When a young woman called Cassandra Italia got in touch with me last year needing some web copy for her medical tourism business, Global Health Travel, I was a bit sceptical. I didn’t know much about medical tourism – the practice of travelling overseas for (usually low-cost) medical treatment – but my gut instinct was that it sounded dodgy.
Listening to Cassandra, though, I couldn’t help but feel reassured. Cassandra patiently explained that the best hospitals in Asia that service medical tourists have a quality of nursing care and facilities that matches the best the West can offer (and often exceeds it). She said she was dealing exclusively with hospitals that were internationally accredited, and doctors with a proven track record. She’d really done her homework and saw a gap in a very immature Australian market. (Medical tourism is a huge industry in the US and Europe.)
The challenge for the Global Health Travel website was to create a user experience that was as reassuring as a conversation with Cassandra Italia. We tried to minimise hype and steer well away from the “cheap facelift in tropical paradise!!!” tone of most of the competing sites. Instead, we focused on addressing people’s legitimate questions, fears and concerns.
I think we achieved that, and in collaboration with Acorn Web Studio and Communication Design we ended up with a site that virtually radiates a sense of calm confidence.
The result: Global Health Travel has got off to a great start, with a growing roster of satisfied clients. Cassandra even got herself quoted as an industry expert in Melbourne’s Sunday Age. It’s good when things come together.
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