case study two
healthtech
Health-Tech Website Launch Driving B2B Growth
overview
In April 2025, PDS Health launched a new business unit: PDS Health Technologies.
At the start, most prospects came through word of mouth. Stakeholders were already having strong, thoughtful conversations, but oftentimes pointed prospects to their personal LinkedIn profiles to continue them. What was missing was a central place that could carry those conversations forward.
Our team’s role was to help change that. In addition to serving as the lead writer, I led the content strategy for the site.
industry
healthtech
my role
growth content strategist
platforms
website
Appointment-related emails touch nearly every patient and sit at the most time-sensitive points in the journey. If these moments weren’t clear, consistent, and human, patients were more likely to disengage.
That’s why we started here. We turned transactional, lengthy emails into behavior-triggered lifecycle touchpoints–right message, right time.
Discovery sessions helped us understand what we know, what we didn’t know, and what to focus on next.
To support iteration, I created and presented a content style guide that gave the team a clear foundation to build from. It can be found here.
These pages were built to extend stakeholder conversations, support organic search
and make it easy for the right people to get in touch.
One of the challenges was refining the service descriptions. The service copy went through several intentional iterations as
stakeholder conversations and client research evolved. As discovery deepened, the narrative shifted.
Goodbye, LinkedIn. We launched on time, translated real conversations into clear messaging and already generated new inbound leads.