The
Challenge
Benjamin & Bond partners with a large Mid-Atlantic community health system in a retained relationship called the Consumer Innovation Collaborative. Through this partnership, we continuously engage in strategy; design and digital; and experience projects. For one such project, we worked to create competitive strategies for services for women.
The project began with primary consumer research to understand what women want and need prior to, during and after pregnancy. A divergent insight was identified—women in the client’s care communities don’t “shop” for an OB/GYN when they become pregnant. Instead, women form relationships with OB/GYNs and other women’s health providers early in life, often catalyzed by access to contraceptives. Today, women can buy contraceptives online which siphons a critical channel of new patient acquisition for the health system.
Our research revealed that women want both relationships and convenience when it comes to buying contraceptives. Today’s online options deliver convenience (quick clinical reviews, 2-day shipping, etc.) but do little to provide the trusted insight that comes from a relationship with a provider.
A divergent insight was identified—women in the client’s care communities don’t “shop” for an OB/GYN when they become pregnant. Instead, women form relationships with OB/GYNs and other women’s health providers early in life, often catalyzed by access to contraceptives.
The
Solution
Benjamin & Bond, along with the client, created Madeline (MadelineRX.com) to give women the convenience they want while connecting them meaningfully to providers backed by a robust healthcare system. Madeline is great for the consumer, but it also serves the health system by maintaining and growing their market share with women in their communities and beyond.
At the beginning of the project, Benjamin & Bond facilitated a workshop with project leaders, working side-by-side with them to define key user groups; outline critical activities performed on the site; design a smooth clinical workflow; and define the user experience for consumers. After the workshop, Benjamin & Bond conducted additional primary consumer research and discovered women of multiple age segments value services from a health system that feels trustworthy and personal.
For the service to resonate with consumers, it was determined it needed to be externally branded. As a result, Benjamin & Bond crafted the branding, content and user interface for the digital experience, along with the creative assets for marketing. Our team also collaborated with internal developers to integrate the front-end with Epic, their electronic health record system, increasing the service’s ease of use.
Our team led strategy, design and marketing; and collaborated with internal teams for system integration and development. We were highly involved in communicating the value of the product internally and externally.
