Digital transformation.
BOSTON SCIENTIFIC
Problems
- Boston Scientific has a premium market position + a physician-centered sales approach. However, in the changing healthcare climate, patients, caregivers, + other healthcare professionals need to be served.
- Varied businesses’ + new companies’ purchases result in silos in customer-facing communication.
Challenges
- How might we transform Boston Scientific’s brand system across 13 thousand products, 100+ countries, + 24 million patients treated yearly?
- How might we bring along 6 silos businesses?
- How might we bring Boston Scientific’s original visionary DNA back to life while transforming it to adapt to current signals of change?
Solutions
- Transform the user experience + visual design systems across all digital touch points.
- Create core building blocks + flexible, unique building blocks for businesses’ flexible needs.
- Human-centric vs product ad technology-centric.
- Based on research, embed tools + platforms that patients, caregivers, clinicians, + healthcare administrators need.
Results
- Fresh, scalable design system that focuses on humans first + unifies the brand across businesses.
- Transforming the brand across all touch points.
- 200% increase in visits to patients’ content per month.
- 15% increase in scores for patients’ site satisfaction.
- 15% increase in average monthly visits to brand stories.
- 8.5% improvement in engagement rate.
Personalized brand story.
Insights from customer research led the brand’s story: Solutions that matter most, pursuit of excellence and deepest collaborations. This enabled end-to-end user experience and personalization for patients, caregivers, healthcare professionals, and hospitals administrators.
Beyond the product.
Customers are increasingly expecting value + services beyond the product. Through design thinking-led workshops with customers, we uncovered their needs across Boston Scientific businesses. One such need is a calculator demonstrating longevity battery-saving costs compared to similar competitors’ products. It allows healthcare professionals + hospital administrators to assess implanted medical devices’ ROI over time.
Brand system extensions.
Transform the Boston Scientific global brand system + expand its touch points + applications while leveraging its DNA to address current + future customers, markets, + internal needs.
Modular system.
Research defined the touch points, needs of patients, caregivers, clinical teams, + hospital administrators through a scalable, responsive design system enabling local + global brand transformation + applications.
“ …It looks slick, modern, and is very easy to navigate. It’s great to see the consistency of the way we describe our businesses while displaying innovation and patient focus. I know this has been a long journey as we started with an old site, 100% US oriented, and very disparate capabilities across BSC that were disjointed internally and to our external customers… now its first class. I really love it.”
Boston Scientific CEO
By the numbers:
200% increase in visits to patients’ content per month.
15% increase scores in site satisfaction for patients.
15% average monthly visits increase to brand story.
8.5% improvement in engagement rate.
Awards.
Marcom Awards, Platinum Award.
