Guiding people to the right healthcare when it matters most
Decision making around health needs can be complex. Particularly if you’re in a stressful situation, and you’re just not sure what to do. Brisbane North PHN and Brisbane South PHN were co-managers of this project and they came to us to help formulate a way to guide health decisions for Brisbane residents. Our goal was to point people in the right direction and provide information on local service providers who might best solve their problem, without getting lost in the multi-layered health system. A tool was required, and FindCareFast was born.
Challenge
The initial challenge was recognising that there were lots of healthcare providers available, from hospital emergency departments to the local pharmacy. But it wasn’t always clear who could best serve your needs for any given health incident. It was also apparent that less critical health problems were clogging up the emergency department system, and one of the objectives of this project was to de-load use of the ED. A final challenge was that Dr Google has been in full operating mode for some time now, which can create issues of confusion along with people self-triaging. Our goal was not to pretend to triage patients, but to guide people towards qualified health professionals most suited to their requirements and in the right timeframe for their situation.
The spark
Our first strategic decision was settling on what form of guidance tool we should create. After robust interrogations, it was decided that a website held greater advantage than an app, particularly as we were only talking to Brisbane residents and you just never know when you’ll need this platform. Other strategy work delved into understanding the mindsets of those needing health services, often of an urgent but not critical nature. We sought to use strategic insights gained from stakeholder engagements to know how to best communicate with them during what could be difficult times. Strategy was very much at the base of our website design and development with an appreciation that this platform needed to work intuitively and with the customer at the centre.
Creative
There were multiple creative elements to this project. Brand and visual identity, website design and development, and a launch advertising campaign were the key projects undertaken by our studio.The project didn’t come with a name, so our first task was to create one. After a collaborative process, FindCareFast was chosen. This name was chosen because it most simply told the story of what it does and how quickly it can provide guidance and help.
A visual identity was next on our to-do list, with various dynamic and iconic designs developed to represent the health nature but also connote the values of ease and speed. A preferred design was chosen and further developed before we settled on our final logo, which included speed and health icon representations.
Creating the website for FindCareFast.com.au involved a mix of clear design requirements along with strong backend databasing of health providers. The final website was delivered on time and on budget and showcases our diligence in creative design and technical output work.
Awareness of the new platform was key, so the launch advertising campaign was developed to build understanding of the service and create a level of interest and recognition so people could recall and utilise the platform in the future. Our studio team created videos, statics, display ads and more to create a multimedia launch campaign for the project. Stretching the budget was a key creative and production consideration, and our project and creative personnel worked hard to find alternative methods of representing the right health scenarios and talent without a dedicated photography and videography shoot. The use of highly curated stock footage with the addition of motion graphics and custom audio recordings and sound mixes resulted in the completion of a number of compelling advertising assets.
Outcome
Due to the nature of FindCareFast.com.au being a platform you want to access when in need of medical assistance, the true impact of our work will be mostly recognised in the medium-to-long-term future. We can confidently affirm that the client has been highly complimentary of our project management and creative work on FindCareFast and we expect to see meaningful impact across the community. However, we do know that the digital campaign for FindCareFast reached millions of people across the region and guided nearly 100,000 people to the website—all in the span of a couple of months.