Goodman Campbell Brain & Spine

Redefining an Independent Neurosurgery Brand Through UX-Led Healthcare Design

Director of UX/UI — information architecture, user flows, page structure, and experience optimization in partnership with brand and marketing teams.

Overview

Goodman Campbell Brain and Spine is one of the nation’s largest and most respected neurosurgery practices, treating highly complex brain and spine cases. As the practice evolved, its digital presence needed to do more than inform—it needed to clearly reflect Goodman Campbell’s independence, expertise, and leadership in a competitive healthcare landscape.

From a UX perspective, the work focused on clarifying credibility, surfacing trust signals earlier, and making patient pathways easier to understand and act on. Testimonials were intentionally integrated to feel human and reassuring rather than promotional, helping the brand stand out in a crowded, patient-driven healthcare marketing environment.

Project Objectives

  • Reposition Goodman Campbell as an independent practice, no longer perceived as part of a larger health system

  • Elevate patient testimonials in a crowded healthcare marketing landscape without undermining clinical credibility

  • Support positioning as a regional and national leader in neurology and spine care

Results

  • ~49,000 website visitors and 132 contact form submissions

  • $0.03 average cost per view (40% more cost-effective than the industry benchmark of $0.05)

  • +21% increase in overall time on site

  • +74% increase in contact form submissions

  • +54% increase in organic keyword rankings

  • +31% year-over-year organic search traffic

These results were driven by UX changes that clarified content hierarchy, reduced friction in key pathways, and surfaced credibility signals—such as physician expertise and patient testimonials—earlier in the experience.

Solution

In healthcare, brand trust and performance must move together. UX decisions were guided by both engagement data and brand sensitivity, ensuring the experience felt calm, credible, and accessible while still supporting growth goals. The resulting experience helped reestablish Goodman Campbell’s independence, reinforce its reputation as an elite neurosurgery practice, and support patient acquisition without sacrificing brand integrity.

Key Takeaway

Performance improvements and brand credibility are not opposing forces—when UX decisions are grounded in trust and clarity, both can move forward together.

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