Follow-up Strategy.
Documents to help hospitals target at risk users of their health profilers.
ABOUT THE PROJECT
Objective
To help engage hospital marketing departments with potential patients, Medicom Health wanted to create a document that would help them target users based on their results from the Health Profilers. These follow-up documents helped marketing departments set up calls to action, email campaigns, and follow-up phone calls tailored to each user specifically.
Challenge
Hospital marketing departments were stoked about the potential in Medicom Health's health profilers. However, they were stumped on how to leverage the calls to action at the end of the result to drive potential patients to their clinics.
My Role
As the UX/XUI design intern, I was involved in conversations with clients and creating the visuals based on recommendations from content writers. I worked with the lead UX designer, customer support representatives, copywriters, and health specialists.
Tools
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Illustrator & Photoshop
01 EMPATHIZING WITH USERS
FOCUS ON CONTEXT TO UNDERSTAND USERS
While we were creating these resources for hospital marketing departments, we knew that the end-user was still the users of the health profilers. We needed to first understand their wants, needs, and feelings so we equipped marketing teams with the proper tools and areas to focus on. Because we had already created multiple personas while defining our v3 health profiler strategy, we were able to explore those once again.
02 DEFINITION PHASE
USER JOURNEYS
After reviewing the health profiler personas, we aligned with our customer care specialists and clients on the goals of hospital marketing teams. It became very clear that the best solutions for both our clients and our end users would be to create a visual user flow for each profiler and risk level. Depending on the severity of the user's result, we could provide recommended next steps for the hospital marketing team.
03 VISUAL DESIGN
UNKNOWN RISK
The first call to action that needed clarity was "Unknown Risk". Because the consumer was not given an exact result, it was important that the marketing department got in touch with these individuals.
MENTAL ILLNESS
When dealing with mental illness, like the depression profiler and the anxiety profiler, it's important that the potential patient has a primary care physician to help monitor their well-being.
NO URGENT ACTION NEEDED
If a potential patient gets a result that doesn't require immediate action, there is still an opportunity for the hospital marketing department to create a relationship.
WRAPPING UP
WHAT WE LEARNED
Oftentimes, product teams resort to technological solutions, but these guides were often printed out. The ability to take notes directly on paper was something our clients found more helpful than having a visual on their device. When our health care clients came to us looking for a better understanding of how to reach users who have completed a Profiler, we created a follow-up strategy guide for every Profiler. These helped our clients make the most of the opportunity to reach the users who need them most.