Fusion Web Clinic, a healthcare software company, was launching a revenue cycle management service (RCM) at the beginning of 2019. Within the industry, most RCM services handle the entirety of a clinic's billing process. Fusion's service only handled one component. We had never launched a distinctly different service like this before, so there were challenges associated with it.
I was responsible for marketing efforts and lead generation. Over the course of this project, I played numerous roles from art director to copywriter.
Objectives
1. Differentiate our new service from our software.
2. Create an engaging written and visual narrative for the service to attract customers.
3. Set ourselves apart from competitors.
4. Accurately communicate that our service was not a full RCM service, but rather a single component of the cycle, all the while not detracting from how useful our offering was.
Challenges
1. Distinguishing the service as a separate but connected product from our main software.
2. Accurately communicating a confusing service.
3. Executing the project in an extremely short time-frame.
Messaging
Role: Project Lead, Consultation, Copywriting
One of the first steps I take when marketing a new product or service is to better understand it. I started by interviewing team members who were working on the project and researching the industry as well as competitors. I then wrote descriptions of what the product was and why people might be interested in it. Lastly, I created bullet points of the real-world benefits it could bring to customers and created elevator pitches around those benefits. 

At this point, I was ready to tackle our service's name.

Our team was initially going to call the new service by the generic industry term "Revenue Cycle Management" or "RCM" for short. I steered us away from this for two reasons:

1. Calling it Revenue Cycle Management would be confusing and too clinical. Our service doesn't actually manage the entirety of the revenue cycle (only one slice of it), and many practitioners aren't familiar with the "revenue cycle" terminology. Calling it RCM wouldn't be effective communication and could lead people to believe the service is broader in scope than it really is.

2. There was a lot of potential to stand out from the crowd and be relate-able. Many of our competitors were using generic or confusing terms to talk about their RCM services, and none of them had leveraged effective branding to engage their audiences. This was an opportunity for us to be different.

After some brainstorming and discussion, our team settled on the name Assisted Billing. This name more accurately reflected the type of service we were providing, and it used terminology that our audience would be more familiar with. It also had room to grow because there were plans to expand the service down the road.
Branding
Role: Strategy, Art Direction, Design
As I mentioned earlier, I noticed that none of our competitors were bothering to use a visual identity to promote their RCM services. To get ours to stand out, I produced a cohesive visual narrative and branding kit to help promote the service.

For the service's logo, I knew that giving people a visual anchor to latch onto would help them understand what we were trying to do. 

In order to be effective though, the visual identity needed to connect directly to what our customers are doing in the real-world. It needed to be something that everyone could relate to. After a lot of research and brainstorming, I settled on a medical claim form (the CMS-1500) as a visual anchor because it was iconic and ubiquitous. The people we wanted to reach have to handle these forms constantly.
To create the visual identity based off of the anchor, I started by deconstructing the claim form. I cut it up into pieces and closely examined all of the complicated fields, line patterns, and structure.
From there, I recreated the paper form by hand as a digital vector file so that I could begin manipulating the form's visuals. The following image shows an overview of my design iterations based off of the claim form.
In the end, I created a simplified icon that was inspired by the visual essence of the claim form. 
I also designed a set of custom icons to help represent the various talking points and components of the revenue cycle.
I wanted to humanize our service and make it more relatable, so I created some claim form smiley faces and a custom CMS-1500 claim form emoji based off the 100 emoji.
Two custom emojis for the campaign.
Direct Mail Campaign
Role: Project Lead, Art Direction, Design, Packing
After limited success with digital marketing channels, I decided to give direct mail a try. The CMS-1500 claim form presented itself to me as a prime candidate for being remixed into a direct mail piece. It would be familiar to the people receiving it, and they wouldn't expect a creative remix of it so it would be a clever surprise when they saw it.

During my interviews with team members, I stumbled on a major value point and a competitive advantage of our service that no one else on staff had conciously identified: transparency. Because of the way our software and claims service worked, we would be able to provide a level of transparency with the customer that other services could not. After talking to people about this reality, I soon discovered that this could be a major selling point for the service. So, I ran with it.

I wondered if I could use the transparency value point as a visual metaphor by sending the direct mail piece in a clear mailer.

I vetoed this idea however because I thought that seeing a clear mailer would scream "marketing/gimicky" when they saw it in a pile of mail. It might have had the effect of standing out and being different, but I didn't want to take that risk of it being unconsciously degraded in someones mind and then thrown away. I wanted them to actually have to open the envelope to see what was inside. The package was the first impression, and I didn't want the package to give the markety/gimmick impression. 

Instead, I had the idea of making the mailer itself transparent. This approached seemed more novel and interesting, and it re-inforced the visual metaphor of the claim being transparent and our service being transparent.

At this point I had my final concept: a transparent claim form as a direct mail piece.

I ordered several different paper types to test to see which one would work best. I discovered that printing on transparency filters wouldn't work because they were too clear and you couldn't actually read what you were holding. Vellum however worked just right. 
Landing Page
Role: Layout, CSS Styling, Copywriting
Coming soon.
Content Marketing
Role: Coordination, Idea Generation
Coming soon.
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