources can you provide my family during this difficult time?”

University of Pittsburgh Medical Center (UPMC)


What it does right: The Service pages contain important information in a quick, digestible format. The cancer page is a great example. It discusses conditions treated, treatments and procedures, and has a helpful Fast Fact widget on the side of the page. This allows visitors to quickly find answers to their questions without much digging, providing a better user experience.

Patient questions answered:

  • “Do you treat my cancer?”
  • “How do your cancer treatments, like chemotherapy, work? What can I expect?”
  • “Who will be treating me?”
  • “What sets you apart from other Pennsylvania hospitals?”

Florida Hospital


What is does right: The organization of the Services content is exceptional. In the left column, you can find more information about all the conditions treated by the health system, plus the treatment and procedures offered. On the overview page, you can search for a hospital location near you that offers that particular service, which creates a convenient user experience. Everything is easy to find. Also, this is a great example of a Services section for a hospital with multiple locations.

Patient questions answered:

  • “I see you can treat my type of cancer. Which hospital offers treatment, and how far away is it from me?”
  • “Why should I choose you to treat my specific type of cancer?”
  • “I want to learn more about my disease, like statistics, disease progression and causes. What can you tell me?”

Thomas Jefferson University Hospital


What it does right: This Services section offers plenty of educational content (diseases and conditions, tests and treatments) but it also provides a good amount of patient information (preparing for your visit, patient frequently asked questions). Every exceptional hospital website should have both educational and actionable content, and this is a proper mix of the two.

Patient questions answered:

  • “Why should I choose you for my cancer treatment?”
  • “Why should I participate in a cancer clinical trial?”
  • “What are the phases of a cancer clinical trial, and what can I expect?”
  • “Who are your top doctors in this specialty?”

To have an effective website, health systems need to answer patient questions. In fact, that should be your goal for any piece of content you add to your website. Growing your audience will grow your revenue, and you can only grow your audience by delivering content that’s useful, informative and solves problems.

Every health system, big or small, should have content that aligns with the buyer’s journey and guides their audience through the site, one step at a time.

The above Services content from real health systems does just that.

*Note: none of the above health systems are Fathom clients, therefore no bias was used in these observations.

For more insights about improving your healthcare content, browse some of our previous posts:

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