For health systems, hospitals, and academic medical centers
Patient education written at a college reading level for a population that needs eighth grade. Service-line pages that rank and do not convert. Clinical experts who write accurately and unreadably. And on the redesign, a designer, a developer, an agency — and nobody who owns what the content says or where it lives.
Written for: Marketing Director · Director of Patient Experience · Service Line Marketing Manager · Communications Director
What usually brings someone here
01
Accurate, reviewed, and pitched several grade levels above the population they are meant to serve.
02
The page answers the clinician's question rather than the patient's, and the next step is buried.
03
Design and development are staffed. Content architecture is assumed to happen. It does not.
04
Which is correct, and unusable. Someone has to edit clinicians without losing the clinical accuracy — or their goodwill.
Why us for this
The closest analogues are the two independent clinics, the Red Shoe Crew work with Ronald McDonald House Charities of Arkansas, and four full site restructures — ESAC, Smiley Technologies, Brasuell Law Firm, and OneApp Guarantee.
Where we are thin
We will be straight with you: we have not yet delivered a project for a large health system or academic medical center. Two independent clinics, three payers, and four content-architecture engagements are what we can point at. If you need a system reference, we do not have one — and you should weigh that.
What we would probably start with
From $6,000
On a redesign, someone has to own what the content says and where it lives. Usually nobody does, and the new site launches with the old site's confusion in a nicer typeface. We do the audit, the information architecture, and the messaging framework — and we can build it too.
Four to eight weeks for the framework; build scoped separately
From $2,500
We take a set of your member- or patient-facing documents, score them for readability, and rewrite a representative sample so you can see the difference rather than take our word for it. You get the rewrite, the scoring method, and a style sheet your own team can work from.
Two to three weeks
From $3,500/month
Ongoing content and social strategy with the writing included. A calendar you did not have to build, copy that clears review the first time more often than not, and a monthly report that talks about outcomes rather than impressions.
Rolling, three-month minimum
Typical investment
Relevant work
Young professionals arm of Ronald McDonald House Charities of Arkansas and North Louisiana
Social content, images, and content calendar aimed at reach, engagement, and membership growth.
Outcome
A volunteer-run chapter got a maintained content calendar and a consistent membership-recruitment message.
Employer Services Assurance Corporation — accreditation and financial assurance body for the PEO industry
Stakeholder audience research, navigation restructuring, and rewritten copy and headings.
Outcome
ESAC changed design vendors afterwards and kept the copy and navigation structure. The content architecture outlived the design it was built for.
Core banking software (SIBanking), Little Rock
Reworked content and navigation with stakeholders and the in-house development team.
Outcome
Shipped a restructured site for a regulated-industry software buyer. Jason Miller was lead developer.
Delivered as a pair — content and IA from Heather, development by Jason.
Legal
Full redesign — new logo, color scheme, and design with a designer; all copy rewritten; navigation rebuilt.
Outcome
A complete brand and site replacement delivered end to end by the two of us, with Jason as developer.
Delivered as a pair — content and IA from Heather, development by Jason.
A free 30-minute plain-language audit of any member- or patient-facing document. We score it, mark it up, and walk you through what we would change. You keep the marked-up copy either way.