HEALTHCARE:
Maryland Physicians Care Website
Challenge
Maryland Physicians Care (MPC), a statewide managed care organization for Medicaid, retained BlaineTurner Advertising (BTA) to design and build a new website. The agency saw the new website as an opportunity to increase customer acquisition and grow market share by:
differentiating the organization from competitors,
engaging website visitors in new ways, and
enhancing current marketing initiatives, which had become stagnant.
Situation Analysis
From a technical standpoint, the existing MPC site was well built. It was responsive, ADA-compliant, and successfully allowed the user to enroll in Medicaid or log in to their account. However, the MPC website lacked emotion, differentiation, and engagement. It did not address the needs of their consumer: guidance and empathy.
Strategy and Execution
It was our firm belief that a quality site starts with research, analysis, and organization. We began by identifying MPC’s target audience personas and their consumer journey to build the navigation that delivered the best user experience and interface (UX/UI).
Authoritative and relevant content, based on keyword monitoring and visitor traffic analysis, was developed to enhance search engine optimization and prompt immediate responses from our audience. Conversions, such as email opt-ins and downloads, were created to be measured and used to form relationships with site visitors.