Medical App Repositioning Case Study – Providence Health
Fully repositioning a hospital system app used by millions of patients.
How it started
Providence had a very specific goal: It wanted new positioning and a messaging matrix, along with an action plan, to help the brand increase its app downloads by 30% over the following 12 months.
They knew they needed to reach specific market segments with a goal to understand where to put their marketing efforts to resonate with their intended audiences.
They needed a partner to identify critical moments when their audiences would feel the need to download, log in, and engage with the app. What were the barriers and pain points that potential users might face, and how might Providence preemptively address these challenges?
What we did
Program 11 performed research around Providence’s app usage and sentiment, then derived insights from this research to design the approach for a hypothesis workshop.
We then facilitated a full day hypothesis workshop that brought together a dozen members of the marketing and the product teams. In this workshop, we pressure tested ideas, assumptions, and opportunities to best reach and inspire existing patients to download the app.
Our a-ha moment? It’s the providers and care teams who are the main sources of influence to download the app. Convincing them along with patients, with customized benefits to them messaging, would be the flywheel to reach all of their patients.
We then designed an overarching value proposition and creative messaging matrix that featured descriptions of all major features and benefits of the Providence App.
How it’s going
With the messaging in place, we designed an action plan that included the creative assets that would deliver the Providence App value proposition to target audiences. We identified fresh marketing approaches inside existing channel opportunities, ensuring that our recommendations would significantly increase downloads while not overextending the team.
The content series we created – a suite of videos, emails, and web content – were deployed and targeted to both physicians and patients.
The following year ended with 472.1k new Providence app users which was a 37% increase year-over-year – the largest year yet for the app.
Providence also included the new messaging and video in their new in-clinic asset rollout.
Videos for awareness have been great!” – Customer Experience Lead, Providence Digital Innovation Group
