The problem
A NSW occupational medicine clinic doing injury management, permanent impairment assessments and pre-employment medicals across both SIRA arms — WorkCover and CTP — had a site that read as bureaucratic forms and did not communicate why an employer, return-to-work coordinator or scheme agent should refer in. Inbound referrals from website channels were under 8% of total intake.
The constraint
The audience splits three ways: employers booking pre-employment and surveillance work, return-to-work coordinators referring under WorkCover, and scheme agents routing motor-accident claimants. None of them are shopping. Copy that reads like patient-facing clinic marketing misses all three. SIRA frameworks across both arms had to live in the information architecture — without the clinic ever appearing to steer referrers toward or away from a particular scheme pathway.
The approach
Editorial-grade brand redesign and full website rebuild. Plain-English explainers of the SIRA frameworks for both WorkCover and CTP injury management, scheme-clean copy throughout, and a referral system that routed by referrer type — employer, coordinator, scheme agent — into the right intake flow.
The outcome
Qualified referrals from website channels grew 187% inside two quarters and held that level into the third. Coordinator-side feedback reported the new explainers had cut ‘what do I do next’ calls by an estimated half, with referrals arriving with the right scheme paperwork attached the first time.