SUCCESS STORIES
In the rapidly changing healthcare industry, INTEGRIS Health has embraced new technologies to services their patients across a vast network.
The challenge was to help INTEGRIS improve the customer experience while the organization continued transforming from an organically grown data system to new healthcare technology.
As the digital experience director, the challenge was to create a single source of truth for the patients' journey throughout the organizations. A customer-centric solution was developed with the brands’ needs and the evolving technologies at play. The resulting comprehensive report outlined a Digital Framework Stack and roadmap that would parallel INTEGRIS’s internal technology evolution.
BRAND FRAMEWORK: CustomerResearch, Business Intelligence & Insights, Brand Strategy, Engagement Strategy and Measurement
CONTENT FRAMEWORK: Audit & Insight, Marketing & Content Strategy, Data Strategy, Content Mapping, Journey Mapping, Roadmap and Rollout Plan
PLATFORM FRAMEWORK Design system, Technology & Integration Plan, Communication Stack, Vendor Recommendation, Roadmap and Rollout Plan
OPERATION FRAMEWORK: Workflow Mapping, Onboarding, Training and Administration
Customer-centric marketing framework that engages the customer while delivering relevant content based on business goals and user activities both passive and active.
Consolidating a network of hundreds of - clinics, physician and hospitals – required careful auditing, mapping, and selection of appropriate keywords and taxonomy. This effort was made more involved with the need to make the internal systems integrate with thousands of organic keywords on over 3,000 pages indexed by Google.
Assessing the accumulated content of ten years and its mapping was critical to the success of this initiative. As the core to the customer-centric experience is the content and data mapping being able to dynamically display relevant resources and services to help a user make decisions and drive them to the proper health providers.
Using robust content-driven components such as patient video stories, instructional video, content marketing, and patient resources to support and connect with the customer’s needs and wants.
The user experiences were designed to be empathetic and assistance patients’ needs, through the removal of clutter and adding context guideposts to help educate and guide the user through new features, to learn more or quickly contact their healthcare providers.
Refreshed the brand identity and crafted a robust digital design system for use across the network including color, typography, voice, and photography; UI and app components; code libraries; content libraries and more.
One of the best ways to connect with the user is through strong storytelling. Using short, and long-form video formats patient stories were incorporated throughout the experience.
Digital Brand Ecosystem
INTEGRIS objective was a better online brand experience. With the consolidation and relaunch of their digital experience. INTEGRIS got so much more. The new digital marketing platform & framework simplifies campaign and content development while adds tools and marketing capabilities to grow their digital marketing efforts.
INTEGRIS customers get a warm and inviting network-wide customer-centric experience with a sleek, new design that simplifies user pathways to relevant information and healthcare providers.
© Copyright 2019 David Burwinkel- All rights reserved.
