Audience research drives Keck's digital roadmap

GOALS

Keck Medicine of USC, a world-class academic medical center, was in a constant battle to acquire and retain patients in the highly competitive Los Angeles market. The organization wanted to get closer to their audience and better understand digital consumer behavior in order to capture more market share from competitive players.

SERVICES PROVIDED

  • Analytics and data science
  • Audience and user experience research

Research

We performed a deep research exercise to learn everything we could about the end customer and how they engaged with Keck Medicine of USC’s digital experience. Our research showed that while established patients returned for successive healthcare needs, first-time and prospective patients often got stuck because of a sub-par digital experience in which they failed to find what they needed. To answer the question of how Keck could drive an increase of new patients to its doors, our analytics and user experience teams looked to the data—both from quantitative analysis and the observation of user behavior.

We sifted through a year’s worth of data to decipher the main user pathways and pain points within those pathways. Our team helped Keck Medicine of USC develop a deeper understanding of their main audiences through:

  • UX research 
  • Competitive analysis
  • Focus groups
  • Session recording analysis
  • Online surveys
  • Referring physician interviews
  • Stakeholder interviews
  • Live usability testing

Outcomes

Modea’s analysis led to the creation of a digital roadmap to recommend specific steps the client should take to enhance the digital platform over time.

As part of our work, the Modea team delivered a list of quick wins to Keck Medicine of USC to ensure they were able to bring incremental consumer value to the market as quickly as possible. The analysis Modea provided is also guiding the design and development of a new keckmedicine.org.

  • Keck received a comprehensive web strategy based on real user data that will guide the future patient journey on keckmedicine.org.
  • Modea identified actionable insights needed to take in order for Keck to cater to the new patient’s needs.

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