Crafting a B2B Website for Patient Access Orchestration

Over the summer of 2021, I worked closely with a UX Strategist, Content Strategist, and Associate Creative Director to lead the visual design of a new B2B website for ABOUT, formerly Central Logic.

Central Logic launched a rebrand and needed a website that accurately portrayed their new vision for patient access orchestration.

The primary users were defined as:

Clinical Leaders – CMOs & CNOs who are thinking about patients’ access to care and outcomes.

Operational Leaders – COOs and CTOs who are thinking about streamlining operations and reducing staff time and burden in managing patient access and flow into and beyond acute care.

Strategy & Growth Leaders – CEO, CFOs and CSOs concerned with the efficient use of resources and responsible for creating resiliency and growth.