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NaviNet case study: Balancing different messages for multiple audiences in the healthcare market
As the country’s largest real-time healthcare communications network, NaviNet speaks to many audiences, including providers, patients, partners, and health plans. Their challenge was how to communicate with several audiences in a very complex marketplace.
End-to-end rebranding
Methodologie and NaviNet worked together on an end-to-end rebranding, including strategy, messaging, logo and identity system design, a new website, internal and external brand launches, and staff training and support. In broad strokes, what we accomplished boils down to clarifying the brand and creating ways to get the right message to the right audience. We consolidated multiple brands under a single name, articulated NaviNet’s offerings in a clearer and more cohesive way, created audience-specific messages, and then brought the staff on board with training.
The definition of a hardworking website
As the company’s main touchpoint, NaviNet’s website reaches the four primary audiences with different messages tailored to each audience’s specific need. The home page steers users straight to the content and features they need, without letting the site’s robust offerings get in the way.
The site also balances several important functions: In addition to marketing, it is an information resource and the portal through which clients manage complicated and critical tasks, such as billing, medical records, and insurance programs.
