Creating a New Digital Care Platform

Quick Links

Overview

Aetna’s most costly and high-touch members required significant engagement from Aetna’s nursing staff to ensure their unique needs were cared for and unnecessary company costs were avoided. Surprisingly, this was only done through phone call outreach, and typically through cold-calling. Our team was tasked with crafting the program’s short-term and long-term digital strategy, and designing the first online experience - aimed at allowing greater engagement, efficiency, and cost savings. Because these partners had no experience working with digital, it provided an excellent opportunity to educate and co-create a path forward.

Key Problems & Goals

Problem #1:

While our partners knew that they wanted to create a landing page and a form to capture patient information there were no established KPIs, OKRs, or metrics that typically structure this type of project.

Problem #2:

This was the very first project of a new digital program. In fact, it was a blue-chip program prioritized by executive leadership. While executives were counting on an aggressive schedule, little was documented about this very specialized group of patients, how best to present the value of the program, or the workflows and needs of the nurses that cared for them.

Goal #1:

Aggregate all relevant data points to better understand the patients, the nursing staff, identify gaps in knowledge, and address them.

Goal #2:

Create the personas and user journeys necessary to establish a shared understanding of target audiences, the role the digital experiences would play, and establish long-term opportunities to develop the program and provide much-needed insights for creating a product roadmap.