Case Study
Building a Dynamic Content Hub for Healthcare Marketers
Revive
In January of 2022, I was tasked with creating a website resource that would allow Revive’s clients to keep up-to-date with healthcare marketing news, thought leadership, and new agency capabilities with the goal of organic growth opportunities.
As a user-first advocate, I set out to discover what problems our clients are facing in their work to find a solution that would most benefit the client while also solving Revive’s business need.
Research
Stakeholder Interviews
In order to get a better understanding of the goals that our stakeholders had for this website, I conducted interviews with 6 stakeholders on the project including the Chief Client Officer, Chief Brand Officer, SVP of Client Experience, SVP of Content, VP of Strategy, and Senior Brand Manager.
Key Takeaways
Business Goals:
- Build credibility + add value
- Build deeper client relationships
Types of Content:
- Content that speaks to the specific needs of our clients
- Research + data
- DEI & health disparities
What Success Looks Like:
- New OG opportunities
- Spark conversations with account teams about new ideas
Primary Users:
- 80% Health systems
- 20% Health tech + new entrants
- VP or Director level in Marketing and Communications
- Involved in the day-to-day work but with decision making power or sway with leadership
Value to Our User:
- Users think “Revive has the solution to my problems”
- Tidbits of information to share with their internal team
- Easy access to our SME’s
User Interviews
After gathering my findings from the Stakeholder Interviews, I wanted to talk to our users and discover what problems they were facing in their departments to see if I could validate the idea that our clients are looking for more resources.
Based on the stakeholder interviews, I knew that I needed to talk to VP or Director level Marketing and Communications professionals within Hospitals, Health Systems and Health Tech brands.
The goal was to speak to 5-6 users, but unfortunately we had difficulty finding willing participants who also had experience with Revive, so in the end I only got to interview 3 people:
- Marketing & Insights Manager for a large children’s hospital
Director of Marketing and Communications for a mid-sized regional health system
State Relationship Marketing Manager for a large university health system
Key Takeaways
User Goals:
- Build credibility + add value for their internal team
Types of Content:
- Digital marketing in and out of healthcare industry
- Industry news
- Competitor news
- Templates and quick start guides
- Proving value of marcomm to leadership
Considerations:
- Help the client sell themselves to their leadership – so that we can get larger engagements
Audience
As previously stated, the users for this content hub would primarily be marketing and communications professionals at the VP or director level within healthcare organizations. After speaking with my three client participants, I put together a quick persona that defined some of their attitudes and needs. I then created a journey map with the persona, Mary MarComm, in mind.
Solution
Based on my interview analysis, I put together the main content topics and content types that our users would want to see and began organizing the information architecture.
I also used the journey map to identify key features that the content hub would need, such as saving and sharing articles, adding items to a call agenda, and setting preferred topics.
From there, I began putting together loose sketches in Miro, which spiraled right into Wireframing as I thought things through and added more and more detail.
Since this resource hub would likely be viewed on desktop by most users, I focused on creating a desktop version that worked well for testing first, with plans on building a mobile-friendly version after iterations were made.
