Helping Great Ormond Street increase private patient referrals
Transforming Great Ormond Street’s International Private Patients website to boost referrals, engagement and global visibility in a competitive healthcare market.
Great Ormond Street Hospital’s International Private Patients (IPP) unit plays a vital role in generating essential revenue for the NHS by attracting overseas patients for world-class care. To remain competitive with leading children’s hospitals globally, the IPP needed a redesigned website to increase patient referrals and highlight its unique expertise.
We set out to create a digital experience that reassured families and health officials abroad while communicating GOSH’s unparalleled reputation in paediatric care.
Process
To design a solution that truly resonated, we immersed ourselves in the GOSH ecosystem. We ran workshops with hospital stakeholders, mapping the patient journey from enquiry to discharge.
Through interviews with patient families, nurses and consultants, we uncovered the small but significant details that set GOSH apart. This informed a patient-focused information architecture, validated through card sorting exercises with families.
We then followed a rigorous redesign process — wireframing, prototyping and user testing — to ensure an intuitive experience that met patient needs while showcasing GOSH’s world-leading capabilities.
Results
The new IPP website drove a 20% increase in referrals in its first week, with engagement rising by 400% and strong organic rankings for critical search terms. Positive feedback from stakeholders underscored the project’s impact, cementing GOSH’s standing as a global leader in paediatric healthcare.
400 %
20 %
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