Developing a dynamic care hub that empowers unique user journeys

This website’s unique engineering focused entirely on each audience’s different needs through cohesion, ease of navigation and accessibility. Our goal was to build an authentic, intuitive and hopeful space while establishing a consistent brand voice. By refining the visual identity, the audience is taken on a cohesive journey that is tailored just for them through the landing page that incorporates links to different pages depending on the audience type and leads them to the corresponding information they need. The experience architecture and design strategies were used to make communication clearer and information more attainable.

The patients and their caregivers would be making a life-changing decision when visiting the Coram website. This site was developed to support a dynamic care hub that took complex information and simplified it in a way that allowed the patients to become self-sufficient during challenging times. This allowed health care providers the opportunity to step in on more critical tasks, and for patients to make fewer phone calls and request at-home visits. These design strategies and content have given patients and caregivers access to the crucial information they need to conduct their own infusion therapies.

Learning at-home infusion therapy can be challenging and scary for patients and caregivers, but it’s a crucial skill as they make a life-changing decision. This user-centered website gives patients and caregivers the care and support they need to confidently administer feeding therapy from the comfort and safety of their homes. The guidance Coram’s new patient experience offered made it easier for patients to manage their therapy with educational and self-serve resources. By building a creative narrative with a view to brevity and clarity, we made patients’ and caregivers’ decisions just a little easier.

With identifiable imagery, consistent messaging and plain language, the website highlights empathy and simplicity so that audiences feel empowered and informed. To best serve the patients and caregivers of Coram, we wrote a series of easy-to-understand guides and how-to videos that not only demonstrated how to conduct at-home infusion therapy but informed the users why Coram was the right choice. These resources especially proved helpful during the COVID-19 pandemic, when patients were encouraged to stay home and needed to make crucial life-changing decisions.

During the pandemic, we created a care kit for the Coram sales team to distribute to hospital providers intended to raise awareness about their new patient experience that was simple, streamlined and supportive. The care kit included a postcard with an overview of the new patient experience, as well as a CVS-branded mask and mustache stickers they could apply– creating a unique opportunity for inside-out branding. This care kit approach successfully cut through the clutter of typical B2B sales materials.

These care kits guided audiences to a new landing. This custom page, targeted toward healthcare providers, provided a deeper overview through three featured videos. The “Why Choose Us” and patient testimonial videos were vital additions for patients and caregivers to receive all the information they need to make a (sometimes rapid) decision.