Building Awareness around a Wide Range of Benefit Offerings
Humana, a leader in individual, group, dental, vision and military healthcare needed to better educate their customers on their wide variety of benefit offerings. We actively work with a breadth of organizations to simplify and improve healthcare experience design. Humana recognized the natural fit and contacted us to help engage their customers with the wide variety of healthcare services they offer.
The challenge they faced was how to create an experience to support education and sales on one of the more complex product suites they offered. To complicate matters, this tool would need to have capabilities to personalize itself based on the needs at individual business customer level. Education for the tool would be targeted directly to consumers, however would also need to serve as a tool for the sales team to use in their B2B sales cycle.
We were up for the challenge. We set up stakeholder workshops to best interpret Humana’s needs. We also created a comprehensive user profiling content matrix, content outline, script and storyboard. Our team then created working prototypes, video production, an action script, testing and integrated the Content Management System (CMS).
The final solution became known as the Virtual Guidance Tool. Beyond just a demo, it has become a platform for guided selling that exceeded the needs and expectations across stakeholders and audiences from brokers to consumers. The robust functionality and configuration-based approach to the tool allows for great flexibility in its design and operation.
Humana was extremely impressed with our in depth research and knowledge of the healthcare industry. Our diligence and process resulted in a fluid, interactive and informative experience. Our ability to provide an innovative approach to guided selling is now translating well with their sales force.
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