Mad*Pow - Healthcare Case Studies

OVERVIEW

Journal Watch is a spin-off publication of the New England Journal of Medicine. They had a strong sense of demographic information, for example, what percentage of their readers and subscribers were interested in specific specialties. However, the publishers were uncertain that their offering was aligned with their true content needs. Demographic data wasn’t enough for them to properly serve their readership. There was an overabundance of audience knowledge that wasn’t leading to concrete solutions for messaging and content. They wanted to better understand their subscribers via field research and develop personas to cement their understanding of the audience.

Case Studies

Mad*Pow Partners with Journal Watch to Perform Research and Create Provider Personas

Mad*Pow Partners with McKesson to Create a Vision for Medical Management

Mad*Pow Partners with Aetna to Conceptualize their Vision Of Healthcare Information Delivery

Mad*Pow Partners with Aetna to Improve Member Satisfaction and Individual Market Conversion

Mad*Pow Partners with Brigham & Women's Hospital to Improve the Navigation and Modernize the Look and Feel of their Website

PROCESS

Mad*Pow experience designers conducted stakeholder interviews to hear how Journal Watch readers perceived the current content offering and discover basic assumptions. We then conducted 24 phone interviews with physicians, both subscribers and non-subscribers, in widely ranging demographic and geographic areas. We also performed a modified affinity diagram of the data set and map data clusters to a medical information consumption lifecycle (from the need to acquire information to storing or archiving i). We analyzed that rich data to create the detailed and memorable personas.

RESULTS

Through the personas, the Journal Watch team now have an actionable set of ideas for how each one must be considered within the context of their messaging, and what the gaps and unmet needs are in their current offering. From that knowledge and understanding of their readership they can create the right content to satisfy their various types of readers and potentially gain more long term subscribers.