Demonstrating Thought Leadership on Healthcare Reform
A video and white paper download form helped to engage insurance industry decision makers.
Healthcare reform, specifically the Patient Protection and Affordable Care Act (PPACA), was transforming the way consumers engage with health insurers. To demonstrate thought leadership in this arena, a digital agency created a video highlighting the challenges and opportunities presented by the new digital age of online health insurance exchanges.
As part of a business development initiative, I was asked to create a landing page where this video could be viewed, and where a white paper on PPACA’s impact of on the health insurance industry could be downloaded. The primary goal was to collect contact information for new business prospects within the health insurance industry.
Through strategy discussions with the business development stakeholders, I learned that they wanted the video to be “discoverable” in organic search results. Since their original plan to create a “stand-alone” landing page would not be effective in meeting this goal, I recommended hosting it on the Roundarch Isobar website. But since the requirements for the page (video player and form fields) were inconsistent with the structure and intent of the main website sections, I proposed hosting it within the blog section of the site, and leveraging the blog template with some modifications.
My recommendations were accepted, and I developed wireframes and user flows detailing how to implement this plan in support of their business development objectives.
Wireframe leverages blog page template with addition of form fields in right column
Form field error messages
Option A - "In Page" download "thank you" message
Option B - Modal window download "thank you" message
