Medical App Repositioning Case Study – Providence Health
Repositioning a medical app to deepen relationships and boost engagement.
How it started
Providence Health’s patient app was designed to make healthcare simpler — providing appointment scheduling, test results, and provider messaging in one place. But despite a solid product, adoption was slow. Downloads lagged, retention was low, and engagement fell short of expectations.
The business goal was clear: increase app downloads by 30 percent in 12 months and strengthen patient engagement across all service lines. But beneath that metric was a bigger challenge — trust. Patients didn’t see the app as integral to their care, and providers weren’t confident it added value to their workflows. In a system built on human connection, the technology felt disconnected from the relationship.
Providence needed to reposition the app not as a digital convenience, but as a trusted extension of the care experience — something that made both patients and providers feel more connected, supported, and in control.
What we did
We paired behavioral data with qualitative research — analyzing usage patterns to see where engagement dropped, then interviewing patients, physicians, and nurses to understand why.
Our A-ha moment came when we discovered that adoption depended less on marketing and more on trust. Patients didn’t download the app because it existed; they downloaded it because a care provider recommended it. The relationship was the trigger.
We reframed the strategy around that human truth.
Repositioned the app as “Your care team. Your app. Your health.” — connecting its purpose directly to the patient-provider relationship.
Developed tailored messaging for two audiences: providers (to drive recommendation) and patients (to build confidence and ease of use).
Launched integrated campaigns including video, email, and in-clinic assets to align digital and in-person experiences.
Streamlined the onboarding flow and updated in-app language to reinforce clarity, trust, and follow-through at every step.
How it’s going
Within 12 months, Providence exceeded its goal — achieving 472,000 new users, a 37 percent increase year over year, the largest growth since launch. But the numbers only tell part of the story.
Providers now play an active role in patient activation, and the app has become a trusted part of the care journey — a tool that supports follow-up, simplifies communication, and sustains continuity. Patients describe it as “how I stay connected,” not “the hospital app.”
Internally, Providence aligned marketing, digital, and clinical teams around a shared CX vision: one that starts with trust, meets real needs, and strengthens relationships across every touchpoint. The app has evolved from a product to a relationship platform — delivering both measurable growth and deeper engagement between patients and their care teams.
“Videos for awareness have been great,” – Megan Charko, Customer Experience Lead, Providence Digital Innovation Group
