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- Brand workshop, Strategic Recommendations, Information Architecture, Website Design, Dynamic Product Presentations
- Coloplast approached Story with a major communications challenge: how to make a huge amount of information about highly sensitive medical conditions accessible to a wide range of people.
Coloplast develops products and services that make life easier for people with very personal and private medical conditions. It works in ostomy care, urology and continence care, and wound and skin care – all intimate healthcare problems that demand great sensitivity to patients’ individual needs.
At the heart of Coloplast’s ethos and way of working is the notion of ‘listening and responding’, a value that has earned it acclaim as the most open and responsive business in its field. Coloplast wanted this value to be apparent in every aspect of users’ web experience.
Building on this, and based on our healthcare expertise, Story’s strategy was to adopt a community-driven approach that could both build on the desire of Coloplast to engage with its patients and serve their demands for ever more information and advice on their condition. In other words, we proposed to help Coloplast.com move from a traditional corporate website to an online publishing solution that uses social media tools to become the first choice for patients whatever their information requirements about their condition.
Concurrently, the site needs to recognise and respond to the needs of its other audiences – a diverse group including nurses, buyers, employees, other healthcare professionals and other stakeholders.
The finished product is a platform that facilitates better communication between Coloplast and its audiences, helping to genuinely improve the quality of people’s lives. It also satisfies a long list of marketing objectives, including lead generation, increasing perceived value of Coloplast, and integrating digital media as a key component of communication.
It’s proof that with a proper understanding of a client’s business and a detailed knowledge of its audience there need be no tension between what an audience wants to know and what a business wants to tell people. Smart strategy, user-centred design and IA deliver for everyone.
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