Phrase Health
Phrase Health transforms EHR complexity into strategic advantage, empowering healthcare organizations to monitor and optimize workflows while reducing administrative burden. With $6.8 million in funding, multiple NIH Innovation Grants, and implementation across 60+ hospitals, Phrase Health addresses the $265 billion in wasted healthcare spending caused by clinical variation and inefficiencies.
Making a clear enterprise case
After five years with a static website, Phrase Health approached Wunderdogs as they prepared to make significant marketing investments. Despite having a proven product delivering measurable results, including $1M+ reductions in unnecessary lab orders, their digital presence failed to communicate value effectively to their target audience of Chief Medical Officers, Chief Informatics Officers, and CIOs.
The core challenge was transforming highly technical capabilities into compelling business value propositions. Prospects couldn't grasp the immediate, tangible benefits or visualize implementation within their organizations. The existing site positioned Phrase Health as an innovative idea rather than a deployable solution ready for enterprise healthcare buyers.
Building a website that drives decisions
We started with deep discovery to map how healthcare IT decision-makers, from technical leads to C-suite executives, evaluate platforms like Phrase Health. The new website strategy prioritized clear, intuitive pathways tailored to each audience, surfacing the right level of information at the right time.
A restructured information architecture guided users from high-level ROI narratives to detailed technical validation, while the visual design struck a balance between innovation and credibility: eschewing cliché healthcare visuals in favor of a modern, enterprise-ready feel.
Built in Webflow, the final site empowers the Phrase Health team to move quickly, supporting iteration and scale as they grow.
Guiding buyers from interest to implementation
By removing barriers to understanding and creating intuitive pathways to key information, the redesigned digital experience enables prospects to move efficiently from initial awareness to technical evaluation, supporting Phrase Health's continued growth in the healthcare technology market.
Critical touchpoints in Healthcare SaaS
To position Phrase Health as a credible, enterprise-ready solution, the new website was built around the core needs of healthcare decision-makers evaluating complex SaaS platforms:
Clear, role-specific content paths guide executives and informatics leaders to the information they need.
Custom visuals and interface mockups make complex EHR workflows easy to understand, connecting platform capabilities to real-world value.
Responsive, mobile-optimized design ensures seamless access in clinical and executive settings, supporting always-on decision-making.
Scalable Webflow backend enables the Phrase team to quickly update documentation, case studies, and product content.
Strategic conversion points like demo CTAs and tailored contact forms—drive qualified leads across multiple audience types.
Optimized performance and load times support fast, frictionless access during critical enterprise evaluation moments.
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