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INDUSTRY

Healthcare
AI

PLATFORM

Mobile, Desktop, Medical Device

SERVICES

Design: Customer Experience Journey Map, Prototype, Video

Research: In-Depth-Interviews, Focus Groups

Strategy: New Market Entry, Customer Experience Design Strategy

At a Glance

AdventHealth, a faith-based, not-for-profit healthcare system, was looking to enter the Medicare Advantage space and stand out as a top choice. Before entering a new market, they wanted to understand the landscape and what meaningful differentiation would look like in order to successfully penetrate.

UEGroup created a holistic brand experience to measurably attract and retain potential patients and physicians. Grounded in customer and market research, our efforts resulted in a tailored strategy and accompanying design assets to communicate the vision, blending digital and physical elements seamlessly to reflect their commitment to holistic health—addressing body, mind, and spirit.

The Challenge

The Medicare Advantage landscape has rapidly evolved, presenting AdventHealth with the challenge of going beyond traditional solutions to make a significant impact. Historically risk-averse, AdventHealth recognized the immense financial potential of venturing into a new vertical. To seize this opportunity effectively, the organization sought to gain a deep understanding of the market and identify a strategy poised for maximum adoption and financial gain. Our challenge was to identify an effective customer experience strategy for new market entry that enticed people to explore and engage with a new Medicare Advantage offering.

To effectively create a holistic strategy, our approach involved diving deep into the biases, concerns, and desires of not only the target patient audiences but all roles involved, including stakeholders, physicians, and payors to be able to deliver a strategy that would be successful for everyone involved.

Armed with that knowledge, we creatively identified new touchpoint opportunities that would deliver maximum impact, blending psychology with a sharp focus on business outcomes. The result is a unique offer fostering long-term engagement that stands apart from the competition and is distinctly AdventHealth.

How We Did It

Research

In-depth interviews with stakeholders, payors, brokers, and three focus groups—including current Medicare Advantage patients, Medicare patients, and individuals nearing 65—provided invaluable insights into the landscape and the unique needs and motivators behind behaviors in the space.

What We Found

Patients were overwhelmed by information and plan nuances, desiring assistance in navigating healthcare complexities while maintaining control. They seek meaningful, quality connections with physicians who possess a comprehensive understanding of their health history and individual needs.

Physicians juggled heavy patient loads and administrative tasks, often not leaving as much time as they would like to develop personal relationships with those they are caring for, underscoring a need for efficient operations, patient-centered care, and skilled staff for clinic success.

Payors prioritized precise coding, streamlined operations, and profitable plans with providers, putting a point on the need for clear data, open dialogue, and a business-savvy physician for successful facilities.

How does AdventHealth meet and exceed the needs of these key roles and provide a comprehensive senior healthcare experience for Medicare Advantage?

Design

Informed by research, our team designed a comprehensive vision for AdventHealth’s Medicare Advantage program, resulting in a Customer Experience Design Strategy and associated assets. This strategy aimed to empower seniors with a personalized healthcare journey, offering guidance and support throughout to help them feel seen and cared for. It also set out to solve physician concerns, leveraging technology and AI to give them back time to make better connections with their patients and help run their business effectively.

To design a holistic experience, we had to look at every step of the journey for all parties from finding a new plan and choosing a physician, ongoing medical appointments, through to encouraging plan re-enrollment. We explored not only what dedicated senior care facilities experience would look like physically, but what the digital ecosystem around it needed to deliver to connect patients, physicians, caregivers, and payors like never before.

The
Outcomes

To convey the final strategy, we developed a Medicare Advantage brand concept for AdventHealth, grounded in four pillars: Guided, Empowered, Personalized, and Connected. This approach includes senior care facilities with concierge-style service and a digital ecosystem for personalized healthcare tasks. Accessibility and transparency were prioritized, with digestible marketing material to navigate plans and a guided digital onboarding experience to capture patients history and interests. Patients receive timely reminders and personalized wellness activities, enhancing engagement throughout the healthcare journey. Meanwhile, AI streamlined processes for physicians by surfacing relevant data, allowing more time for personal patient relationships and help running clinics effectively.

These efforts culminate in end-of-year reports, showcasing measurable performance, fostering trust with payors, offering a visual look back at patients wellness journey, and encouraging re-enrollment. Conceptual design assets delivered included customer journey map, brand video, logo design, digital user interface design for patients and physicians, digital platform prototype, and end of year report design.

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