Case Study:

A customer-focused content strategy for a modern healthcare company

Add caption here about the Canadian design firm

Add caption here about the Canadian design firm

“I loved working with Wordland. Exceptional team. I’d engage with them again.”
— Mark Gopez, Director, Online Marketing, One Medical

Using content strategy as a lever to differentiate

A decade after the company’s groundbreaking beginnings in San Francisco, 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 One Medical to bring that vision to life, in parallel with other agencies with their own expertise: Goodby Silverstein & Partners created the cross-channel ad campaign, Moniker the identity, and XX designed and coded the new website. (You’ll find links to their work at the bottom of this article.) 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 Doug’s still-developing strategy for relaunching the One Medical brand.

First to market, but not the last

One Medical was the first company to reimagine the doctor’s office back in 2008. 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 the healthcare market became saturated with new companies offering convenience through the latest technology within the last decade. The market has also become crowded with marketing messages from industry giants who noticed One Medical’s warm approach to taking care of people in local offices, and its success.

Wordland’s team was excited about the opportunity to help One Medical cut through all the chaos and authentically connect with people through language 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 for 2 very different audiences: people who live or work near One Medical’s 60 locations, who might want convenient medical care, and 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

We started with Post-Its and a strategic plan. 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 those moments identified, we felt confident that One Medical could increase conversions (new membership sign-ups) for both audiences.

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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 the agencies mentioned above, then dug into execution mode. In December 2018, per Doug Sweeny’s plan, the multi-channel advertising campaign by Goodby Silverstien & Partners, the new identity by Moniker, and the new One Medical website launched. It’s even better than we imagined back in the days of site maps and Post-its!


Website before


Website after