01. The Challenge
Complexity & Credibility
The healthcare industry is notoriously slow to change. But shifting from fee-for-service to value-based care takes it to a new level because the transformation dynamics are extremely complex. In fact, many providers are totally unaware of the impact these changes will have in the upcoming years, and are even missing out on several new revenue streams. For Vigilance, this is a significant barrier to business development because clients struggle to see the big picture and/or upside of their offerings. To make matters worse, they don't have a newsletter or blog to inform current and prospective clients on new laws, regulations and reporting deadlines—a missed opportunity to create value and establish credibility. Lastly, their services involve regular, ongoing contact with a provider's patients. This requires a great deal of trust and puts a premium on brand identity which is practically non-existent in Vigilance's Digital footprint.
02. The Solution
Brand Identity & Client Education
Design a website with a modern but conservative aesthetic. The site should set the entry point for their products and services and make a complicated, multi-faceted subject (Healthcare Transformation) easy to understand. To accomplish this required substantial research (over 50 hours) and another 100 hours writing copy. This was vital to the project's success. The site should offer a blog, newsletter, explainer videos and downloadable webinar page to educate their audience and capture user data /potential clients contact information. Business development should be able to utilize the site to educate potential clients and leverage it as a marketing/advertising tool. The site should establish a brand identity and clearly articulate their role in healthcare transformation.
Design Elements
Modern design using large clean image headers and clear conservative fonts. Content boxes with icons were used throughout the site to provide visual cues and bullet point key information. Pages were based primarily on a problem-solution motif and headlines were carefully crafted to solicit an emotional response and generate interest. Copy was distilled as much as possible considering the complexity of the subject matter, and everyday language was used to make it easy to understand. Images were carefully selected to help tell the story and give the audience strategic breaks from the content.
Target Audience
The typical client includes Private Practice, large Provider Networks, Healthcare Systems, Community Health Centers and Federally Qualified Health Centers preferably with a large population of medicare patients nationwide.
03. The Results
Making The Complicated Simple
The website begins with a startling statement about the transformation to population health and immediately transitions to an abbreviated value proposition. The next section succinctly states the problem(s) and the Vigilance solution with a fully articulated value proposition. Each section heading and sub heading was crafted to generate interest, create curiosity, and/or solicit a call to action. Site navigation is simple with clearly identified menu categories. Several custom infographics were created to illustrate and aid in telling the story. User/potential client information is captured via newsletter, blog, explainer videos and posted webinars. James Coburn, the CEO of Vigilance Health, said the site was so comprehensive and well done, they were using it (and the presentation deck also featured in my portfolio) to train their employees. Vigilance Health is currently on pace for a record breaking year.