The web as a business tool
We needed to find a way to make the web platform function as a tool for supporting the organisation’s goals, rather than letting it remain a source of frustration. But, in order to make digital tools work as a medium for prioritisation and general decision making, we had to look at data.
Having a well-functioning platform allowed Capio to collect data in a structured way. The results from the data enabled Capio take decisions on which functions and external tools to integrate on the web platform, such as job ads, image banks, national healthcare e-services, call queue functionality, etc. were integrated based on this.
An outside-in perspective
One of the issues we encountered was the fact that many of the decision makers in the process had the important medical factual knowledge, but not necessarily the editorial or web-specific skills. If we were to deliver on our promise of improved processes and operations, we had to work on educating and supporting the many editors working around the business.
Through workshops, trainings, quarterly newsletters, and an online editors' manual and playground, we improved their level of web skills and ease of access to updated information. Using models like impact mapping also enabled us to identify a need for differentiated user groups and to define a method of communicating with them. That also increased the level of understanding of the needs and behaviours of their users, and made it more clear for both decision makers and editors to create adequate communication.
We worked on creating a shared framework for communicating the users. The tone of voice, for example, was adapted to match patient levels of familiarity with the topic, rather than the inside-out way of using medical jargon and industry-specific terms. Visually, this was also reflected by creating and choosing imagery that expressed warmth and humanity rather than bleak, empty hospital corridors.
One platform to rule them all
In many ways, Capio's new approach to online communications boiled down to one decision: an agreement to consolidate their operations on a single digital platform. Today, almost five years later, this platform still handles the entirety of Capio's digital communication and services.