Case Study

Transforming the digital channel in healthcare

Creative Good conducted a research project on a healthcare company's online channel to reveal potential customer experience improvements.

The Challenge

After years of accumulating content and navigation, the online channel was no longer serving patients, family members, or referring providers with a good experience.

The Opportunity

By improving their online user experience, the client had an opportunity to increase inbound patient inquiries and referrals.

Creative Good Process

Creative Good conducted listening labs in a market research facility, including respondents from all three major constituencies: patients, family members, and referring providers.

We also led discussions between each listening lab with a client team from marketing, sales, and executive leadership to build consensus about the user insights being revealed.

Strategic Insights

  • There were key similarities in how all users, regardless of constituency, wanted to engage with the online channel.
  • Customized online content, for specific constituencies, was less important than a few specific kinds of content, and navigation to move between them.
  • Users were much more interested in multimedia content than the client had assumed, prior to observing users in listening labs.


The Creative Good synthesis contained three sections – content, site organization, and defining location – which listening labs had revealed to be most important.

Industry: Healthcare

Services: Customer insights

Tools: Listening labs