As one of the largest privately-held medical supplies manufacturers in the U.S., Medline has supplied healthcare systems and facilities with their premiere products for decades. As they planned to enhance their direct-to-consumer market, they realized that one of their strengths – creating a wide variety of products within a category – was a challenge for their consumers. How do you know which mobility device or home safety equipment is right for your personal needs without having a nursing or medical degree? Medline needed a way to help guide individual consumers to pick the right product simply, easily and quickly.
The answer was quick, self-guided assessments that resulted in the appropriate product based on their particular needs being presented for purchase. The consumer clicked through and answered a handful of multiple choice questions that were presented in in everyday language. The questions were short and sweet – and held no judgement or technical jargon. Result: consumers could pick out and purchase durable medical equipment on their own, while Medline could get the correct options in front of them.
Based on our extensive Discovery, we identified two key groups of products, mobility aids and bath safety, for the self-guided assessments. There were several essential components that had to be worked out and were addressed together:
And, this needed to be built out within the actual CMS, without necessarily using an ancillary quiz product, per project requirements.
While the product copy was being demystified for the consumer audience, we collaborated with the product specialists to identify and map the logic – ultimately being built out and tested in the CMS.