We’re thrilled to announce the new website for AllWays Health Partners! AllWays Health Partners, previously Neighborhood Health Plan (NHP), has rebranded in an effort to challenge the health care industry status quo with innovative products and services. They came to Boston Digital to build a website that would encompass the essence of their new brand, with a web experience that caters to their users.
About AllWays Health Partners
As a pioneer in the space for over 30 years, AllWays Health Partners was created to honor the belief that listening to and partnering with customers, providers, and other stakeholders works to develop targeted programs that meet everyone’s needs. The new brand also highlights the organization’s ability to leverage its position as a member of Partners HealthCare – the state’s leading health care delivery system. With this affiliation, AllWays Health Partners packages and delivers innovative products and programs that improve the experience of accessing care and coverage, and health outcomes.
About the Project
This website redesign stems from the complete brand refresh that Neighborhood Health Plan underwent to become AllWays Health Partners.
In order to amplify the new brand online, AllWays Health Partners sought a website that speaks to and delivers value to target audiences and end users, while rendering well on all devices. To meet this goal, we held multiple stakeholder interviews that guided the direction of the final sitemap and wireframes. Once we solidified the underlying structure, the new website transformed into a seamless, task-based navigation path that helps users find information they need.
We also partnered with AllWays Health Partners to better customize the site content for different market segments, including brokers, employers, providers, and members. Therefore, every landing page on the new website has an intuitive path that each user can follow specific to their individual needs.
AllWays Health Partners also sought to create a fresh visual design that would encompass and convey the new brand. To elevate the AllWays Health Partners brand, we translated the entire look and feel of the visual design for online. We created a style guide brand book that included many variations of creative animations, colors, shapes, call to action buttons, and other key design elements. The creative embodies the concepts of openness, collaboration, and takes the pain out of navigating the healthcare landscape for constituents.
Another major goal was to boost engagement and overall sales through lead generation. To achieve this, we developed a key blueprint for future inbound marketing initiatives. Our team crafted a content style guide, conducted a deep SEO audit and keyword mapping, and provided digital marketing best practices that will guide the AllWays Health Partners team’s current and future marketing efforts.
The new AllWays Health Partners website aims to focus on patients as people first – showing humanity throughout every page. Built in Kentico, the new website allows AllWays Health Partners to show the compassionate side of healthcare and evolve the customer experience online.