MD² Concierge Medicine

Brand Refresh

Overall the brand identity was still very strong and well respected however it had been over 8 years since the last iteration.  One major opportunity was to overhaul the website as it lacked content and was a poor user experience.

I managed the RFP process for vendor selection in which we ultimately selected and engaged with BORN Agency (NYC).  The scope of work was to update brand identity elements such as typography, color, personas, and voice (we did not refresh the brand logo).  The second scope of work was to redesign our new digital presence.  I was the main point of contact between the agency and MD² stakeholders.

This project kicked off with two in-person workshops to help define new personas and an update the brand voice.  We then went through 4 rounds of feedback and finalized the full brand identity.

Website Redesign

The second scope of work included the redesign of both the public facing website and internal portal website. I worked closely with the design agency during every step of the process (e.g., information architecture, user experience design, visual design, and motion reviews).  During the visual design phase we internally pivoted, re-scoped with BORN, and went through additional rounds of design changes to help push our vision.  The new scope included a custom 3d modeled video as seen on the homepage.

Web Development & CMS

I custom developed every aspect of the website leveraging minimal frameworks and carefully animating countless elements.  I reviewed and iterated the website animations with the Creative Director at BORN to keep our vision on track.  ExpressionEngine was implemented as the content management system to accommodate the custom templates and technical requirements of both websites. The new website went live in May 2023 and had a 165% increase in patient enrollments after the first 90 days.  We also celebrated over improved tracking capabilities with a recent CRM integration.

2023 Website Awards

• w3 Awards
  
  • Gold
    
    • Best Website Use of Video Motion Graphics
    • Best Website Redesign
  • Silver
    
    • Best Website Best Art Direction
    • Best Website Health Care Services
    • Best Website Copywriting
    • Best Website Visual Appeal & Aesthetics
    • Best Website Homepage
• DotCOMM Awards
  • Platinum
    • Business to Consumer
    • Health & Wellness
    • Web Element Microsite
    • Website Creativity Website Design
    • Website Creativity Website Homepage Design

View Live Website

Organic Social

I helped establish and maintain the social presence for MD² on Instagram and Facebook (December 2021). We strategically pushed thoughtful organic posts once per week to establish a strong profile with plans to later invest in paid advertising. Our small team met weekly to brainstorm concepts, ultimately creating enough content to schedule out bulk posts and meet less frequently. I was the lead designer and assisted the Marketing Director with copywriting for all social posts.  She wrote all of the descriptions while I helped distill down key messaging into witty headlines and call to actions.

Paid Social and Search

Google paid advertising started roughly one year before my in-house tenure.  A new SEO/SEM agency was hired months before I started in 2021.  I managed the search engine marketing agency, meeting weekly to review metrics and iterate campaign settings to improve CPA (cost per acquisition). I assisted with search keyword and description concepting with some options that included variable location data depending on where the ad was served.  We primarily advertised in locations that were wealthy and relatively close to new office openings.  Geo-targeted advertising was very influential and powerful for conversions and overall brand awareness.  We tried a variety of different ad types with Google however we determined paid search and display ads performed the best for a mixture of both enrollment conversions and brand awareness tactics.

Instagram paid advertising kicked off in April 2022.  A series of tactics were deployed for testing such as funnel campaigns, A+B testing, and boosted posts.  We determined that A+B testing worked the best with our audience.  We primarily made minor messaging differences which helped guide our creative and drive more conversions.  We occasionally retained messaging on both tests and changed visuals. 

We pushed out new advertisements that matched our brand identity, visual design and messaging updates shortly after our new website launched.  The consistency between ad creative and website aesthetic performed better than previous iterations.

I designed and produced all of the static/video advertisements, landing pages and HTML5 banners.

Mobile Application RFP and UX

I worked closely with leadership to gather requirements and spec out functionality for the new mobile application.  I then created wireframes to help illustrate our vision for the next version of the patient and physician facing mobile app.  An RFP was created to help guide the conversation with app development agencies.  I facilitated the meetings between app development agencies and helped choose the right agency for the organization.  The wires were intended to create a foundation for the project and while also gathering accurate estimates from mobile app development agencies.