The Patient Advocate's Chronicle: Customer discovery and website development
Creating a new community for those managing a chronic illness or autoimmune conditon
Claire Sachs had been a “cog in the wheel” of the American healthcare system for over 30 years. She was looking for a way to share her personal experiences and lessons learned with a broader community of patients and medical professionals, and to build an online community of resource-sharing and support that would help people better manage their conditions, navigate complicated healthcare systems, and feel more empowered overall.
Claire needed a distinctive brand and website that would serve as both a practical resource and a place to offer encouragement and support, as well as an avenue for her to share her story through blogging. In addition, Claire needed to create a promotional strategy that would complement the goals in her business plan.
In order to identify Claire’s niche and better define her expertise, The Good Lemon conducted extensive competitive research. Since there is an existing community online for those managing chronic health conditions, we conducted one-on-one customer discovery interviews to find out what was being provided to this community, and what was missing. The interview participants were carefully selected due to the sensitive nature of discussing medical information.
Claire's audience was looking for more than just inspirational quotes or a space to vent. Through our interviews and research, we discovered an opportunity for Claire to provide practical, purposeful information and resources on the logistics of managing healthcare and chronic illnesses, and to help people find peace of mind and take control.
The Good Lemon worked with Claire and designer Dana Reinert to develop a logo—including her Monster, a symbol representing her conditions—and her brand colors and core messaging. We developed a website using the Squarespace CMS and extensively trained Claire on the ins and outs of the system. In order to streamline the content development process for her blog, we set up an editorial calendar and helped her develop a bank of blog posts.
Once launched, we tapped into Facebook, Twitter, and Mailchimp to begin to build her audience. The Patient Advocate’s Chronicle was officially launched in March of 2017.
- Customer Discovery
- Strategic Consulting
- Website Development (Squarespace CMS)
- Social Media Strategy and Management (Twitter and Facebook)
- Email Marketing
Cohesive brand including name, logos, colors, and fonts
Customized Squarespace website template with layout and copy for sub-pages and blog
Ongoing marketing and digital strategy consulting