Indiana University Health

Social Influencer

IU Health tasked my team to construct a relevant social engagement to raise brand awareness and affinity for the IU Health Trauma physicians and nurses via Indy Car driver, James Hinchcliffe’s massive social influence during EMS Appreciation Week and the Indianapolis 500. Under my leadership, we structured a social campaign composed of a kickoff video of Hinchcliffe’s traumatic crash story, a sweepstakes to elect a nurse or EMS worker to win tickets to the Indy 500 complete with a Hinchcliffe meet and greet, follow-up videos of James interviewing the trauma nurses and doctors who saved him and notes of encouragement from James to current patients. While directing the design and functionality of the sweepstakes components, I was solely responsible for the research, storyboarding, asset acquisition, scripting, scoring, design, and oversight of third party production / editing for the high-impact kickoff video of Hinchcliffe’s traumatic Indy 500 crash. The sponsorship generated over 131K engagements on social media, over 3K shares and over 500K views of the James Hinchcliffe story video.

Responsibilities:

• Creative Direction
• Concept Creation
• Design
• Research

Experiential Design

IU Health wanted to add an element of surprise and delight to their C-Level Leadership Conference. In collaboration with my digital strategist and CTO, we created an engagement that utilized technology every conference attendee already owned, their mobile devices. With the aide of a third party’s software, we created an engagement where attendees would enter a short url on their devices to answer questions via the orator. As the attendees answered the questions, the results page projected on the MainStage video screen would react in real-time. Akin to a word cloud, the answers that garnered more taps from the attendees would grow larger in relation to the other choices. Along with concept creation, I helped define functionality, designed the UI and directed production on the project. The engagement was so popular that IU Health employed it though-out the entire traveling Leadership Series.

Responsibilities:

• Creative Direction
• Concept Creation
• Design

Internal Outreach

IU Health was rolling out a new mantra, “the Best Care, Designed for You,” and needed a vehicle to raise internal awareness, excitement and personal ownership of this new idea. Working with my digital strategist, we conceived and wire-framed an internal, TCP/IP reliant, responsive microsite that functioned as an infinite scroll consisting of easily stackable, interchangeable, and updatable modules. The microsite included multiple areas of engagement including two sweepstakes, essential messaging, a roll-out video, quizzes, user generated photo galleries, downloadable resources, testimonials, tour info and more. I designed the UI and directed site development within each of the three key phases of the campaign roll-out.

Responsibilities:

• Creative Direction
• UX Design
• UI Design

Display Cinemagraphs

With the advent of IU Health’s new primary care and service line same-day appointments, I wanted to create a modern, more striking display unit. While still adhering to established brand guidelines, I envisioned a banner that utilized the mesmerizing effects of cinemagraphs. Due to the larger technical specs of html banners, I concluded the k-weight could indeed house an optimized cinemagraph and the idea was brought to life. I designed, directed and helped produce these standard display units across multiple service-lines. Each unit outperformed all prior designs with regards to CTRs and destination KPIs.

Responsibilities:

• Creative Direction
• Concept Creation
• Design

Destination Page

IU Health challenged the agency with the creation of a campaign targeted to both referring physicians and patients that promoted the state’s most skilled physicians while offering consumers health and wellness resources. I was responsible for the creation of all digital media. I worked in concert with my digital strategist to design the UX and identify content needed to construct an elegant and effective responsive landing page. While designing and directing a myriad of high-impact and standard display units that directed consumers to the destination page, I also designed the UI and directed third party development of the responsive landing page. With over 90k page views the page had surpassed brand equity audit measurement goals. And, as the cornerstone of the multi-channel campaign, the campaign won Ragan’s Grand Prize: Health Care PR and Marketing Campaign of the Year.

Responsibilities:

• Art Direction
• UX Design
• UI Design

Lead Generation Matrix

With the enactment of the ACA, IU Health recognized the profitability in establishing their own IU Health Plans on the Insurance Exchange. In order to execute their goal of 90k new enrollments, we needed to create a very direct and lead focused digital campaign. Working with my digital strategist, we identified four potential consumer personas, broke the sales cycle into three key time periods, established four relevant CTA’s to motivate consumers to provide lead information, created six message points, and defined four KPIs to determine success. Once the matrix for both display units and dedicated landing pages was completed, I designed each element and directed third party and in-house development with regards to final execution. Upon enrollment deadline, IU Health Plans had nearly doubled their expected enrollment goal.

Responsibilities:

• Art Direction
• Digital Marketing Strategy
• UX Design
• UI Design

Dedicated Landing Pages

Over the course of seven years working with Indiana University Health, I have wireframed, designed, directed my design team and directed third party development on dozens of dedicated landing pages. While maintaining accuracy to brand guidelines, I was able to make each design unique through layout and aesthetic variation creating a structured brand pattern that enhanced overall user experience.

Responsibilities:

• Creative Direction
• UX Design
• UI Design

Online Resource Library

The client set brand equity goals regarding consumer and referring physicians association of IU Health with the phrase “highly skilled physicians”and were looking for a vehicle to drive this messaging. My digital strategist and I wire-framed the architecture and layout of a multi-media, resource microsite. I directed and helped execute the user interface of the responsive site as well. With the aide of this microsite IU Health surpassed brand equity audit measurement goals in the “highly skilled physicians” category.

Responsibilities:

• Art Direction
• UX Design