The Challenge

How create a sales funnel that communicates complexity in the healthcare space.

Here's the summary:

  • Traditionally a GP-led, referral based system, how to do you communicate the benefits of an expert led skin cancer clinic?.
  • Clearly differentiate products and explain their suitability for different people in different circumstances.
  • Work closely with content and SEO experts to provide a visually beautiful site that is optimised for traffic and conversion.
  • Build the plane while we fly it, incorporating on-the-fly changes in NDIS policy and internal company focus.

One design - two countries

Initally starting with the Australian Website, the proposed design, IA and content design had to work for two different markets. This was very challenging as the New Zealand market was more aware of the brand due to the length of time the company had been operating there.

Develop a content strategy that worked for both countries where different regulations are in place

Technical excellence

Previous iterations of the Molemap website were very complex to edit and manage within the business. Part of this project was to replatform to a new CMS more friendly for the client to manage moving forward. This include preservation of key SEO technical optimisations required on this project.

The Solution

Starting with the content strategy, we worked down into the detail of creating a set of high impact, functional content modules, sequenced into content templates and optimised through the content development process.

This allowed us to:

  1. Create a modern website that differentiates Molemap from competitors and other health care options.
  2. Create reusable content modules (across both sites) to allow for quick page creation without sacrificing visual appeal.
  3. SEO optimised from the outset targeting core sales pages as high traffic conversion pages. .
  4. Handle the different needs of potential customers with different risk factors.

The Approach

We used a logical approach starting with thhe core strategy of the sites now and in the future and worked our way through creating a compelling set of modules that could be sequenced into high converting sales pages.

Strategy alignment

Based in New Zealand, we worked remotely with the Molemap team including the running of workshops to gather explicit requirements/unknowns for the project.

Content strategy

Cataloguing and revising the content on the site was a key input to the design of the site. Using SEO reports, content audits and site spidering we created a compreshensive guide to what content we keep and migrate and what content is removed.

Wireframing

Fundamental to the process was ensuring the IA and structural integrity of each pages was fit for purpose before investing time and writing content or designing pages.

Content

Content and it’s visualisation was paramount to the success of the website. Working closely with content writers, rather than shoehorning content in ‘not-fit-for-purpose’ modules, the site was specifically designed to showcase and answer customers’ questions.

Design

Merging content with the functionality and display from the wireframes each pages was crafted for responsive display ready for development. This created a comprehensive component library to the 100s of pages required for the site.

Finished designs

The final designs included all major sales pages including home, product, service comparison, locations and blog page across mobile and desktop. A design system including all the content modules was devised to streamline the development / content process.

Home

Product

Location

Meta

Client: Molemap (https://www.molemap.net.au)

Duration: 6 months

Team: Designed in conjunction with Think32 (https://think32.com.au/)