People-centered strategy for a people-centered company
More than a decade after the groundbreaking company was founded, One Medical’s CMO Doug Sweeny had a vision for how to reintroduce the company to new audiences.
Wordland had the privilege of working with the One Medical team to bring a healthcare content strategy and vision to life along with their exceptional partners: Moniker provided the gorgeous new identity; Instrument designed, wrote, and built the new website; and Goodby Silverstein & Partners created the cross-channel marketing campaign. For this project, Wordland’s objectives were to:
Take a customer- and content-centered approach to analyzing the old website, identifying what could be re-used and what needed to be updated.
Recommend information architecture and content changes for the website that would align with the still-in-progress strategy for relaunching the One Medical brand.
Clarify key messages to communicate to consumer and business audiences.
First to market–with competition quick to follow
One Medical was the first company to reimagine the doctor’s office when they opened their first office in San Francisco in 2007.
What do they offer? For a reasonable annual fee, One Medical members get access to great medical care in person in cities across the U.S. and via the One Medical app. One Medical accepts most major health insurance plans, and offers a much better, modern experience when you need a doctor.
But today the healthcare market is saturated with marketing messages from industry giants and new companies who may have noticed One Medical’s warm human approach, its local offices, the awesome app, and resulting success.
Wordland’s team was excited about the opportunity to help One Medical cut through all the chaos and authentically connect with people on the new website.