Case Study:

A customer-focused healthcare content strategy for a modern company

Website by Instrument

Website by Instrument

“I loved working with Wordland. Exceptional team. I’d engage with them again.”
— Doug Sweeny, CMO, One Medical

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:

  1. Take a customer- and content-centered approach to analyzing the old website, identifying what could be re-used and what needed to be updated.

  2. Recommend information architecture and content changes for the website that would align with the still-in-progress strategy for relaunching the One Medical brand.

  3. 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.

Rethinking the website to meet business and customer goals

The old website had known usability problems One Medical wanted to address. The global navigation wasn’t working well, and the home page felt disjointed. It didn’t reflect the smooth experiences One Medical members have in person. It was difficult to learn about membership benefits, news, and the company itself. To appeal to new customers, the website needed to tell the story of what it’s like to walk into a local One Medical office, focusing on the benefits gained from a membership.

The website also needed to provide clear paths to encourage 2 very different audiences to sign up:

  • People who live or work near One Medical’s 60 locations, who might want convenient medical care.

  • Businesses interested in great benefits for employees.

To satisfy the needs of both audiences, Wordland leveraged the One Medical team’s expertise as we led the creation of customer journey maps.

Mapping the customer’s journey for more effective storytelling

In a series of workshops with the One Medical team, we prioritized target audiences based on business goals, then mapped out:

  • The steps a potential customer might take

  • Wants, needs, questions, and concerns at each step

  • Channels they’re interacting with (Google, websites, social sites, email, apps)

  • Content opportunities at each step

The journey maps—and more importantly, the discussions around them—helped One Medical take a step back and look at their customers’ experience more holistically. The maps showed the “key moments” on the website and in email that could be improved.

With this information, the One Medical team could prioritize and focus on the pages and screens (“key moments”) most likely to increase new membership sign-ups and keep customers engaged over time.

Example journey map made in the tool Smaply

Example journey map made in the tool Smaply


Applying content strategy to information architecture

As we analyzed the old website, it became clear that many of the usability problems came from the site’s organization.

Like many of Wordland’s clients, One Medical already had great content. The One Medical content team regularly shared compelling and on-brand articles—the challenge was simply that they were hard to find in the old site architecture.

Wordland created several possible site maps to determine how best to tell the company’s story through the site’s structure and navigation.

Once the direction for the site’s architecture had been agreed-upon, Wordland wireframed pages to show how the key messages we developed with One Medical could be applied to web copy in the future.

An integrated launch led by the One Medical team

One Medical’s business, design, and content team members—along with their partners—went into execution mode. In December 2018, per Doug’s plan, the multi-channel advertising campaign by Goodby Silverstein & Partners, the new identity by Moniker, and the new One Medical website by digital brand agency Instrument launched.

The new One Medical website is even better than we imagined back in the days of site maps and Post-its!

We’re excited to see the business results it will bring One Medical. Plus we’re happy for all of the people who will get excellent medical care with a One Medical membership. (Yes, we signed up for it as a business and we love it.)


Before redesign


After redesign