OrthoSolutions • Website
Shifting mindsets to create a better proposition and digital solution.
Orthosolutions approached 16i during a phase of repositioning for the brand and business. Their visual identity was updated in 2019 along with a full suite of marketing collateral and a functional website; everything they needed to promote the business. However they had identified something wasn't working or sitting well with the new direction and how they were presented online. What they needed was a digital partner who could help them identify these issues and optimise their online presence.
There were several big challenges we needed to overcome to achieve this which included:
- Clarifying the brand and value proposition
- Showcasing the diversity of products available.
- How to cater for an equally diverse set of foot and ankle medical problems.
- Regionalising content, language and product offerings.
- Demonstrating the companies capabilities and industry leadership in research, education and innovation in the field of Orthopaedics.
We immediately identified the proposition on the homepage of "Getting you back on your feet" whilst factually correct was targeting the wrong audience; patients with ailments, when the reality was that their site and products were aimed at surgeons and other medical professionals.
The format of the previous site was also too "consumer" focused. Minimal in content and detail, hiding everything in PDFs and downloads so not easy to access. The design was also not tailored for the content required and was too design and style driven when it needed to be more practical and informative.
With all this in mind we took on a complete rethink about who the site is targeted at. We reconsidered everything including information architecture, customer journey's and user experience off a small tweaking of the proposition to "Helping your patients back on their feet". This shifted the focus and thinking back to what do the surgeons and medical professionals need to know to decide if Orthosolutions is right for their patient and their medical practice.
Clarifying the proposition and offering.
We wanted to ensure that the proposition "Helping your patients get back on their feet" was placed front and centre in the hero section. Alongside this we created a simple question based filtering system that would deliver results based on the combined answers to help users quickly find relevant content if they lacked the time to explore further.
The rest of the homepage's focus is on delivering an introduction to the products, helping guide users to relevant content based on solutions they are looking for and introducing prospective clients to what makes Orthosolutions different.
Shifting from Products to Solutions.
A shift in mindset was a key change we made within the site, applying the understanding that a surgeon or medical professional may not know what specific product they need. What they do is what problems their patients are suffering with. Being time poor what they really need is to find the optimal solution to resolve this with ease.
By providing the answers on the website as solutions to particular ailments with clear way-finding to specific products, techniques and advice, Orthosolutions have provided the medical professionals with all the tools and knowledge to make the best choices for their patients and have confidence in what OrthoSolutions has to offer.
An attention to detail
Previous iterations of the site had showcased the products with some details, opting to provide more detailed datasheets as downloads. For this latest version we wanted to flip this on the head and provide more detail on the websites product listings, making it easier for the time-poor medical professionals to find what they need without having to go through numerous downloads.
