Healthcare Bluebook

Healthcare Bluebook

Healthcare Bluebook is an online shopping solution for those in need of medical attention. Healthcare Bluebook's purpose is to protect consumers and companies nationwide from overpriced, low-quality healthcare.

With the main stream of revenue coming from employers, third party administrators, and benefits brokers, it was important to build a site that would cater to the needs of our audience - most notably a strong ROI, an easy-to-use platform, detailed reporting, and low-lift implementation just to name a few…

Goal

The goal of our market-facing site would need to represent something sophisticated, need to be easy to navigate, and be able to guide potential business in the right direction to find the solution that would fit their needs best.

Research

What was most important to us was generating market-qualified leads (MQLs) from our site to find potential customers to pass off to the sales team. Through competitive analysis and understanding the sales process of our product.

I sat in on multiple sales calls and studied a wide variety of sites in the space. What I found most important in the healthcare benefits space was value props and ROI. Many HR managers care most about the value the product would bring to their team, and most brokers care about what kind of return they would receive upon investment. We found that a healthy amount of the two at the start of each page would give the user enough incentive to explore solutions presented throughout the page.

We also were able to set up heat map tracking with our old site to see where users were drawn to go first, where they thought the page would take them, and feedback on frustration through bounce-rate.

Strategy

It was important to separate our solutions into specific pages, as well as pages of their own to guide specific consumers to what would fit them best without getting messy.

With so many complex ways of implementing the product to different needs we found this sitemap catered to the needs of any potential lead that would find themselves at the homepage.