Health First

Phase2 partnered with Health First stakeholders to construct the digital experience from the ground up. Through future vision workshops, we established principles (engage, retain, convert) and developed user archetypes whose motivations, goals, wants, needs, pain points, and health journeys informed the frictionless pathways that we built. We evolved their brand identity—infusing personality and depth to reinforce Health First values and build trust and loyalty.

Placing the consumer at the very heart of the digital strategy allowed us to create an experience that always meets people where they are with their health and wellness. 
From ideation to implementation, we helped lead Health First on their transformative digital journey. 

Phase2 built a platform to provide consumers with the information and resources they needed quickly and seamlessly. These site activities encompassed everything from finding a physician and scheduling an appointment to researching and selecting a health plan, to getting Medicare updates. We integrated cutting-edge technologies on the backend with inviting design, plain language content, and intuitive pathways on the frontend.

We integrated an open-source design system to express the brand (typography, iconography, color, layout) and make it consistent, interactive, immersive, and emotionally resonant. The design system reinforces brand adherence through canonical elements—easing content creation for Health First’s marketing team. Our extensive user testing informed an accessible, fresh UI, navigation, and emphasis on provider search functionality (via Kyruus) that expedites and simplifies the entire experience.

Phase2 created a proxy layer that allows Health First to securely control any HIPAA information and data that is shared with the new Acquia-hosted Drupal digital experience platform (DXP). The platform integrates with third party APIs and has the ability to expand as Health First’s technology stack evolves. We assembled a data analytics pipeline—bringing together Google Analytics 4, BigQuery, Google Tag Manager, Hotjar, and Looker Data Studio—which enabled us to assess the user experience. 

Finally, to evaluate success, Phase2 created a data measurement strategy, captured in a Digital Measurement Model. We go beyond out-of-the box metrics like pageviews and visits—tracking conversion events, as well as the content engagement and marketing reach metrics. This blueprint enables Health First to measure the success of their new digital experience and informs future iterations. 

For Health First, a successful relaunch of their new brand and platform includes:  

• An elegant experience that articulates the new brand and promise Health First makes to the community while providing the support to easily manage care thereby nurturing long-lasting relationships
• Pathways that convert needs into action—engaging consumers and offering a smooth path to information like appointments, health plan enrollment, and event registration
• Cutting edge tools and an enterprise platform that integrates with APIs and provides the foundation of a feature-rich experience for both site maintainers and consumers 
• Adherence to accessibility standards that make inclusivity the norm and reduce friction across the system 

Ultimately, success lies in achieving the larger organizational goal—improving the health and wellness of the community through exceptional care and a friction-free experience.
 

A Promise of Wellness 

Since 1995, Health First has made this promise to their community—deliver ease, access, value, and delight. Their rebrand and fresh platform reinstates this commitment with a clear vision: The future is well.

For nearly 30 years, Health First has continued to evolve but their emphasis on enhancing the health and wellness of their community members remains a priority in sharp focus.