Interactive experience makes fast, meaningful impact with healthcare executives

Needing to make a fast and meaningful impact with senior healthcare executives, MEI Informatics teamed up with XPLANE to create interactive tool that is creative, detailed and comprehensible.

Challenge | MEI Informatics provides measurable marketing strategies for healthcare customers and referring physicians. Due to the intricate nature of MEI’s offering, it was often not fully understood by prospective customers, hindering sales and leading to confusion or misrepresentation. MEI needed a way to clearly and quickly communicate its process and value proposition in such a way that was understandable and engaging to its customers — C-level healthcare executives. MEI knew it wanted some type of interactive experience to communicate its value and process but needed guidance in determining the exact final product. It needed to be available on MEI’s web site and also in the company’s sales and marketing presentations.

Action | MEI received a recommendation for XPLANE from an existing business partner who indicated that XPLANE could create something simple and straightforward despite the business complexities. MEI decided to take a chance and hire XPLANE. A strategic discovery session was held at XPLANE’S headquarters in Portland, Oregon and included MEI team members both in-person and on the phone. Led by an XPLANE consultant, the session allowed MEI to focus and achieve alignment around what needed to be communicated. It was also highly creative, allowing the team to brainstorm on the type of final deliverable that could be created. XPLANE’s lead interactive designer on the project suggested a multi-tiered interactive experience that would allow C-level executives in the healthcare industry to quickly grasp what it is MEI provides through a series of clickable options, under the main categories of Mine, Market, Measure.

The final product was created in three and a half months and can be viewed on MEI Informatics’ Web site.

Results | Since sharing the new interactive tool with customers and prospects, MEI has enjoyed many positive comments centering on the themes of clarity and understanding. MEI senior executives are active in directing healthcare executives to the online experience. The professionalism, focus and reasonable price from XPLANE resulted in MEI being extremely happy with the engagement and open to future projects together.

“XPLANE has the ability to drive a creative forcing function, making companies come together and align around a common set of talking points and overall direction. I was continually impressed with the team’s high degree of professionalism and on a Net Promoter Score I rank our XPLANE experience as a nine.”

—Robert Kulis, president, MEI Informatics