The Problem
When GEHA members return home from a hospital stay, we deliver timely clinical information to help support them. When I was approached with this opportunity, GEHA was using an outside vendor to meet that need, meaning we had little control over the quality and style of the content. In partnership with our clinical team, we needed to create a comprehensive booklet that could be produced
and delivered using in-house resources to provide a more personalized, familiar and relevant recovery experience.
and delivered using in-house resources to provide a more personalized, familiar and relevant recovery experience.
The Process
Since this was a net-new project, we always start with the why. Why did we want to start creating this ourselves and not keep doing what we had been doing? The Clinical Operations team wanted to provide information directly to members that did not come from a third party. This third party experience meant that members would receive multiple flyers and forms with zero consistency on the order they would arrive. The new booklet would provide a one-stop-solution for important information and improve ease of information that could ease the burden on members that just returned home from the hospital.
Since the content for this booklet was scattered across many pages and pieces, my first task was to work with our content team to clean up the copy and find the information that we wanted to share. After a few content rounds and stakeholder approval, I started to work on the first round of design.
Research on self-care guides produce by competitors provided valuable insight into the landscape that helped me get a few rough layout sketches down on paper. I then took the copy and started to lay it out in Adobe InDesign to get an idea on the minimum number of pages needed. I then adding in our brand photo, text, exploring various wayfinding techniques and graphic styles while providing ample white space. After everything was completed, it was sent off to review with our internal team and then onto the stakeholder.
The Resolution
After careful collaboration between the creative team and our clinical partners, the "Healing at Home" booklet was put into production. With full control over the content and presentation of this information, GEHA was able to eliminate the need for an extra vendor relationship while also taking the lead in producing content that is relevant and easy to understand for our members recovering from hospitalization. We now review this piece annually and recently have updated it to reflect new brand initiatives and our 508 compliance goals. The full Flipping Book version can be viewed here: https://ebooks.geha.com/view/196457610/18/