When ASR approached Vibation they were looking to transform their outdated website. While ASR was a leader in delivering health benefits at affordable prices their web presence did not support their image. ASR had over twenty years experience running self-funded health plans for 100's of business and government agencies and was in the process of launching a new line of fully insured products under the new brand Physicians Care Health Plans. ASR had presented Vibation with two objectives.
- Brand - ASR needed Vibation to build two distinct visual brands and create a brand experience for all of their site users that matched their offline services. ASR needed two brands that could stand up to the two most dominant health care brands in their market.
- A Complicated and Time Consuming Quoting Process - The quoting process for health plans is complicated and requires a lot of information. ASR received many requests for quotes with missing information, which then required a lot of legwork for their staff to reach out and gather.
Creating a Web Experience to Match their Well Know Competitors
Two Visual Brands
Working along side a print agency that was redesigning the brand offline we helped to refine the messaging and visual language of these two companies online. Each brand had to speak to the audience differently. ASR Health Benefits would be utilized more by large corporations in a national scope. Physicians Care health plans was focused more regionally and had more flexible and alternative health plans. All throughout the site the goal was: same content different brand.
Build Relationships
ASR had 5 different types of users to cater to, each with a different set of needs. Serving that many users on one website is not easy, but we developed an information strategy that could succeed on both sites. The first step was to break the site up into distinct sections for each of the five user groups. Since most of the users would be repeat visitors, we created a dedicated area of the home page for each user. Each user section delivered a set of targeted content, tools, and access to their respective login areas to manage their accounts. For members we delivered health tips, for employers the latest news in health benefits.
Complicated Quoting Process Simplified
Getting a quote for a health plan is not a simple process. We created an application that allows ASR to gather the 100+ pieces of information they need to accurately create a quote. This process saves ASR sales staff a lot of time gathering information. Agents drive much of ASR's business and this tool allows them to submit information for their clients quickly and easily to ensure that they receive timely and accurate quotes for their clients.
Delivering a Customized Directory for Offline Usage
The Physicians Care directory is constantly growing and the website needs to deliver the most current information. Users need targeted information and the portability of the pdf format.
Vibation created a system that dynamically creates a PDF of the full directory every day to ensure the information is never out of date. The system allows users to save every search as a PDF so they have an easy to print reference listing of the providers relevant to them.
Content Synchronization
Though each website contains a unique set of content, ASR needed some sections to be the same. They needed to be able to enter the content once and have it appear on both sites with the unique style of each site.
- Enter Once, Appear Twice - Our data synchronization allows ASR to enter career opportunities once and have the job listing appear in both locations. The two hundred terms of the glossary are synchronized, so ASR can stay on the same page as its customers.
- One set of Content, Two Styles - To keep the styles unique we designed a structure the content producers could use to create their content and set style sheets that keep each site looking consistent and distinct. The Provider Directory also shares one database that delivers a display that is unique to each site
THE RESULT - A brand and website that works for the company and its customers
The new website accomplished the objectives ASR presented to Vibation and more. The improved online brand better matches ASR's services. Agents now get a better response and can submit information on their time not on ASR's. The improved provider directory gives users the most up-to-date information at the very moment they need it.
About ASR/Physician's Health Care - ASR Health Benefits (www.asrhealthbenefits.com and www.physicianscare.com) was founded in 1984 to help employers provide a quality health benefit plan to their employees at an affordable price. Since then, ASR has helped hundreds of employers accomplish this goal.