Bringing the Spirit of an Organization Online

The Capital District Physicians’ Health Plan—CDPHP—is an award-winning, nonprofit, physician-founded and guided health plan serving 24 counties throughout New York State. Known for its person-centric approach offline, they wished to replicate this experience online. Technical and design support from Mad*Pow was exactly the right prescription.

Project Highlights

  • Developed an information architecture for flexibility and scalability
  • Infused the site with interactive content to inform, educate and engage users
  • Optimized content to improve search engine ranking and discovery

Reflecting Customer-Centric Values

CDPHP prides itself on being affordable, accessible and always acting in the interests of their patients and their community. They’re that trusted neighbor who always has great advice. Such a neighbor is reliable, so Mad*Pow’s solution began with developing a scalable, flexible information architecture that would stand the test of time.

Putting Plain and Simple Back in Insurance

Insurance content isn’t known for its friendliness and ease. But CDPHP is. Directed by research-backed personas, Mad*Pow crafted content with a friendly tone and simplified language, then organized it according to the way we think. Wellness hubs form the basis of the new structure, seamlessly leading people to related content to explore and benefit from.

Increasing Discoverability

After careful assessment and analysis of the extremely competitive insurance search landscape, Mad*Pow optimized CDPHP’s content—without sacrificing the person-centered approach—to ensure top rankings for both branded and non-branded terms.

New Life for a Strong Brand

The new site ( was a finalist in the MITX Interactive Awards in the Branded Content category. More important, due to audience gateways, dynamic personalization and plain language, insurance searchers in New York now know CDPHP is one of the people in their neighborhood.


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Bringing the Spirit of an Organization Online


Visti the CDPHP Website
Amy Cueva Founder and Chief Experience Officer   Contact Amy
Dana Young Content Strategy Director
David Thomas Creative Director
Andrew Klein Principal, Visual Experience Design   Contact Andrew
Jon Mackin Digital Strategy Director
Mickey Burns VP Project Management & Delivery
Morgan St. Laurent VP, Visual Experience Design   Contact Morgan
Christina Persson Experience Design Director
Dan Berlin VP, Experience Research   Contact Dan

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