Just in the Nick of Time

iPad OTS 500In preparation for a significant trade show, Care Publications needed to redo it’s website. The deadline for completion was immovable, timed to the arrival of a direct mail promotion inviting people to visit Care’s booth to try out CARE2GO, Care’s new patient engagement app.

Studies show that informed, engaged patients enjoy better outcomes. CARE2GO provides new mothers with guidance and trustworthy information through pregnancy and the first few years of the baby’s life. It helps manage appointments and track the baby’s developmental progress, providing vetted, trustworthy information in an online atmosphere where the difference between what’s true and what’s not is almost indiscernible. (Fun fact: more than 50% of women go online for healthcare information, but only a third of them believe what they find.)

With no time to spare, I reorganized the website’s front page and navigation, and then rewrote all the copy for length, clarity, and relevance. (The old copy was like the Mississippi River: long, meandering, and muddy.) We also found a few stock photos that weren’t just stock photography people in lab coats and stethoscopes.

The website is live, but is going to be a work in progress for a while. We’re working on a more detailed description of the app and what it does. But this was a crash-the-deadline update had to be done in time to support a set of promotions inviting people to stop by the trade show booth. It went live with one day to spare, in pretty good shape, and the client is thrilled.

I like that.