Global Health Insurance Company

The challenge

Create a robust digital strategy and change enablement plan for the company

A global healthcare company had a multitude of websites for their broker and consultant audiences, resulting in an ineffective and disjointed experience. Poor UX and inconsistent content governance led to a lack of trust from internal sales reps and external broker/consultant audiences and failed to meet rising user expectations for today’s digital experiences. These issues compounded to cause critical barriers for self-service, leading to information bottlenecks and began to harm sales relationships.

What we did

• Established new understanding of audience needs and a comprehensive cross-channel content strategy 
• Developed a human-centered strategy to meet the needs of brokers, GAs, and consultants
• Created an immediate, interim strategy to connect the disparate information sources in alignment with each audience
• Delivered a roadmap and phased approach to drive design and development of a longer-term, unified experience that aligned with current technology initiatives and resources
• Established a scaleable, robust information architecture and content governance plan to meet the unique needs for each market and business group and to ensure that the site remains relevant and up to date